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Unique Metrics

By October 20, 2021

Unique metrics published on Facebook reporting surfaces are metrics that count the number of people who took an action, rather than the number of actions taken.

These metrics are considered estimated and sampled, and depend on factors such as how many accounts are used by each person on Facebook Company Products. When a person has more than one account and takes actions (such as liking photos or adding comments) on the separate accounts, these actions may be counted separately even though they were made by the same person.

For example, this means that if someone saw a post while using their business Page and then switched to their personal profile and saw the same post, we may count this as 2 people reached. This also means that in cases where a person has connected their Facebook and Instagram accounts in Accounts Center, they will be counted as a single person for ads measurement and estimation purposes, and in cases where a person has not connected their Facebook and Instagram accounts in Account Center, their accounts will be counted as multiple accounts for ads measurement and estimation purposes.

Facebook has a number of systems in place to detect and remove fake accounts. In some cases, the presence of fake accounts may have some impact on unique metrics, such as estimated audience size.

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See a list of metrics that are labeled as unique

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