Meta Updates Marketing API to Align With Latest Ad Shifts

Social Media Today

by Andrew Hutchinson

February 19, 2026

AI-Generated Deep Dive Summary

Meta has announced significant updates to its Graph API, aligning third-party ad management tools with its new focus on views as the primary performance metric. The company is transitioning away from variable metrics like plays, impressions, and accounts reached, replacing them with a standardized views count for both video and image content across Facebook and Instagram. This shift aims to ensure consistent measurement across Meta’s platforms and external tools. By the end of June 2026, Meta plans to introduce the Page Viewer Metric in its Graph API, which will replace the legacy reach metric. This new metric will provide a unified way to measure how many people have seen a piece of content on both Facebook and Instagram. The company is also deprecating older metrics such as Post/Page Reach, Video Impressions, and Story Impressions, which are no longer available in Insights tools but remain accessible via APIs until now. These changes are part of Meta’s broader effort to reduce confusion around performance measurement and streamline the ad experience for marketers. Additionally, Meta is updating webhook permissions within its API and phasing out certain technical elements. Starting from February 18, 2025, legacy APIs will be deprecated, and all MAPI versions will transition to the new Automation Unification and Advantage+ setup by May 19, 2026. Marketers using third-party apps and tools for Facebook and Instagram ads can expect a more seamless experience as they adopt these updates. By leveraging Meta’s latest AI-driven tools like Advantage+, marketers can ensure their campaigns are optimized for performance and consistency across platforms. These changes will help marketing teams make more informed decisions, aligning with Meta’s commitment to simplifying and standardizing ad measurement in the digital space. For those relying on third-party management platforms, these updates highlight the importance of staying current with Meta’s evolving API landscape. While the transition may involve some technical adjustments, the long-term benefits for marketers include greater clarity, efficiency, and alignment with Meta’s broader vision

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Originally published on Social Media Today on 2/19/2026