As part of Facebook's transition to the new Pages experience, several metrics that you've been using to track the performance of your Facebook presence will no longer be available after September 16, 2024. At Rival IQ, we want to ensure you are prepared for these changes and understand how they will impact your data reporting.
While Facebook will no longer provide new data for these metrics starting from the deprecation date, we will continue to display historical data in our charts for the remainder of 2024. This will allow you to review and analyze your past performance before the full removal of the metrics.
Metrics to Be Deprecated
Here is the full list of Facebook Insights metrics that will be deprecated on September 16, 2024:
Direction Clicks: Number of logged-in Facebook users who clicked the "Get Directions" button.
Page Views: Total number of times your Facebook Page was viewed during the selected time period.
Page Views / Day: Average number of times your Facebook Page was viewed each day during the selected time period.
Phone Call Clicks: Number of logged-in users who clicked the "Call Now" button.
Presence Consumptions: Total number of clicks (link clicks, photo views, video plays, other clicks) on posts during the selected time period. (Does not include Reels.)
Presence Consumptions / Day, Unique: Average number of users who clicked (link clicks, photo views, video plays, other clicks) on a post each day. (Does not include Reels.)
Presence Link Click Consumptions: Total number of link clicks during the selected time period. (Does not include Reels.)
Presence Link Consumptions / Day, Unique: Average number of users who clicked on links each day. (Does not include Reels.)
Presence Negative Feedback: Total number of negative actions (e.g., post hides, unlikes, reports of spam) during the selected time period. (Does not include Reels.)
Presence Negative Feedback / Day, Unique: Average number of users who took negative actions each day during the selected time period. (Does not include Reels.)
Presence Other Click Consumptions: Total number of clicks on page titles or "see more" during the selected time period. (Does not include Reels.)
Presence Other Click Consumptions / Day, Unique: Average number of users who clicked on page titles or "see more" each day. (Does not include Reels.)
Presence Photo View Consumptions: Total number of photo views during the selected time period. (Does not include Reels.)
Presence Photo View Consumptions / Day, Unique: Average number of users who viewed photos each day during the selected time period. (Does not include Reels.)
Presence Post Impressions, Organic: Number of times your Page's posts entered a user's screen through unpaid distribution. (Includes viral and non-viral impressions.) This metric is also known as Presence Impressions Organic.
Presence Post Reach / Day, Organic: Average number of non-Page Fans who reacted, commented, shared, or clicked on any post during the selected time period. (Does not include Reels.)
Presence Reach / Day, Female: Average daily unique number of women who viewed your Page.
Presence Reach / Day, Male: Average daily unique number of men who viewed your Page.
Presence Reach / Day, Unspecified: Average daily unique number of gender-unspecified users who viewed your Page.
Presence Video Play Consumptions: Total number of video plays during the selected time period. (Does not include Reels.)
Presence Video Play Consumptions / Day, Unique: Average number of users who played videos each day during the selected time period. (Does not include Reels.)
Website Clicks: Number of logged-in users who clicked the "Go to Website" CTA button. (Does not include Reels.)
What You Need to Do
If your reporting and analysis currently rely on any of the above metrics, here are a few steps to help you transition smoothly:
Review Your Dashboards and Reports: Identify the metrics that are being deprecated and assess how their absence may affect your regular performance tracking.
Update Your Metrics Strategy: Start incorporating other available Facebook Insights metrics that align with your business goals.
Reach Out for Support: Our team is here to help you adjust your reports or explore alternative metrics that Facebook continues to support.
Why Is Facebook Deprecating These Metrics?
Facebook is making these changes as part of its shift to the new Pages experience to simplify and improve the quality of insights provided. Many of these older metrics will no longer be relevant in this new context, and Facebook is working to provide more accurate and up-to-date data for businesses.
Historical Data Availability
Although these metrics will no longer be updated after September 16, you can continue to view historical data in Rival IQ's platform until the end of 2024. This will give you time to adjust your reporting strategies and ensure a smooth transition.
For more details, feel free to contact our support team or visit Facebook’s official announcement or Facebook's Changelog.