Instagram Business: Most-used fields#
The table below gives information about most-used fields that you can import from Instagram Business. Other fields might also be available in Adverity.
The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.
API name |
Adverity UI name |
Description |
Use in Adverity |
|---|---|---|---|
Age |
Age |
The age demographic breakdown of the Instagram account’s followers. |
dimension |
Country |
Country |
The country demographic breakdown of the Instagram account’s followers. |
dimension |
account_id |
account_id |
The unique identifier for the Instagram Business Account. |
dimension |
account_name |
account_name |
The public display name of the Instagram Business Account. |
dimension |
accounts_engaged |
accounts_engaged |
The total number of unique Instagram accounts that interacted with the content or profile. |
metric |
age_group |
age_group |
Represents the age distribution of an Instagram Business Account’s followers, broken down into predefined age ranges (e.g., 13-17, 18-24, 25-34). This data provides insights into the demographic profile of the audience. |
dimension |
audience_city |
audience_city |
The city breakdown of the Instagram Business Account’s audience. |
dimension |
audience_locale |
audience_locale |
The language and region preferences of the Instagram Business Account’s audience. |
dimension |
caption |
caption |
The text accompanying an Instagram media object, including any hashtags or @mentions. |
metric |
children |
A collection of individual media objects that are part of a carousel album post. |
metric |
|
clips_replays_count |
clips_replays_count |
The total number of times an Instagram Reel (clip) was replayed by users. |
metric |
comments |
comments |
A collection of comments made on an Instagram media object. |
metric |
comments.AD |
comments.AD |
The total number of comments received on Instagram content that was promoted as an advertisement. |
metric |
comments.LIVE |
comments.LIVE |
The total number of comments received on an Instagram Live video while it was broadcasting. |
metric |
comments.POST |
comments.POST |
The total number of comments received on a regular Instagram feed post. |
metric |
comments.REEL |
comments.REEL |
The total number of comments received on an Instagram Reel. |
metric |
comments_count |
comments_count |
The total number of comments on an Instagram media object. |
metric |
date |
date |
The date when the data was recorded or the media was published. |
metric |
datetime |
datetime |
The date and time when the data was recorded or the media was published. |
metric |
day |
day |
The specific day for which the metric data is reported. |
dimension |
email_contacts |
email_contacts |
The total number of taps on the email contact button on the Instagram Business Account’s profile. |
dimension |
engagement |
engagement |
The number of times users engaged with an Instagram post or story, including likes, comments, saves, and other interactions. |
dimension |
engagements |
engagements |
The total number of engagement actions on content, including likes, comments, and shares. |
metric |
exits |
exits |
The number of times users exited an Instagram Story. |
metric |
fetch_date |
fetch_date |
The date when the data was retrieved by the platform. |
metric |
fetch_datetime |
fetch_datetime |
The date and time when the data was retrieved by the platform. |
metric |
follower_count |
follower_count |
The total number of followers for the Instagram Business Account. Note: This metric is not available for accounts with fewer than 100 followers and is limited to data from the last 30 days. |
dimension |
follower_demographics_age |
follower_demographics_age |
The age breakdown of the Instagram Business Account’s followers. |
metric |
follower_demographics_city |
follower_demographics_city |
The city breakdown of the Instagram Business Account’s followers. |
metric |
follower_demographics_country |
follower_demographics_country |
The country breakdown of the Instagram Business Account’s followers. |
metric |
follower_demographics_gender |
follower_demographics_gender |
The gender breakdown of the Instagram Business Account’s followers. |
metric |
follower_demographics_gender_age |
follower_demographics_gender_age |
The demographic breakdown of the Instagram Business Account’s followers by both gender and age groups. |
metric |
follower_demographics_gender_code |
follower_demographics_gender_code |
A coded representation of the gender demographic breakdown of the Instagram account’s followers. |
dimension |
followers |
followers |
The total number of followers an Instagram Business Account has. |
metric |
follows |
follows |
The total number of new followers gained by the Instagram Business Account during a specified period. |
metric |
follows_and_unfollows |
follows_and_unfollows |
The net change in follower count, representing the total number of follows minus unfollows within a given period. |
metric |
follows_and_unfollows.FOLLOWER |
follows_and_unfollows.FOLLOWER |
The number of follows or unfollows for the Instagram Business Account attributed to existing followers. |
metric |
follows_and_unfollows.NON_FOLLOWER |
follows_and_unfollows.NON_FOLLOWER |
The number of follows or unfollows for the Instagram Business Account attributed to non-followers. |
metric |
gender |
gender |
The gender distribution of the Instagram audience (followers, reached, or engaged accounts). |
dimension |
get_directions_clicks |
get_directions_clicks |
The total number of taps on the “Get Directions” button on the Instagram Business Account’s profile. |
metric |
hashtag |
The name of a hashtag used on Instagram, without the leading ‘#’ symbol. |
metric |
|
hashtag_id |
The unique identifier for a specific Instagram hashtag. |
metric |
|
id |
id |
The unique identifier for an Instagram object, such as a media post, comment, story, or account. |
metric |
ig_reels_aggregated_all_plays_count |
ig_reels_aggregated_all_plays_count |
The total number of times an Instagram Reel has been played, aggregated across all views. |
metric |
ig_reels_avg_watch_time |
ig_reels_avg_watch_time |
The average amount of time users spent watching an Instagram Reel. |
metric |
ig_reels_video_view_total_time |
ig_reels_video_view_total_time |
The total accumulated time users spent watching an Instagram Reel. |
metric |
instagram_business_account_id |
instagram_business_account_id |
The unique identifier for the Instagram Business Account. |
metric |
instagram_id |
instagram_id |
The unique identifier for an Instagram object, such as an account, media, or story. |
metric |
instagram_media_caption |
instagram_media_caption |
The textual description accompanying an Instagram media object. |
metric |
instagram_media_comments_count |
instagram_media_comments_count |
The total number of comments on an Instagram media object. |
metric |
instagram_media_id |
instagram_media_id |
The unique identifier for an Instagram media object (photo, video, or carousel). |
metric |
instagram_media_id_child |
The unique identifier for a child media object within a carousel post. |
metric |
|
instagram_media_id_child_{NUM} |
instagram_media_id_child_{NUM} |
The unique identifier for a specific child media object within a carousel post, indexed by a number. |
dimension |
instagram_media_is_comment_enabled |
instagram_media_is_comment_enabled |
A boolean value indicating whether comments are enabled (true) or disabled (false) for the Instagram media object. |
metric |
instagram_media_like_count |
instagram_media_like_count |
The total number of likes received on an Instagram media object. |
metric |
instagram_media_permalink |
instagram_media_permalink |
The permanent URL to the Instagram media object on Instagram.com. |
metric |
instagram_media_product_type |
instagram_media_product_type |
The specific product type of the Instagram media, such as FEED, STORY, or REELS, which indicates where the media was originally published. |
metric |
instagram_media_shortcode |
instagram_media_shortcode |
A short, unique code that identifies an Instagram media object. |
metric |
instagram_media_thumbnail_url |
instagram_media_thumbnail_url |
The URL of the thumbnail image for an Instagram media item (e.g., photo or video). |
metric |
instagram_media_timestamp |
instagram_media_timestamp |
The timestamp (ISO 8601-formatted UTC date and time) indicating when the Instagram media object was created. |
metric |
instagram_media_type |
instagram_media_type |
The type of Instagram media, such as IMAGE, VIDEO, or CAROUSEL_ALBUM. |
metric |
instagram_media_url |
instagram_media_url |
The URL of the Instagram media object (image or video file). |
metric |
instagram_media_url_child |
The URL of a child media object within a carousel post. |
metric |
|
instagram_media_url_child_{NUM} |
instagram_media_url_child_{NUM} |
The URL of a specific child media object within a carousel post, indexed by a number. |
dimension |
instagram_media_username |
instagram_media_username |
The Instagram username of the account that created the media object. |
metric |
instagram_media_video_title |
instagram_media_video_title |
The title or primary descriptive text associated with an Instagram video post, often synonymous with its caption. For Reels, it could also refer to the name of the audio used. |
dimension |
instagram_name |
instagram_name |
The username or display name of the Instagram Business Account. |
metric |
instagram_story_caption |
instagram_story_caption |
The text caption associated with an Instagram Story, which can be retrieved through the Instagram API. Only one caption is returned per story. |
metric |
instagram_story_id |
instagram_story_id |
The unique identifier for an Instagram Story. |
metric |
instagram_story_permalink |
instagram_story_permalink |
A public URL (permalink) to the Instagram story. |
metric |
instagram_story_thumbnail_url |
instagram_story_thumbnail_url |
The URL of the thumbnail image for an Instagram story. |
metric |
instagram_story_type |
instagram_story_type |
The type of media content within an Instagram Story (e.g., IMAGE or VIDEO). |
metric |
instagram_story_url |
instagram_story_url |
The URL of the Instagram Story media file (image or video). |
metric |
instagram_username |
instagram_username |
The unique username of an Instagram account. |
metric |
lifetime_follower |
lifetime_follower |
The total number of followers an Instagram Business Account has accumulated over its entire lifetime. |
metric |
lifetime_follower_count |
lifetime_follower_count |
The total number of followers for the Instagram Business Account over its entire lifetime. |
metric |
lifetime_follower_country |
lifetime_follower_country |
The breakdown of the Instagram account’s followers by country over the account’s entire lifetime. |
metric |
lifetime_media_count |
lifetime_media_count |
The total number of media (posts, photos, videos, reels, stories) published by the Instagram business account over its lifetime. |
metric |
like_count |
like_count |
The total number of likes received on an Instagram media object or comment. |
metric |
likes |
likes |
The total number of likes received on an Instagram media object. |
metric |
likes.AD |
likes.AD |
The total number of likes received on Instagram content that was promoted as an advertisement. |
metric |
likes.IGTV |
likes.IGTV |
The number of likes received on an IGTV video. |
metric |
likes.POST |
likes.POST |
The number of likes received on standard Instagram posts. |
metric |
likes.REEL |
likes.REEL |
The number of likes received on Instagram Reels. |
metric |
media_category |
media_category |
The category or type of the Instagram media object (e.g., Image, Video, Carousel Album, Reel, Story). |
dimension |
media_id |
The unique identifier for an Instagram media object. |
metric |
|
media_type |
The type of Instagram media, such as IMAGE, VIDEO, or CAROUSEL_ALBUM. |
metric |
|
media_url |
The URL of the Instagram media file (image or video). |
metric |
|
name |
name |
The display name of the Instagram Business Account or the username of the media’s author. |
dimension |
navigation_swipe_forward |
navigation_swipe_forward |
The number of times users swiped forward to view the next story in the sequence. |
metric |
navigation_tap_back |
navigation_tap_back |
The number of times users tapped back to view the previous story. |
metric |
navigation_tap_exit |
navigation_tap_exit |
The number of times users exited the story viewer. |
metric |
navigation_tap_forward |
navigation_tap_forward |
The number of times users tapped forward to view the next part of the current story. |
metric |
period |
period |
The time granularity for which account-level insights are retrieved (e.g., day, week, 28_days, or lifetime). |
metric |
permalink |
permalink |
The permanent URL to the Instagram content (e.g., a media post) on Instagram.com. |
metric |
phone_call_clicks |
phone_call_clicks |
The total number of taps on the phone call button on the Instagram Business Account’s profile. |
metric |
plays |
plays |
The total number of times an Instagram video or Reel has been played. |
metric |
profile_links_taps |
profile_links_taps |
The total number of taps on various actionable links (e.g., call, directions, email) from the Instagram Business Account’s profile. |
metric |
profile_links_taps.CALL |
profile_links_taps.CALL |
The total number of taps on the “Call” link in the Instagram business profile. |
metric |
profile_links_taps.DIRECTION |
profile_links_taps.DIRECTION |
The total number of taps on the “Directions” link in the Instagram business profile. |
metric |
profile_links_taps.EMAIL |
profile_links_taps.EMAIL |
The total number of times the email link in the Instagram account’s profile was tapped. |
metric |
profile_views |
profile_views |
The total number of times the Instagram Business Account’s profile was viewed. |
metric |
profile_visits |
profile_visits |
The number of times the Instagram Business Account’s profile was viewed. |
metric |
reach |
reach |
The total number of unique accounts that saw the Instagram content or profile. |
metric |
reach.AD |
reach.AD |
The number of unique Instagram accounts that saw advertising content from the business account. |
metric |
reach.CAROUSEL_CONTAINER |
reach.CAROUSEL_CONTAINER |
The number of unique Instagram accounts that saw a carousel post published by the business account. |
metric |
reach.CAROUSEL_ITEM |
reach.CAROUSEL_ITEM |
The number of unique Instagram accounts that saw a specific item within a Carousel post. |
metric |
reach.FOLLOWER |
reach.FOLLOWER |
The number of unique Instagram accounts that saw content from the business account and are also followers. |
metric |
reach.HIGHLIGHT_POST_FACADE |
reach.HIGHLIGHT_POST_FACADE |
The number of unique Instagram accounts that have seen your highlight post content at least once. |
metric |
reach.IGTV |
reach.IGTV |
The number of unique Instagram accounts that saw an IGTV video. |
metric |
reach.LIVE |
reach.LIVE |
The number of unique Instagram accounts that saw an Instagram Live video. |
metric |
reach.NON_FOLLOWER |
reach.NON_FOLLOWER |
The number of unique Instagram accounts that saw content from the business account and are not followers. |
metric |
reach.POST |
reach.POST |
The number of unique Instagram accounts that saw a standard Instagram post. |
metric |
reach.PROFILE_PIC |
reach.PROFILE_PIC |
The total number of unique accounts that have seen an Instagram Business or Creator account’s content on their profile at least once. This includes content across posts, stories, reels, videos, and live videos. |
metric |
reach.REEL |
reach.REEL |
The number of unique Instagram accounts that saw an Instagram Reel. |
metric |
reach.STORY |
reach.STORY |
The number of unique Instagram accounts that saw an Instagram Story. |
metric |
replies |
replies |
The total number of replies received on comments or Instagram Stories. |
metric |
saved |
saved |
The total number of times the Instagram media object has been saved by users. |
metric |
saved.AD |
saved.AD |
The total number of times an Instagram content promoted as an advertisement was saved by users. |
metric |
saved.IGTV |
saved.IGTV |
The number of times IGTV content published by the business account was saved by users. |
metric |
saved.POST |
saved.POST |
The total number of times a regular Instagram feed post was saved by users. |
metric |
saved.REEL |
saved.REEL |
The total number of times an Instagram Reel was saved by users. |
metric |
saves |
saved |
The total number of times an Instagram media object has been saved by users. |
metric |
shares |
shares |
The total number of times the Instagram media object has been shared. |
metric |
shares.AD |
shares.AD |
The total number of times an Instagram content promoted as an advertisement was shared by users. |
metric |
shares.IGTV |
shares.IGTV |
The total number of times an IGTV video was shared by users. |
metric |
shares.POST |
shares.POST |
The total number of times a regular Instagram feed post was shared by users. |
metric |
shares.REEL |
shares.REEL |
The total number of times an Instagram Reel was shared by users. |
metric |
taps_back |
taps_back |
The number of times users tapped back to view the previous part of an Instagram Story. |
metric |
taps_forward |
taps_forward |
The number of times users tapped forward to view the next part of an Instagram Story. |
metric |
text |
text |
The content of a comment made on a media post. |
metric |
text_message_clicks |
text_message_clicks |
The number of clicks on text message call-to-action buttons within the Instagram profile or ads. |
metric |
timestamp |
timestamp |
The ISO 8601-formatted date and time in UTC when an Instagram object (e.g., media, comment) was created. |
metric |
total_interactions |
total_interactions |
The sum of all interaction actions on an Instagram object, such as likes, comments, saves, and shares. For stories, it includes taps and exits. |
metric |
total_interactions.AD |
total_interactions.AD |
The total number of interactions (e.g., likes, comments, shares) received on Instagram content that was promoted as an advertisement. |
metric |
total_interactions.IGTV |
total_interactions.IGTV |
The total number of interactions (likes, comments, saves, shares) specifically for IGTV content. |
metric |
total_interactions.LIVE |
total_interactions.LIVE |
The total number of interactions (e.g., comments, likes) received on an Instagram Live video. |
metric |
total_interactions.POST |
total_interactions.POST |
The total number of interactions (e.g., likes, comments, saves, shares) with standard Instagram posts. |
metric |
total_interactions.REEL |
total_interactions.REEL |
The total number of interactions (e.g., likes, comments, saves, shares) with Instagram Reels. |
metric |
total_interactions.STORY |
total_interactions.STORY |
The total number of interactions (e.g., replies, shares, profile visits) received on an Instagram Story. |
metric |
unfollows |
unfollows |
The total number of unfollows for the Instagram Business Account. |
metric |
user_name |
user_name |
The unique username of the Instagram account. |
dimension |
username |
username |
The unique identifier of an Instagram user account. |
metric |
video_views |
video_views |
The total number of times a video on the Instagram Business Account was viewed. |
metric |
views |
views |
The total number of times an Instagram media object (e.g., Reel, Video) has been viewed. |
metric |
views.AD |
views.AD |
The number of views for an Instagram media object that is an advertisement. |
metric |
views.CAROUSEL_CONTAINER |
views.CAROUSEL_CONTAINER |
The number of views for the overall container of a carousel album post. |
metric |
views.CAROUSEL_ITEM |
views.CAROUSEL_ITEM |
The total number of times an individual item within a carousel post was viewed. |
metric |
views.DEFAULT_DO_NOT_USE |
views.DEFAULT_DO_NOT_USE |
Views for a default or unspecified media type that should not be used for reporting purposes. |
metric |
views.FOLLOWER |
views.FOLLOWER |
The total number of views on your content (posts, stories, reels, videos) from accounts that follow your Instagram Business Account. |
metric |
views.HIGHLIGHT_POST_FACADE |
views.HIGHLIGHT_POST_FACADE |
The total number of times your highlight post content was played or displayed. |
metric |
views.IGTV |
views.IGTV |
The number of views for content published as an IGTV video. |
metric |
views.LIVE |
views.LIVE |
The total number of views on an Instagram Live video. |
metric |
views.NON_FOLLOWER |
views.NON_FOLLOWER |
The total number of views on your content (posts, stories, reels, videos) from accounts that do not follow your Instagram Business Account. |
metric |
views.POST |
views.POST |
The number of views for a standard Instagram feed post. |
metric |
views.PROFILE_PIC |
views.PROFILE_PIC |
The number of times the Instagram Business Account’s profile was viewed. |
metric |
views.REEL |
views.REEL |
The number of views for content published as an Instagram Reel. |
metric |
views.STORY |
views.STORY |
The number of views for an Instagram Story. |
metric |
views.UNKNOWN |
views.UNKNOWN |
The total number of views on your content (posts, stories, reels, videos) where the follower status of the viewing account could not be determined. |
metric |
website |
website |
The URL of the website associated with the Instagram Business Account. |
dimension |
website_clicks |
website_clicks |
The total number of clicks on website links from the Instagram profile or content. |
dimension |