Changes to Facebook metrics

Facebook has made changes to its API that affect some metrics that Hootsuite collects. This article describes the impacts to metrics available in Hootsuite Analytics.

Note: If you want to analyze historical data, keep the deprecated metrics in your previous reports for historical purposes, and use the new metrics in reports that contain current data and data backfilled for the past 12 months.

Facebook metrics deprecation - June 3, 2026

Meta is deprecating additional Facebook metrics on June 3, 2026. These changes affect some Hootsuite metrics.

Metrics that are changing

The following metrics will be removed from Hootsuite Analytics on June 3, 2026:

• Page reach (the new Page unique views can replace this metric)
• Page daily average reach (the new Page unique views can replace this metric)
• Page paid reach (no replacement metric; Meta recommends using Page views, Page paid views, and Page organic views for organic and paid split)
• Page viral reach (no replacement metric)
• Page post impressions (no replacement metric)
• Page posts reach (no replacement metric)
• Page post paid impressions (no replacement metric)
• Page post organic impressions (no replacement metric)
• Page post paid reach (no replacement metric; Meta recommends using Post views, Post paid views, and Post organic views for organic and paid split)
• Page post organic reach (no replacement metric; Meta recommends using Post views, Post paid views, and Post organic views for organic and paid split)
• Page post viral impressions (no replacement metric)
• Page post viral reach (no replacement metric)
• Page video views (unique), including the Page video views by frequency breakdown (no replacement metric)
• Post reach (the new Post unique views can replace this metric)
• Post paid reach (no replacement metric; Meta recommends using Post views, Post paid views, and Post organic views for organic and paid split)
• Post organic reach (no replacement metric; Meta recommends using Post views, Post paid views, and Post organic views for organic and paid split)
• Post fan reach (no replacement metric)
• Post viral reach (no replacement metric)
• Post organic video reach (no replacement metric)
• Post paid video reach (no replacement metric)
• Post video reach (no replacement metric)
• Post complete organic video reach (no replacement metric)
• Post complete paid video reach (no replacement metric)

New metrics being added

The following new metrics will be available in Hootsuite Analytics starting June 3, 2026:

• Page unique views
• Post unique views
• Amplify post unique views

Facebook metrics deprecation - December 9, 2025

Deprecated metrics will no longer be available in the Hootsuite metrics library. This means they cannot be added to Analytics reports. If you previously added a metric to a report and that metric was deprecated, 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.

The following deprecated metrics will be removed from Hootsuite Analytics on December 9, 2025:

• Post 10-seconds video views
• Post 10-seconds video reach
• Post 10-seconds video views (auto-play)
• Post 10-seconds video views (click-to-play)
• Post 10-seconds organic video views
• Post 10-seconds paid video views
• Post 10-seconds video views (sound-on)
• Amplify post 10-seconds video views
• Amplify post 10-seconds video reach
• Amplify post 10-seconds video views (auto-play)
• Amplify post 10-seconds video views (click-to-play)
• Amplify post 10-seconds organic video views
• Amplify post 10-seconds paid video views
• Amplify post 10-seconds video views (sound-on)

Facebook metrics deprecation - November 13, 2025

Meta is deprecating some of their Facebook metrics on November 15, 2025. These changes affect some Hootsuite metrics. 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 Hootsuite metrics library. This means they cannot be added to Analytics reports. If you previously added a metric to a report and that metric was deprecated, 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.

New metrics have been created to replace the deprecated metrics, where available in the Facebook API. Analytics report templates have been updated to include the new metrics and remove the deprecated metrics.

Advanced Analytics

Deprecated SFTP Data export metrics will still be available when you export your data. However, the metrics won't update with new data. They can be used for historical purposes. New metrics will be available in the data export (see Export your Advanced Analytics data for a complete list of data export schema and definitions).

Amplify metrics

Facebook post-level metrics that have been deprecated will be removed, and replaced with new metrics.

Note: As part of this change, existing post-level metrics will now include reels data.

Metrics that are changing

Facebook metric deprecations will affect the following metrics. The following deprecated metrics will be removed from Hootsuite Analytics on November 13, 2025:

• Page fans (the existing Page followers can replace this metric)
• Page new likes (no replacement metric)
• Page unlikes (no replacement metric)
• Page new fans (Page new followers can replace this metric)
• Page lost fans (Page lost followers can replace this metric)
• Page impressions (the new Page views can replace this metric)
• Page organic impressions (the new Page organic views can replace this metric)
• Page paid impressions (the new Page paid views can replace this metric)
• Page viral impressions (no replacement metric)
• Page virality rate (no replacement metric)
• Post impressions/Amplify post impressions (the new Post views and Amplify post views can replace these metrics)
• Post organic impressions /Amplify post organic impressions (the new Post organic views and Amplify post organic views can replace these metrics)
• Post paid impressions/Amplify post paid impressions (the new Post paid views and Amplify post paid views can replace these metrics)
• Post viral impressions/Amplify post viral impressions (no replacement metric)
• Post fan impressions/Amplify post fan impressions (no replacement metric)

In addition, the following new Facebook metrics are being added to Hootsuite Analytics:

• Page follower views
• Page non-follower views
• Post follower views
• Post non-follower views

With these changes, Facebook will no longer provide organic impressions data. To align with these updates, you can replace deprecated impressions metrics with Page views and Post views. However, keep the following differences between impressions and views in mind:

• Impressions count the total number of times your post was displayed on screen (in the Feed, on your Page, or elsewhere) - that includes any appearance of the post, whether or not the user actually interacted with it or expanded it. For example, if your photo post appeared in someone’s feed for half a second while they were scrolling, it counts as an impression.
• Views count the number of times the media asset was actually played or displayed. For videos, that means it was played (either click or autoplay). For images or carousels, it means the media actually displayed on-screen. For example, if the post’s image or video was visibly displayed in the Feed (and not simply scrolled past so quickly as to not be rendered), it counts as a media view.

Metrics that are being deprecated will affect the following features in Hootsuite Analytics:

• Industry benchmarking
  • Page impressions is replaced with Page views
  • Page fans is replaced with Page followers
  • Audience growth rate - Fans is replaced with Followers
  • Page virality rate is removed
  • Amplification rate - fans are replaced with followers
• Competitor analysis
  • Fans are replaced with Followers (Followers data is available as of October 30, 2025)
  • Competitors' fans available in reports are replaced with Competitors' followers
• Best time to post
  • Build awareness - Post impressions is replaced with Post views
• Multiple network metrics
  • Page impressions is replaced with Page views
  • Post impressions is replaced with Post views

Note: Facebook metric deprecations also affect Lumen metrics. As a result, the impressions metric will no longer be available in Lumen for owned monitored Facebook channels. We are introducing a new Views metric to Hootsuite Listening to replace the deprecated Impressions metric.

We continue to work with Meta to ensure we can incorporate their changes into Hootsuite Analytics and Hootsuite Listening.