Meta Announces Updates for the Instagram Marketing API

12/04/25
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of Meta Announces New Instagram Marketing API Metrics for Enhanced Engagement Tracking

Meta has introduced four new metrics to the Instagram Marketing API, including Reels Skip Rate and Repost Counts, to give developers deeper insights into content engagement. Updates also improve tracking of crossposted Reel views across Instagram and Facebook. These enhancements enable third-party platforms to access richer data, boosting marketing measurement and analytics capabilities. Additional API endpoints now support better content management and partnership collaboration for Instagram marketing efforts.

Optimixed’s Overview: Unlocking Deeper Instagram Marketing Insights with Meta’s API Enhancements

Expanded Metrics Drive More Precise Engagement Analysis

Meta’s latest update to the Instagram Marketing API introduces four new key metrics aimed at providing marketers and developers with a more granular understanding of audience interactions:

  • Reels Skip Rate: Measures the percentage of viewers who skip a Reel within the first 3 seconds, highlighting initial content engagement effectiveness.
  • Repost Counts for Media: Tracks how frequently individual posts are shared, offering insight into content reach and virality.
  • Repost Counts at Account Level: Aggregates repost data across an entire account for a broader engagement perspective.
  • Instagram Profile Visits (Marketing API): Captures the number of profile visits triggered by ad interactions, aligning with Ads Manager data to assess ad impact.

Improved Cross-Platform View Tracking

To further enhance data accuracy, Meta updated the views metric for Reels that are crossposted to Facebook. The new data points include:

  • Crossposted_Views: Total Reel views spanning both Instagram and Facebook platforms.
  • Facebook_Views: Views originating specifically from Facebook users.

This enables marketers to better evaluate content performance across Meta’s ecosystem.

Enhanced Content Management and Partnership Tools

Beyond metrics, Meta has expanded API capabilities to support:

  • Trial Reels: Adding flexibility in content publishing workflows.
  • Media Deletion: Allowing easier management of posted content.
  • New Endpoints for Partnerships and Co-Creation: Facilitating streamlined collaboration and content management.

While these features are already accessible via Meta’s Business Suite, API access allows third-party CRM and social management platforms to integrate these functionalities, providing marketers with more comprehensive tools and insights.

Summary

Overall, Meta’s API updates mark a significant step toward empowering Instagram marketers with enhanced data and management capabilities. By integrating these new metrics and tools, platforms can offer richer analytics, enabling smarter marketing decisions and improved content strategies across Instagram and Facebook.