Meta’s API changes affect video reporting and paid campaign defaults

Meta’s latest API changes deserve a look if you track Instagram or Facebook videos through a third-party dashboard, or use an outside tool to run paid campaigns. Social Media Today reports that Meta is deprecating a video reporting metric and changing some campaign defaults in its Graph and Marketing APIs—the connections that let external software manage Meta accounts.

For video reporting, the key change is the deprecation of total video consumption rate. According to the report, this follows the deprecation of the 3-second video viewers and video reach metrics with Graph API v26.0. The article doesn’t specify a removal date or a replacement for total video consumption rate.

If that measure appears in your regular reports, it’s worth asking your tool provider how it will handle the change before your next reporting cycle. A metric being withdrawn from an API is a reporting change, not evidence that your videos are performing differently. Keep that separate from any assessment of the content itself.

There are also settings to review if you sell products through API-created campaigns. New sales ad sets targeting specific mobile devices or operating systems will default to expanding reach across other mobile devices. That can be manually changed to retain specific device targeting. Meta may also automatically enable product showcase on API-created ads, with an option to switch it off.

For those campaigns, a useful precaution is to confirm the final targeting and showcase settings with your tool provider or agency. These are changes to external-tool workflows; the report doesn’t establish any change to organic video distribution.

Source: Social Media Today · 2026-11-05

By Hookami