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Meta’s Updating the Terminology for Accounts Reached within Ad Campaigns

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Meta’s Updating the Terminology for Accounts Reached within Ad Campaigns

This is a seemingly minor update, though the impacts could be relevant within your ad reporting.

Today, Meta has announced an update to the terminology that it uses to display performance metrics, with the term ‘people’ being updated to ‘Accounts Center accounts’ within Ads Manager, Ads Reporting, Ads Help Center, Commerce Insights and Instagram Insights.

As explained Meta:

“Our calculation methodology for these metrics is not changing. The numbers you see in your reporting are the same as before; the only difference is the name. For example, if a person has one Facebook account and one Instagram account that are linked, they will be counted as one Accounts Center account. However, if those same accounts are not linked, they will be counted as two separate Accounts Center accounts for ads planning and measurement purposes.”

So it comes down to whether their accounts are connected or not in Meta’s back-end. Which, you would assume, most user profiles are, but Meta hasn’t provided any additional information on the number of accounts that are linked or not, which does make these stats a little opaque.

For example, are we looking at, say, 750 million out of the billion or so IG accounts in existence that are linked, and are displayed as a single Facebook/IG user in your ad reach metrics, or is it more like 200 million? What about Messenger – do most Messenger users have a linked Facebook account?

The difference here is significant. Ideally, of course, you want to ensure that you understand the unique reach of your ads, and how many people, exactly, are seeing your promotions. But if a lot of the listed profiles are the same person, across the two platforms, that muddies the waters.

And while this update doesn’t change anything in regards to how the data is collected, so any issues of this type have already been present for some time, the terminology could be a little more confusing.

For example, instead of your stats saying that your ad reached ‘1,000 people’, it’ll now say your ad reached ‘1,000 Accounts Center accounts’. That seems to imply linked accounts specifically, but that’s not the case.

Also relevant:

When a person has more than one account and has not added them to the same Accounts Center account, then actions (such as clicking on an ad, liking photos, or adding comments) taken on the separate accounts are counted separately even though they were performed by the same person. This means that if someone with multiple accounts that have not been added to the same Accounts Center clicked on a post while using their Facebook business Page and then switched to their personal Facebook profile and clicked on the same post, we would count these as link clicks by two Accounts Center accounts, not one. But if that person had added both of those accounts to the same Accounts Center then we would count this as one Accounts Center account link click, and two link clicks total.”

Are all of the Pages that you manage included within your individual Accounts Center? Might be another element to check.

The change is in line with Meta’s broader update to its Accounts Center platform, which will better enable users to control their preferences across Facebook, Instagram and Messenger in one place.

And it should have limited impacts, given, as Meta notes, the methodology behind how it calculates the data is not changing.

But it’s worth noting, and it once again raises questions about the specifics of this counting, and how much information you have on unique audience reach.

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

Looking to map out your content calendar for the year ahead?

This will help – Twitter has published its annual events calendar, which highlights all of the key dates and celebrations that you need to keep in mind in your planning.

The interactive calendar provides a solid overview of important dates, which could assist in your strategy. You can also filter the list by region, and by event type.

Twitter marketing calendar 2023

You can also download any specific listing, though the download itself is pretty basic – you don’t get, like, a pretty calendar template that you can stick on your wall or anything.

Twitter marketing calendar 2023

Twitter used to publish downloadable calendars, but switched to an online-only display a couple of years back. Which still includes all the same info, but isn’t as cool looking.

Either way, it may help in your process, as you map out your 2023 approach.

In addition to this, Twitter’s also published an overview of some of the major events that it’ll be looking to highlight in the app throughout the year, along with a pitch to advertisers, amid the more recent chaos at the app.

As per Twitter:

We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.”

There’s also this:

Not only is Twitter alive with content and conversation around big moments, but we are also growing. We saw global mDAU acceleration in Q4 to 253.1M, driven by an average sign-up rate of more than 1 million new daily users across Q42.”

That’s the first official usage stat Twitter has shared since Elon Musk took over at the app, and is a significant jump on the 238 million mDAU that Twitter reported in Q2 last year, its last market update before the sale went through.

It’ll be interesting to see if that usage level holds, as Twitter works through its latest changes and updates.

You can check out Twitter’s 2023 marketing calendar here.



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‘Stop the hate’ online, UN chief pleads on Holocaust Day

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A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day

A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day – Copyright AFP Michal Cizek

The UN secretary-general warned of social media’s role in spreading violent extremism around the globe as he marked Holocaust Remembrance Day on Friday, urging policy makers to help stop online hate.

Antonio Guterres said parts of the internet were turning into “toxic waste dumps for hate and vicious lies” that were driving “extremism from the margins to the mainstream.”

“Today, I am issuing an urgent appeal to everyone with influence across the information ecosystem,” Guterres said at a commemoration ceremony at the United Nations. “Stop the hate. Set up guardrails. And enforce them.”

He accused social media platforms and advertisers of profiting off the spread of hateful content.

“By using algorithms that amplify hate to keep users glued to their screens, social media platforms are complicit,” added Guterres. “And so are the advertisers subsidizing this business model.”

Guterres drew parallels with the rise of Nazism in 1930s Germany, when people didn’t pay attention or protest.

“Today, we can hear echoes of those same siren songs to hate. From an economic crisis that is breeding discontent to populist demagogues using the crisis to seduce voters to runaway misinformation, paranoid conspiracy theories and unchecked hate speech.”

He lamented the rise of anti-Semitism, which he said also reflects a rise of all kinds of hate.

“And what is true for anti-Semitism is true for other forms of hate. Racism. Anti-Muslim bigotry. Xenophobia. Homophobia. Misogyny”

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Weird of the Week

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Weird of the Week

What happened when six doctors swallowed Lego heads for science, and the results of Santa’s DNA test. Plus, is Dolly Parton really recording an album with Slipknot?

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