Facebook Metric Deprecation (September 2024)

Team Locowise posted on 12 September 2024

Following Facebook’s announcement of deprecating several metrics on September 16, 2024. We wanted to provide you with an update with more information on what metrics will be deprecated, exactly what the impact of the deprecation means for your reporting, as well as some changes that we will be making to your reports in light of these changes.

Key Takeaways:

1. Meta have announced that they are deprecating several metrics on September 16, 2024. The announcement can be found here.
2. This change affects all third parties using Meta’s API, including Locowise and our competitors.
3. This change will impact different places in Locowise, we will highlight these areas in this article.
4. Historical data related to Post Engaged Users will be affected, while historical data for Unique Page Consumptions, Page Negative Feedback, and Page Negative Feedback by Type will remain unaffected.

Full list of metrics in Locowise that will be impacted by this deprecation and where the data can be found

Deprecated Metric	Location in Locowise & Affected Charts
Uniques Page Consumptions	Report Builder: Engagement by day Chart – AVG People
Page Negative Feedback	Benchmarker: Negative Feedback
Page Negative Feedback by Type	Report Builder: Engagement Negative Chart- Page Unlikes Post Unlikes Hide Post Report Spam
Organic Page Reach	Report Builder: Reach Chart – Page Reach Organic
Organic Page Impressions	Report Builder: Impressions Chart – Page Impressions Organic
Organic Page Posts Impressions	Report Builder: Impressions Chart – Page Post Impressions Organic
Organic Page Posts Reach	Report Builder: Reach Chart – Page Post Reach Organic
Post Engaged users	Report Builder: Consolidated Chart – AVG Post ER Daily Post ER
Post Engaged users	Report Builder: Engagement Rate Chart – AVG Post ER Daily Post ER
Post Engaged users	Report Builder: Post Top Content – ER (Engagement Rate)
Post Engaged users	Report Builder: Post Top Line – Post ER Daily Post ER
Post Engaged users	Live Dashboard: Engagement Rate
Post Engaged users	Campaign Label: Engagement Chart – Users
Post Engaged users	Campaign Label: Post Top Content Chart – ER (Engagement Rate)
Post Engaged users	Campaign Label: Post Top Line Chart – Post ER Daily ER
Post Engaged users	Content Drilldown: Engaged Users
Post Engaged users	Social Audit: Brand – Executive Summary Chart: Engagement rate
Post Negative Feedback	Content Drilldown: Negative
Unique Post Negative Feedback	Campaign Label: Post Top Line Chart – Negative Feedback

Changes to your reporting:

We’ve collaborated closely with Meta to minimise disruption wherever possible. However, for certain metrics finding a reasonable solution has been challenging. In these cases, starting from September 16th, 2024 we’ll record the data as 0 and implement a visual alert system. This will take the form of either a banner or a warning message within your reports, serving as a reminder that the data for these specific metrics may not be fully accurate due to their deprecated status. This will ensure you’re always aware about potential discrepancies due to deprecated metrics while building reports within Locowise.

Please see below example –

Remember, historical data for Unique Page Consumptions, Page Negative Feedback, and Page Negative Feedback by Type will remain unaffected and will remain available for reporting purposes.

The metrics impacted here are –

Metrics Deprecated	Report Section (In Locowise) & Metric(s) Affected
Unique Page Consumptions	Report Builder: Engagement by day Chart – AVG People
Page Negative Feedback	Benchmarker: Negative Feedback
Page Negative Feedback by Type	Report Builder: Engagement Negative Chart – Page Unlikes Post Unlikes Hide Post Report Spam

Engagement Rate Solution –

We’ve developed reasonable solutions to ensure that engagement rate data remains available to our clients. These metrics will continue to be accessible through alternative means. The following chart outlines where you can still find this information:

Metrics Deprecated	Report Section (In Locowise) & Metric(s) Affected
Post Engaged users	Report Builder: Consolidated Chart – AVG Post ER Daily Post ER
Post Engaged users	Report Builder: Engagement Rate Chart – AVG Post ER Daily Post ER
Post Engaged users	Report Builder: Post Top Content – ER (Engagement Rate)
Post Engaged users	Report Builder: Post Top Line – Post ER Daily Post ER
Post Engaged users	Live Dashboard – Engagement Rate
Post Engaged users	Campaign label: Post Top Content Chart – ER (Engagement Rate)
Post Engaged users	Campaign label: Post Top Line Chart – Post ER Daily ER
Post Engaged users	Social Audit – Brand – Executive Summary Chart – Engagement rate

Organic Data Solution –

We’ve sourced reasonable solutions for the below metrics, which will continue to be usable:

Metrics Deprecated	Report Section (In Locowise) & Metric(s) Affected
Organic Page Reach	Report Builder: Reach Chart – Page Reach Organic
Organic Page Impressions	Report Builder: Impressions Chart – Page Impressions Organic
Organic Page Posts Impressions	Report Builder: Impressions Chart – Page Post Impressions Organic
Organic Page Posts Reach	Report Builder: Reach Chart – Page Post Reach Organic

We understand these changes may be disruptive, but we are working diligently to minimise their impact on our clients. We will continue to monitor the situation and provide updates as necessary.

We’re here to help make your transition as seamless as possible to these new reporting methods. For any further questions or concerns, please reach out to us at support.locowise.com