The practice of using monthly active users and registered users as a size guide is outdated according to Facebook.
Instead the social network said advertisers should be focusing on daily active users.
“A lot of people focus on monthly active users or even registered users to demonstrate their size and scale. Facebook sees this becoming on old way of looking at the media world,” a release from Facebook’s local PR firm, n2n Communication said.
The social network today released new user metrics revealing nine million Australians use Facebook daily and 7.3 million access the platform daily via mobile.
The site has 12 million local monthly active users across desktop and mobile and 9.8 million mobile monthly users.
Meanwhile, a global analysis of 75 billion Facebook ads by Kenshoo Social has found the performance of Facebook ads have improved.
In the first two quarters of 2013 clicks on ads increased by 16.4%, conversions rose by 56.9% and advertiser revenue jumped 28.3%.
Kenshoo said the increases come as advertisers improve their targeting and on the back of improved Facebook algorithms.
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