Meta is making changes to several Facebook metrics as part of Facebook Graph API v25. This includes the deprecation of a number of impression-based Reach, Video Impression, and Story Impression metrics, as well as the introduction of new view-based Reach metrics.
These changes are coming directly from Meta and apply to Facebook data only.
What is changing?
Several existing Facebook metrics will stop updating once Meta completes the deprecation. Historical data for these metrics will remain available in Measure Studio, but the metrics will be labeled as Deprecated.
This means you will still be able to view past performance, but these metrics should no longer be used for ongoing reporting once they stop updating.
Metrics that will be deprecated
The following Facebook metrics will stop updating and will be marked as Deprecated in Measure Studio.
Page-Level Reach and Impression Metrics
Page Reach (unique)
Page Reach – Paid (unique)
Page Reach – Viral (unique)
Page Reach – Non-Viral (unique)
Page Posts Impressions
Page Posts Impressions (unique)
Page Posts Impressions – Paid
Page Posts Impressions – Paid (unique)
Page Posts Impressions – Organic (unique)
Page Posts Served Impressions – Organic (unique)
Page Posts Impressions – Viral
Page Posts Impressions – Viral (unique)
Page Posts Impressions – Non-Viral
Page Posts Impressions – Non-Viral (unique)
Post-Level Reach Metrics
Post Reach (unique)
Post Reach – Paid (unique)
Post Reach – Fan (unique)
Post Reach – Organic (unique)
Post Reach – Viral (unique)
Post Reach – Non-Viral (unique)
Story Impression Metrics
Story Impressions (by Story ID)
Story Impressions – Unique (by Story ID)
Video Impression Metrics
Video Post Reach (unique)
Video Impressions – Total
Video Impressions – Total (unique)
Video Impressions – Organic
Video Impressions – Organic (unique)
Video Impressions – Paid
Video Impressions – Paid (unique)
Video Impressions – Viral
Video Impressions – Viral (unique)
Video Impressions – Fan
Video Impressions – Fan (unique)
Video Impressions – Fan Paid
Video Impressions – Fan Paid (unique)
3-Second View Unique Metrics
Page Video Views (unique)
Post Video Views (unique)
Post Video Views – Organic (unique)
Post Video Views – Paid (unique)
Video Views (unique)
Video Views – Organic (unique)
Video Views – Paid (unique)
New metrics being introduced
To replace the deprecated Reach metrics, Meta is introducing new view-based unique Reach metrics.
Metric | Level | Description |
Reach – View-Based (unique) | Page | The number of unique accounts that viewed any content from your Page |
Reach – View-Based (unique) | Post | The number of unique accounts that viewed a specific post |
Reach – View-Based (unique) | Story | The number of unique accounts that viewed a specific Story |
These new metrics are based on views rather than impressions, which aligns with Meta’s updated approach to measuring content reach across formats.
What this means in Measure Studio
In Measure Studio, we will handle this transition as follows:
Deprecated metrics will remain visible with their historical data.
Deprecated metrics will be clearly labeled as Deprecated.
Custom metrics or benchmarks that reference deprecated metrics will be flagged for review.
New view-based Reach metrics will appear automatically in your account once they become available.
No immediate action is required from your side. However, we recommend reviewing any dashboards, custom metrics, benchmarks, or reports that rely on the deprecated metrics and transitioning to the new view-based Reach metrics where relevant.