As part of the work to align the functionality of the Facebook Page Insights API with that of the Facebook app and Meta Business Suite, Meta will again be deprecating a number of metrics — primarily total likes and impressions -related metrics. See also Meta’s announcement of the changes.
This will impact the Facebook Insights data source by Supermetrics and requires that we sunset or change some of the fields we support based on these upcoming deprecations.
This article contains a full description of all the updates and what you need to do to prevent any possible issues.
Some fields have been replaced. This article details the replacement fields where applicable.
Special note for data warehouse users
As the changes are affecting what we consider to be core fields, we’ll be updating the standard table group for this data source. The STANDARD table group will be renamed as STANDARD_ARCHIVE_20251113 on November 13, 2025. All transfers using the standard table group will continue to work as the renamed version, but please note that any deprecated fields from this round of changes or previous ones will return empty values. Backfilling data after the sunset date will also overwrite data with empty values and should be avoided. We’ll then make available a new standard table group that replaces the deprecated fields with their new versions. New transfers created after November 13, 2025 will use the new standard table group instead.
Keep in mind that removing fields from your custom tables can lead to that field being removed from your tables in the data warehouse, in particular, if you're using our BigQuery, Snowflake, Azure Synapse, Azure SQL DB, or AlloyDB integrations listed in your storage destinations on the Supermetrics Hub.
For other destinations, such as our direct BigQuery integration on Google Cloud, AWS S3, Google Cloud Storage, Azure Storage, and SFTP, only shards and files are overwritten for the dates you're backfilling and transferring daily within your refresh window.
If you want to preserve the historical data of those fields in your destination, you have two options:
Keep the affected fields in the custom table, and they will start returning empty values after November 13, 2025. If there are replacement fields available, you can add them to the custom table and continue using your custom table as before in your reports.
Note that if you run a backfill after November 13, 2025 for such custom tables to fetch historical data, such as for year 2024, this might also overwrite your historical data for the affected fields with empty values.
Rename your custom tables in the Table Manager and make the necessary changes to the custom table according to the information in this article in case your custom table contains combinations of fields that will lead to transfer failures after November 13, 2025. Renaming custom tables in the Table Manager will lead to new tables or files being generated in your destination.
If any of your reporting is dependent on the affected custom tables, you'll either need to point the reports to the new tables, or combine the data of the new tables with the tables that contain your historical data (using SQL, ETL tool, or by combining the data inside a BI tool), so that your reports contain both the historical and the latest data.
Note that you need to rename the custom tables, not the table group. Renaming the table group won't have any impact on the transfer, and this scenario would lead to you losing data for the fields you removed or replaced in your custom tables.
Deprecated fields with no replacements
The following fields will be deprecated on November 13, 2025, and will no longer return results after that date.
Field name | Field ID | Notes |
|---|---|---|
New likes |
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New likes (unique users) |
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Unlikes |
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Unlikes (unique users) |
|
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Viral impressions |
|
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Non-viral impressions |
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Net likes growth rate |
|
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Likes churn rate |
|
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Reach div. by page likers (fans) |
|
|
Page fans (on post creation date) |
| This is “Total likes” + a post dimension. |
Net likes |
|
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Language |
|
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Universal video identifier |
|
|
Deprecated fields with replacements
The following fields will be deprecated on November 13, 2025, and will no longer return results. We recommend you update your queries to use the replacements (when available) to continue to get data.
Total likes → Use "Page followers" instead
Total impressions → Use "Page media views" instead
Paid impressions → We’ll add "Page media views paid" to use instead
Post impressions (Total impressions + a post dimension) → Use "Post views" instead
Post paid impressions (Total impressions + a post dimension) → We’ll add "Post views paid" to use instead
Post organic impressions → We’ll add "Post views organic" to use instead
Post impressions (page likers [fans] only) → We’ll add "Post views follower" to use instead
New fields will be added sometime before November 13, 2025.
Fields with behavior changes
In the following cases, there’s a metric and dimension pair that will no longer be supported by the API. Depending on the change, there may be different behavior changes and actions you may need to take.
Total likes with Location dimensions
The "Country" and “City” dimensions will no longer work with the "Total likes" metric as this metric is deprecated. Using these combinations will result in empty results.
The replacement for “Total likes” is "Page followers". The "Country" and “City” dimensions will work with the "Page followers" metric once we have completed work to enable this combination.
What you need to do: Please remove “Total likes” from your queries and use “Page followers” once this combination is available.
We're here for you
If you have any questions or concerns about this change, contact our support team.