Content impressions

General description
The sum of lifetime impressions collected by your posts, or of video views where impressions do not apply. This metric does not take into account user-generated content.

This metric compares post performance for Organic vs. Paid data. Paid data shows promoted/boosted posts related to a Facebook page. Some posts are counted in both categories if they appear as both Organic and Paid to a user. Metrics may vary due to Facebook API limitations.

Facebook

• When the widget is used to analyze Facebook content, the Content impression widget also includes the reels data.

• Facebook reels generate both the impression and the video views data.

Instagram

• When the widget is used to analyze Instagram content, the Content impression widget also includes data from the posts, stories, and reels.

• Instagram reels use the native impression metric from Meta.

As of April 21, 2025, new data for Instagram video views and impressions will be replaced by the Media views metric. Media views are available for all type of Instagram content (Post, Reels, Stories). For post-deprecation updates, see the Impressions (Post Level) section in Instagram Insights Metrics Deprecation (April 21, 2025) and Views Integration - Updated.

Meta in general

TikTok

• TikTok content does not generate impression data. To enable you to compare impressions across all types of content, we map the video views metrics to the impression metric. This ensures that the data behave consistently in this Content impressions widget. For example, you can compare reels vs post to determine which content works better.

Platform
Facebook, Instagram, LinkedIn, Pinterest, Snapchat, TikTok, Twitter

Platform reach
Cross-platform

Alternative/specific description

• Snapchat
  The sum of impressions collected by your snaps during their lifetime
  (This metric counts video views as impressions.)

Organic or Boosted/Paid

• Facebook
  Organic + Boosted/Paid

• Instagram
  Organic

• LinkedIn
  Organic

• Pinterest
  Organic

• Snapchat
  Organic

• TikTok
  Organic + Boosted/Paid

• Twitter
  Organic + Boosted/Paid

Private or Public
Private

Level
Post

ADS
No

Dimension
date.day

Organic vs Boosted/Paid split option (Facebook only)

You can easily display and review the impact of your promoted content by using the Organic vs Paid option in the Breakdown and Filter menus when you are designing your widget.

The option is available for the following widgets:

• Content impressions

• Average reach per content piece

• Unique video views

• Video views (post)

• View time (post)

The availability of the organic vs boosted/paid split in individual widget is indicated by additional icons:

Facebook reels use just one video views metric. No other data is included and FB reels do not support the organic/boosted split. This is down to API limitations. As a result, we are using the blue_reels_play_count mapped into Emplifi's video_views metric.

Examples:

Breakdown

Filter

Filter options

After you design your widget, the Organic vs Boosted/Paid filters are indicated by their icons directly in the widget’s visualization on the dashboard.