Facebook Metric Deprecation | Yext Hitchhikers Platform
Overview
Facebook announced that they are deprecating several page and post analytics from their API on November 15, 2025. This will impact both Listings and Social analytics. As a result, we will be updating any Yext metrics and dimensions that utilize these Facebook deprecated metrics. Updates will be reflected in the Yext Platform starting on November 10th.
Built-In vs. Custom Dashboards and Insights
For any Yext built-in insights and dashboards, such as Listings Summary and Social Summary, updated metrics will reflect new calculations automatically. Deprecated metrics will still appear, but will stop pulling in new data.
Any custom dashboards, insights, or reports will need to be updated manually to remove any deprecated analytics or add new metrics.
Listings Metrics
Deprecated Metrics
The following metrics are being deprecated from the Yext platform as a result of Facebook’s update. Data will no longer be pulled. Historical data will be available through November 5th.
If you no longer want to review this data in reporting, you will need to remove these metrics from reports. Alternatively, if you want to leverage new metrics, you will need to add them to reports manually.
| Metrics | Details | Alternative Options | User Action (Optional) |
|---|---|---|---|
| Facebook Page New Likes | Facebook is deprioritizing page likes and not accepting likes on new pages. | None | Remove from reporting if you no longer reference this historical data. |
| Facebook Likes | Facebook is deprioritizing page likes and not accepting likes on new pages. | Facebook Page Total Followers (existing metric in Yext platform) | Add the Facebook Page Total Followers metric to any reports that include Facebook Likes. This will create most data continuity. Alternatively, you can remove Facebook Page Likes if you no longer want to view this data. |
| Facebook Page Unlikes | Facebook is deprioritizing page likes and not accepting likes on new pages. | None | Remove from reporting if you no longer reference this historical data. |
| Facebook Page Reach | The calculation for this metric relies on post_impressions_paid_unique metric from Facebook, which is being deprecated | None | Remove from reporting if you no longer reference this historical data. |
| Facebook Page Fans by Locale | Fans no longer exist as a metric in Facebook, and new pages don’t support likes. | None | Remove from reporting if you no longer reference this historical data. |
| Facebook Page Fans by City | Fans no longer exist as a metric in FB, and new pages don’t support likes. | Facebook Page Likes by City (new metric) | Add the Facebook Page Likes by City metric to any reports that include Facebook Page Fans. This will create most data continuity. Alternatively, you can remove Facebook Page Likes if you no longer want to view this data. |
| Facebook Page Fans by Country | Fans no longer exist as a metric in FB, and new pages don’t support likes. | Facebook Page Likes by Country (new metric) | Add the Facebook Page Likes by Country metric to any reports that include Facebook Page Fans. This will create most data continuity. Alternatively, you can remove Facebook Page Likes if you no longer want to view this data. |
New Metrics
| Metric | Details | User Action (Optional) |
|---|---|---|
| Facebook Page Followers by City | New alternative to deprecated metric, FB Page Fans by City | You will need to manually add this metric to any reports that include FB Page Fans by City. |
| Facebook Page Followers by Country | New alternative to deprecated metric, FB Page Fans by Country | You will need to manually add this metric to any reports that include FB Page Fans by Country. |
Updated Metrics
The following items are being recalculated, and updates will be applied automatically.
| Metric | Details | Expected Change | User Action (Optional) |
|---|---|---|---|
| Facebook Page Impressions | Updated Calculation. Facebook is using page_media_view instead of page_impressions |
Expect a ~20% drop. Facebook is moving away from counting every time a page, its content, or a reference to the page appears in a feed. Facebook is now counting every time the page’s content is seen (played or displayed). | None - the new calculation will display in existing reports for dates after November 5, 2025. |
Impacted Metrics
The following metrics will no longer include Facebook data. As a result, you can expect to see changes.
| Metric | Details | Expected Change |
|---|---|---|
| Total Listings Impressions | Facebook is using page_media_view instead of page_impressions, which is utilized in the calculation for this metric. |
Facebook contributes ~49% of this metric; expect a ~20% drop-off |
| Total Listings Actions | page_fan_adds_unique is being deprecated by Facebook, which is part of this calculation |
Minor drop (<1%) due to low Facebook action volume |
Social Metrics
Deprecated Metrics
The following metrics are being deprecated from the Yext platform as a result of Facebook’s update. Data will no longer be pulled. Historical data will be available through November 5th.
If you no longer want to review this data in reporting, you will need to remove these metrics from reports.
| Metrics | Details | Alternative Options | User Action (Optional) |
|---|---|---|---|
| Facebook Post Total Reach | Facebook is deprecating post_impressions_unique |
None | Remove from reporting if you no longer reference this historical data. |
| Facebook Post Paid Reach | Facebook is post_impressions_paid_unique |
None | Remove from reporting if you no longer reference this historical data. |
| Facebook Post Organic Reach | Facebook is post_impressions_organic_unique |
None | Remove from reporting if you no longer reference this historical data. |
| Facebook Page Post Impressions | Facebook is deprecating page_posts_impressions. The following dimensions for this metric will also be deprecated:
|
None | Remove from reporting if you no longer reference this historical data. |
Updated Metrics
The following items are being recalculated, and updates will be applied automatically.
| Metric | Details | Expected Change | User Action (Optional) |
|---|---|---|---|
| Facebook Post Total Impressions | Updated Calculation. Facebook is deprecating post_impressions. We will use post_media_view as a replacement in the calculation. |
Expect a minor change | None - the new calculation will display in existing reports automatically. |
| Facebook Post Impressions Paid | Updated Calculation. Calculation will use Facebook post_media_view with is_ads _breakdown |
Expect a minor change | None - the new calculation will display in existing reports automatically. |
| Facebook Post Impressions Organic | Updated Calculation. Calculation will use Facebook post_media_view minus is_ads |
Expect a minor change | None - the new calculation will display in existing reports automatically. |
| Post Impression Type | The Viral type is no longer available as a dimension or filter. Post Impression Type will only support the Paid and Organic post impression types. | None - the Viral dimension will be unavailable. |