That's data [about to occur][4] for tallies of mentions on Facebook, which are labeled talking about this, plus the audience measurement called weekly total reach. Ditto for check-ins to physical locations.
Facebook has been sending out messages to [page owners][5] with the subject line, "Check-in numbers on pages will be updated in the next few weeks." Here's what these missives say:
We are revising check-in numbers on Facebook pages to give you a more accurate picture of how people are visiting your business. Among these changes, previously, if an individual checked into your business multiple times, each check-in was counted into your page's total check-in number.
Now, if someone checks into your business multiple times within a 12-hour period, that action will be counted as one unique check-in. In addition, when people tag their friends at a location and upload a photo, those photo tags will be counted more holistically.
For example, if 20 photos were uploaded to an album at a specific location, we'll now count that as a single check-in. If Jessica checks into a location and tags five friends in the photo she uploads with her check-in, the total check-ins number will be six -- Jessica plus her five friends.
On the positive side, it seems like this change will, as intended, give page managers a more accurate read on engagement with their pages. On the negative side, however, totals for key metrics [that are publicly visible][6] will drop precipitously.
Page managers: Have you received this email from Facebook yet?
[![][7]][8]
_Many thanks to Dennis Yu of [BlitzLocal][9] for the tip._
[![][10]][11]
[![][12]][13]
[![][14]][15] [![][16]][17] [![][18]][19]
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[1]: http://www.allfacebook.com/wordpress/wp-content/uploads/2011/07/DownwardChartTeaser.jpg (DownwardChartTeaser)
[2]: http://www.allfacebook.com/wordpress/wp-content/uploads/2011/07/DownwardChartTeaser.jpg
[3]: http://www.allfacebook.com/facebook-page-insights-realtime-2012-02
[4]: http://www.allfacebook.com/facebook-insights-mobile-2012-03
[5]: http://www.allfacebook.com/facebookinsights-near-real-time-2012-02
[6]: http://www.allfacebook.com/facebook-timeline-page-metrics-2012-02
[7]: http://www.allfacebook.com/wordpress/wp-content/uploads/2012/03/CheckInNumbers.jpg (CheckInNumbers)
[8]: http://www.allfacebook.com/wordpress/wp-content/uploads/2012/03/CheckInNumbers.jpg
[9]: http://www.blitzlocal.com/ (BlitzLocal)
[10]: http://feedads.g.doubleclick.net/~a/F4BPCPMwsJca9tRnJxyU75x5Qxc/0/di
[11]: http://feedads.g.doubleclick.net/~a/F4BPCPMwsJca9tRnJxyU75x5Qxc/0/da
[12]: http://feedads.g.doubleclick.net/~a/F4BPCPMwsJca9tRnJxyU75x5Qxc/1/di
[13]: http://feedads.g.doubleclick.net/~a/F4BPCPMwsJca9tRnJxyU75x5Qxc/1/da
[14]: http://feeds.feedburner.com/~ff/allfacebook?d=pnQdOprp5To
[15]: http://feeds.feedburner.com/~ff/allfacebook?a=T-d3wQGEXSM:fe-fWzFMyjA:pnQdOprp5To
[16]: http://feeds.feedburner.com/~ff/allfacebook?d=qj6IDK7rITs
[17]: http://feeds.feedburner.com/~ff/allfacebook?a=T-d3wQGEXSM:fe-fWzFMyjA:qj6IDK7rITs
[18]: http://feeds.feedburner.com/~ff/allfacebook?i=T-d3wQGEXSM:fe-fWzFMyjA:gIN9vFwOqvQ
[19]: http://feeds.feedburner.com/~ff/allfacebook?a=T-d3wQGEXSM:fe-fWzFMyjA:gIN9vFwOqvQ
[20]: http://feeds.feedburner.com/~r/allfacebook/~4/T-d3wQGEXSM
URL: http://feedproxy.google.com/~r/allfacebook/~3/T-d3wQGEXSM/insights-change-2012-03
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