本文着重阐述Facebook DAU、WAD和MAU的测量方式。

Facebook

应用和网页对于活跃用户的定义各不相同。Facebook官方开发者文件是这样阐述二者区别的：

就应用而言，如下用户被视为活跃用户：访问应用Canvas页面；在属性标签页面浏览应用；用Facebook页面登陆外部网站；以活跃用户状态访问Facebook API（游戏邦注：即应用程序界面）。就页面而言，如下用户被视为活跃用户：访问页面；在页面中阅读帖子；在帖子中互动。

主要区别

Facebook页面的活跃用户数据显然有些浮夸。原因在于它把通过页面阅读帖子的用户也囊括在内。意思是说，那些将页面评论转至自身消息动态的用户也被视为活跃用户。有人就此提出不同看法，他们认为只有那些评论帖子、顶帖子或者点击帖子链接的用户才应该被视为活跃用户。

虽然上述观点有待深入探讨，但Facebook夸大的活跃用户数据无疑使得Facebook页面成为各大公司营销活动不可或缺的组成部分。Facebook页面着实让很多人受益匪浅，这里堪称宣传帖子的胜地。

然而，我们对Facebook活跃用户数据还是应该持保留态度。更重要的是，我们应该把帖子评论和被顶平均数量当作衡量标准。这样一来，活跃用户反映的就是用户粘性增长所带来的扩大用户群。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

How Facebook Calculates Active Users For Pages

After covering how to measure Facebook page engagement, we received inquiries asking us about how Facebook measures daily, weekly, and monthly active users.

So read on for the answers to everything you’ve been wondering about how these measurements work.

For applications and pages, the definition of “active users” differs. Facebook explains the difference between the two in the company’s official developer documentation:

For apps, people are considered active users if they have visited the app Canvas page; viewed the app on a page profile tab; visited an external website when logged into that site with their Facebook account; or had the Facebook API called on their behalf with an active user session. For pages, people are considered active users if they have visited the page; viewed a post by the page; or interacted with a post.

The Big Difference

As you might have noticed, Facebook pages have a somewhat inflated “active users” number. The reason is that anybody who even “viewed a post by the page” will count as an active user. That means “active users” represents those individuals who have had your page content appear in their feed. I would argue that a more accurate count of active users would be those who commented on a post, liked a post, and clicked a link that you published.

While this is something that could be debated, the inflated number helps further support the argument that Facebook pages are a critical component of any company’s marketing efforts. At AllFacebook we’ve actually experienced dramatic benefits from our Facebook page, in that it’s the primary location for distributing our posts. Without the page we couldn’t have the reach that we have today.

However, I tend to take the total active users number with a grain of salt. More important is measuring the average number of comments and likes on each post that you publish. Active users will then reflect the increased reach that you have as a result of the increased engagement. For a more detailed overview of Facebook insights, check out our guide on measuring Facebook page engagement.

Readers, what do you think about the ways that Facebook measures users?（Source：allfacebook）