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 tovideo_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 affectedVideo 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 affectedVideo 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 affectedinsights.videoViewsOrganic
Organic video views
in feedViews - organic
in table
video.viewCount
Video views
in feedVideo view count
in tableinsights.video_views
is returned ifBUSINESS_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 combineswebsite_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
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 deprecatedinsight_profile_clicks
metric withclick_target
dimensioninsight_profile_clicks
combineswebsite_clicks
phone_call_clicks
text_message_clicks
get_directions_clicks
email_contacts
click_target
breakdownwebsite
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 onlyinsights.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.