​Overview

Facebook (Meta) is deprecating a set of Reach and Impressions metrics from its Graph API, effective June 15, 2026. In Sprinklr, this affects 85 metrics across post-level, video, and page-level reporting - the majority of which are Reach metrics (unique accounts reached), with a smaller number of Impressions metrics.

These metrics are being replaced by Facebook's new Unique Views metrics. Sprinklr is making the replacement metrics available on the platform from the 26.4.1 release, giving users a parallel window to validate and transition before the June 15 cutoff.

Timeline

List of Deprecated Metrics

The following 85 metrics will stop receiving new data after June 15, 2026. These are the metric names as they appear in Sprinklr.

Post-Level Reach & Impressions (19 metrics)

These metrics measure reach and impressions at the individual post level, including organic, paid, fan, non-viral, and trend variants.

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Video Post-Level Reach, Impressions & Views (30 metrics)

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These metrics cover video-specific reach, impressions, and 3-second unique view counts at the post level, across paid, organic, viral, and fan breakdowns.

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Page (Account) Level Reach & Impressions (36 metrics)

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These are account-level aggregated reach and impressions metrics, available in daily, weekly (7-day), and 28-day windows.

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Replacement Metrics 

Facebook is replacing the above metrics with Unique Views. The following replacement metrics are available in Sprinklr from release 26.4.1.

Primary Replacements 

How are the New Metrics Different? 

The replacement metrics are not a strict 1:1 match for the legacy metrics. Key differences to be aware of: 

• Reach is now called 'Unique Views': Facebook's new framework uses the term Media Viewers instead of Reach. The underlying concept, unique accounts, is similar, but the counting methodology has been updated to align with their native UI. Calculation differences are internal to Meta, and details are not shared with partners/publicly. Absolute numbers may differ. 

• No viral / non-viral breakdown: The legacy metrics included explicit viral and non-viral sub-categories. The new metrics do not replicate these breakdowns. 

• Fan-specific metrics discontinued: The Total Video Fan Reach and related fan-breakdown metrics have no direct equivalent in the new framework. 

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

The most important thing to do is act before June 15, 2026. Here is how to approach it depending on what matters most to you.

1. I want my dashboards to keep working after June 15 

The simplest path is to switch your widgets to the replacement metrics before the deprecation date. From the 26.4.1 release through June 14, both old and new metrics are available at the same time. Use this window to: 

• Add the new replacement metrics to your key dashboards alongside the existing ones. A usage report of existing metrics can be exported from the Reporting Glossary (see attached screenshot). 

• Spot-check the numbers against your legacy metrics. Once you're comfortable, remove the deprecated metrics from your widgets, so dashboards stay clean after June 15. 

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2. I need my historical trend lines to stay unbroken 

If your reporting includes long-running trend views that need to show data both before and after June 15 in a single series, 

• Request a historical data carry-over: If a single continuous series is a hard requirement, Sprinklr Support can carry over your stored historical values from the deprecated metric into the new metric field for a defined period. This lets the new metric show pre-deprecation history alongside fresh post-June 15 data. 

• Note: A carryover blends values from two different methodologies into one series. The numbers before and after June 15 will not be fully comparable. Treat the resulting trend as indicative and communicate this caveat to any stakeholders who rely on it. 

3. I want the new metric to show data for my older posts too

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

• What is eligible for backfill:

• “Facebook Post Unique Views” is the only new metric which can be backfilled.

• Page-level (account-level) metrics, and trend metrics are not eligible for backfill.

• What to keep in mind:

• Backfill is not automatic. Raise a request with Sprinklr Support.

• The backfill window is limited to 1 year.

Changes You Need to Make in Sprinklr

1. Custom Dashboards and Widgets 

• Audit your custom dashboards for widgets that use any of the deprecated metrics listed in Section 3. Usage reports for each metric can be downloaded from the Reporting Glossary. 

• During the parallel window (26.4.1 to June 14), add the replacement metrics as an additional series so you can validate and compare. 

• Before June 15, update or replace widgets, so they reference only the new metrics for forward-looking reporting. 

• Standard and Starter dashboards managed by Sprinklr will be updated as part of the 26.4.1 release. 

2. Custom Metrics 

• Review any custom metrics whose formula references a deprecated Reach or Impressions metric (e.g., an Engagement Rate formula that uses Facebook Post Reach as the denominator). 

• Update the formula to use the corresponding replacement metric. 

• Expect a step-change in computed values after switching the denominator. Rebaseline any benchmarks or targets built on the legacy metric. 

3. API Payloads 

• If you consume Sprinklr data via API and reference specific metric identifiers in payloads, update these to the new metric names once they are live in 26.4.1. 

• Downstream BI integrations (e.g., Tableau, Power BI) that map specific metric columns should be updated on the receiving end as well. 

FAQs 

1. Will my dashboards break on June 15? 

Dashboards will not break, but widgets using deprecated metrics will stop showing new data after June 15. Existing historical data remains visible. Update widgets to replacement metrics before the deprecation date to avoid gaps. 

2. Can I compare data before and after June 15 in one widget? 

Technically, yes but not recommended as a single trend line due to methodology differences between legacy and new metrics. A cleaner approach is two separate series - one for the legacy metric (historical only, up to June 15) and one for the new metric (from June 15 onward). 

3. The new metrics don't have viral or fan breakdowns. What do I use instead? 

Facebook has discontinued viral, non-viral, and fan as sub-classifications in the new metrics framework. The paid/organic breakdown available via Facebook Post/Page Views is Facebook's recommended alternative for distribution analysis. There is currently no direct equivalent for fan-specific or viral-specific reach.