Impact of Facebook Metrics API Deprecation on Our Reports

Recently, Meta, Facebook’s parent company, announced a significant shift in its API, affecting how demographic data is accessed and reported. This change has implications for businesses and marketers who rely on accurate insights to inform their strategies.

Understanding the Shift

In their recent blog post, Meta outlined the deprecation of certain metrics within the Facebook Insights API, including those related to demographics at the fan level. Instead, demographic information, specifically age and gender data, will now be computed at the impressions level.

This shift marks a departure from the previous method of accessing demographic data directly at the fan level, requiring a recalibration of how businesses interpret and utilize this information.

Impact on Reporting

For those relying on demographic data for comprehensive reporting and audience analysis, this change necessitates reevaluating reporting structures and methodologies. Previously, businesses could tailor their strategies with granular insights into the demographic makeup of their audience base.

However, the reporting landscape undergoes a significant transformation with the transition to impressions-level computation. In your Mention Facebook reports the deprecated Facebook metrics will no longer be supported at the follower level moving forward. Your age and gender modules now reflect this change with data at the impression level:

The implications of this shift extend beyond mere data collection; they resonate in how businesses interpret and leverage insights to drive growth and engagement. Adapting to this change requires a nuanced understanding of how impressions-level data can still effectively inform decision-making processes.