Meta Introduces New Instagram Marketing API Updates

Meta Rolls Out New Instagram Marketing API Updates to Boost Third-Party Insights

Meta has announced a series of upgrades to the Instagram Marketing API, giving developers and third-party social management platforms access to richer engagement data. These updates will enable more accurate reporting, deeper analysis, and improved optimisation for Instagram campaigns.

The update introduces four new metrics to the Insights endpoint, along with an enhancement to how views are reported for crossposted Reels.

New Metrics Available in the Instagram Marketing API

• Reels Skip Rate

This metric shows the percentage of views where users exit a Reel within the first three seconds. It’s a useful indicator of how compelling the opening moments of your content are.

• Repost Count for Individual Media

Developers can now track how often specific posts are being reposted, providing clearer insight into the organic reach and shareability of individual pieces of content.

• Account-Level Repost Count

Beyond individual posts, this metric shows the overall number of reposts across an account, offering a wider view of content performance and audience engagement patterns.

• Instagram Profile Visits (Marketing API)

This metric measures how many users visit an advertiser’s profile after interacting with an ad. It aligns with Ads Manager reporting and helps brands better understand the influence of their ad activity on profile traffic.

Updated Views Data for Crossposted Reels

Meta is adding more granularity to views reporting:

• crossposted_views: Total combined views for a Reel shared to both Instagram and Facebook.

• facebook_views: The number of views specifically generated on Facebook.

This refinement helps marketers more accurately assess the distribution and performance of crossplatform content.

Additional Enhancements for Content Management

Alongside the insight expansion, Meta is improving content creation and management capabilities. This includes:

• Support for Trial Reels

• The ability to delete media via API

• Two new API endpoints designed to facilitate partnership management and content co-creation

These upgrades increase flexibility for developers building advanced publishing and collaboration tools.

Why These Updates Matter

For most everyday marketers, these changes may not feel immediately transformative. However, for those using centralised CRM systems or third-party social management platforms, these new API capabilities mean more detailed Instagram analytics and better integration across tools.

Although much of this functionality already exists in Meta’s own Business Suite, expanded API access ensures that external platforms can offer comparable depth and accuracy.