Facebook announced that they will update the way page likes are counted. The social media giant wants their audience data “more meaningful” for business owners by providing consistent and up-to-date information.

Inactive accounts are categorized into memorialized accounts and deactivated accounts.

Benefits of Removing Inactive Accounts

According to Facebook, the two primary benefits of this move are:

  1. Business results: Removing inactive Facebook accounts from Page audience data gives businesses up-to-date insights on the people who actively follow their Page and makes it easier for businesses to find people like their followers through tools like lookalike audiences. 
  2. Consistency: We already filter out likes and comments generated by deactivated or memorialized accounts from individual Page posts, so this update keeps data consistent.


This move was implemented to ensure that Facebook will be providing valuable data; especially to business owners.

If you are an admin owner, expect a dip of the numbers in the coming days. With this said, it will also mean a more accurate information from the like feature; which will make the data more reliable for business owners.