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Support Meta “Views” Metric as Replacement for Impressions in Facebook Ads Connector.

Answered
Carlos Garcia User

Connector name: Facebook Ads

Table name: Custom report fact tables (including ad_insights and related reporting tables). 

Column to add: Views (or equivalent Meta “views” metric once available in Ads Insights API).

API documentation link: https://developers.facebook.com/docs/marketing-api/insights
https://creators.facebook.com/introducing-views-to-simplify-content

Additional details:

Meta is transitioning from “impressions” to “views” as the primary delivery metric across its ecosystem. This change is already reflected in Meta’s reporting interfaces and has been publicly communicated as a long-term replacement for impressions.

Key context:

  • “Views” is intended to unify measurement across content types (video, image, carousel, etc.).
  • It replaces or supersedes impressions as the primary exposure metric.
  • This change impacts both organic and paid reporting over time.

Current issue:

  • The Facebook Ads connector in Fivetran does not expose a “views” metric or equivalent field.
  • This creates a discrepancy between Meta UI reporting and data ingested via Fivetran.
  • There is no viable workaround.

Impact:

  • Reporting inconsistencies between Meta and downstream data warehouses.
  • Risk of breaking changes when impressions are deprecated or redefined in the API,
  • Inability to align reporting with Meta’s current and future measurement standards.

Request:

  • Add support for the “views” metric in the Facebook Ads connector when available in the Marketing API.
  • Provide guidance on how the transition from impressions to views will be handled (mapping, deprecation, backfill if applicable). 

This is a platform level metric change from Meta and will impact all advertisers relying on Ads Insights data for reporting and analytics.  Thanks. 

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Comments

1 comment

Date Votes
  • Official comment
    Lucas Alexander Fivetranner

    Hi Carlos,

    Thank you for submitting this feature request. I've researched this, and here's what I found:

    Meta's "views" metric is currently limited to organic content APIs. The transition from impressions to views has been applied to the Page Insights API (as of November 2025) and Instagram media insights (as of April 2025 in v22.0). However, the paid advertising Ads Insights API, which is what the Fivetran Facebook Ads connector uses, still uses impressions as a standard field with no announced deprecation.

    As of Marketing API v25.0 (February 2026), there is no views field available in the Ads Insights API, and Meta's 2025 out-of-cycle changes do not reference any plans to add one. This also means no other data integration platform currently supports this metric for Facebook Ads reporting, since the underlying API does not yet expose it.

    What this means for you today:

    The impressions field in your Fivetran Facebook Ads data remains accurate and supported by Meta for paid ad reporting.

    What we'll do:

    • We're keeping this ticket open to track the request. When Meta introduces a views metric (or an impressions-to-views migration) in the Marketing API, we will prioritize adding support in the connector.
    • We track Meta's Marketing API changelog for new and deprecated fields. When Meta adds a views field to the Ads Insights API, we'll make it available as a metric in custom reports and add it to all prebuilt reports that currently include impressions. If Meta announces a timeline for discontinuing impressions, we'll communicate that to customers in advance, then remove the field from our prebuilt reports and custom reports on the date Meta stops supporting it.

    I appreciate you flagging this early. It helps us stay ahead of platform-level changes like this.

    Best,
    Luke