Facebook to change how users are counted in its ad metrics

Facebook added the change is to be consistent with “evolving advertising, privacy and regulatory environments”

Facebook on Tuesday said it has made changes to the way user accounts are counted for advertisement measurements on the platform. The move is likely to increase the number of accounts an advertiser can reach.

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Facebook and Instagram were integrated earlier this year, allowing users to link their accounts with a common email address or phone number. Users having multiple accounts were counted as one person for advertising purposes if they had linked their Facebook and Instagram accounts.