Facebook starts measuring “engagement” instead of raw users for ranking popular apps

Very interesting.  Facebook has announced that it will no longer rank popular applications by raw number of users, instead choosing to measure “engagement” those users have with the apps they’ve installed.  This is a great, smart shift, and I think it presages lots of changes to how online activism is measured.

We define engagement as the number of users who touch your application every day (measured from midnight to midnight each day).

These touch points are:

  • Canvas Page Views
  • Link Clicks in FBML
  • Mock-Ajax Form Submission
  • Click-to-Play Flash

The number of engaged users is calculated by putting all of these
touch points together. We display this as the number of “Daily Active
Users.” Next to it we also show what percentage that is of the
application’s total number of users.

Hat tip to Jeff.

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