Meta is making changes to several Facebook metrics, including Reach, Video Impressions, Story Impressions, and a second group of 3-second view unique metrics.
This FAQ explains what is changing, what it means for your Facebook data in Measure Studio, and any actions you may need to take to keep your reporting up to date.
What is changing and when?
Facebook's impression-based Reach metrics (page, post, and story level), Video Impression metrics, and Story Impression metrics will stop updating. Unique 3-second video view metrics will also be deprecated in a subsequent wave. New view-based unique Reach metrics are being introduced to replace the reach metrics.
Will I still have access to the old metrics?
Yes. Historical data for all deprecated metrics will remain accessible in Measure Studio — no new data will populate after the deprecation date. These metrics will be labeled "Deprecated" and any custom metrics referencing them will be flagged.
What new metrics are replacing the deprecated ones?
Meta is introducing new view-based Reach metrics for Facebook Pages, posts, and Stories. These new metrics will replace the older impression-based unique Reach metrics, as well as the Story Impression metrics that are being deprecated.
For video impression metrics, Meta has not yet announced a direct replacement. We will continue to monitor Meta’s Graph API updates and reflect any changes in Measure Studio as they become available.
What happens to my custom metrics and dashboards?
Any custom metric that references a deprecated metric will be flagged in Measure Studio. You'll be able to review and update these to use the new view-based reach metrics where applicable.
Does this affect other platforms?
No. This update applies to Facebook only.
Do I need to take any action?
No immediate action is required — Measure Studio will handle the transition automatically. We recommend:
Reviewing any dashboards or reports using Reach (unique), Video Impressions, or Story Impressions
Updating custom metrics to use the new view-based Reach metrics where relevant
Being aware that 3-second view (unique) metrics will have a subsequent deprecation wave.
Who can I contact if I need help?
Reach out via the in-app chat or email support@measure.studio — we're happy to help you update your dashboards and custom metrics.