There are a lot of interactions on the Facebook homepage. Only after removing duplicate UIDs can we see the real number of users.

When a piece of content on a Facebook page has thousands of likes, comments, and shares, it looks like it has accumulated a large number of potential customers. But after exporting the interaction records, you often find that the same person has liked and left comments, and appears repeatedly in other posts.

If you directly treat each interaction as a user, what you end up getting is not the number of real users, but the number of user actions. The data looks beautiful, but there will be a lot of duplication during subsequent testing and marketing.

If you want to see how many real users the homepage has accumulated, the key is not to continue to accumulate the number of interactions, but to first follow theFacebook UID deduplication.

The number of interactions and the number of real users are not the same thing

according toThe statistical caliber of the number of people covered and the number of interactions in the Meta background is that the number of people covered is closer to the number of independent users who have viewed the content, while the number of interactions will accumulate likes, comments, shares, clicks and other behaviors.

The same user can like and comment on a post, and can also continuously participate in multiple pieces of content posted on the homepage. Multiple interactions are logged, but it's still possible that the same person is behind the actions.

For example, a certainThe Facebook page received a total of 2,860 interactions in a month. Looking at the interaction records, it seems that there are close to 3,000 users. But after UID deduplication, only 940 different accounts remained. This does not mean that there is less data, but that we finally see a user scale that is closer to the real situation.

If duplication is not removed first, subsequent calculations of the number of interactive users, customer acquisition costs, and conversion rates will be affected. Originally there was onlyThere are 940 users, but the calculation is based on 2860 people. The final advertising effect is easily distorted.

The same nickname cannot be merged, and different nicknames do not mean they are two people.

Facebook users can use the same nickname or change their avatar and personal name. Judging duplicates based solely on nicknames, avatars, or homepage display names is not very accurate.

UID is the identity assigned by Facebook to the account. In the same data source and corresponding scenario, deduplication based on UID is usually more stable than based on nickname, avatar or comment content.

but,UID deduplication is not simply about removing duplicate rows. The truly valuable processing method is to merge multiple behaviors generated by the same UID into the same user record, while retaining the following information:

ltime of first interaction;

lLast interaction time;

ltotal number of interactions;

lnumber of posts participated in;

lBehavior types such as likes, comments, and shares;

lThe product or activity corresponding to the interactive content.

In this way, you can get the number of real users without losing the value brought by repeated interactions.

It should be noted that if the data comes from multipleFor Facebook homepages, multiple business accounts or different interface environments, the source of the homepage and the original UID should be retained at the same time, and do not forcibly merge across sources without confirming the identification rules. A safe approach is to complete deduplication within the same homepage first, and then process cross-homepage data based on the confirmed associated information.

UID deduplication does not mean deleting active users

Many people heard"Removing duplicates", the first reaction is to delete repeated users and keep only one record. Although the table becomes tidy, the most valuable information will be lost.

A user who has interacted ten times in a month has obviously different value than a user who only likes once. Both people are counted as only one in the numerical statistics after deduplication.UID, but should not be placed at the same level during subsequent sorting.

A more reasonable approach is to only calculate quantity statistics once and retain all interactive behaviors. After deduplication, eachUID can add fields such as number of interactions, recent interaction time, and engagement content.

For example:

userUser A only liked it once three months ago; User B commented three times in the past seven days and also clicked on the product link. Both of them are independent users, but User B shows a higher degree of concern and is more suitable for priority analysis and follow-up.

therefore,UID deduplication solves "how many people are there", and the number of interactions solves "how many times each person participated". The two indicators need to be viewed together and cannot replace each other.

Remove duplicates first, and then use Digital Planet to supplement the detection

ifThere are a large number of duplicate records in Facebook UID. Direct submission for detection will cause the same account to be processed multiple times, which will not only increase the amount of data, but also cause duplication in the final statistics.

Using Digital PlanetBefore Facebook-related detection, you can first complete a round of basic sorting: unify the UID format, clear blank content, retain the source of the homepage, and then remove duplicates according to the corresponding range.

After deduplicationUID can enter the Facebook testing project supported by Digital Planet to further understand whether the account is currently valuable. Digital Planet supplements the account status information, while the original interaction data retains what the user has done. The combination of the two parts has more reference value than just looking at the number of likes or comments.

The whole process can be divided into three levels:

Raw interaction records are used to preserve behavioral details;The UID deduplication results are used to count the real user scale; the digital planet detection results are used to supplement the current status of the account.

After this processing, even if the same user likes, comments and shares multiple times, he will only occupy one real user position, but all his interactive behaviors can still be retained.

After removing duplicates, focus on these data

After the Facebook homepage completes UID deduplication, the first thing to look at is not the total number of interactions, but the number of independent UIDs. This number is closer to the number of users that the homepage can actually reach and interact with.

Next, you can calculate the proportion of repeat interactive users. If a large number of users only interact once, it means that the content may have gained exposure, but its continued appeal is limited; if there are manyUID has participated in different posts many times, indicating that the homepage has formed a stable following.

You can also view recent interaction times. Users who interacted frequently two years ago and have been silent recently are related toUsers who continue to participate in content for 30 days will have different subsequent values. Digital Planet can combine relevant detection items to help review the current status of the account, reducing the need to continue analyzing invalid or abnormal accounts.

Finally, look at the actual behavior after interaction, such as whether to enter the website, submit a consultation, register an account or complete a purchase. More likes does not necessarily mean more transactions.UID deduplication can return these conversion data to the real number of people.

Suppose a home page getsThere are 3,000 interactions and 1,000 independent UIDs after deduplication. Among them, 100 people complete the consultation, so the consultation ratio based on real users is 10%. If 3,000 interactions are mistakenly used as the number of people, the consultation ratio will only be 3.3%, and the judgment of the value of the homepage will be completely different.

Digital planet detection results must also be backfilled to the original records

Done via Digital PlanetAfter Facebook UID related detection, it is not recommended to keep only a new result table. A more practical way is to backfill the account status into the deduplicated user record, while retaining the original homepage source, number of interactions, and most recent interaction time.

Later, it can be stratified according to actual goals. Users who have interacted many times recently and whose account status is normal can be analyzed first; users who have interacted earlier but whose account is still available can re-judge their interest based on new content; accounts with abnormal status or that are no longer suitable for continued use do not need to continue investing time.

The digital planet cannot rely solely on oneUID determines that the user will definitely purchase, and it cannot replace customer authorization and true communication. It is more suitable to be placed after UID deduplication to help further filter invalid or abnormal accounts, so that subsequent analysis can focus on target users who are still valuable.

What is really useful is"Number of people, behavior and status" are retained at the same time

The data on the Facebook homepage cannot only look at the total number of interactions. The number of interactions is high and may come from many different users or may be repeated by a small number of active users. Only by first removing duplicates based on UID can we know how many real users the homepage has accumulated.

But deduplication cannot delete all repeated behaviors. The correct result should be: eachUID only counts one user, while retaining the number of interactions, first appearance time, most recent interaction time and content preferences of this user.

After completing these arrangements, use Digital Planet toFacebook-related status detection merges detection information with original interaction records. What you get in the end is no longer a bunch of repeated likes and comments, but data that allows you to see the real number of users, interaction levels, and current account status at the same time.

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