Facebook Ads: Reach and Related Metrics deprecation on June 10, 2025

Meta has announced upcoming changes to the Ads Insights API to improve performance and reduce system load.

Starting June 10, 2025, the following change will apply:

  • Reach and related metrics—including frequency and cost per 1,000 people reached (cpp)—will no longer be returned for queries that:
    • Include any breakdowns (e.g., by age, gender, or placement), or
    • Use start dates more than 13 months in the past

If you need to access reach data, we recommend:

  • Avoiding breakdowns

and

  • Narrowing your date range to the most recent 13 months

This change affects Facebook Ads and Instagram Ads sources connected via Coupler.io using the Ads Insights report.

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