Skip to main content

Facebook Reach Metric Changes in Measure

In this article, learn about coming changes to Facebook Reach metrics and how it will impact Facebook Reach reporting in Measure.

As of June 15, 2026, there will be changes to Facebook Reach metrics in Measure following updates introduced in Meta’s latest API.

What's changing

Meta is deprecating several Facebook Reach metrics. As part of this update, Measure will continue to support the Reach metric for all networks, but Facebook’s Reach metric will return Meta’s new Viewers metric.

How this impacts Reach reporting in Measure

The following changes will take place to Reach reporting in Measure:

  1. The Reach metric will still be supported for all networks in Measure, but will use the Viewers metric for Facebook.

    1. For Facebook only, Reach will now return the Viewers metric (defined as “The number of total unique media viewers for a Facebook post").

    2. The Reach KPI metric will remain unchanged in name and usage across Measure.

    3. There will be no changes to Reach for all other networks (Instagram, LinkedIn, TikTok, etc.)

  2. Meta will deprecate certain Reach metrics for Facebook only. See our list of metrics to be deprecated below for more information.

  3. The Facebook Viewers metric will be backfilled on the channel level and content level from January 1, 2026.

    1. As of June 15, 2026, Measure will backfill Facebook Viewers data from the beginning of the year.

    2. Meaning, Facebook Reach data from January 1, 2026 and onwards will be returned using the new Viewers metric.

    3. We strongly recommend exporting your Facebook Reach data before June 15, 2026 to preserve your past Reach values if needed.

  4. On the content level, the Facebook Viewers metric will have extended historical data from May 2025 and onwards.
    ​
    ​Note: Please be aware that after the changes take place on June 15, posts older than May 2025 could be updated with an inaccurate Viewers value from Facebook’s API.

  5. Impact on Reach KPIs in Measure:

    1. All Reach KPIs will continue to work as expected in Measure, apart from those being fully deprecated by Meta (see our list of metrics to be deprecated below).

    2. Facebook Reach metric values may change due to differences between Reach and Viewers.

  6. Important considerations for historical data:

    1. Historical Facebook Reach data will remain available in Measure but will no longer update after June 15.

    2. Differences between historical Facebook Reach and new Facebook Reach calculated from Viewers may impact trend comparisons depending on date range.

What you need to do

If you would like to save your historical Facebook Reach data and metrics, we recommend taking the following actions before June 15, 2026:

  • If needed, export your Facebook Reach data before the transition.

  • Review your dashboards where Facebook Reach is a key metric.

Facebook Reach metrics to be deprecated

The following Facebook Reach metrics will be deprecated as of June 15, 2026:

Channel-level metrics to be deprecated:

  • Reach (API: page_impressions_unique)

    • The Reach metric will remain in name in Measure but be calculated using Facebook’s Viewers metrics going forward.

  • Paid reach (API: page_impressions_paid_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

  • Viral reach (API: page_impressions_viral_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

  • Non-viral reach (API: page_impressions_nonviral_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

  • Organic reach

    • Will be fully deprecated as of June 15 with no alternative metric.

  • Video viewers (API: page_video_views_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

Content-level metrics to be deprecated:

  • Reach (API: post_impressions_unique)

    • The Reach metric will remain in name in Measure but be calculated using Facebook’s Viewers metrics going forward.

  • Paid reach (API: post_impressions_paid_unique)

    • If you have a Meta Ad account connected to SMM, Measure will be able to support this metric.

  • Organic reach (API: post_impressions_organic_unique)

    • If you have a Meta Ad account connected to SMM, Measure will be able to support this metric as an estimated metric by calculating Reach – Paid reach.

  • Fan reach (API: post_impressions_fan_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

  • Viral reach (API; post_impressions_viral_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

  • Non-viral reach (API: post_impressions_nonviral_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

  • Non-fan reach

    • Will be fully deprecated as of June 15 with no alternative metric.

  • Organic video viewers (API: post_video_views_organic_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

    • Rely on the Reach metric for the Viewers value from organic posts.

  • Paid video viewers (API; post_video_views_paid_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

    • Rely on the Paid Reach metric for the Viewers value from paid posts.

  • Video viewers (API: post_video_views_unique)

    • Will be fully deprecated as of June 15 with no alternative metric.

    • Rely on the Reach metric for the Viewers value of the media.

Related Articles
Facebook Followers Metric Changes in Measure
Facebook Channel Metrics in Measure
Deprecation of Facebook Metrics in Measure
Facebook Content Metrics in Measure (No Ad Account Required)
Facebook Views Metric Changes in Measure (November 2025)
Did this answer your question?