"At the end of 2024, Meta announced it was shifting away from variable content metrics, such as plays, impressions and accounts reached. Instead, the company said it was pivoting to a more uniform views count instead, and that views were taking over as the main metric for video and image content on both Facebook and Instagram. Now, Meta is building that into its API as well."
"By the end of June 2026, we plan to introduce Page Viewer Metric in the Graph API. Viewers metric is intended to replace the legacy reach metric and provide a consistent cross-platform measurement (Facebook and Instagram) of how many people saw a piece of content. This will ensure measurement consistency across Meta's products and external tools. Meta will also retire Post/Page Reach, Video Impressions, and Story Impressions metrics within the Graph API."
Meta is shifting its measurement approach to prioritize views as the primary performance metric for video and image content across Facebook and Instagram. By the end of June 2026 Meta plans to introduce the Page Viewer Metric in the Graph API to replace the legacy reach metric and deliver consistent cross-platform counts of how many people saw content. Meta will retire Post/Page Reach, Video Impressions, and Story Impressions metrics within the Graph API. The company is also changing webhook permissions, deprecating certain technical elements, and removing older Advantage+ ad access points. A phased deprecation will require Marketing API developers to migrate to Automation Unification and the Advantage+ setup, with creation/update restrictions starting February 18, 2025 and broader enforcement by May 19, 2026.
Read at www.socialmediatoday.com
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