REPORT: Reports Of Lower Facebook Usage Based On Ad Data, Not Official Figures

Social analytics firm Quintly sought to debunk recent news items about Facebook hemorrhaging users and, in particular, younger users.

According to Quintly, many of these reports were based on Facebook advertising data, and not on the official figures the social network released as part of its first-quarter earnings report. The analytics firm cautioned that the advertising data are mainly estimates, and that those data pegged Facebook’s total monthly active users at 965 million, while official statistics from the social network showed 1.11 billion.

Quintly also pointed out that only two countries were reported as losing MAUs, with Germany shedding just 0.12 percent of its total, and the U.K. seeing a loss of just 264,000 MAUs.

As for younger users, Quintly reported that men 18 through 24 still represent the social network’s strongest user group, followed by men 25 through 34, and women 18 through 24.

The analytics firm concluded:

There is indeed a big difference between data from Facebook ads and the Facebook earnings graph data. This is nothing new for most marketing and media people in the world, since it’s a matter of common knowledge that all of the Facebook country statistics data from external tool and data providers are based on Facebook ads data, and these advertising data can be seen as rough estimates for Facebook country statistics — no more, no less. Only if you check the official earnings call numbers of Facebook are you able to get the exact statistics for monthly and daily active Facebook users.

Readers: What is your take on reports of Facebook losing users?

Related Stories
Mediabistro Course

Blogging: Analytics, SEO, and Content

Blogging: Analytics, SEO, and ContentWork with the former marketing director at Conde Nast Digital to improve your search rankings, integrate social, and increase traffic to your blog! Starting November 5, Jim Hopkinson will teach you how to analyze KPIs, monetize your blog through ads, sponsorships, and affiliates, and leverage your blog toward a larger platform such as publishing, speaking, or consulting. Register now!