Meta is making significant updates to its Marketing and Graph APIs, and if you use third-party tools to manage Facebook or Instagram ads, this matters.
The changes are designed to align external tools with Meta’s broader shift in how it measures performance.
In short: “Views” is becoming the main metric across everything.
Meta Is Moving Away From Legacy Metrics
Back at the end of 2024, Meta announced it was moving away from older content metrics like:
- Impressions
- Reach
- Plays
- Accounts reached
Instead, the company decided to standardise around one primary metric: Views.
This applies to both:
Now, Meta is officially building that change into its API infrastructure.
What’s Changing in the API?
By June 2026, Meta plans to introduce a new:
Page Viewer Metric
This metric will:
- Replace the old Reach metric
- Provide a consistent measurement across Facebook and Instagram
- Show how many people actually saw a piece of content
At the same time, Meta will remove several older metrics from the Graph API, including:
- Post Reach
- Page Reach
- Video Impressions
- Story Impressions
Meta says these legacy metrics were already removed from its Insights dashboard, but they remained available via API access. Now they’re being fully retired.
The goal, according to Meta, is to reduce confusion and standardise reporting across all tools.
Changes to Webhooks and Technical Permissions
Meta is also:
- Updating webhook permissions
- Deprecating certain technical API elements
- Cleaning up older backend structures
While this won’t affect casual users, it does impact developers and SaaS platforms that rely on Meta’s API.
Advantage+ Ads Changes (Important for Advertisers)
Meta is also phasing out older access points for its Advantage+ campaigns.
Starting from Marketing API v25.0 (February 18, 2025):
- Advantage+ Shopping campaigns
- Advantage+ App campaigns
Can no longer be created or updated via the Marketing API.
This restriction extends to all Marketing API versions after a 90-day transition period (by May 19, 2026).
Meta is moving developers toward a new system called:
Automation Unification – Advantage+ Setup
The goal is to ensure that third-party tools use Meta’s latest AI-powered ad automation features.
Why This Matters
If you:
- Run Facebook or Instagram ads through third-party tools
- Use reporting dashboards connected to Meta’s API
- Build SaaS products around Meta ad data
You’ll need to adapt to:
- Metric removals
- New “Viewer” measurement logic
- Updated Advantage+ creation rules
For marketers, the biggest practical shift is simple:
Views are now the primary performance benchmark.
Expect reporting dashboards and analytics tools to reflect that shift.
Bottom Line
Meta is standardising measurement and tightening control over how its AI-driven ad products are accessed.
For everyday advertisers, nothing changes immediately.
But for developers, agencies, and SaaS platforms, this is a backend shift that will reshape how performance data is pulled, displayed, and managed going forward.