Instagram is removing Impressions from their API on April 21st, 2025. As a result, Sprout will be updating how we track and display Instagram performance metrics.

What’s Changing?

Impressions Replaced by Views

Instagram will no longer provide Organic Impressions data, but it will remain available in Sprout prior to January 1st, 2025.
Instead, we will track and display Instagram Views as a primary metric.

How This Affects Your Reports

“Impressions” will now be called “Views” in the Instagram Business Profiles Report
Engagement Rate per Impression (ERPI) → Engagement Rate per View (ERPV).
- This will also be changed in the Benchmarking tab if you have Premium Analytics
Views will be available in reports dating back to January 1st, 2025.
- Profile Views for the time range January 1st, 2025 - March 1st, 2025 may be unavailable for a short period of time while they’re being backfilled. While they’re unavailable, reports may show profile Impressions as Views. This may result in the Profile Views for this time range changing until the metric is fully backfilled. It’s expected that the data will be stable by May 1st, 2025.
Cross-Network Reporting: Instagram Views will be included in the Cross-Network Impressions metric.
Paid vs Organic: Organic Impressions and Paid Impressions will be replaced by Organic Views and Paid Views.
Video Views will now be replaced by Reels Video Views. This metric is calculated by only including Views received on your Reels.
- Due to network limitations, we can’t determine views on videos from individual carousels, but we will provide total views for carousels.

Platform & API Updates

The Sprout API will now return Views when requesting impression-related metrics.
A new "Views" metric will be introduced in the API to ensure clarity and avoid confusion.
Reels Unique Session Plays (plays in the IG API) have been deprecated and will no longer be available after April 21st.

Impacts to the Sprout Public API

If a user requests Impressions for Instagram, (lifetime.impressions or impressions), it will return Views after January 1st, 2025. API documentation will be updated to reflect this change.
In addition, a separate Views metric will be created for users wishing only to request IG Views for the API.

Why This Change?

Instagram is removing Impressions from their API, and we want to ensure Sprout’s reporting remains accurate and aligned with the latest platform updates. By transitioning to Views, you’ll continue to get valuable engagement insights with a seamless experience.

Please note, you may have seen earlier documentation stating that Impressions would be available in reports dating back to September 1st, 2024. That date has been extended to January 1st, 2025. This update was made after we determined that Views haven't been a reliable metric until January 2025, and we want to ensure you have access to consistent and accurate data in the meantime.

Important Update: Changes to Instagram Metrics in Sprout - March 2025

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