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Instagram Metric Deprecation & Views Transition (April 2025)

Meta (Instagram’s parent company) is making important updates to how performance metrics are delivered via their API. These changes will directly affect metrics like Impressions and Plays. Please read below to learn more. To stay ahead of this update and ensure a smooth transition for our customers, Zoomph is updating its platform to support Meta’s new Views metric and remove deprecated metrics.

What’s Changing in the Instagram API?

Meta will deprecate the following metrics for all versions of the Instagram API on April 21, 2025. Zoomph will implement supporting changes on April 17, 2025.

  • Impressions 
  • Plays (on Reels, this includes Replays on Reels as well) 

Instagram's API is introducing a new metric, "Views" to replace both "Impressions and "Plays". 

  • Views is defined as any time a Reel plays (or is replayed) on a screen, or when a feed post, carousel, or story is displayed on screen (including repeat views). Meta introduced this new metric to provide a consistent, unified standard across all content types.

    • For Reels, a View is count if the reel plays for 0.1 seconds on screen. 
    • Views will include every instance content is displayed - even if the same user views it multiple times.

    • This change may result in higher reported numbers for non-video formats compared to Impressions

    • Based on our research, Views are, on average, 25% higher than Impressions.


🔗 View Meta’s official changelog

✅ What Zoomph Is Updating

To ensure reporting continues smoothly and remains aligned with Meta’s standards, Zoomph will make the following changes:

📅 Effective April 17, 2025

On Authenticated/Owned Instagram Content:

  • The new Views metric will appear for all Instagram posts (Feed Posts, Reels, Stories, and Carousels) created after April 17, 2025.

  • The Social Value metric will now use Views against Instagram CPM for all content created after that date.

  • Logo Impressions on Instagram content will be based on Views.

  • Video Views, previously deprecated, will no longer appear. Views is now the primary video performance metric.

On Unauthenticated/Earned/Non-Owned Instagram Content

  • Projected Impressions will be renamed to “Projected Views”.
  • Logo Impressions  will now be based on "Projected Views".

  • The Social Value metric will use Projected Views against Instagram CPM for all content created after April 17, 2025.

Across All Instagram Content:

Reporting Dashboards:

Zoomph will display “Views/Impressions” when aggregating metrics across multiple platforms (e.g., X/Twitter, Facebook, and Instagram) in:

  • Social Overview Reports
  • Custom Social Reports
  • Brand Reports

For example, if you have a feed that aggregates X(Twitter), Facebook, and Instagram post data, all reporting dashboards will aggregated "Views" from Instagram and "Impressions" from the other platforms together under a "Views/Impressions" label. 

Post Export

  • The export will now display “PostViewsImpressions” (replacing “PostImpressions”)

  • This column will reflect Views for Instagram and Impressions for other platforms.

Zoomph API and Brand Export:

  • Zoomph’s API and Brand Exposure Export will continue to use the column header “Impressions” to avoid disruption to existing integrations.
  • Instagram Views will be passed into the existing “Impressions” column.
  • No new columns will be introduced at this time.
Historical Data
  • The Impressions metric will no longer be available for Instagram content on Zoomph’s platform or API starting April 17, 2025.
  • Historical Impressions data will remain available for content created before this date.
  • Posts created prior to April 17 will continue to use Impressions to calculate metrics such as Social Value, Engagement, and Logo Impressions.


Frequently Asked Questions

Q: Will historical Impressions be deleted?

A: No. Impressions data for content created before April 17, 2025 will remain available in Zoomph.

Q: Will this impact my brand value and brand impressions reporting?

A: Yes — beginning April 17, Views will become the basis for brand value calculations in place of Impressions.

Q: If I use the API, do I need to update my API integrations?

A: No. 

 Need Help?

If you have questions about these changes or need support with custom integrations or exports, please reach out to your Zoomph Account Manager or contact us at support@zoomph.com.