After Instagram announced that it was switching to “views” as its primary metric back in August, Meta has now announced that Facebook will follow suit. This alignment between platforms reflects Meta’s broader strategy to create a more cohesive ecosystem for content creators and marketers.

Facebook is making “views” its primary metric to measure the performance of content, bringing it in line with Instagram metrics. Views will be measured not just on video content but also on photos, text posts,

Meta's shift to views as the primary metric across its platforms offers advertisers a unified way to measure reach.