Why your Facebook Pages’ like totals may drop

You may have recently seen the below message pop up under the insights tab on your Facebook page.

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Facebook has today released info to confirm they will be removing deactivated accounts from Pages’ like counts starting March 12. This change ensures that data on Facebook is consistent and up-to-date.

Facebook has confirmed that they will be focusing on accounts that were memorialised for deceased users, or voluntarily deactivated.

They’ve explained their reasons behind the move:

Business results: Removing inactive Facebook accounts from page audience data gives businesses up-to-date insights on the people who actively follow their page and makes it easier for businesses to find people like their followers through tools like lookalike audiences.

Consistency: We already filter out likes and comments generated by deactivated or memorialised accounts from individual page posts, so this update keeps data consistent.

Over the coming weeks, page admins should expect to see a small dip in their number of page likes as a result of this update. It’s important to remember, though, that these removed likes represent people who were already inactive on Facebook.

Going forward, any accounts that are voluntarily deactivated or memorialised will be removed from a page’s like count. If an account is reactivated, the account will be re-added to the pages like count.

We knew it was bound to happen eventually, especially with the recent cleanup on Instagram. I personally welcome this change with open arms! Accurate data is good data.

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