Facebook Insights API Updates

Facebook announced that beginning November 15, 2025, Facebook is deprecating the ‘impressions’ and ‘page fans’ metrics from the Page Insights API. The Page Insights API is the source in which 3rd party developer tools, like True Anthem, retrieve data from Facebook. 

Facebook’s objective on making these changes are to align on a single distribution metric for all content types calculated the same way across Facebook and Instagram. The new metric - called Views - tells you the number of times a reel or video was played or the number of times photo or text posts were on screen. See Facebook’s announcement (here) on introducing views to simplify content distribution metrics. 

To align the changes on the Page Insights API with the Facebook app and Meta Business Suite, Facebook will be deprecating the `impressions` metric. This metric will be replaced by the `views` metric on all API versions.

Additionally, with the migration of all Facebook Pages to the new Pages experience, the Page Insights tab for classic Pages has been fully deprecated as of November 1, 2023. As part of this deprecation, Facebook is deprecating the `page fans` metrics.

For a complete list of all changes and details, please visit Facebook’s changelog.

What does this mean to you as a True Anthem Publisher?

Facebook’s deprecation of “impressions” and “page fans” metrics has an impact on the metrics and data presented in the True Anthem Dashboard and reporting system. Accordingly, this document outlines what changes True Anthem is making to ensure a smooth transition for our clients with the new metric changes. 

Included below are an overview and changelog as to the upcoming changes:

Metric Change from “Impressions” to “Views” in the True Anthem System

The most impactful change Facebook is making is the deprecation of the “impressions” metric. Facebook is replacing the “impressions” (post_impressions*) metric with a new alternative “views” (post_media_view) metric.

To support this change, True Anthem will be updating the Dashboard and Reporting system, on or before November 15, 2025, to support Facebook’s new “views” metric. As part of TA’s support for the new “views” metric, TA will retrieve (aka “backfill”) the “views” metric data from October 1, 2024 (the first full month of reliable “views” data from Facebook) through the current date. This means that for most Facebook accounts, clients should have 13.5 months of “view” metric data effective November 15, 2025.

At this time, True Anthem will not remove the Facebook “impressions” metric from the TA System but going forward the “impressions” metric will no longer be available by Facebook and accordingly True Anthem will append “(Legacy)” to the impression metric names in the TA Dashboard (i.e. “Total Impressions (Legacy)”, “Organic Impressions (Legacy)”, etc)

Derived Metric Calculation Updates: Click Through Rate (CTR) and Engagement Rate (Eng. Rate)

Facebook’s new “views” metric is calculated differently from the original “impressions” metric. Accordingly, derived metrics such as Click Through Rate or Engagement Rate metrics will be updated to reflect the new “views” metric replacing the legacy “impressions” metric. For continuity and historical reporting purposes, we will support two new derived metrics called “Click Through Rate (CTR) (Legacy)” and “Engagement Rate (Eng. Rate) (Legacy)” which will use the “impressions” metric in the calculation. The specific calculation for these metrics are included in the changelog below.

Metric Removal: “Page Fans” (aka “Page Likes”) 

Facebook is removing the “page fans” (aka “page likes”) metric, but Facebook will continue to support the “page follower” metric. Accordingly, True Anthem will remove the “Page Likes” metric in the True Anthem Reporting System and continue to support the “Page Follow” metric going forward. 

Metric Updates: “Fan” and “Non-Fan” Post Impression Metric 

As part of Facebook’s removal of the “page fans” metric, Facebook will be deprecating the “post_impressions_fan” metric and replace it with an alternative follower view metric. The legacy metric “Fan Impressions” in the TA system will be deprecated and renamed to “Fan Impressions (Legacy)” in the TA System. The new, alternative metric will be named “Follower Views”

Further derived TA metric “Non-Fan Impressions” will be deprecated and renamed to “Non-Fan Impressions (Legacy)” in the TA System. The new, alternative derived metric will be named “Non-Follower Views”.

True Anthem Changelog (November 15, 2025): 

• page_fans (metric: “Page Likes” or “Page Fans”) will be removed from the TA System. The alternative metric is called “Page Follows” in the TA Dashboard mapped to the page_follows Facebook metric. 
• post_impressions* (metric: “Total Impressions”) will be deprecated and renamed to “Total Impressions (Legacy)” in the TA System. The alternative metric is called “Total Views” in the TA Dashboard mapped to the post_media_view Facebook metric. 
• post_impressions_paid* (metric: “Paid Impressions”) will be deprecated and renamed to “Paid Impressions (Legacy)” in the TA System. The alternative metric is “Paid Views” mapped to the post_media_view Facebook metric from is_from_ads breakdown.
• post_impressions_organic* (metric: “Organic Impresssions”) will be deprecated and renamed to “Organic Impressions (Legacy)” in the TA System. The alternative metric is “Organic Views” mapped to the post_media_view Facebook metric from is_from_ads breakdown.
• post_impressions_fan* (metric: “Fan Impressions”) will be deprecated and renamed to “Fan Impressions (Legacy)” in the TA System. The alternative metric is “Follower Views” mapped to the post_media_view Facebook metric from is_from_followers breakdown.
• Derived TA metric “Non-Fan Impressions” will be deprecated and renamed to “Non-Fan Impressions (Legacy)” in the TA System. The alternative metric is “Non-Follower Views” and the calculation will change to:
  • Non-Follower Views = Total Views - Follower Views.
• Derived Facebook metric calculation for “Click Through Rate (CTR)” will change to:
  • Click Through Rate (CTR) = Total Aggregated Link Clicks / Total Views.
• New derived Facebook metric calculation that will use the impressions metric called “Click Through Rate (CTR) (Legacy)” as calculated by:
  • Click Through Rate (CTR) (Legacy) = Total Aggregated Link Clicks / Total Impressions
• Derived Facebook metric calculation for “Engagement Rate (Eng. Rate)” will change to:
  • Engagement Rate (Eng. Rate) = Total Engagements / Total Views.
• New derived Facebook metric calculation that will use the legacy impressions metric called “Engagement Rate (Eng. Rate) (Legacy)” as calculated by:
  • Engagement Rate (Eng. Rate) (Legacy) = Total Engagements / Total Impressions

True Anthem Dashboard Changes 

In addition to the metric changes outlined above, several updates will be made to the True Anthem Reporting Dashboard. Specifically, the “Page Fan” metrics will be removed from the TA Dashboard reporting entirely (in favor of the “followers” metric), the legacy “impressions” metrics will be renamed and visually phased out over time, and the new “view” metrics will be added. In the TA Dashboard, we will continue to display the legacy “impression” metrics and the new “view” metrics side by side to ensure a smooth transition for clients -- this includes in the Queue, Content Discovery, and the Reporting section of the Dashboard. 

The default metric tiles displayed in the summary section of the Facebook Rolling Comparison Report will display the new “view” metrics, rather than the “impression” metrics when this change goes into effect on or before November 15, 2025. The “impression” metrics will still be available for comparison purposes but they will not be the default. 

Dashboard Reporting .CSV Exports - The .csv exports from the TA Dashboard will be populated with the new “view” metrics and the legacy “impression” metrics will be populated in the furthest right hand columns of the export.

Have questions? Please reach out to Support at support@trueanthem.com or your Customer Success Manager at csm@trueanthem.com.