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