Instagram is updating its measurement system to harmonize KPIs across all types of content: Reels, images, carousels, and videos.
As a result of this change, the Impressions and Plays metrics will no longer be supported and will be replaced by a new metric: Views, provided by Meta.
On Iconosquare, you can expect the following:
📅 Until April 21st:
You will continue to see and collect Impressions and Plays on all your content (Reels, images, carousels).
Historical data on Impressions and Plays will remain available after this date.
👁️ After April 21st:
A new metric, Views, and its variations, will appear on Iconosquare.
These metrics will apply to Reels, images, carousels, and videos.
Starting April 21st, 2025, new Instagram Impressions data will no longer be available.
What this means for you:
📉 We will no longer be able to collect data for the following metrics:
- Impressions
- Average impressions per post
- Impressions history
- Engagement on Impressions
- Reels total plays
- Average plays per Reel
- Reels replays
- Reels plays history
- Stories Impressions
- Average impressions per story
- Story impressions
- Average impressions by story type
- Posts with most/least impressions
- Impressions rate
- Total plays and replays
📹 Reels metrics like Plays and Replays will be replaced by a new metric: Views.
If you want to learn more about this change of directive from META, feel free to check out their blog post by clicking here.