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。

相關文章：
兩萬億個Post開放任Search！實測Facebook全新搜尋功能
Facebook讓你在Page製作仿Multi Product Ad的多圖像Post
Facebook改善Notes功能，鼓勵大家重新寫Blog