Meta & Children's Online SafetyMeta terminology
EIF
Engagement Impact Framework
The framework against which Reels ad-load increases were scored. A Q4 pre-earnings ads update reports the 2024 strategy running at 92% EIF efficiency against an 85% bar, which "will allow us to generate +12% Reels revenue/+0.3% iRev while keeping a high bar on engagement."
Source
Internal documentUnsealed internal messages ("Q4 Pre-Earnings Ads Sentiment and Supply Update")