As part of Facebook's latest platform updates, Impression metrics—along with several others—will be deprecated starting November 15, 2025. These metrics will still be available on our platform; however, new data will not be updated after the transition. 

​

List of Metrics Being Deprecated and Their Replacements 

Facebook will deprecate the following metrics effective November 15, 2025: 

​

Post-Level Metrics: 

• Facebook Post Non-Viral Impressions 

• Facebook Post Paid Impressions 

• Facebook Post Organic Impressions 

• Facebook Post Impressions 

• Facebook Post Fan Impressions 

• Facebook Post Viral Impressions 

• Facebook Post Fan Impressions Trend 

• Facebook Post Non-Viral Impressions Trend 

• Facebook Post Paid Impressions Trend 

• Facebook Post Viral Impressions Trend 

• Facebook Post Organic Impressions Trend 

• Facebook Post Paid Fan Impressions Trend 

• Facebook Post Organic Reach Trend 

• Facebook Post Impressions Trend 

Page-Level Metrics: 

• Facebook Page Viral Impressions 

• Facebook Page Weekly Viral Impressions 

• Facebook Page Paid Impressions of Page Posts 

• Facebook Page Weekly Non-Viral Impressions 

• Facebook Page Weekly Viral Impressions of Page Posts 

• Facebook Page Paid Impressions 

• Facebook Page 28-Day Total Impressions of Page Posts 

• Facebook Page Non-Viral Impressions 

• Facebook Page 28-Day Viral Impressions of Page Posts 

• Facebook Page Weekly Total Impressions 

• Facebook Page Viral Impressions of Page Posts 

• Facebook Page Weekly Total Impressions of Page Posts 

• Facebook Page Total Impressions of Page Posts 

• Facebook Page 28-Day Non-Viral Impressions 

• Facebook Page Weekly Organic Impressions of Page Posts 

• Facebook Page Total Impressions 

• Facebook Page 28-Day Viral Impressions 

• Facebook Page 28-Day Paid Impressions of Page Posts 

• Facebook Page 28-Day Total Impressions 

• Facebook Page Weekly Paid Impressions 

• Facebook Page Weekly Paid Impressions of Page Posts 

• Facebook Page 28-Day Organic Impressions of Page Posts 

• Facebook Page 28-Day Paid Impressions 

• Facebook Page Weekly Impressions by Frequency Distribution 

• Facebook Page 28-Day Impressions by Frequency Distribution 

• Facebook Page Weekly Impressions of Page Posts by Frequency Distribution 

• Facebook Page 28-Day Impressions of Page Posts by Frequency Distribution 

• Facebook Page Video Ad Impressions by Distribution Type 

  ​

Page Likes Metrics:

• Facebook Page Regional Likes

• Facebook Page Likes By Locale

• Facebook page likes by city

• Facebook page likes by country

• Facebook page new likes

• Facebook page new likes (Unique)

• Facebook page unlikes

• Facebook page unlikes (Unique)

​

Introduction of Views Metrics 

Facebook is introducing the Views metric at both the Post (all media types) and Account levels. 
This new metric is expected to be available on the platform in the last week of October.

The exact date for historical backfill will be confirmed shortly—we are currently awaiting confirmation from the channel. This change aligns with Facebook’s latest definitions and reporting standards. 

​

List of Views Metrics 

​

Post-Level Metrics: 

• Facebook Post Views 

• Facebook Post Paid Views 

• Facebook Post Fan Views 

• Facebook Post Organic Views 

Account-Level Metrics: 

• Facebook Page Total Views 

• Facebook Page Paid Views 

• Facebook Page Organic Views 

• Facebook Page Fan Views 

​

Difference Between Views and Impressions 

While Views and Impressions serve a similar purpose, they are calculated differently: 

• Impressions count every time a post appears on a user’s screen, even briefly. For example, if a user scrolls past a post without interacting, it still counts as an impression. 

• Views, however, measure actual media consumption. A view is counted only if the content (e.g., video or reel) starts playing and is visible for a minimum threshold (typically at least 1 second). 

Therefore: 

• For videos and reels, impressions will usually be higher than views. 

• For other post types (e.g., images or text), views and impressions may closely align, depending on visibility and interaction. 

​

Impact on Reporting 

• Widgets, dashboards, and custom metrics that rely on Impressions will become outdated for content published after November 15, 2025. 

• Metric values may differ: Views are similar in concept to Impressions but are aggregated differently (as outlined above), so direct comparisons may be misleading. 

• Any downstream dependencies (alerts, benchmarks, performance tracking, etc.) that rely on deprecated metrics may require updates or reconfiguration. 

​

Sprinklr Recommendations 

• Begin migrating from Impressions to the new Views metric across all reporting assets (widgets, dashboards, custom metrics, analytics workflows). 

• Avoid comparing historical Impressions with the new Views metrics due to differences in definitions and calculation methods. 

• For Page Likes and related metrics, Facebook recommends reporting on Page Follows instead. 

Additional Support 

If a partner prefers to report on a single metric—rather than using Impressions before the deprecation date and Views afterward—please reach out to the support team for assistance at tickets@sprinklr.com.