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although I was a bit unclear on if this was referring to URL level or domain level time on site

It's simply time away from Facebook, since that's what they can measure.



Unless while away you are on any page with a facebook 'like' button. In which case they can monitor exactly your behavior. Fortunately there are very few of those. 0_o


They have started iframing sites on mobile, so lets to measure there and easily enough data to not need to do it at all on desktop?




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