Upcoming Facebook Metric Deprecation in September - July 2024

Meta has announced several Facebook metrics will be deprecated as of September 16th, 2024 due to the data becoming unreliable and challenging to support. This article outlines the impact of the deprecation and the complete list of metrics that will be removed. To skip ahead to the complete details of all the metrics being removed, please click here.

• Meta Announcement
• Facebook Pages API Changelog

We have worked with Meta to understand the full breadth of impacts on Sprout reporting, and will continue partnering with them to provide additional updates as needed.

We understand that these deprecations can be challenging, particularly because these metrics have not been deprecated in Meta Business Suite. However, we believe that both our page-level and post-level reporting continue to offer significant value.

Do these changes only impact Sprout Social?

These metric changes impact all third-party Meta Partners that use Meta’s APIs, including Sprout Social.

Page-Level Reporting Impacts

The primary areas impacted by these changes include the Facebook Pages Report, Post Performance Report and, for Premium Analytics customers, My Reports. Key impacts are as follows:

• Deprecation of Reach Demographics: As Meta does not provide Follower Demographics in the Page Insights API, they have recommended we replace the deprecated Reach Demographics with Page Fan Demographics. Meta has removed all age and gender demographics from the Page Insights API, meaning Sprout can only provide Page Fan demographics by country and city. Meta Business Suite provides Follower Demographics, meaning parity between Facebook Pages and Meta Business Suite won’t be possible in the interim. We are working with Meta to find a more suitable replacement in the future.
  
  
• Deprecation of Organic Impressions: Meta will continue to provide Total Impressions and Paid Impressions, allowing us to replace Organic Impressions with a calculation, subtracting Paid Impressions from Total Impressions. While we expect the value for Organic Impressions to remain accurate, we may see delays or slight discrepancies between what is shown in Sprout and in Meta Business Suite. 
  
  
• Deprecation of Organic Reach: Similarly, Meta will continue to provide Total Reach and Paid Reach, allowing us to calculate Organic Reach. As with Organic Impressions, we expect the value for Organic Reach to remain accurate, but we may see delays or slight discrepancies between what is shown in Sprout and in Meta Business Suite. 
  
  
• Deprecation of Page-Level Video View Metrics: Meta Business Suite present 3-second video view metrics as their primary video view metric. Those video view metrics will remain available in Sprout, but if you are a Premium Analytics user, the following metrics will no longer be available:
  • 10-Second Video Views
  • Unique 10-Second Video Views
  • Autoplay 10-Second Video Views
  • Click to Play 10-Second Video Views
  • Organic 10-Second Video Views
  • Paid 10-Second Video Views
  • Sound on 10-Second Video Views

Post-Level Reporting Impacts

If you are a Premium Analytics customer, the following metrics will no longer be available in the Post Performance or Tag Performance Reports:

• 10-Second Video Views
• Unique 10-Second Video Views
• Autoplay 10-Second Video Views
• Click to Play 10-Second Video Views
• Organic 10-Second Video Views
• Paid 10-Second Video Views
• Sound on 10-Second Video Views

If you currently use 10-Second Video Views in your reporting, the following Video View metrics could be used as replacements:

• Video Views
• Unique Video Views
• Autoplay Video Views
• Click to Play Video Views
• Organic Video Views
• Paid Video Views
• Sound on Video Views

While these video view metrics are counted after a video is watched after 3 seconds, Meta considers these metrics more reliable and accurate, and it will enable parity between Sprout and Meta Business Suite. 

Post-Level Reporting Value

Even with these deprecations of Page-level metrics, the Post Performance Report can provide parity with Meta Business Suite’s Content Reporting.

While the Facebook Pages Report helps you analyze your audience and develop a publishing and engagement strategy aligned with your brand's demographics, post-level reporting is essential for measuring the success of your publishing efforts. By helping you understand which individual posts resonate with your audience and drive engagement, Sprout’s Post Performance Report helps you tailor your publishing strategy to enhance your share of voice.

You can compare metrics on Facebook posts and ad posts (if an ad account is connected in Sprout) with Meta Business Suite to ensure data accuracy. Our calculation of page-level engagements from posts published within the previous 90 days ensures the accuracy of the data provided for Page Level engagements despite the current limitations.

Full List of Metric Deprecation Impacts

Facebook Pages Report and My Reports

Deprecated Page Insights Metric	Sprout Metric	Widget(s) Impacted	Removed from Sprout?	Notes
page_cta_clicks_logged_in_total	Action Button Clicks	Performance Summary, Pages Table	Yes
page_consumptions_by_consum ption_type	Post Photo View Clicks	Performance Summary, Pages Table	Yes	Only impacts Premium Analytics users
page_consumptions_by_consum ption_type	Post Video Play Clicks	Performance Summary, Pages Table	Yes	Only impacts Premium Analytics users
page_negative_feedback	Negative Feedback	Performance Summary, Pages Table, Engagement	Yes
page_places_checkin_total	Place Check-ins	Performance Summary, Pages Table	Yes	Only impacts Premium Analytics users
page_impressions_by_age_gen der_unique	Reach by Age/Gender	People Reached Demographics	Yes	Meta has removed all age and gender demographics from the Page Insights API, and we do not have a replacement available
page_impressions_by_city_uni que	Reach by City	People Reached Demographics	Yes	Meta has removed all age and gender demographics from the Page Insights API, and we do not have a replacement available
page_impressions_by_countr y_unique	Reach by Country	People Reached Demographics	Yes	We will replace this Reach Demographics with Fan Demographics
page_impressions_by_locale_ unique	Reach by Locale	People Reached Demographics	Yes	We will replace this Reach Demographics with Fan Demographics
page_impressions_organic_un ique_v2	Organic Reach	Performance Summary, Pages Table	No	We will add three new metrics - Total Reach, Total Paid Reach, and Total Organic Reach. We will derive Total Organic Reach via the following formula: Total Reach - Total Paid Reach = Total Organic Reach
page_impressions_organic_v2	Organic Impressions	Performance Summary, Pages Table	No	We will derive Total Organic Reach via the following formula: Total Impressions - Total Paid Impressions = Total Organic Impressions
page_posts_impressions_org anic_v2	Organic Post Impressions	Performance Summary, Pages Table	No	We will derive Total Organic Post Impressions via the following formula: Post Impressions - Paid Post Impressions = Organic Post Impressions
post_engaged_users*	Engaged Users	Performance Summary, Pages Table	Yes
post_negative_feedback*	Negative Feedback	Performance Summary, Pages Table	Yes
post_negative_feedback_unique*	Unique Negative Feedback	Performance Summary, Pages Table	Yes
page_views	Page Views	Performance Summary, Pages Table
page_video_views_10s	10-Second Video Views	Performance Summary, Pages Table	Yes	This metric is no longer available as it was deprecated in previous versions of the Facebook Post Insights API. To stay current with Facebook’s updates, Sprout has upgraded to the new version of the API, and as a result, we can no longer support this metric
page_video_views_10s_autop layed	Autoplay 10-Second Video Views	Performance Summary, Pages Table	Yes	This metric is no longer available as it was deprecated in previous versions of the Facebook Post Insights API. To stay current with Facebook’s updates, Sprout has upgraded to the new version of the API, and as a result, we can no longer support this metric
page_video_views_10s_click _to_play	Click to Play 10-Second Video Views	Performance Summary, Pages Table	Yes	This metric is no longer available as it was deprecated in previous versions of the Facebook Post Insights API. To stay current with Facebook’s updates, Sprout has upgraded to the new version of the API, and as a result, we can no longer support this metric
page_video_views_10s_organic	Organic 10-Second Video Views	Performance Summary, Pages Table	Yes	This metric is no longer available as it was deprecated in previous versions of the Facebook Post Insights API. To stay current with Facebook’s updates, Sprout has upgraded to the new version of the API, and as a result, we can no longer support this metric
page_video_views_10s_paid	Paid 10-Second Video Views	Performance Summary, Pages Table	Yes	This metric is no longer available as it was deprecated in previous versions of the Facebook Post Insights API. To stay current with Facebook’s updates, Sprout has upgraded to the new version of the API, and as a result, we can no longer support this metric
page_video_views_10s_repeat	Replayed 10-Second Video Views	Performance Summary, Pages Table	Yes	This metric is no longer available as it was deprecated in previous versions of the Facebook Post Insights API. To stay current with Facebook’s updates, Sprout has upgraded to the new version of the API, and as a result, we can no longer support this metric
page_video_views_10s_unique	Unique 10-Second Video Views	Performance Summary, Pages Table	Yes	This metric is no longer available as it was deprecated in previous versions of the Facebook Post Insights API. To stay current with Facebook’s updates, Sprout has upgraded to the new version of the API, and as a result, we can no longer support this metric

Post Performance Report