Overview

Facebook (Meta) will deprecate a set of Reach and Impressions metrics from its Graph API on June 15, 2026. Because Unified Analytics (UA) and Unified Performance Analytics (UPA) use Facebook metrics from Social Analytics, this change affects 8 derived metrics in total:

• 3 metrics in Unified Analytics
• 5 metrics in Unified Performance Analytics

All affected metrics are based on deprecated Reach or Video Unique View fields from Social Analytics.

Facebook is replacing these metrics with metrics based on its new Unique Views framework. To support the transition, Sprinklr will make 2 replacement metrics available in parallel:

• 1 replacement metric in UA
• 1 replacement metric in UPA

This parallel availability lets you validate the new metrics and update your reporting before the cutoff date. In this model:

• UPA continues to use trend (time-series) metrics
• UA continues to use point-in-time snapshot metrics

The replacement metrics also follow the same structure:

• UA receives the snapshot version
• UPA receives the trend version

This article explains the deprecation timeline, lists the affected and replacement metrics, and outlines the actions you should take to avoid reporting disruptions.

Timeline

June 15 Patch Release

Sprinklr makes the replacement metrics available in UA and UPA. During this period, you can access both the old and new metrics in parallel.

June 15, 2026

Facebook stops returning new data for the deprecated Social Analytics metrics. As a result, UA and UPA metrics built on those fields stop updating. Historical data remains available.

After June 15, 2026

Only the replacement metrics continue to receive new data. Deprecated UA and UPA metrics become stale and continue to display their last non-zero value.

Deprecated Metrics

The following metrics in UA and UPA will stop receiving new data after June 15, 2026, since Facebook is deprecating their source metrics in Social Analytics.

Unified Analytics

UPA

Replacement Metrics

Facebook is replacing Reach with Unique Views. Sprinklr will make the following replacement metrics available in the June patch release.

How are the New Metrics Different?

The replacement metrics do not exactly match the legacy metrics. Review the following differences before you transition.

1. Reach is now reported as Unique Views

   Facebook now measures visibility using Unique Views instead of Reach. Although both metrics represent unique people who saw the post, Facebook uses a different counting methodology under its Media Viewers framework. Because Meta does not publicly share the calculation details, the new values may differ from the legacy values.

2. Only total values are available

   The replacement model provides only a Total Unique Views metric. It does not include:

   • Organic breakdowns
   • Paid breakdowns

   This creates the biggest reporting gap. For example, UA Facebook Post Organic Reach, UA Facebook Post Paid Reach, UPA Organic Reach Trend and UPA Paid Reach Trend, all map to the same Total Unique Views replacement metric.

   The only direct one-to-one replacement is:

   Facebook Post Reach Trend (Total) → Facebook Post Unique Views Trend (Total)

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3. Viral breakdowns are no longer available

   Facebook has discontinued viral and non-viral breakdowns in the new framework. As a result, Facebook Post Viral Reach Trend (Total)has no replacement.

4. Video Unique Views are discontinued

   Facebook has also discontinued:

   • Facebook Total Video Unique Views (Viewed for 3 seconds or more)
   • Its UPA trend equivalent

   These metrics have no direct replacement.

5. Alternative for Organic/Paid distribution analysis

   If you need to analyze Organic vs. Paid distribution, Facebook recommends using the split available through Facebook Post Views(impressions-based), not Unique Views.

   Facebook does not currently offer a direct replacement for:

   • Viral-specific Unique Views
   • Video-specific Unique Views

How do I Avoid Impact on Day-to-Day Reporting?

To avoid reporting issues, update your reporting setup as soon as possible after June 15, 2026.

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1. Keep your UA and UPA dashboards working after June 15

To maintain dashboard continuity:

• Add the new replacement metrics to your existing UA and UPA dashboards as soon as possible after June 15.
• Compare the new values with the legacy metrics during the parallel period
• Once validated, remove the deprecated metrics from your widgets

• For widgets that rely on Organic, Paid, or Viral Reach, decide on a replacement now:

  • Use Total Unique Views if the breakdown is no longer essential
  • Use Facebook Post Views if you still need Organic/Paid distribution analysis

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2. Keep UPA trend lines continuous

If your reporting depends on a single long-running UPA trend line that spans both before and after June 15:

• Request a historical data carry-over from Sprinklr Support
• Sprinklr can move stored historical values from the deprecated UPA metric into the new metric field for a defined period

Important: This approach combines two different methodologies in one series. Values before and after June 15 are not directly comparable. Treat the resulting trend as directional only, and communicate this limitation to stakeholders.

3. Show new metric data for older posts

For post-level reporting, Sprinklr can fetch new metric values retroactively for posts published before the 26.4.1 release.

Eligible for backfill

• Facebook Post Unique Views
• Facebook Post Unique Views Trend (Total)

Not Eligble for backfill

• Page-level or account-level metrics
• Video Unique Views metrics
• Viral breakdown metrics

Changes You Need to Make in UA / UPA

1. Custom Dashboards and Widgets

Review your custom UA and UPA dashboards for widgets that use any deprecated metrics.

During the parallel period (26.4.1 to June 14):

• Add the replacement metrics alongside the existing ones
• Compare the results
• Update widgets before June 15 so they use only the new metrics for future reporting

Sprinklr updates Standard and Starter dashboards as part of the 26.4.1 release.

2. Custom Metrics

Review any custom metric formula that uses a deprecated Reach metric.

For example, if your engagement rate formula uses Facebook Post Organic Reach as the denominator:

• Replace it with the appropriate new metric
• Reassess the formula carefully, especially if it previously relied on Organic, Paid, or Viral breakdowns

Because the new metric is Total only, the meaning of the formula may change—not just the number itself.

You should also re-baseline any benchmarks or targets based on the legacy metric.

3. API Payloads

If you consume UA data through the API and refer to specific metric identifiers in the payload:

• Update those references to the new metric names after the 26.4.1 release

Also update any downstream BI tools, such as:

• Tableau
• Power BI

Make sure those systems map to the new metric fields.

FAQs

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