Instagram impressions, plays and replays metrics deprecated, views added

What changed

On January 21, 2025 Meta added a views metric and deprecated clips_replays_count, ig_reels_aggregated_all_plays_count, impressions and plays on media insights, plus impressions on user insights. The v22.0 changelog gives April 21, 2025 as the date for all versions. Insights also became available to apps using Instagram Login.

What it means

Analytics views that relied on impressions, plays or replays now error and must use the views metric.

Who is affected

Schedulers and reporting tools showing Instagram post and account analytics.

What to do by 21 Apr 2025

Switch to the new views metric for media and user insights. Per the v22.0 changelog, requests after April 21, 2025 for media created on or after July 2, 2024 return an error for impressions.