$META (-0,36%) TO MAKE 'VIEWS' PRIMARY METRIC FOR FACEBOOK AND INSTAGRAM CONTENT

META announced that "Views" will become the primary distribution metric across Facebook and Instagram, simplifying analytics for creators. Views will replace metrics like Plays (for reels/videos) and Impressions (for Stories, photos, and text posts). The metric counts the number of times content appears on a screen, including repeat views. For example, a photo viewed three times in a day will count as three Views instead of one Impression.

Additional updates include:

1. Minutes Viewed will replace Watch Time for reels and videos.

2. Average Minutes Viewed replaces Average Watch Time.

3. Metrics like Reach, Reactions, and Shares remain unchanged.

These changes aim to streamline content performance insights and will roll out across Meta Business Suite, Professional Dashboard, and ad measurement tools in the coming weeks.