Jan's Tech Blog

where technologies are annotated

Facebook釐清Monthly Active User定義,去除沒登入App或Web用戶

今天看Social Times的一篇舊文時發現,Facebook原來更新了其Monthly Active User的定義。而這次更新不但無損Facebook的增長走勢,更突顯其發展仍很樂觀。

在2015 Q3的業績公佈之前,Facebook的Monthly Active User是這樣計算的

We define a monthly active user as a registered Facebook user who logged in and visited Facebook through our website or a mobile device, used our Messenger app (and is also a registered Facebook user) or took an action to share content or activity with his or her Facebook friends or connections via a third-party website or application that is integrated with Facebook, in the last 30 days as of the date of measurement.

但這次公佈業績時,其Monthly Active User的計算方法已經不同:

We define a monthly active user as a registered Facebook user who logged in and visited Facebook through our website or a mobile device, or used our Messenger app (and is also a registered Facebook user), in the last 30 days as of the date of measurement.

大家會留意到,最大分別在於透過其他網站或Application在Facebook發佈內容或活動。所以如果大家只用Instagram打卡再發佈到Facebook,理論上也計算入Active User之列。

下圖是Facebook 2013年Q3至2015年Q3在Mouthly Active Users之增長。2015 Q3比Q2的確多了人,而且這是「已除淨」的Q3對比「未除淨」的Q2

由此可見,這次除淨Active Users之舉並未影響整體增長。當然啦,現在Facebook已經是個很成熟的平台,有很多人用其他App,也都會固定登入。如果此舉發生在兩三年前,Facebook App很不成熟,Android不少用戶還用Friendcaster之類的App,就可能有明顯影響。

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