Facebook Metric Deprecation (January 2026)

The information on this page can change before or after the deprecation depending on the actions of Meta.

As per Meta’s announcement, all paid and organic 10s video metrics and their variants for Facebook are deprecated effective January 26, 2026.

Meta’s decision impacts all partners that rely on the affected APIs, including Emplifi and all our competitors.

General Impact

Meta will stop sending data for the affected metrics, and all places where the deprecated metrics are used in analytics will stop updating data for those metrics.

Profile level	`page_video_views_10s` `page_video_views_10s_paid` `page_video_views_10s_organic` `page_video_views_10s_autoplayed` `page_video_views_10s_click_to_play` `page_video_views_10s_unique` `page_video_views_10s_repeat`
Post level	`post_video_views_10s` `post_video_views_10s_unique` `post_video_views_10s_autoplayed` `post_video_views_10s_clicked_to_play` `post_video_views_10s_organic` `post_video_views_10s_paid` `post_video_views_10s_sound_on`

Replacement metrics

Meta has not announced replacements for the deprecated metrics.

Post-deprecation summary

Emplifi will retain historical data for the affected metrics for 90 days after the deprecation and then delete the metrics from the platform.

Dashboard Widgets

The following Dashboard widgets are affected by the January 26, 2026 metric deprecation:

Content widgets (displayed metrics for cards)
- 10–second views (Post-level)
- 10–second views - Click to Play (Post-level)
- 10–second views - Organic (Post-level)
- 10–second views - Paid (Post-level)
- 10–second views - Unique (Post-level)

Unified Analytics Board and Widgets

The following Unified Analytics boards and widgets are affected by the January 26, 2026 metric deprecation:

Social Profiles

Social profiles -> Facebook -> Owned profiles -> Video insights
- 10-second video views by organic vs. paid trend (Profile-level)
- Average 10-second video views by auto-played vs. clicked to play (Profile-level)
- Maximum 10-second video views per day (Profile-level)
- Average 10-second video views (Profile-level)
- Minimum 10-second video views per day (Profile-level)
- Total 10-second video views (Profile-level)
- 10-second video views by organic vs. paid (Profile-level)
- Average 10-second video views by unique vs. repeat (Profile-level)
- 10-second views by unique vs. repeat trend (Profile-level)
- Total 10-second repeat video views (Profile-level)
- 10-second video views by auto-played vs. clicked to play trend (Profile-level)
- Total 10-second video views by auto-played vs. clicked to play (Profile-level)

Content

The following Content Feed insights are affected by the January 26, 2026 metric deprecation:

Feed (Sort by, Insights, Post details, Video reach & Views)
- 10s video views (Post-level)
Feed (Performance view)
- 10–second views (Post-level)
- 10–second views - Click to Play (Post-level)
- 10–second views - Organic (Post-level)
- 10–second views - Paid (Post-level)
- 10–second views - Unique (Post-level)

Emplifi API

The following metrics are affected by the January 26, 2026 metric deprecation:

Facebook posts
- insights_video_views_10s
- insights_video_views_10s_by_play_type
- insights_video_views_10s_by_post_attribution
- insights_video_views_10s_by_sound
- insights_video_views_10s_unique