Facebook Metric Deprecation (November 2025)

As per Meta’s announcement, Page impressions, Post impressions, and Page fans metrics for Facebook are deprecated effective November 15, 2025.

General Impact

All analytics using the deprecated metrics are affected.

Replacement Metrics

Page impressions will be replaced by Page views (profile-level in Emplifi).
Post impressions will be replaced by Post views (post-level in Emplifi).
Paid/Org breakdown of Post Impressions & Page Impressions will be replaced by Paid/Org breakdown of Post views & Page views.
Page fans (Page likes in Emplifi) will be replaced by Page follows.
Page fans city (Followers by city in Emplifi) will be replaced by Page follows city.
Page fans country (Followers by country in Emplifi) will be replaced by Page follows country.

The historical data of the original metric will be preserved, and the new metrics will be mapped into the current Emplifi metrics effective November 15, 2025.

Emplifi boards and widgets (including paid/organic impression breakdowns) that use Page impressions and Post impressions will instead use Media views (Profile-level) and Media views (Post-level) metric data. The impressions naming will remain in Emplifi metrics for compatibility with other social media platforms.

While similar, Views and Impressions are not exactly the same.
For an overview of how this affects your analyses, see How to Approach Instagram and Facebook Views and Impressions Data.

Locale Data is Not Available for Page Follows

No replacement for Page fans locale (Followers by language in Emplifi)
Currently, meta has decided not to include locale (language) data for the Page follows metric. They also have not provided an alternative metric.

Followers by language in Emplifi for the Facebook People insights board and Facebook Global people insights board in Unified Analytics will be removed 90 days after the deprecation goes into effect.

Integration of Primary Metrics

As part of the integration of the following metrics, we will also download 2 years of historical data:

Media views profile level (Page views in Facebook)
Media views post level (Post views in Facebook)
Page follows (metric offers also values for regional Facebook pages)
Page follows city
Page follows country

The new primary metrics will be introduced to Content, Unified Analytics, Dashboard, Community, and the Emplifi API.

Posts or profiles created after the deprecation should have the same counts for Media views and Total impressions. Posts or profiles created before the deprecation can potentially have different values for Media views and Total impressions.

Post-deprecation summary

Dashboard Widgets

The following Dashboard widgets are affected by the November 15, 2025 metric deprecation:

Profile likes/followers - insights (Profile-level)
The Page follows metric replaces the Page likes metric.
Impressions (Profile-level)
The Media views (Profile-level) metric replaces the impressions metric.
Content impressions (Post-level)
The Media views (Post-level) metric replaces the impressions metric.
Impressions engagement rate (Post-level)
The Media views (Post-level) metric replaces the impressions metric.

Unified Analytics Widgets and Boards

The following Unified Analytics widgets and boards are affected by the November 15, 2025 metric deprecation:

Social Profiles

Facebook → Owned profiles → Profile insights → Overview (Profile-level)
Facebook → Owned profiles → Profile insights → Time comparison (Profile-level)
Facebook → Owned profiles → Profile insights → Profile vs. profile (Profile-level)
Facebook → Owned profiles → Profile insights → Multicomparison (Profile-level)
Facebook → Owned profiles → Profile insights → People insights (Profile-level)
Followers by language will be removed 90 days after the deprecation goes into effect.
Facebook → Owned profiles → Profile insights → Global people insights (Profile-level)
Followers by language will be removed 90 days after the deprecation goes into effect.
Facebook → Owned profiles → Global insights overview → Global insights overview (Profile-level)
Facebook -> Owned profiles -> Overview -> Overview (Post-level)
Facebook -> Owned profiles -> Overview -> Time comparison (Post-level)
Facebook -> Owned profiles -> Overview -> Multicomparison (Post-level)
Facebook -> Owned profiles -> Content performance -> Content performance (Post-level)
Cross-platform -> Overview -> Overview (Post-level)
Cross-platform -> Overview -> Time comparison (Post-level)
Cross-platform -> Overview -> Multicomparison (Post-level)

Campaigns & labels

Facebook -> Facebook
Cross-platform overview -> Cross-platform overview

Content hub

The following Content hub insights are affected by the November 15, 2025 metric deprecation:

Media views (Post-level) replaces post impressions, organic post impressions, and paid post impressions.

Emplifi API

The following metrics are affected by the November 15, 2025 metric deprecation:

The locale dimension for Profile fan insights will be removed 90 days after the deprecation.