Facebook Page Insights: Impressions and likes related metrics deprecation - Nov 15, 2025
Meta announced deprecation of some Page Insights metrics due to finalizing of Pages migration to new Pages experience:
To continue to align the functionality of the Page Insights API with the Facebook app and Meta Business Suite, we’re 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, we are deprecating the `page fans` metrics.
Following these changes, we will remove deprecated metrics from list of metrics that you can select with Coupler.io in Facebook Page Insights source.
💥 Affected reports and metrics💥
- Post: posts lifetime performance (My pages post statistic)
- Page: performance insights
- Page: audience daily snapshot (Page: followers daily snapshot)
Post: posts lifetime performance (My pages post statistic)
| Deprecated metric (API) | UI name in Coupler.io | Alternative metric UI name |
| post_impressions | Impressions | Post views - total |
| post_impressions_paid | Paid impressions | Post views - paid vs. organic |
| post_impressions_fan | Impressions from fans (page likers) | Post views - followers vs. non-followers |
| post_impressions_organic | Organic impressions | Post views - paid vs. organic |
| post_impressions_viral | Viral impressions | - |
| post_impressions_nonviral | Non-viral impressions | - |
Page: performance insights
| Deprecated metric (API) | UI name in Coupler.io | Alternative metric UI name |
| page_fans | Lifetime Page likes | Lifetime follows |
| page_fan_adds | New Page likes | - |
|
page_fan_adds_unique
|
New unique Page likes | - |
|
page_fan_removes
|
New Page unlikes | - |
|
page_fan_removes_unique
|
New Page unique unlikes | - |
|
page_impressions
|
Impressions | Content views - total |
|
page_impressions_paid
|
Paid impressions | Content views - paid vs. organic |
|
page_impressions_viral
|
Viral impressions | - |
|
page_impressions_nonviral
|
Non-viral impressions | - |
Page: audience daily snapshot (Page: followers daily snapshot)
| Deprecated metric (API) | UI name in Coupler.io | Alternative metric UI name |
| page_fans_locale | Page likes by language (locale) | - |
| page_fans_city | Page likes by city | Unique followers by city |
| page_fans_country | Page likes by country | Unique followers by country |
How to fix data flow failed due to deprecated metrics?
1. Delete deprecated metrics from the data flow settings - it can be 1 or several metrics, be sure to delete all of them:
2. Add new metrics if needed -> open data sets step and reload preview there. Apply proposed schema changes to include new metrics in the data flow output. If you want to replace impression with views metric, but not change destination part - you can rename new metrics columns with old names. This way your destination (e.g. Looker Studio report) will receive same output.
3. Rerun the data flow, restructure your destination if needed.
If you need any help to fix your data flow, please write to our support team using Beacon or send email to contact@coupler.io 🙂