Meta has made the decision to deprecate several Facebook-specific metrics on September 16th 2024. These metrics are being removed as they are no longer relevant or useful for the new Pages experience. This choice has been designed to streamline functionality and will affect all third-party Meta partners (including Agorapulse). More information about this change is available here.
It is important to note that these changes may disrupt current reporting processes and will affect what data you will be able to see in Agorapulse reports. We have made it a priority to ensure that all remaining metrics provide meaningful insights on your performance and we will continue to work with Meta to provide continued value to your reporting ability.
We have included a list of all affected metrics below, along with an introduction to new metrics and calculations related to reporting on Facebook after the change.
Facebook Audience Metrics
Metric | Change |
Link clicks* | Meta will deprecate this metric without providing an alternative. It will be removed from the engagement section and excluded from engagement calculations. |
Other type of clicks (photo, video, other clicks) | Meta will deprecate this metric without providing an alternative. It will be removed from the engagement section and excluded from engagement calculations. |
Organic engagement rate per reach | Meta will deprecate Organic reach. To calculate the organic reach used for the Organic Engagement Rate per Reach, we will subtract paid reach from total reach. |
Organic impressions | Meta will deprecate this metric. Since Meta will continue to provide Total, Paid, and Viral Impressions, we can calculate Organic Impressions by subtracting Paid and Viral Impressions from Total Impressions. |
*Please Note: You can still track link clicks on tracked links utilizing our SMROI tool. More information available here. Link clicks will no longer be tracked in the audience report.
Facebook Content Metrics
Metric | Change |
Engaged users | Engagement will be calculated by totaling reactions, comments, shares, clicks, and other clicks. Furthermore, the engagement rate (per reach and per impressions) will now be based on engagement instead of engaged users. |
These changes take effect on September 12, 2024 and will be retroactive. This ensures consistent comparisons with previous periods. However, if you need to keep track of the deprecated metrics, we advise exporting the relevant data before this date.