Instagram Replaces Impressions and Plays with Views

As of April 21, 2025, Meta has deprecated the Impressions and Plays metrics—and so have we in Swydo.

In their place, Instagram has introduced "Views" as the new primary metric for all content formats, including Reels, Stories, photos, carousels, and live videos. 📈
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You can now find the Views metric under Account Insights in your widget settings.

This update follows Meta’s earlier deprecation of Video Views and Replays, as part of a broader shift toward using Views as the main engagement metric for organic content.

📊 What are Views and how are they calculated?

Views represent the number of times your content was either played or displayed. This includes videos, posts, stories, and ads.

The metric is calculated as:

• The number of times videos were played for at least 1 millisecond, plus
• The number of times your photos or text posts appeared on screen.

What this means for your Swydo reports

At Swydo, we proactively removed the deprecated metrics from your reports to prevent broken metrics from appearing. Please note that these removals may have caused changes to your report layouts.

❗️ We recommend reviewing any reports that used these metrics and making necessary adjustments.

If you need any help with your reports, our Support Team is a just a click away.