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Meta has announced that several Facebook insights will be deprecated starting September 16th, 2024, as part of their new Page experience rollout, which aims to phase out outdated, inconsistent metrics that have become difficult to maintain. These changes will affect reporting across platforms that use Meta’s APIs, including Meltwater.
 

Click here to read Meta’s announcement.


What This Means for You

Starting September 16th, the deprecated metrics will no longer appear in reports generated through our platform. If you have a saved dashboard that has these metrics, they will remain visible, but no new data will populate. You can keep these to have historical data or edit your saved dashboard to remove the insights.
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We understand how important detailed metrics are for your social media strategies, and while Meta is retiring these specific data points, our dashboard reports still offer deep insights at both the page and post level. In July, we added five new Facebook metrics to Measure, and we’ll be adding more soon.

 

Does This Impact All Users?

Yes. These changes affect all platforms that rely on Meta’s APIs, not just ours. We’re actively working with Meta to stay informed about these deprecations and will continue to update our Measure library with new insights they introduce.


Stay tuned for more updates as we continue adapting our analytics to provide you with the best reporting solutions.

 

List of Facebook Insights Being Deprecated from Social Dashboards

  • Age Breakdown
  • Gender Breakdown
  • Post Engaged Users
  • Page Post Link Clicks
  • Video views for carousel posts* (this was not listed in the deprecation but we’ve had reports that it’s missing – we’ve reached out to Facebook for clarification) 

Note: Meta is removing organic post impressions and organic post reach, however, Meltwater will continue to provide these key metrics by calculating the difference between total impressions and paid impressions, as well as total reach and paid reach. ​​​​​

 

List of Facebook Insights Being Deprecated from Legacy Dashboards

  • Page Post Link Clicks
  • Video views for carousel posts* (this was not listed in the deprecation but we’ve had reports that it’s missing – we’ve reached out to Facebook for clarification) 
  • Organic post impressions from How was the breakdown of your total impressions?
  • What demographics are you reaching?
  • When is your audience online?

 

Learn more in the Help Center

@Bryce Anslinger / @Jessica Lewis -FYI

This is why it continues to be important to be flexible in ways of measuring and reporting. Thank you, Meltwater, for keeping us up to date on these important changes. 

We also just released three new metrics to the Facebook Social Dashboard:

Track how many people are interested in your brand and want to see your content with Facebook follower metrics.

  1. Total Followers
  2. Net Followers
  3. Follower Growth

 

What's the difference between Fans (page likes) and Followers?

  • Fans: shows how many users liked the page.
    • Liking a Facebook page automatically "follows" the page
    • Publicly shows support in a user's about section
  • Followers: shows how many users followed the page
    • Following a Facebook page does not automatically "like" the page,
    • Indicates how many people are interested in seeing a brand's page content.

 

Many brands have more page followers than page fans so tracking "fans" alone is not a true indication of a brand's reach and how many users want to see a brand's content.

 

 

Our company’s Customer Experience team uses a tool that also has a social component to it. We opted not to use their social tool, but I do get alerts about their product offerings on occasion. 

They are claiming that Meta removed video views for Instagram Carousel posts from their API. If this is true, how does it impact our Meltwater experience? 

Hey @David Lingholm - thanks for asking this! I haven’t seen anything about available Instagram Carousel metrics changing, but I have flagged this with our Engage team to see if they have heard anything about this. I’ll follow up here as soon as I can get more info!

@David Lingholm, an update after checking in with @Nate Pallen:

Thank you for flagging - it looks like there is definitely something going on with video views in the API, but we’re not sure if this is a bug or a deprecation. We have reached out to Meta for guidance. The deprecation was not listed so we’re trying to get clarification, but if it truly is removed and not a bug, we will also no longer have access nor will any other tools.

@David Lingholm, an update after checking in with @Nate Pallen:

Thank you for flagging - it looks like there is definitely something going on with video views in the API, but we’re not sure if this is a bug or a deprecation. We have reached out to Meta for guidance. The deprecation was not listed so we’re trying to get clarification, but if it truly is removed and not a bug, we will also no longer have access nor will any other tools.

Thanks for the update!

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