Instagram replaces “Impressions” with “Views”: What you need to know
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:
Where | Before | Now | Changed? |
---|---|---|---|
Account, Posts, Reels | Impressions | Views | ✅ |
Stories | Impressions | Impressions (no changes for now) | ❌ |
Post & Reel listings | Organic Impressions + Promoted | Organic Views + Promoted Impressions | ✅ |
Looker Studio | Impressions | Views + new Organic Views field | ✅ |
📝 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
Thank you!