Facebook has just announced that they’ll remove the “friends of fans” metrics from Page Insights (http://www.facebook.com/insights), as well as from the Insights API.
In a statement, Facebook said their decision was guided with the aim to “make their Insights products more simple and more actionable”.
We couldn’t agree more. Close to one year ago, in a blog post, we’ve described why “Friends of Fans” is a completely useless metric, when it comes to organic and viral measurement and optimization.
It still makes sense as an Ad metric though so Page admins will still be able to see this number by using the Friends of Fans targeting option in the Ads create tool and in the Ads API.
Change will be effective from July 10, 2013