Facebook Metric Deprecation - November 2025
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This article provides specific information regarding the planned deprecation of certain metrics within the Sprout Social platform for Facebook. It is intended for users seeking to understand these specific changes, the impact they may have on their account, and the timelines for these deprecations. This information is not relevant for troubleshooting general data discrepancies or missing information unless it directly pertains to the deprecations outlined in this article.
Meta has announced several Facebook metrics will be deprecated as of November 15th, 2025 in order to continue to align the functionality of the Page Insights API with the Facebook app and Meta Business Suite. You will no longer have access to the metrics that do not have a replacement, including historically in the Sprout App. For metrics that have a replacement, you will have access to the historical value, but beginning on November 15th, 2025, Views will be mapped to Impressions.
We understand metric deprecations can be challenging, and we’ve been working closely with Meta to fully understand the impact on Sprout reporting. They are implementing these changes to simplify and align available metrics. We’ll continue to partner with Meta to provide additional updates as they become available.
Do these changes only impact Sprout Social?
These metric changes impact all third-party Meta Partners that use Meta’s APIs, including Sprout Social.
What metrics will be deprecated without replacement?
- Viral Impressions (Page Level)
- Meta API: page_impressions_viral
- Non Viral Impressions (Page Level)
- Meta API Metric: page_impressions_nonviral
- Viral Impressions (Post Level)
- Meta API Metric: post_impressions_viral
- Non-Viral Impressions (Post Level)
- Meta API Metric: post_impressions_nonviral
What metrics will be replaced in Sprout?
Facebook Metric Being Replaced |
Sprout Metric Being Replaced |
Replacement Metric |
| page_fans | Fans | Followers (already replaced in 2023) |
| Page_fans_city | Demographics: Fans by City | Demographics: Followers by City |
| Page_fans_country | Demographics: Fans by Country | Demographics: Followers by Country |
| page_impressions* | Impressions (Page Level) | Views (Page Level) *Note: In cross-network reports, Views will continue to be mapped to Impressions for unification purposes. |
| page_impressions_paid* | Paid Impressions (Page Level) |
Paid Views (Page Level) *Note: In cross-network reports, Views will continue to be mapped to Impressions for unification purposes. |
|
page_impressions_organic* Already Deprecated |
Organic Impressions (Page Level) |
Organic Views (Page Level) *Note: In cross-network reports, Views will continue to be mapped to Impressions for unification purposes. |
| post_impressions | Impressions (Post Level) |
Views (Post Level) *Note: In cross-network reports, Views will continue to be mapped to Impressions for unification purposes. |
| post_impressions_paid* | Paid Impressions (Post Level) |
Paid Views (Post Level) *Note: In cross-network reports, Views will continue to be mapped to Impressions for unification purposes. |
| post_impressions_fan* | Fan Impressions (Post Level) | Fan Views |
| Sprout Calculated | Non-fan Impressions (Post Level) |
Non-fan Views |
| post_impressions_organic* | Organic Impressions (Post Level) |
Organic Views (Post Level) *Note: In cross-network reports, Views will continue to be mapped to Impressions for unification purposes. |
Where will I be able to find ‘Views’ in the Cross Network Reports?
In cross-network reports, Facebook Views will continue to be mapped to Impressions for unification purposes.
How far back will Facebook 'Views' data be backfilled?
Sprout Social will backfill all post-level and page-level Facebook Views data available in reports from January 1, 2025 forward. Please note, this update will overwrite any previous Facebook Impressions listed in your Sprout reports from Jan 1, 2025 forward and we will no longer have access to that Impressions data once the update occurs. If you wish to retain your historical Facebook Impressions data, we would advise exporting any necessary reports using the steps in the next section.
How can I save my historical data for the metrics being fully deprecated in Sprout?
As there will be no access to fully deprecated data beginning on November 15th, 2025, we recommend downloading any date ranges you wish to preserve prior to November 15th, 2025, as a CSV or PDF export.
To download an export of your reports take the following steps:
- Go to the report you are interested in exporting.
- Click on the ‘Share’ button on the top right.
- Choose to download as a CSV or PDF.
- The download will begin automatically and will save to your computer.
If I have Premium Analytics, will I be affected by these changes?
Yes, all reporting will be impacted including those with Premium Analytics.
Where can I learn more from Meta directly?
You can view Meta’s announcement or their list of deprecated metrics.
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