Instagram Media and Profile Insights Metrics Deprecation (January, 2025)

As per Meta’s announcement, several Instagram Media and Profile Insights metrics will be deprecated on January 8th, 2025.

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

General impact

Post level - partial impact

Only carousel posts are impacted and rare standard posts with video. Reels are not affected.

video_views

Profile level - full impact

Whole metric is deprecated.

email_contacts
get_directions_clicks(based on the metric name listed here in announcement and existing metric listed in docs.)
phone_call_clicks
profile_views
text_message_clicks
website_clicks

Instagram Reels
- ig_reels_aggregated_all_plays_count metric is mapped to video_views, so deprecation will not have impact here.
Non-reel posts with video views
- Carousel posts

Unified Analytics

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

Post level

Meta’s video_views metric deprecation.

Campaigns & labels → Cross-platform overview
- Video views
  partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected
Campaigns & labels → Instagram
- Video views
  partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected
- Video views trend
  partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected
Social profiles → Instagram → Content performance
- Video views by type
  partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected
- Video views trend
  partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected

Profile level

Social profiles → Instagram → Overview
- Contact clicks
  full impact - entire widget will be deprecated
  Widget combines the following metrics:
  - website_clicks
  - phone_call_clicks
  - text_message_clicks
  - get_directions_clicks
  - email_contacts
- Profile views
  full impact - entire widget will be deprecated

Content hub

Profile metrics are not displayed in Content Hub.

Post level

video_views
partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected
- insights.videoViewsOrganic
  - Organic video views in feed
  - Views - organic in table
- video.viewCount
  - Video viewsin feed
  - Video view count in table
    - insights.video_views is returned if BUSINESS_TOGGLE_IG_BOOSTED_DATA is off
    - (insights.organic_paid_video_views' is returned with the toggle on

Dashboard

Post level widgets

Video views widget (crossplatform + instagram)
partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected

Profile level widgets

Contact clicks widget (renamed from Website clicks)
full impact - entire widget will be deprecated
Widget combines
- website_clicks
- phone_call_clicks
- text_message_clicks
- get_directions_clicks
- email_contacts
Profile views widget (crossplatform + Instagram)
full impact - entire widget will be deprecated

Public API

https://api.emplifi.io/

Post level

Meta’s deprecated video_views metric will have partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected.

Aggregated post metrics - all API versions
- insights_video_views
Posts → Instagram posts
- insights_video_views
  partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected

Profile level

Profile Metrics → Instagram Metrics
full impact - entire metric will be deprecated
- insight_profile_clicks metric with click_target dimension
  - insight_profile_clicks combines
    - website_clicks
    - phone_call_clicks
    - text_message_clicks
    - get_directions_clicks
    - email_contacts
  - click_target breakdown
    - website
    - phone_call
    - text_message
    - get_directions
    - email_contacts'
- insights_profile_views

Custom metrics

Partial impact - losing data from carousel posts and rare standard posts with video, reels parts are not affected.

video_views metric is used in:

insights_impressions_or_video_views = insights.impressions OR insights.video_views for IG posts. The metric returns only insights.impressions for stories.
insights_video_views = insights.video_views for IG posts only.
insights_video_views_v2 = insights.video_views for IG posts only.

What will happen after deprecation

We will keep the affected metrics in product for three months after the deprecation to allow you to export and report on historical data.
Affected metrics will be removed from the suite in April 2025.
You will see in-product notifications in affected areas.
Communication about the deprecation will be shared through the usual channels - release notes, socials both in the run-up to deprecation itself and after.