Meta has added new functionality to the Instagram Marketing API. For companies using external marketing platforms, the update provides access to more detailed engagement data and improved measurement capabilities.
Four new metrics available
The updates focus on the Insights endpoint and introduce four new measurement options. The first is Reels Skip Rate, which shows what percentage of viewers leave a Reel within three seconds. Meta is also adding new repost metrics and a metric for Instagram profile visits following ad interactions.
For cross-posted Reels, the crossposted_views metric now shows the total number of views across Instagram and Facebook. The facebook_views metric specifically reports views from Facebook users.
More extensive content management options
Alongside the new metrics, Meta is expanding its content management capabilities. The API now supports Trial Reels, allows media to be deleted, and makes it easier to manage partnerships and co-created content.
What does this mean for businesses?
For organisations working with external CRM platforms or social media management tools, these updates offer practical benefits. More extensive data integration enables deeper analysis within existing workflows. Marketing and communications teams can monitor Instagram performance more effectively without switching between different tools.
The repost metrics provide insight into organic reach, while Skip Rate can help teams optimise video content. The profile-visit metric makes it easier to measure the direct impact of advertising campaigns. Marketers should check with their platform provider when the new metrics will become available and how they can be used for campaign optimisation.