Why you’re now seeing “Views” instead of “Impressions” on Instagram

Instagram just changed one of its key metrics — what used to be “Impressions” is now called “Views.”
And if you're using Metricool, you’ve probably noticed the update too.

💡 Heads up: Meta (Instagram) says this new metric is still in development, so you might notice some inconsistencies in the data — especially if you're promoting posts.

What exactly changed?

Meta announced this change to simplify how content performance is measured.

🔗 You can read the official announcement here: 👉 Introducing “Views” to Simplify Content Insights – Meta for Creators

What’s changing in Metricool?

✅ Starting April 7:

• On accounts, posts, and reels, you’ll see Views instead of Impressions.
  
• To keep your historical data consistent:
• Before January 1, 2025: you’ll still see Impressions.
• From January 1, 2025 onward: you’ll see Views.
  
  💡 In the analytics dashboard you will find tooltips to show where the switch happens.

📊 In post and reel listings:

We’re splitting the data into two columns:

• Organic Views
• Promoted Impressions

Why? Because summing them (like Instagram used to) doesn’t give accurate results when a post has been promoted.

⏳ What about Stories?

• For now, we’re still showing “Impressions.”
• Why? Instagram doesn’t return full view data once a Story expires. We’ll switch to Views once the API works properly.

🧾 In Looker Studio:

• “Impressions” will still work, but it’ll now show the updated View numbers.
• We’re also adding a new field for Organic Views.

📌 Quick summary:

📝 Notes

• In the hashtags table, we’ll also switch from Impressions to Views.
• In the Brand Summary, we’ll add a tooltip explaining that Instagram Impressions are now shown as Views.

Updated on: 04/04/2025