A change to the way Facebook measures impressions could result in a fall in organic numbers for Pages.

Social media commentator Matt Navarra tweeted yesterday what appears to be communication from Facebook suggesting that the company is altering its methodology for recording visits to Pages.

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It says it will bring the way it measures organic visits more in line with its measurement of ads.

Embedded rich media on Twitter

The communication says: “As part of our continued effort to make it easier for businesses to make comparisons across paid and organic channels, we’re updating the way we filter repeat organic Page impressions on Facebook to be more aligned with the methodology we use for ads.

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“Specifically, we will be updating the time frame for which we filter out repeat organic impressions from the same person.

As a result, you may see less organic impressions for your Pages and posts.”

Facebook said the changes would begin to be rolled out yesterday.

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