Instagram Metrics Update: Views Mapped to Impressions
To align with Meta’s recent deprecation of certain Instagram metrics, we’ve updated how views are reported across Instagram post types.
What’s Changing:
- Views now map to “Impressions” metric across all Instagram content types—Posts, Reels, and Stories—for consistency across social networks.
For Instagram, "Views" and "Impressions" now refer to the same underlying metric - “Total number of times your app user's Instagram Media object has been seen.” - All "View" values appear under the Impressions column in the dashboards.
- Format type Posts and Carousels in the side panel: The video views are no longer shown and the value is visible in the impressions metric.
- For Reels/Stories, the Impressions Label replaces the Video views label and you can find the metric here
- Consequently, the following metrics are removed from the platform as they have become redundant:
- Instagram Post Video Views
- Instagram Post Plays (Reels): As these are deprecated, if you have created Custom metrics with either Instagram Post Video Views or Instagram Post Plays (Reels), they will need to be revisited and replaced with the Impressions metric.
- Data Exports - The Views metric will continue to report Instagram plays metric till before 19th March. All dates after that will show 0 and the Impressions metric should be used to fetch data
No Impact to Engagement Metrics:
- Engagement and Engagement Rate (ER) remain unchanged.
Notes on Historical Data (Mar 19–Apr 10):
- Daily Impressions may not have been fully captured during this period.
- Data for Lifetime impressions metric was backfilled on April 11 —we recommend rechecking dashboards or re-exporting reports as needed.
Updated 12 days ago
Version 3.0