Facebook Metric Deprecations April 2024

Facebook recently announced they are deprecating a number of Page-level metrics, both in their API for partners like Sprout, as well as in their native reporting on April 19, 2024.

How does this impact me and my Sprout reporting?

There are three main areas of impact including:

Collecting and calculating page-level engagements

On April 19, Facebook will deprecate the following page-level metrics from their API: 

  • Comments
  • Shares
  • Answers
  • Event RSVPs
  • Offer Claims
  • Other Positive Feedback
  • Other Post Clicks

Due to this, Sprout has to change how we collect and calculate these metrics. With the new process, Sprout can provide the following Facebook metrics:

  • Comments
  • Shares
  • Link Clicks
  • Other Post Clicks

on the Facebook Pages and Profile Performance Reports. This is done by capturing a daily snapshot of these performance numbers from all Facebook Page posts, rather than via API. This ensures Sprout provides consistent engagement calculations that won't interrupt your page-level engagement reporting requirements. 

Sprout won't capture Event RSVPs, Offer Claims or Other Positive Feedback. 

Note: Data prior to March 1st, 2024 isn't impacted.

Providing more limited breakdowns

You can still see Page-level engagements and total reactions, but you won't be able to break these down by:

  • Likes
  • Haha Reactions
  • Love Reactions
  • Wow Reactions
  • Sad Reactions
  • Angry Reactions
  • Answers
  • Event RSVPs
  • Offer Claims
  • Other Positive Feedback

Instead, these metrics will roll up into engagements and total reactions for the Facebook Pages Report.

What if I'm a Premium Analytics user?

You can no longer dimension the Engagement widget in the Facebook Pages Report by the reaction types listed above. However, reaction breakdowns are still available in the Post Performance Report.

Simplifying Paid vs. Organic calculations

In the Facebook Pages Report and Profile Performance Report, your Facebook paid engagements will be available and are calculated off of Boosted Posts and Ad Posts.

With this change, the paid engagements in these reports won't match what is provided in the Facebook and Instagram Paid Performance Report, because Ads not published as a post on your page won't be included. Sprout recommends relying on the Facebook and Instagram Paid Performance Report for ad-specific reporting. Both Sprout reports are accurate, but you should avoid comparing them to one another. Facebook and Instagram Paid Performance Reports are focused on all Ad reporting. The Facebook Pages Report is used to measure spend on posts published to your page. The numbers are different because it's comparing two different use cases.

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