chevron-down
chevron-down
Meta Business Help Centre
Metrics and estimates using Accounts Centre accounts
Meta publishes certain metrics on its ads reporting surfaces that are based on the number of Accounts Centre accounts that took an action, rather than the number of actions taken.
Meta also provides pre-campaign estimates during ad creation that help advertisers understand the estimated number of Accounts Centre accounts that meet the targeting and placement criteria that they select or how their ads may perform in one day depending on those selections.
Definition of "Accounts Centre accounts"
An Accounts Centre account refers to either (1) an individual Facebook or Instagram account that has not been added to the same Accounts Centre as another account, (2) the two or more Facebook and Instagram accounts that have been added to the same Accounts Centre.
Accounts that have not been added to the same Accounts Centre are counted as separate Accounts Centre accounts, and accounts that have been added to the same Accounts Centre are counted as one Accounts Centre account. For example, if a person has one Facebook account and two Instagram accounts and they have been added to the same Accounts Centre, they will be counted as one Accounts Centre account. But if those same accounts have not been added to the same Accounts Centre, they will be counted as three Accounts Centre accounts. The metrics and estimates that use Accounts Centre accounts are considered estimated and sampled. Some also may be labelled as in development.
Estimates or metrics using Accounts Centre accounts may be affected by whether a person has created more than one account and whether the accounts have been added to the same Accounts Centre
When a person has more than one account and has not added them to the same Accounts Centre 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 Centre 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 Centre accounts, not one. But if that person had added both of those accounts to the same Accounts Centre then we would count this as one Accounts Centre account link click, and two link clicks total.
Estimates or metrics using Accounts Centre accounts may be affected by the presence of fake accounts
Meta 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 metrics and estimates that use Accounts Centre accounts. Meta publishes information about its fake account enforcement efforts in the Community Standards enforcement report.
Related content
See a list of metrics that are labelled as unique
