Updates to Facebook Paid Engagement Calculations

We’re making it easier for you to access accurate and aligned paid metrics for your Facebook Pages.

By default, Facebook Page paid metrics in Sprout have been sourced from Ad Posts and Boosted Posts created directly on the page. Starting January 30th, 2025, for those with connected Facebook Ad Accounts, Sprout will automatically update the source of paid metrics to include Ads published through those accounts.

Please note, this applies to data starting on 03/01/2024. Prior to this date, we will use the paid engagement data provided by Facebook prior to their April deprecations.

What Does This Mean for You?

  • Accurate Alignment: Paid metrics will now reflect Ads published via Facebook Ad Accounts, ensuring your data no longer has significant discrepancies when compared to Meta Business Suite.
  • Automatic Updates: Sprout continuously syncs with the Facebook Marketing API to detect Ads linked to your Facebook Pages. If an Ad is running on behalf of your page, we’ll update the source of paid metrics automatically.
  • Expanded Insights: You can expect significant increases in metrics like Total Engagements, Paid Engagements, Reactions, Comments, Shares, and Clicks—better reflecting the true impact of your advertising efforts.

How Are Pages Linked to Ads?

When creating an Ad Set or Ad in Meta Ads Manager, you select a connected Facebook Page to advertise with. This association ensures that metrics from those Ads are included in your page’s paid metrics within Sprout.

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