Facebook Metric Deprecation (September 2024)

As per Facebook’s announcement, several metrics are going to be deprecated on September 16, 2024.

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

The change will impact several areas of the Emplifi platform. This article will help you prepare for the deprecation and learn about mitigation options.

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

Gradually, affected elements of the Emplifi platform will be 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 will be considered.

Dashboard

The following profile-level widgets will be affected.

Unique post clicks
Widget will be deprecated and will not be available anymore.
Page negative feedback
Widget will be deprecated and will not be available anymore.
Organic post reach
Widget will be deprecated and will not be available anymore.
Organic page reach
Widget will be 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 will be deprecated and will not be available anymore.
Metric insights_negative_feedback will be deprecated and will not be available anymore.
Metric insights_fans_online will be deprecated and will not be available anymore.
Metric insights_reach will lose the gender_age dimension.
Metri insights_reach_28_days will lose gender_age dimension.
Metric insights_reach_7_days will lose gender_age dimension.
Metric insights_post_reach will lose the the organic data option in the post_attribution dimension. Since the organic data will not be available anymore, a new metric called insights_post_reach_paid will be created instead.
Metric insights_reach will lose the organic data option in the post_attribution dimension. Since the organic data will not be available anymore, a new metric called insights_reach_paid will be created instead.
Metric insights_impressions will lose the organic data option in the post_attribution dimension. Since the organic data will not be available anymore, a new metric called insights_impressions_paid will be created instead.

Impact on Unified Analytics

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

Facebook → Owned profiles → Profile insights → Overview
- Page impressions trend
  No organic data will be available.
- Page impressions by organic vs paid
  No organic data will be available.
- Page reach trend
  No organic data will be available.
- Average page reach by organic vs. paid
  No organic data will be available.
- Post reach trend
  No organic data will be available.
- Average post reach by organic vs. paid
  No organic data will be available.
- Page negative feedback
  Entire board section will be deprecated.
- Page tab views
  Entire board section will be deprecated.
Facebook → Owned profiles → Profile insights → Time comparison
- Page impressions trend
  No organic data will be available.
- Page impressions by organic vs. paid
  No organic data will be available.
- Page reach trend
  No organic data will be available.
- Average Page reach by organic vs. paid
  No organic data will be available.
- Post reach trend
  No organic data will be available.
- Average post reach by organic vs. paid
  No organic data will be available.
- Page negative feedback
  Entire board section will be deprecated.
- Page tab views
  Entire board section will be deprecated.
Facebook → Owned profiles → Profile insights → Multicomparison
- Page impressions by organic vs. paid
  No organic data will be available.
- Page reach by organic vs. paid
  No organic data will be available.
- Post reach by organic vs. paid
  No organic data will be available.
- Page negative feedback section
  Entire board section will be deprecated.
- Page tab views section
  Entire board section will be deprecated.
Facebook → Owned profiles → Profile insights → Profile vs. profile
- Page impressions by organic vs. paid
  No organic data will be available.
- Average page reach per day by organic vs. paid
  No organic data will be available.
- Average post reach by organic vs. paid
  No organic data will be available.
- Page negative feedback
  Entire board section will be deprecated.
- Page tab views
  Entire board section will be deprecated.
Facebook → Owned profiles → Global insights overview
- Page impressions trend
  No organic data will be available.
- Page impressions by organic vs. paid
  No organic data will be available.
- Page reach trend
  No organic data will be available.
- Average page reach per day by organic vs. paid
  No organic data will be available.
- Post reach trend
  No organic data will be available.
- Average post reach by organic vs paid
  No organic data will be available.
- Page negative feedback
  Entire board section will be deprecated.
- Page tab views
  Entire board section will be deprecated.
Facebook → Owned profiles → People insights → Reach
The entire board will be deprecated.
Facebook → Owned profiles → Global people insights → Reach
The entire board will be deprecated.