Facebook Metric Deprecation (September 2024)

As per Facebook’s announcement, several metrics were deprecated on September 16, 2024.

Facebook decisions impacted all Facebook partners that rely on Facebook APIs, including Emplifi and all our competitors.

This article was updated to reflect the fact that deprecation took place.

The change affected several areas of the Emplifi platform.

For example, the page_posts_impressions_organic metric is on the Facebook’s deprecation list, but we are to calculate it on our side as:

= page_posts_impressions - page_posts_impressions_paid

Affected elements of the Emplifi platform are marked in the user interface.

Historical data

In all of the affected platform areas specified in this document, the historical data will still be shown in the computations, although no new data are considered.

Dashboard

The following profile-level widgets will be affected.

• Unique post clicks
  Widget is deprecated and will not be available anymore.

• Page negative feedback
  Widget is deprecated and will not be available anymore.

• Organic post reach
  Widget is deprecated and will not be available anymore.

• Organic page reach
  Widget is deprecated and will not be available anymore.

• Daily average post reach
  When using Organic vs. Paid filter/breakdown, the organic data will not be available anymore.

• Page reach
  When using Organic vs. Paid filter/breakdown, the organic data will not be available anymore.

Impact on Public API

On Profile Metrics → Facebook Metrics

• Metric insights_post_clicks_unique is deprecated and will not be available anymore.

• Metric insights_negative_feedback is deprecated and will not be available anymore.

• Metric insights_fans_online is deprecated and will not be available anymore.

• Metric insights_reach lost the gender_age dimension.

• Metric insights_reach_28_days lost gender_age dimension.

• Metric insights_reach_7_days lost gender_age dimension.

• Metric insights_post_reach lost the organic data option in the post_attribution dimension. Since the organic data is not available anymore, a new metric called insights_post_reach_paid has been created instead.

• Metric insights_reach lost the organic data option in the post_attribution dimension. Since the organic data is not available anymore, a new metric called insights_reach_paid has been created instead.

• Metric insights_impressions lost the organic data option in the post_attribution dimension. Since the organic data is not available anymore, a new metric called insights_impressions_paid has been created instead.

Impact on Unified Analytics

The following Unified Analytics widgets or sections of a board are impacted.

• Facebook → Owned profiles → Profile insights → Overview

  • Page impressions trend
    No organic data is available.

  • Page impressions by organic vs paid
    No organic data is available.

  • Page reach trend
    No organic data is available.

  • Average page reach by organic vs. paid
    No organic data is available.

  • Post reach trend
    No organic data is available.

  • Average post reach by organic vs. paid
    No organic data is available.

  • Page negative feedback
    Entire board section is deprecated.

  • Page tab views
    Entire board section is deprecated.

• Facebook → Owned profiles → Profile insights → Time comparison

  • Page impressions trend
    No organic data is available.

  • Page impressions by organic vs. paid
    No organic data is available.

  • Page reach trend
    No organic data is available.

  • Average Page reach by organic vs. paid
    No organic data is available.

  • Post reach trend
    No organic data is available.

  • Average post reach by organic vs. paid
    No organic data is available.

  • Page negative feedback
    Entire board section is deprecated.

  • Page tab views
    Entire board section is deprecated.

• Facebook → Owned profiles → Profile insights → Multicomparison

  • Page impressions by organic vs. paid
    No organic data is available.

  • Page reach by organic vs. paid
    No organic data is available.

  • Post reach by organic vs. paid
    No organic data is available.

  • Page negative feedback section
    Entire board section is deprecated.

  • Page tab views section
    Entire board section is deprecated.

• Facebook → Owned profiles → Profile insights → Profile vs. profile

  • Page impressions by organic vs. paid
    No organic data is available.

  • Average page reach per day by organic vs. paid
    No organic data is available.

  • Average post reach by organic vs. paid
    No organic data is available.

  • Page negative feedback
    Entire board section is deprecated.

  • Page tab views
    Entire board section is deprecated.

• Facebook → Owned profiles → Global insights overview

  • Page impressions trend
    No organic data is available.

  • Page impressions by organic vs. paid
    No organic data is available.

  • Page reach trend
    No organic data is available.

  • Average page reach per day by organic vs. paid
    No organic data is available.

  • Post reach trend
    No organic data is available.

  • Average post reach by organic vs paid
    No organic data is available.

  • Page negative feedback
    Entire board section is deprecated.

  • Page tab views
    Entire board section is deprecated.

• Facebook → Owned profiles → People insights → Reach
  The entire board is deprecated.

• Facebook → Owned profiles → Global people insights → Reach
  The entire board is deprecated.

Impact on Legacy Analytics

• any Facebook page insight metric
  No new data received since September 16, 2024.

Learn more about Unified Analytics Transition Best Practices.