Facebook Is Deprecating Metrics: What Yext Customers Need to Know

TL;DR: Facebook has announced the deprecation of several Page and Post metrics across API versions, effective November 15, 2025. These changes will impact how performance data is captured and displayed in Yext Listings, Yext Social, and Hearsay Social.

---

What's changing — and why

Facebook is retiring metrics such as page_fans and impressions from its Page Insights API in an effort to align data across its API, Meta Business Suite, and the Facebook app. These metrics will be replaced by new alternatives like page_media_view and post_media_view, which better reflect how people interact with content on the Facebook platform.

Impact to Yext Listings

Yext Listings uses several of the deprecated Page metrics to power impressions, reach, counts, and action-based reporting. Starting around November 6, expect changes in visibility and audience metrics tied to Facebook in the Yext platform, particularly a drop in Total Listings Impressions — where Facebook previously accounted for ~49% of impressions volume.

Unaffected Listings Metrics:

• Yext Listings Metric Name: Facebook Page Views (Facebook API name: page_views_total)

• Yext Listings Metric Name: Facebook Page Total Followers (Facebook API name: page_follows)

• Yext Listings Metric Name: Click Count (Facebook API name: Conversion Tracking)

Customers may see a drop in Total Listings Impressions and Facebook Page Impressions. Facebook is moving away from counting every time a page appears in a feed and is now counting every time a page's content is seen and engaged with. The new calculation for impressions is a sum of how much a page's content is seen (played or displayed) – it is no longer a sum of any time the page's content or the page itself appears (or enters a person's screen).

Impact to Yext Social

Facebook's deprecation of Post metrics will affect how impressions and engagement are measured in Yext Social. Metrics such as post_impressions and page_posts_impressions, and their breakdowns by organic and paid, will be removed. In their place, Yext Social will begin aggregating post_media_view values across each Page's content. We will not add a new Post Views metric; instead, we will update the Facebook metric that powers our "Facebook Post Total Impressions" metric to use post_media_view from Facebook to ensure continuity in your reporting.

Note: Facebook's APIs do not support backfills on the Post Impressions metrics; therefore, when we switch the metric powering Facebook Post Total Impressions from post_impressions to post_media_view, reports including data from dates before and after November 10th may look different than usual. In-platform banners will be added to Report Builder & Dashboards to explain the types of changes you or your clients may expect to see.

Impact to Hearsay Social

Hearsay Social customers will see minimal disruption as a result of Facebook's metric deprecations. The platform will seamlessly transition from using post_impressions to post_media_view as the data source for Facebook content visibility.

No changes will be made to the Hearsay Social reporting schema or dashboards. The existing "Facebook Impressions" field will continue to appear as-is, but starting November 15, the numbers will be based on post_media_view rather than post_impressions. A tooltip in the UI will clarify this data source update for transparency.

There is no action required by customers. Historical data will remain available, and time-over-time comparisons will continue to be supported.

Metric replacements across platforms

Key takeaways

• Facebook is deprecating legacy metrics across its API. This affects analytics in Yext Listings, Yext Social, and Hearsay Social.

• Yext will replace or remove deprecated metrics and update dashboards to reflect new data sources.

• Facebook "Likes" are no longer supported. Followers are now the primary measure of audience engagement.

• Slight decreases in reported impressions are expected as Facebook shifts from passive delivery to direct views.

What's next?

By November 15, 2025, customers will notice the following:

• Deprecated metrics and filters removed

• Dashboards, labels, and definitions updated

• Access maintained to historical data

Stay up to date on all the most recent news andpublisher updates with Yext.