This article describes changes to Instagram engagement metrics that affect Rival IQ and your experience with the platform.
Changes to Instagram Presence Impressions
As of April 1, 2025, Instagram made deprecations that affect the calculation for the Presence Impressions metric. Previously, the metric represented the number of times your posts, stories, reels, videos, and live videos were on screen, including in ads. Now, the metric represents the number of times your content was played or displayed. Content includes reels, posts, stories.
You can view Presence Impressions under Social Analytics > Your Private Data > Instagram Insights.
Changes to Instagram Post Impressions and Plays
As of April 21, 2025, Instagram also officially deprecated the Post Impressions and plays. Now Post Impressions includes "views" data and the plays/replays/total plays will be blank.
For additional details about the recent changes, please refer to the official Meta Developer Documentation – Instagram Media Insights.