October 1, 2025
Facebook Metric Deprecation Announcement
As per Meta’s announcement, Page impressions, Post impressions, and Page fans metrics for Facebook are deprecated effective November 15, 2025.
Replacement Metrics
Page impressions will be replaced by Page views (profile-level in Emplifi).
Post impressions will be replaced by Post views (post-level in Emplifi).
Paid/Org breakdown of Post Impressions & Page Impressions will be replaced by Paid/Org breakdown of Post views & Page views.
Page fans (Page likes in Emplifi) will be replaced by Page follows.
Page fans city (Followers by city in Emplifi) will be replaced by Page follows city.
Page fans country (Followers by country in Emplifi) will be replaced by Page follows country.
The historical data of the original metric will be preserved, and the new metrics will be mapped into the current Emplifi metrics effective November 15, 2025.
Emplifi boards and widgets (including paid/organic impression breakdowns) that use Page impressions and Post impressions will instead use Media views (Profile-level) and Media views (Post-level) metric data. The impressions naming will remain in Emplifi metrics for compatibility with other social media platforms.
While similar, Views and Impressions are not exactly the same.
For an overview of how this affects your analyses, see How to Approach Instagram and Facebook Views and Impressions Data.
Locale Data is Not Available for Page Follows
Page fans locale (Followers by language in Emplifi)
Currently, meta has decided not to include locale (language) data for the Page follows metric. They also have not provided an alternative metric.
Followers by language in Emplifi for the Facebook People insights board and Facebook Global people insights board in Unified Analytics will be removed 90 days after the deprecation goes into effect.
Integration of Primary Metrics
As part of the integration of the following metrics, we will also download 2 years of historical data:
Media views profile level (Page views in Facebook)
Media views post level (Post views in Facebook)
Page follows (metric offers also values for regional Facebook pages)
Page follows city
Page follows country
The new primary metrics will be introduced to Content, Unified Analytics, Dashboard, Community, and the Emplifi API.
Posts or profiles created after the deprecation should have the same counts for Media views and Total impressions. Posts or profiles created before the deprecation can potentially have different values for Media views and Total impressions.
Learn more:
Facebook Metric Deprecation (November 2025)
X (formerly Twitter) Metric Deprecation Announcement
On September 30, 2025, the social media platform X deprecated the post-level Media views (insights_media_views) metric from their API endpoints. This means it is not possible for use to retrieve this data even though the metric still exists on their platform.
Replacement Metrics
X has not announced a replacement API endpoint for the metric. Widgets that use this metric will not receive new data from X. The metric itself is still available on X.
Historical data will be available for a limited time.
After 90 days, Emplifi will delete this metric from X-specific widgets. Cross-platform widgets that use this metric will be unaffected, although data for X will be unavailable.
Learn more:
Available Custom Metrics Definitions
Media views (post)
Unified Analytics - Widgets Overview