The difference at a glance
- 2,000ViewsEvery time the post showed
- 1,000ReachUnique accounts that saw it
- 60EngagedAccounts that liked, commented, saved or shared
Meta switched to views
Meta replaced impressions with views as the main metric across Facebook and Instagram. In August 2025 it also removed the impressions metric from its Page Insights API. Older reports with impressions do not compare one to one with newer view counts, so start fresh trend lines after the switch.
Which to watch
- How many people you got to
- Grows with new audiences
- Best for awareness goals
- Compare against followers
- How often content showed
- Grows with repeat viewing
- Best for video and ads
- High views per person can mean fatigue
Beyond reach and views
Neither number proves people cared. Pair them with saves, shares, messages and link clicks. A post with lower reach but many messages beats a widely seen post nobody acts on.
Good example. A cafe sees reach on new Reels growing month to month, mostly from non-followers. Saves and direction taps grow with it.
Bad example. A cafe celebrates high views on one ad, but most come from the same few hundred people seeing it again and again.
Read what counts as engagement. Our social media marketing reports reach next to the actions it brings.