Starting November 15, 2025, Meta will officially retire the “impressions” and “page fans” metrics from the Facebook Page Insights API. This move reflects Meta’s ongoing effort to unify the reporting features of the Page Insights API with the tools available in the Facebook app and Meta Business Suite.

Key Details for Developers

According to Meta’s update, these changes are expected to impact developers whose applications rely on these metrics. Beyond developers, advertisers should also understand how these changes may affect campaign tracking and optimization in Facebook Ads.

Meta has issued a notice period to give businesses and developers enough time to review and adjust their integrations.

Deprecations and Major Adjustments

• Impressions Metric
  The impressions metric will be deprecated across all API versions. In its place, developers are expected to use the views metric moving forward, ensuring consistency with how data is presented in other Meta platforms.
  

• Page Fans Metric
  Following the migration of all Facebook Pages to the new Pages experience, the Insights tab on classic Pages was discontinued on November 1, 2023. As part of this transition, the page fans metric is also being retired. Since fan counts are often used to define target groups, advertisers may need to rely more on advanced Facebook Ads Audience Targeting features.

Implementation Timeline

Meta has provided a 90-day advance notice before the changes take effect. On November 15, 2025, any API calls that attempt to retrieve the deprecated metrics will return an invalid metric error.

To avoid disruptions, businesses and developers are strongly encouraged to update their systems and transition to the supported metrics before the deadline.