After July 1, Facebook’s view tags will no longer be used for measurement purposes beyond counting impressions.
Facebook announced today it is expanding its list of third-party solutions to measure ad effectiveness, while at the same time, it is limiting the capabilities of its view tags feature.

The company is onboarding marketing partners in three specific areas: marketing mix modeling (MMM), viewability and mobile app measurement (MMPs). The MMM solutions now available through Facebook’s marketing partner program represent a newly created partner specialization.