Changes to Facebook metrics - Aug 1, 2024

Meta is deprecating some of their Facebook metrics on September 16, 2024. These changes will affect some Hootsuite metrics and metric breakdowns. Read Meta's announcement.

Tip: This article serves as a point-in-time notification. As new metrics are added, you'll find them in our metrics library (see Metrics in Analytics).

How will the deprecation affect metrics in Hootsuite Analytics?

Deprecated metrics will no longer be available in the metrics library. This means they cannot be added to Analytics reports. If you've already added a metric to a report and that metric is slated for deprecation, it will still be available in your report. However, the metric won't update with new data and will display with a yellow icon to indicate its status.

You can no longer apply deprecated breakdowns to metric tiles. If you've already applied a breakdown to a tile in your report and that breakdown is slated for deprecation, it will still be available in your report. However, the metric tile cannot be updated. If the tile is removed, it cannot be recreated.

Advanced Analytics

Deprecated metrics will still be available in Impact content, Content comparison, ROI analysis, Custom metrics, and Data export. However, the metrics won't update with new data. They will only be used for historical purposes.

Metrics and breakdowns that are changing

These Facebook metric deprecations will affect the following metrics. The following deprecated metrics will be removed from Hootsuite Analytics on September 2, 2024:

• Page check-ins and Page check-ins (unique)
• Page clicks (unique)
• Page negative feedback, Page negative feedback (unique), and Page negative feedback rate
• Page views > Type
• Page views > Tabs
• Post clicks (unique)
• Post engaged fans
• Post engaged users
• Post negative feedback, Post negative feedback - hide all posts (+ unique), Post negative feedback - hide post (+ unique), Post negative feedback - report as spam (+ unique), Post negative feedback - unlike page (+ unique)

The following metrics will be affected by the deprecations and their calculations and breakdowns will change as follows:

• Page fans online (by hour) - This metric will be calculated differently.
• Page reach - The breakdowns for gender, story type, age, and country will be removed. Reach demographics will be replaced with Page fan demographics.
• Page post organic reach - This metric will be calculated by subtracting Page post paid reach from Page post reach.
• Page organic reach - This metric will be calculated by subtracting Paid reach from Page reach. New Page paid reach and Page organic reach metrics will be added.
• Page impressions - The breakdown for story type will be removed.
• Page organic impressions - This metric will be calculated by subtracting Page paid impressions from Page impressions.
• Page post organic impressions - This metric will be calculated by subtracting Page post paid impressions from Page post impressions. A new Page post paid impressions metric will be added.
• Page engagement rate - The Page post organic impressions metric calculations will affect this metric. In order to keep accuracy of past data, the Page engagement rate metric will take into account how Page post organic impressions is calculated.
• Post engaged users - This metric is being deprecated. New Post engagement and Post engagement rate metrics have been added.