On April 21, 2025, Instagram is officially deprecating the Impressions and Plays metrics and introducing a new Views metric in their place. Here's everything you need to know about how this change will affect your reporting in Measure Studio.
What's changing?
Instagram is officially deprecating the Impressions and Plays metrics on April 21, 2025, and replacing them with a new Views metric. This update is due to changes in the Meta API.
When is this happening?
These changes will go into effect on Measure Studio on April 18, 2025.
What is the new Views metric?
The Views metric is Meta’s new replacement for both Impressions and Plays on Instagram content. It will be the main visibility metric moving forward and will appear in post lists and account-level reporting.
Will I still be able to access historical data for Impressions and Plays?
Yes. While Impressions and Plays will stop updating after April 18, 2025, your historical data will still be available. These metrics will be marked as “Deprecated.”
How will this affect my reporting?
Impressions and Plays for Instagram will stop updating on the account level and post level.
A new Views metric, along with several other new metrics will now be available on the account level and post level.
Views will replace Impressions and Plays in post lists.
Custom metrics that use Impressions or Plays will be flagged and labeled as using deprecated metrics.
What historical data will be available for Views?
We’ll provide 7 months of daily Views data at the account level.
At the post level, only total Views will be available at launch, then update hourly and daily after launch. — daily historical post-level Views data will not be available.
Views will not be available for Stories that expired before launch.
Does this change affect Facebook metrics?
No. This change applies only to Instagram. Meta has not announced any similar metric deprecations for Facebook at this time.
Do I need to do anything?
No immediate action is required, but we recommend:
Reviewing your custom metrics and dashboards to prepare for the switch.
Replacing deprecated metrics in your dashboards and reports.
Who can I contact with questions?
If you have any questions or need help updating your reports, please reach out to our support team using the in-app chat or by emailing us at support@measure.studio —we’re happy to help!