Facebook took a step toward standardizing the wild world of Web metrics by switching its engagement rating for applications from reporting daily usage to measuring monthly active users. The social networking site announced the change last week via a company blog aimed at an audience of developers. The goal is to help developers focus on "longer-term engagement" and show them "the number of users who visit [their] application over a longer time frame than just one day," according to Facebook. Initially, installments—the number of times an application is installed on a Facebook member's profile page—was a measure used to rank application. However, that metric has fallen out of favor with digital agencies and marketers because vendors who are paid by clients on a per-install basis can manipulate it.http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i483ca3e33c7ae386a8ae64b7a247f190
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