Replays of Instagram Reels in the Content Impression Metric

As per the latest development, Instagram reels now use the native impression metric from Meta. This means that we need to re-evaluate some of our plans.

In our Release Notes for August 8, 2024, we announced that we planned to update the content impression metric to include replays of Instagram reels. Unfortunately, we had to suspend our work on this update.

What is the reason?

While working to include replays of Instagram reels in the metric that counts content impressions, we became aware that Meta had already modified this metric to include impressions of the reels in the returned data.

Previously, data about reel impressions was not provided at all. To ensure that the data behaves consistently, this is why we mapped the reel “video views” parameter to the “impressions” parameter within the metric in the first place.

We reached out to Meta, and they confirmed that they indeed started including the reel impressions in the content impression metric. They also informed us that they plan to continue including the reel impressions in the metric going forward.

Therefore, to avoid introducing data inconsistency, we decided to put the metric update on hold. We are in communication with Meta to decide on the next step that we may need to take. If we plan to resume the work, we will post a separate announcement under the Release Notes section.

No action needed

There is no action required from you.

We are not making any changes to the content impression metric on our side. However, we cannot in any way guarantee that there are no or will be no changes in the data that the metric returns due to fact that the modifications were implemented by Meta directly, which is outside our control.

Need more information?

If you have any question, please contact your Customer Success Manager.