Facebook Metric Deprecations June 2026
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Meta announced that they are updating their API and introducing new metrics for tracking content views that will replace their legacy Facebook reach metrics. This update to their API will impact partners like Sprout starting on June 15, 2026.
Meta’s intent with this change is to simplify and unify reporting across media types. The shift is part of Meta’s efforts to streamline metrics and address privacy concerns.
Do these changes only impact Sprout Social?
These metric changes impact all third-party Meta Partners that use Meta’s APIs, including Sprout Social. It is worth noting that several of the legacy metrics being deprecated by Meta were no longer surfaced in their native Insights tools and only remained available via the API.
How does this impact my Sprout reporting?
The main focus of this deprecation will be metrics related to Facebook Reach. All previous Facebook Reach metrics will be deprecated from the API, apart from Facebook’s standard Total Reach metric. This Total Reach metric will remain and will be remapped in Sprout using Facebook’s new Total Unique Media Views metric available for both post-level and page-level reporting.
Additionally, all legacy Page-Level Post Impressions metrics and 3-second unique video view metrics available with Sprout’s Premium Analytics add-on, will no longer be supported by Facebook’s API starting June 15, 2026.
What metrics will be deprecated without replacement?
Previous Reach Metrics available on all Sprout plans:
- Organic Reach (Post Level)
- Paid Reach (Post Level)
Previous Reach & Post Impressions Metrics available with Premium Analytics:
- Viral Reach (Post Level)
- Non-viral Reach (Post Level)
- Average Daily Organic Reach per Page (Page Level)
- Average Daily Paid Reach per Page (Page Level)
- Average Daily Viral Reach per Page (Page Level)
- Average Daily Non-viral Reach per Page (Page Level)
- Post Impressions (Page Level)
- Organic Post Impressions (Page Level)
- Paid Post Impressions (Page Level)
- Viral Post Impressions (Page Level)
- Non-viral Post Impressions (Page Level)
Video Performance Metrics previously available with Premium Analytics:
- Average Unique Video Views per Post (Post Level)
- Unique Video Views (Post Level)
- Unique Organic Video Views (Post Level)
- Unique Paid Video Views (Post Level)
- Average Daily Unique Video Views per Page (Page Level)
Which metrics will be replaced in Sprout?
| Facebook Metric Being Replaced | Sprout Metric Being Remapped | Replacement Metric |
| page_impressions_unique | Average Daily Reach per Page | page_total_media_view_unique |
| post_impressions_unique | Reach (Average Reach per Post) | post_total_media_view_unique |
Will these changes to the API impact how Facebook Views are reported in Sprout?
There will be no impact to the Views metric available for Facebook. This metric will remain in Sprout and will continue to be mapped to total "Impressions" in reports like the Cross-Network Profile Performance Report and Cross-Network Post Performance Report.
Will the removal of legacy metrics like 3-second unique video views, Post Impressions and Non-viral Page Impression have an impact on Facebook’s overall Views metric?
The removal of these legacy metrics will not impact Facebook’s overall Views metric. These metrics were handled separately by Meta and do not correlate to each other.
Will Facebook’s new Total Unique Media Views metrics be comparable to the previous metrics used for Reach?
While the change should hopefully be minimal, we do not expect Meta's new Total Unique Media Views metrics to be a 1:1 replacement with their legacy Unique Impressions metrics previously used for Reach. This will come down to subtle differences with the way in which Meta defines and calculates these metrics.
Will my Reach data shift significantly from previous tracking?
It is possible you may see certain shifts with the overall trend in your Facebook Reach data from your previous tracking. For instance, this may depend on your overall media views from content compared to the general page views captured with Facebook’s previous Impressions and Reach tracking.
How do I view a breakdown of paid vs organic Facebook Reach?
With this update, Meta no longer provides a breakdown of paid vs organic contributions with the metric available for Reach (ie Total Unique Media Views.) The value available for Facebook Reach metrics in Sprout will represent the total of paid and organic unique views received for your shared media.
Will this impact my ability to view a breakdown of paid vs organic Views or any other metrics for Facebook?
No, this will only impact Reach metrics. This will not impact other metrics such as Facebook Views.
How far back will data be backfilled?
Reach data will be backfilled from January 1, 2026 forward with the new Total Unique Media View metrics available via Facebook’s API. All metrics being deprecated will be removed from Sprout entirely on June 15, 2026.
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 June 15, 2026, we recommend downloading any date ranges you wish to preserve prior to June 15, 2026, 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.
Will this impact the Engagement Rate per Reach or Average Reach per Post metrics available with Premium Analytics?
Yes, both metrics will be updated to utilize the new Total Unique Media View metrics made available via Facebook’s API
Where can I learn more?
You can view Meta’s announcement directly via their list of deprecated metrics.
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