Meta Impressions Metric Deprecation in Social Analytics - Impact on Unified Analytics
Updated
Overview
Meta has deprecated multiple Impressions metrics across Facebook Page Insights API endpoint and introduced Views metrics as their long-term replacements. This change originates from Meta’s Graph API v21.0 updates.
Starting November 15, 2025, any dashboard using Impressions metrics will display zero values.
Although the initial deprecation applies to the Social Analytics Data Engine, its effect extends to Unified Analytics (UA) since UA consolidates data from several engines, including Social Analytics. UA does not connect directly to Meta APIs; it relies on the data normalisation layer within Sprinklr’s platform.
As a result, any metric deprecated in Social Analytics automatically becomes unavailable in UA.
What’s Changing with the Deprecation of Impressions Metrics:
Views metrics replace Impressions for post-level analytics within UA.
Page-level metrics (Impressions) remain unaffected and outside UA scope.
Backfill and cut-off dates are pending Meta confirmation.
Partners must update any custom widgets or exports using legacy Impressions.
UA does not auto-merge Impressions and Views into one metric series; manual widget adjustments are required across all workplace widgets.
Metrics Affected in UA due to Meta Impressions Deprecation
Below is a list of deprecated Impressions metrics and their replacement along with details on its availability in UA:
Deprecated Metric | Replacement Metric | UA Availability | Notes |
Facebook Post Impressions (Paid) | Facebook Post Views (Paid) | Will be Available in UA | Mirrors Meta’s new Views definition. |
Facebook Post Impressions (Organic) | Facebook Post Views (Organic) | Will be Available in UA | |
Derived Impression Aggregates (e.g., “Total Post Impressions”) | Facebook Post Views (Total) | Will be Available in UA | |
Facebook Post Viral Impressions | Deprecated without replacement within Social Analytics | Deprecated within UA | Mirrors Meta’s deprecation |
Facebook Page Impressions (Page-Level Metrics) | Deprecated without replacement within Social Analytics | Out of scope for UA | UA does not ingest page-level metrics. |
Actions Required from Partners
UA will not automatically merge legacy Impressions and new Views values into a single metric. To maintain a continuous time-series comparison for Views, partners and field teams need to manually update their widgets.
Backfill and Cut-Off Timelines
Default backfill period: Historical data can be backfilled for the last 60 days.
Extended backfill for post-performance data: Partners can backfill data for these metrics up to October 1, 2024. To enable backfill, partners must submit a Support request.
New "Views" Metric in UA
Metric Name | Description |
Facebook Post Paid Views (Paid) | Mapped from Social Analytics Engine |
Facebook Post Views (Total) | Calculated by Sprinklr as Paid + Organic. |
Facebook Post Organic Views (Organic) | Mapped from Social Analytics Engine |
Outbound Post (ID) | Primary join entity for cross-channel aggregation. |
Expected Impact on Partners
Reporting: Dashboards using Impression metrics will show zero (marked deprecated) until Views metrics must be added to each widget manually post 15th November 2025.
API Exports: In Sprinklr API payloads will include Views metrics once mapping is live.
Feature Dependencies: Alerts, Custom Metrics, Target Metrics, Scheduled Exports & Advanced Exports, Extend Dashboards
Custom Dashboards: Partners should replace Impressions fields with Views moving forward.
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