Instagram has been making some important changes to its documentation that affect the metrics used to measure content performance. This shift aims to simplify and make it easier to present and understand the data. The main update of 2025 – so far – is the replacement of the “Impressions” metric with “Views.“
Here, we explain what this means for you, especially if you use Reportei.
Are “Impressions” Gone from Instagram?
Starting April 21, 2025, the “Impressions” metric will be replaced by “Views.” If you’re used to checking directly on Business Suite or Instagram, you’ve probably noticed that Impressions haven’t been shown for some time, and instead, Views are displayed. However, the official API update is happening in April. The goal of this change is to make measurements clearer and simplify the analysis of your post results.
What Changes with the “Views” Metric?
All metrics that previously used “Impressions” will now show “Views.” This includes both profile-related metrics as well as metrics directly related to posts and stories.
- Templates: Any template created before the change that included information about “Impressions” will have that metric replaced with “Views.” So, when generating new reports with the template, this will already be updated.
- For Reports and Dashboards: If you open an old report generated before the change, you’ll still see the “snapshot” as it was at the time of report generation, meaning you’ll still see the Impressions value as it appeared at that time. However, if any updates are made to the report, the metric will be replaced with “Views.” The same applies to Dashboards; when you update the analysis period after April 21, 2025, even if the period predates the change, only the new metric will be visible.
Why is This Change Happening?
This replacement of the “Impressions” metric with “Views” on Instagram is an update aimed at improving data measurement accuracy. As mentioned earlier, these changes are meant to make the analysis experience simpler and more effective for everyone, and Reportei is always keeping up with all updates!
If you have any questions, feel free to reach out to our support team via chat!
