Facebook Will Use Viewability To Measure Organic Page Reach

Starting this week ( Monday 12th February 2018 ) Facebook will begin measuring organic page reach the same way it measures paid ad reach.  They will calculate organic reach impressions only when a Page post actually appears on a person’s screen

Prior to this change, reach for page posts was calculated based on how many times a post had been published in the news feed.

If a post was delivered in the news feed it would count as a view, even if the user didn’t actually scroll down to see the post.

A spokesperson for Facebook said " This will provide Page owners with a more precise measurement of their audience and offer a more consistent measurement methodology across both our paid and organic reach reporting. Since this is stricter reporting, some Pages may see lower reach figures than before."