Overview
Starting mid-April 2025, Meta has started to eventually remove and change several metrics. These include:
All Page Fans metrics
All Impressions metrics
All types of Views.
PromoRepublic updated how Views and Impressions are tracked in the platform interface to align with Meta’s latest content performance measurement changes. These updates impact all third-party Meta Partners, including PromoRepublic.
Why Is This Changing?
👉 Meta is making Views the primary engagement metric across reels, stories, photos, and carousels to provide a unified, consistent way to measure content performance.
This update removes inconsistencies in how different content formats were previously tracked. For more details, see Meta’s official announcement: Introducing Views to Simplify Content Performance Measurement.
👉 Meta will eventually remove several Page Insights metrics (cut-off date is November 15, 2025). These include:
All Page Fans metrics (e.g. total fans, adds, removes).
All Impressions metrics (page + post).
We don’t want our clients to experience sudden missing data in reports. That’s why we will switch earlier to the new fields provided by Meta.
What’s Changing in PromoRepublic?
Deprecated Instagram Metric | Definition | PromoRepublic Metrics Impacted | Where It’s Used |
Impressions (page and post) | Total number of times content was displayed, including multiple views by the same user. | Replaced by Views | Platform interface (temporary), Custom Reports. Available for historical reporting until later in 2025
|
Video Views | Total number of times a video was viewed. | Now part of Views | Content Performance Report > Top Content Performance > Export, Post Statistics Widget, Custom Reports.
Consolidated with new Views metric. |
Fans (Fans total, Adds, Removes) |
| Replaced by Followers total, Daily follows, Daily unfollows |
|
Paid vs. Unpaid breakdown
For now, we’ll keep showing page_fan_adds_by_paid_non_paid_unique (still available). But we cannot guarantee it long-term; if Meta retires it, we’ll need to drop that split.
What This Means for You
👉 Views will replace Impressions for stories, photos, and text posts. Impressions will still be visible in the platform for historical reporting, but will be removed from reports in November 2025.
👉 Followers will replace Fans.
👉Reels and video Plays will now be counted as Views for consistency across content formats.
👉 The numbers in our reports may shift earlier than the Meta cutoff.
👉 There may be small differences in Totals, because Meta calculates followers differently than fans.
👉 Note that paid vs. unpaid adds may disappear if Meta deprecates that field.
Impact on Reporting & Social Scores
View counts will change as Impressions are phased out.
Accounts with more video content may see stable or increased Views.
Accounts focused on static posts may see lower View counts.
Social Scores and Overall Scores in Custom Reports will be affected, requiring adjustments to reflect the new View-based metric.
If you have any further questions, please contact us at
[email protected].