Instagram Insights Metrics Deprecation (April 21, 2025) and Views Integration
As per the Meta’s announcement, several Instagram insights metrics will deprecated on April 21, 2025. You can find more information in the Meta’s changelog.
The good news is that we found a way how to mitigated the impact by remapping available data from other metrics into the existing analytics tool.
Meta’s decisions impacts all Meta’s partners who rely on Meta’s APIs, including Emplifi and all our competitors.
Note that the scope of the deprecation plan might change and we will update this page accordingly.
Overview
The following Meta metrics will be impacted:
Profile level
impressions
This Meta metric will be replaced byviews
mapped into impressions.profile impressions rolling window
(specific breakdown of data 1/7/28 days from the impression metric provided by Meta)This specific aggregated breakdown will be deprecated with no replacement

Post level
plays
This metric (in Emplifi represented as initial video views) will be deprecated.clips_replays_count
Zero impact - we are not using this metric in Emplifi products.ig_reels_aggregated_all_plays_count
This metric (in Emplifi represented as video views for reels) will be replaced byviews
mapped intovideo views
.impressions
This metric will be replaced byviews
mapped into impressions.

Historical data
intial video views
andprofie impressions by 1/7/28 days
charts/metrics will be deprecated without replacement. We will keep these metrics/charts in emplifi for 3 more months - in order to allow users download/export historical data. After 3 months we will remove those charts/metrics completly.Historical data for
impressions
andvideo views
metrics/charts will be kept until the deprecation date - April 21, 2025. After that, data fromviews
will be mapped into doimpressions
andvideo views
.
We will start using theviews
metric on the day of deprecation - therefore this metrics will not match the data shown by the native metric on Instagram (discrepancy will be introduced). Usemedia views
to see the exact data as represented in native version ofviews
.
Media views metric
Instagram started to provide the views
metric on both the post and the profile level. We plan to integrate it as Media views within Emplify analystics products as a part of our Instagram metric deprecation efforts.
Media views metric plans:
Primary metric for Instagram
views
integration (currently exists in Content hub and Dashboard for Snapchat and X (post level)).Integration of Instagram
views
(post level) into existing Media views post level across all analytics products (Dashboard, Content hub, Unified Analytics, Custom metrics, Emplifi public API).Integrate Instagram
views
(profile level) into new Media views profile level metric across all analytics products (Dashboard, Unified Analytics, Emplifi public API).We will download all historical data available in API to ensure Media views in Emplifi match
views
in native API as close as possible. Based on our investigation, it seems that historical data for new Views (profile level) metric in Instagram API are starting August 20, 2024 onward. Once the metric is implemented, we will run rebuilds to ensure we provide all data that is provided via Instagram API.
Impact
Deprecation of the metrics listed above will impact all analytical features of the Emplifi platform.
Unified Analytics

The following Unified Analytics widgets or sections of a board are impacted:
Profile level
Social profiles -> Instagram -> Profiles summary
Instagram profiles overview
Impressions column will be affected because the underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions..
Social profiles -> Instagram -> Overview
Profile impressions
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Profile impressions trend by rolling window
Entire board section (all 3 rolling window metrics) will be deprecated without replacement.
Social profiles -> Instagram -> Time comparison
Profile impressions trend by rolling window
Entire board section (all 3 rolling window metrics) will be deprecated without replacement.
Social profiles -> Instagram -> Profile vs. profile
Profile impressions trend by rolling window
Entire board section (all 3 rolling window metrics) will be deprecated without replacement.
Post level
Social profiles -> Cross-platform -> Overview
Number of impressions - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions by platform - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions trend - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Social profiles -> Cross-platform -> Overview -> Time comparison
Number of impressions - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions by platform - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions trend - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Social profiles -> Cross-platform -> Overview -> Profile vs. profile
Number of impressions - partial impact (2 widgets - p.1 and p.2)
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions trend - partial impact (2 widgets - p.1 and p.2)
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Average impressions - partial impact (2 widgets - p.1 and p.2)
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Social profiles -> Cross-platform -> Overview -> Multicomparison
Number of impressions - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Social profiles -> Cross-platform -> Content performance
Top content by interactions - partial impact
Impression metric: Values for IG platform for each post will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Social profiles -> Instagram -> Overview
Impressions
Entire board section (3 widgets) will be affected as the underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Social profiles -> Instagram -> Overview -> Time comparison
Number of impressions
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions trend
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions per media type
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Social profiles -> Instagram -> Overview -> Profile vs. profile
Number of impressions - (2 widgets - p.1 and p.2)
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions trend - (2 widgets - p.1 and p.2)
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Average impressions - (2 widgets - p.1 and p.2)
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Social profiles -> Instagram -> Overview -> Multicomparison
Number of impressions
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Social profiles -> Instagram -> Content performance
Top content by interactions
Impression metric for each post will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Video views by type
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into video views.
Video views trend
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into video views.
Social profiles -> Instagram -> Story engagement
Number of story impressions
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Story impressions by media type
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Story impressions by media type trend
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Top stories by engagement
Impression metric for each post will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Campaigns & labels -> Cross-platform overview
Video views - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into video views.
Number of impressions - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions by platform - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions by platform trend - partial impact
Values for IG platform will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Campaigns & labels -> Instagram
Video views
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into video views.
Number of impressions
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Impressions by media type
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into impressions.
Video views trend
Underlying metric will be deprecated.
Solution: Will be replaced by Views mapped into video views.
Dashboard

Profile level widgets
Impressions will be replaced by Views (profile level )mapped into impressions.
Post level widgets
Video views will be replaced by Views mapped into video views.
Content impressions will be replaced by Views mapped into impressions.
Content
Displayed metrics for cards
video.viewCount
-> Video view count will be replaced by Views mapped into Video Views (in front end represented by Video view count).insights.videoViewsOrganic
-> Views - Organic will be replaced by Views mapped into Video Views (in front end represented by Views-Organic).insights.impressions
-> Total impressions will be replaced by Views mapped into impressions (In front end represented by Total Impressions).insights.impressionsByPaidNonPaid.unpaid
-> Organic impressions will be replaced by Views mapped into impressions (in front end represented by Organic Impressions).
Also impacted are Custom metrics that can be added for each post. See the deprecated Custom Metrics section below.
Content hub

Profile level
N/A for Content hub
Post level
Feed
Initial video views
Will be deprecated (no replacement).
Video views
Will be replaced by Views mapped into Video Views.
Organic video views
Will be replaced by Views mapped into Video Views (in front end represented by Organic video views).
Impressions
Will be replaced by Views mapped into impressions.
Organic impressions
Will be replaced by Views mapped into impressions (in front end represented by Organic impressions).
Feed Post Detail - Post Insights (only shown for Reels)
Impressions
Will be replaced by Views mapped into impressions.
Video Views -> Organic
Will be replaced by Views mapped into Video Views (in front end represented by organic).
Feed Post Detail - Custom Metrics
See the Custom Metrics section
Table View
Initial video views
Will be deprecated (no replacement).
Video view count
Will be replaced by Views mapped into Video Views (in front end represented by Video view count).
Views - organic
Will be replaced by Views mapped into Video Views (in front end represented by Views-organic).
Total impressions
Will be replaced by Views mapped into impressions (in front end represented by total impression).
Organic impressions
Will be replaced by Views mapped into impressions (in mfront end represented by Organic impressions).
Public API
Profile level
V1 → Profile Metrics → Instagram Metrics:
insights_profile_impressions_by_day
will be replaced by Views (profile level) mapped into impressions.
>= V2 → Profile Metrics → Instagram Metrics:
insights_impressions
will be replaced by Views (profile level) mapped into impressions.insights_impressions_7_days
will be deprecated (no replacement).insights_impressions_28_days
will be deprecated (no replacement).
Post level
Aggregated post metrics
insights_video_views
>= V1 will be replaced by Views mapped into video views.insights_impressions
>= V1 will be replaced by Views mapped into impressions.insights_initial_video_views
>= V3 will be deprecated (no replacement).
Posts → Instagram posts
insights_video_views
>= V1 will be replaced by Views mapped into video views.insights_impressions
>= V1 will be replaced by Views mapped into impressions.insights_initial_video_views
>= V3 will be deprecated (no replacement).
Custom metrics
Profile level
Custom metrics only supports post level metrics.
Post level
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