Starting November 15, 2025, Meta (Facebook) will deprecate several metrics in its Page Insights API, including Impressions and Page Fans. These changes align Facebook metrics with Instagram, which moved to Views earlier in 2025. More information about this change can be found here
In this article, we will outline:
What is the Views metric?
"On reels and videos, Plays will now be called Views. How Views are calculated will not change, so you should not see any meaningful changes to this metric other than the new name.
As part of this update, we’re removing the separate replays metric. For Stories, photo or text posts, Views will replace Impressions. For these non-video formats, Views are calculated as the number of times they appear on a person’s screen, including repeat views.
So, for example, a person viewing a photo three separate times in the same day would count as three Views for that photo instead of one Impression. This means you may notice your Views are higher than your previous impression counts."
What Agorapulse metrics are impacted by the change?
Agorapulse will stop collecting data for the deprecated metrics on November 15, 2025.
We will use the new Views metric in place of the current Impression metric for all forms of Facebook content. The deprecation of the Impressions metric will also impact the Engagement Rate per Impressions calculation. This metric will now be calculated using Views.
In the table below, we will outline the specific metrics that have been deprecated from Facebook's API:
Metric | Agorapulse Reports Affected | Change |
Impressions* | Audience > Engagement rate | Meta will deprecate this metric and replace them with Views. |
Page Fans | Audience > Audience growth | With the migration of all Facebook Pages to the new Pages experience, the Page Insights tab for classic Pages has been fully deprecated as of November 1, 2023. As part of this deprecation, Meta is deprecating the Page Fans metrics. |
Demographic Data | Audience > Demographics | Demographic data for Fans by city, country, and language has been removed. |
*Please Note: All Facebook historical Impressions data inside Agorapulse will remain available. Only new data after November 15 will be displayed as Views.