How Instagram's New Marketing API Metrics Work

Meta has rolled out four new metrics to the Instagram Marketing API Insights endpoint. These additions give third-party platforms access to engagement data that was previously only available within Instagram's native analytics. The new metrics include Reels Skip Rate, Repost Counts at both media and account level, and Instagram Profile Visits from ads. Each metric serves a distinct purpose, and each comes with specific constraints worth understanding before building workflows around them.

Reels Skip Rate

The Reels Skip Rate metric returns the percentage of views where a viewer skipped the Reel within the first three seconds. This is a retention signal, not a reach signal. A high skip rate indicates that the opening of your content is not holding attention. A low skip rate suggests your hook is working.

The metric is calculated as a percentage and is available only for Reels, not for other content types. It requires that the Reel has received enough views to generate a statistically meaningful sample. For newer or lower-reach content, the value may not be returned at all. The three-second threshold is fixed and cannot be adjusted via the API.

Repost Counts

Meta has added two related metrics for tracking reposts. The first is media-level repost count, which tells you how many times a specific piece of content has been reposted by other users. The second is account-level repost count, which aggregates reposts across all eligible content on an account.

Reposts became a more visible feature in 2025 when Instagram expanded the ability for users to share content directly to their own profiles. This metric provides a way to measure that behavior at scale. However, the repost count does not include shares to Stories or direct messages. It only tracks public reposts to user profiles. The distinction matters when comparing this metric to other share-related data.

Instagram Profile Visits from Ads

This metric tracks how many times users visited an advertiser's Instagram profile after interacting with an ad. It is specific to paid campaigns and is not available for organic content. The metric connects ad engagement to profile traffic, which is useful for campaigns designed to drive followers or brand awareness rather than direct conversions.

Profile visits are counted only when the visit occurs within a defined attribution window after ad interaction. The exact window depends on account settings and campaign configuration. This metric does not tell you what users did after visiting the profile, only that they arrived there.

How to access these metrics

The new metrics are available through the existing Insights endpoint of the Instagram Marketing API. Third-party platforms that already integrate with the API can request access to these fields. The metrics are not enabled by default. They require explicit inclusion in API calls, and the account must have the appropriate permissions granted.

For Reels Skip Rate and Repost Counts, the account must be a professional account, either Business or Creator. For Profile Visits from Ads, the account must be running active campaigns through Meta's ad system. Personal accounts and accounts without professional status will not return data for these metrics.

FAQ

Are these metrics available for all content types? No. Reels Skip Rate applies only to Reels. Repost Counts apply to eligible public content. Profile Visits from Ads applies only to paid campaigns.

Can I access these metrics through the Basic Display API? No. The Basic Display API was fully deprecated in December 2024. All new metrics are available exclusively through the Marketing API and Graph API for professional accounts (Social Media Today).

Why might Reels Skip Rate return no data? The metric requires a minimum number of views to calculate a meaningful percentage. For Reels with limited reach, the value may be unavailable or delayed.

Do Repost Counts include Story shares? No. The metric tracks public reposts to user profiles only. Shares to Stories or via direct messages are not included (NapoleonCat).

Is Profile Visits from Ads available for organic posts? No. This metric is exclusive to paid advertising campaigns and requires active ad spend to generate data.