Digital platforms are constantly evolving, and this includes changes to the metrics they provide for analysis. From time to time, Meta, TikTok, Google, LinkedIn, and other networks stop offering certain data through their official APIs. This process is called metric deprecation.
When a metric no longer exists in the official API, it can no longer be displayed or updated in mLabs Analytics. That’s why we created this article: to explain what metric deprecation is, why it happens, and how we handle it to keep your reports accurate and reliable.
What Is a Deprecated Metric?
A metric is considered deprecated when the social network itself decides to remove it or replace it in its official API. From that moment on, the metric:
starts returning zero, incomplete, or inconsistent values;
stops being updated;
or simply disappears from the list of available data in the API.
Since mLabs Analytics uses only the official APIs of each platform, when a metric is removed from them, we are required to remove it from our product as well. This ensures that you do not receive incorrect, confusing, or misleading data in your reports.
Why Do Social Networks Remove or Change Metrics?
There are several reasons why a platform may discontinue metrics. The most common ones include:
Concept updates and standardization
As new formats and user behaviors emerge, platforms revise how they measure reach, views, engagement, and other indicators. A recent example is Meta, which has been replacing older metrics such as Impressions with more modern indicators like Views.
API simplification
Maintaining redundant or rarely used metrics increases technical complexity and cost. For this reason, platforms often perform “cleanups” to better organize their data.
Structural changes to the product
When a feature is redesigned or discontinued within the platform itself, the metrics related to it may lose their relevance and are removed.
Privacy, security, or legal requirements
In some cases, platforms stop providing detailed data due to legal requirements or internal policy changes.
Accuracy and reliability issues
Some older metrics are replaced with newer versions that are more transparent and technically precise.
How This Affects Your Reports in mLabs Analytics
When a metric is removed from the official API, it can no longer be updated. In these cases, we take the following actions to ensure you continue to receive reliable data:
1. Safe removal of the metric from the product
We remove the metric from widgets, charts, and reports to prevent the impression that it has “dropped” or “gone to zero.”
2. Migration to replacement metrics (when available)
If the platform provides a new equivalent metric, we transition to it and clearly inform you about the change.
Example:
Impressions → Views (Meta)
3. Update of derived KPIs
When a base metric changes, calculated indicators derived from it (such as rates and percentages) are adjusted accordingly.
4. Preservation of historical data (when possible)
Whenever technically feasible, we keep the historical data up to the deprecation date so you can still consult past periods.
5. Transparent communication
Whenever a metric is removed or replaced, we display notices in the product and update this article.
Frequently Asked Questions
Why do you need to remove metrics from mLabs Analytics?
Because when a metric no longer exists in the official social network API, it starts returning incorrect or empty data. To avoid inaccuracies, we remove or replace it according to the platform’s updates.
Will I lose my historical data?
It depends on the change. Whenever possible, we preserve the metric’s history up to the date it was discontinued.
Are the new metrics equivalent to the old ones?
Not always. There may be differences in calculation, frequency, attribution window, or definition. This depends entirely on each social network.
Does this affect my KPIs?
It may, especially if you use derived metrics or historical comparisons. We will always highlight when a new metric is not directly comparable to the old one.
What should I do when this happens?
We recommend reviewing your report templates and internal KPIs to ensure they are aligned with the new available metrics.
How mLabs Handles These Changes
We have an ongoing process to monitor updates to the official APIs and ensure your reports are always up to date and accurate:
We monitor platform changelogs and announcements.
We technically validate the impact of the changes.
We update the interface and metrics in mLabs Analytics.
We communicate clearly within the product and in this FAQ.
We provide support to help adjust reports and clarify questions.
Conclusion
Metric deprecation is a natural part of the evolution of digital platforms. Our commitment is to ensure that you always receive reliable, up-to-date data aligned with the official definitions of each social network.
Whenever changes occur, we will notify you in advance and provide all the necessary guidance so your analysis can continue smoothly.
If you have any questions about removed or replaced metrics, our support team is available to help.