Facebook Views Metric Changes in Measure

Education Team

November 13, 2025 08:00

As of November 13, 2025, Measure will support Facebook Views metrics in Measure. New Views and breakdown by Follower/Non-follower and Organic/Paid metrics will replace existing Impressions and breakdown metrics. This change will benefit clients to provide a consistent definition of Views metrics across networks. In this article, learn what new metrics will be available, what metrics will be replaced, and what metrics will be deprecated.

Summary of changes

As of November 13, 2025, you can expect the following changes to Facebook metrics in Measure:

Facebook Views and breakdown by Follower/Non follower or Organic/Paid metrics are supported in Measure dashboards both on channel and content level widgets.
Facebook Impressions and breakdown metrics are deprecated and will be replaced by Facebook Views.
Facebook Followers by country will replace the deprecated Facebook Fans/Page likes by country.

New metrics

New channel-level metrics

Views: The number of times your content was played or displayed. Includes reels, posts, stories and ads.
- Historical data: Facebook API supports this metric from August 4, 2024.
- Widgets: Key metrics, Time series, Network comparison, Channel comparison.
- Networks supported: Facebook and Instagram.
Organic views: The number of times your content was played or displayed trough organic means. Includes reels, posts and stories
- Historical data: Facebook API supports this metric from August 7, 2024.
- Widgets: Key metrics, Time series, Network comparison, Channel comparison.
- Networks supported: Facebook.
Paid views: The number of times your content was played or displayed trough paid means. Includes ads or boosted content.
- Historical data: Facebook API supports this metric from August 7, 2024.
- Widgets: Key metrics, Time series, Network comparison, Channel comparison.
- Networks supported: Facebook.
Follower views: The number of times your content was played or displayed by your followers. Includes reels, posts and stories.
- Historical data: Facebook API supports this metric from August 7, 2024.
- Widgets: Key metrics, Time series, Network comparison, Channel comparison.
- Networks supported: Facebook.
Non-follower views: The number of times your content was played or displayed to people who do not follow you. Includes reels, posts and stories.
- Historical data: Facebook API supports this metric from August 7, 2024.
- Widgets: Key metrics, Time series, Network comparison, Channel comparison.
- Networks supported: Facebook.
Page Followers by Country: Breakdown of the followers by country.
- Historical data: Facebook API supports this metric from 2 years ago
- Widgets: Geographics
- Networks supported: Facebook, Instagram, LinkedIn, TikTok.

New content-level metrics

Views: Total number of times the post/reel has been seen. For IG stories, the Impressions value is shown.
- Historical data: Facebook API supports this metric from October 1, 2024.
- Widgets: Content performance, Label performance.
- Networks supported: Facebook, Instagram, and YouTube.
Organic views: The number of times the post was played or displayed through organic means.
- Historical data: Facebook API supports this metric from October 1, 2024
- Widgets: Content performance, Label performance.
- Networks supported: Facebook and YouTube.
Paid views: The number of times the post was played or displayed through paid means.
- Historical data: Facebook API supports this metric from October 1, 2024.
- Widgets: Content performance, Label performance.
- Networks supported: Facebook and YouTube.
Follower views: The number of times the post was played or displayed to your followers.
- Historical data: Facebook API supports this metric from October 1, 2024.
- Widgets: Content performance, Label performance.
- Networks supported: Facebook.
Non-follower views: The number of times the post was played or displayed to people who do not follow you.
- Historical data: Facebook API supports this metric from October 1, 2024.
- Widgets: Content performance, Label performance.
- Networks supported: Facebook.

Metrics to be replaced

Facebook Impressions (metric deprecated): From November 13, 2025, Measure will copy the Views value to Impressions, so it does not affect the Engagement Rate or Frequency metrics.
Frequency (Impressions/Reach): From November 13, 2025, Measure will copy the Views value to Impressions, so it does not affect Engagement Rate or Frequency metrics.
Facebook Engagement Rate: From November 13, 2025, Measure will copy the Views value to Impressions, so it does not affect Engagement Rate or Frequency metrics.