Updating ad measurement terminology to align with Accounts Center

Earlier today, we announced improvements to make it simpler for people to find and manage certain settings in Account Center. As Accounts Center becomes the central place for managing Facebook and Instagram accounts, we want to make sure the terminology we use for certain advertising metrics aligns with the growing importance of Accounts Center.

For that reason, starting today, we are updating the terminology we use for certain metrics, changing “people” to “Account Center accounts.” This change will be reflected in Meta Ads Measurement tools, along with all other reporting surfaces including Ads Manager, Ads Reporting, Ads Help Center, Commerce Insights and Instagram Insights.

Our calculation methodology for these metrics is not changing. The numbers you see in your reporting are the same as before; the only difference is the name. For example, if a person has one Facebook account and one Instagram account that are linked, they will be counted as one Accounts Center account. However, if those same accounts are not linked, they will be counted as two separate Accounts Center accounts for ads planning and measurement purposes.

You can read more about our reporting methodology here.