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Changes to Instagram report metrics - April 2025

Updated this week

As of April 21st, 2025 Meta is changing Instagram Impressions to Views from their API. To accommodate this change, HeyOrca’s Instagram and Custom Reports will be updated to reflect this switch

What will be affected?

  • Instagram will no longer support organic Impressions metrics

  • Instagram “Views” will replace “Impressions” in summary cards, graphs, top posts and AI Summaries where applicable. For a detailed breakdown, see below.

What will change in my reports?

As a summary, your Instagram Reports and Custom Reports will be updated to replace any use of Impressions to Views. Existing Custom Report templates will also be updated to replace Impressions with Views.

Here is a detailed breakdown of what changes will occur:

For Standard Instagram Reports

Account Level Metrics

  • Views summary card will replace the existing Impressions summary card

  • The account level Impressions graph will be updated to be a Views graph

  • Engagement Rate will now be [Total Engagement / Total Views x 100]

Post Level Metrics

  • Post Views summary will replace the Post Impressions summary

  • Story Views summary will replace Story Impressions

  • Total Plays summary will be removed

  • The Stories Performance graph will replace the use of Impressions with Views

  • Top Stories card will replace the use of Impressions with Views

  • Top Stories sorting options will use Views instead of Impressions by default

  • The Reels Plays graph will be removed

  • A new Post Views graph has been added that includes Views data for all post types, except Stories

  • Top Posts will replace the use of Impressions with Views

  • Relevant metrics calculated using “Impressions” will be updated and based on “Views”

    • Engagement Rate will now be [Total Engagement / Total Views x 100]

Date Range Comparison Instagram Reports

  • Includes all of the changes listed for Standard Instagram Reports

  • The Cross Channel Impressions graph in Custom Reports will include “Views” for Instagram, and continue to use “Impressions” for other channels

Custom Reports

Custom Report Metrics

  • Impressions Graph will be replaced by Views Graph

  • A new Post Views graph has been added

  • Reels Plays graph will be removed

  • The Cross Channel Impressions graph will now use Views data for Instagram, while other channel types still use Impressions

  • Any previously created templates referencing Impressions will be updated to Views

AI Summary

  • AI Summaries will now reflect Views instead of Impressions

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