What’s happening
On November 15, 2025, Meta Platforms is retiring a set of legacy Facebook metrics and introducing new view-based metrics.
Metrics Being Deprecated
As of November 15, the following metrics will stop updating (though their historical values will remain accessible):
Page Likes (account & platform level)
Impressions (post, account, platform)
Impressions – Organic (post, account, platform)
Impressions – Viral (post, account, platform)
Impressions – Fan (post, account, platform)
Impressions – Paid (post, account, platform)
Reach (post, account, platform)
Reach – Organic
Reach – Paid
When these metrics stop updating, they will be labeled as “Deprecated” in Measure Studio, and any custom metrics that reference them will be flagged for your review.
Please note that Facebook’s age and gender demographic metrics have also been deprecated by Meta and are no longer updating.
New Metrics You’ll See
Starting November 15, you’ll gain access to the following new view-based metrics at both post and account levels:
Views – Total | The number of times your content was played or displayed. Content includes videos, posts, stories and ads. Includes organic + paid activity. |
Views – Organic | The number of times your content was played or displayed. Content includes videos, posts, stories and ads. Organic only. |
Views – Paid | The number of times your content was played or displayed. Content includes videos, posts, stories and ads. Includes paid activity only. |
Views – Followers | The number of times your content was played or displayed by followers. Content includes videos, posts, stories and ads. |
Views – Non-Followers | The number of times your content was played or displayed by non-followers. Content includes videos, posts, stories and ads. |