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.
accounts_engaged Metric
The total number of unique Instagram accounts that interacted with the content or profile.
age_group Dimension
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.
audience_city Dimension
The city breakdown of the Instagram Business Account's audience.
audience_locale Dimension
The language and region preferences of the Instagram Business Account's audience.
caption Metric
The text accompanying an Instagram media object, including any hashtags or @mentions.
children Metric
A collection of individual media objects that are part of a carousel album post.
clips_replays_count Metric
The total number of times an Instagram Reel (clip) was replayed by users.
comments Metric
A collection of comments made on an Instagram media object.
comments.AD Metric
The total number of comments received on Instagram content that was promoted as an advertisement.
comments.LIVE Metric
The total number of comments received on an Instagram Live video while it was broadcasting.
comments.POST Metric
The total number of comments received on a regular Instagram feed post.
comments.REEL Metric
The total number of comments received on an Instagram Reel.
comments_count Metric
The total number of comments on an Instagram media object.
date Metric
The date when the data was recorded or the media was published.
datetime Metric
The date and time when the data was recorded or the media was published.
email_contacts Dimension
The total number of taps on the email contact button on the Instagram Business Account's profile.
engagement Metric
The number of times users engaged with an Instagram post or story, including likes, comments, saves, and other interactions.
exits Metric
The number of times users exited an Instagram Story.
fetch_date Metric
The date when the data was retrieved by the platform.
fetch_datetime Metric
The date and time when the data was retrieved by the platform.
follower_count Metric
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.
follower_demographics_age Metric
The age breakdown of the Instagram Business Account's followers.
follower_demographics_city Dimension
The city breakdown of the Instagram Business Account's followers.
follower_demographics_country Metric
The country breakdown of the Instagram Business Account's followers.
follower_demographics_gender Metric
The gender breakdown of the Instagram Business Account's followers.
follower_demographics_gender_age Metric
The demographic breakdown of the Instagram Business Account's followers by both gender and age groups.
follows Metric
The total number of new followers gained by the Instagram Business Account during a specified period.
follows_and_unfollows Metric
The net change in follower count, representing the total number of follows minus unfollows within a given period.
follows_and_unfollows.FOLLOWER Metric
The number of follows or unfollows for the Instagram Business Account attributed to existing followers.
follows_and_unfollows.NON_FOLLOWER Metric
The number of follows or unfollows for the Instagram Business Account attributed to non-followers.
gender Dimension
The gender distribution of the Instagram audience (followers, reached, or engaged accounts).
get_directions_clicks Metric
The total number of taps on the "Get Directions" button on the Instagram Business Account's profile.
hashtag Metric
The name of a hashtag used on Instagram, without the leading '#' symbol.
hashtag_id Metric
The unique identifier for a specific Instagram hashtag.
id Metric
The unique identifier for an Instagram object, such as a media post, comment, story, or account.
ig_reels_aggregated_all_plays_count Metric
The total number of times an Instagram Reel has been played, aggregated across all views.
ig_reels_avg_watch_time Metric
The average amount of time users spent watching an Instagram Reel.
ig_reels_video_view_total_time Metric
The total accumulated time users spent watching an Instagram Reel.
image Dimension
The image content of a post or story published by an Instagram Business account. This field represents a photo media item from the Instagram API.
instagram_business_account_id Metric
The unique identifier for the Instagram Business Account.
instagram_id Metric
The unique identifier for an Instagram object, such as an account, media, or story.
instagram_media_caption Metric
The textual description accompanying an Instagram media object.
instagram_media_comments_count Metric
The total number of comments on an Instagram media object.
instagram_media_id Metric
The unique identifier for an Instagram media object (photo, video, or carousel).
instagram_media_id_child Metric
The unique identifier for a child media object within a carousel post.
instagram_media_id_child_{NUM} Dimension
The unique identifier for a specific child media object within a carousel post, indexed by a number.
instagram_media_is_comment_enabled Metric
A boolean value indicating whether comments are enabled (true) or disabled (false) for the Instagram media object.
instagram_media_like_count Metric
The total number of likes received on an Instagram media object.
instagram_media_permalink Metric
The permanent URL to the Instagram media object on Instagram.com.
instagram_media_product_type Metric
The specific product type of the Instagram media, such as FEED, STORY, or REELS, which indicates where the media was originally published.
instagram_media_shortcode Metric
A short, unique code that identifies an Instagram media object.
instagram_media_thumbnail_url Metric
The URL of the thumbnail image for an Instagram media item (e.g., photo or video).
instagram_media_timestamp Metric
The timestamp (ISO 8601-formatted UTC date and time) indicating when the Instagram media object was created.
instagram_media_type Metric
The type of Instagram media, such as IMAGE, VIDEO, or CAROUSEL_ALBUM.
instagram_media_url Metric
The URL of the Instagram media object (image or video file).
instagram_media_url_child Metric
The URL of a child media object within a carousel post.
instagram_media_url_child_{NUM} Dimension
The URL of a specific child media object within a carousel post, indexed by a number.
instagram_media_username Metric
The Instagram username of the account that created the media object.
instagram_media_video_title Dimension
The title of an Instagram video media object. This field provides the text used for the title of video content on Instagram, such as IGTV videos, Reels, or other video posts.
instagram_name Metric
The username or display name of the Instagram Business Account.
instagram_story_caption Metric
The text caption associated with an Instagram Story, which can be retrieved through the Instagram API. Only one caption is returned per story.
instagram_story_id Metric
The unique identifier for an Instagram Story.
instagram_story_permalink Metric
A public URL (permalink) to the Instagram story.
instagram_story_thumbnail_url Metric
The URL of the thumbnail image for an Instagram story.
instagram_story_type Metric
The type of media content within an Instagram Story (e.g., IMAGE or VIDEO).
instagram_story_url Metric
The URL of the Instagram Story media file (image or video).
instagram_username Metric
The unique username of an Instagram account.
legacy_instagram_media_id Metric
This field represents the unique identifier for Instagram media posts that were created using Marketing API endpoints for versions 21.0 and older. It serves as an identifier for historical media data from the older API.
lifetime_follower_count Metric
The total number of followers for the Instagram Business Account over its entire lifetime.
lifetime_media_count Metric
The total number of media (posts, photos, videos, reels, stories) published by the Instagram business account over its lifetime.
like_count Metric
The total number of likes received on an Instagram media object or comment.
likes Metric
The total number of likes received on an Instagram media object.
likes.AD Metric
The total number of likes received on Instagram content that was promoted as an advertisement.
likes.IGTV Metric
The number of likes received on an IGTV video.
likes.POST Metric
The number of likes received on standard Instagram posts.
likes.REEL Metric
The number of likes received on Instagram Reels.
likes.STORY Metric
The total number of likes received on an Instagram Story.
media_id Metric
The unique identifier for an Instagram media object.
media_type Metric
The type of Instagram media, such as IMAGE, VIDEO, or CAROUSEL_ALBUM.
media_url Metric
The URL of the Instagram media file (image or video).
navigation_swipe_forward Metric
The number of times users swiped forward to view the next story in the sequence.
navigation_tap_back Metric
The number of times users tapped back to view the previous story.
navigation_tap_exit Metric
The number of times users exited the story viewer.
navigation_tap_forward Metric
The number of times users tapped forward to view the next part of the current story.
period Metric
The time granularity for which account-level insights are retrieved (e.g., day, week, 28_days, or lifetime).
permalink Metric
The permanent URL to the Instagram content (e.g., a media post) on Instagram.com.
phone_call_clicks Metric
The total number of taps on the phone call button on the Instagram Business Account's profile.
plays Metric
The total number of times an Instagram video or Reel has been played.
profile_links_taps Metric
The total number of taps on various actionable links (e.g., call, directions, email) from the Instagram Business Account's profile.
profile_links_taps.CALL Metric
The total number of taps on the "Call" link in the Instagram business profile.
profile_links_taps.DIRECTION Metric
The total number of taps on the "Directions" link in the Instagram business profile.
profile_links_taps.EMAIL Dimension
The total number of times the email link in the Instagram account's profile was tapped.
profile_views Metric
The total number of times the Instagram Business Account's profile was viewed.
profile_visits Metric
The number of times the Instagram Business Account's profile was viewed.
reach Metric
The total number of unique accounts that saw the Instagram content or profile.
reach.AD Metric
The number of unique Instagram accounts that saw advertising content from the business account.
reach.CAROUSEL_CONTAINER Metric
The number of unique Instagram accounts that saw a carousel post published by the business account.
reach.CAROUSEL_ITEM Metric
The number of unique Instagram accounts that saw a specific item within a Carousel post.
reach.FOLLOWER Metric
The number of unique Instagram accounts that saw content from the business account and are also followers.
reach.HIGHLIGHT_POST_FACADE Metric
The number of unique Instagram accounts that have seen your highlight post content at least once.
reach.IGTV Metric
The number of unique Instagram accounts that saw an IGTV video.
reach.LIVE Metric
The number of unique Instagram accounts that saw an Instagram Live video.
reach.NON_FOLLOWER Metric
The number of unique Instagram accounts that saw content from the business account and are not followers.
reach.POST Metric
The number of unique Instagram accounts that saw a standard Instagram post.
reach.PROFILE_PIC Metric
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.
reach.REEL Metric
The number of unique Instagram accounts that saw an Instagram Reel.
reach.STORY Metric
The number of unique Instagram accounts that saw an Instagram Story.
replies Metric
The total number of replies received on comments or Instagram Stories.
saved Metric
The total number of times the Instagram media object has been saved by users.
saved.AD Metric
The total number of times an Instagram content promoted as an advertisement was saved by users.
saved.IGTV Metric
The number of times IGTV content published by the business account was saved by users.
saved.POST Metric
The total number of times a regular Instagram feed post was saved by users.
saved.REEL Metric
The total number of times an Instagram Reel was saved by users.
saves saved Metric
The total number of times an Instagram media object has been saved by users.
shares Metric
The total number of times the Instagram media object has been shared.
shares.AD Metric
The total number of times an Instagram content promoted as an advertisement was shared by users.
shares.IGTV Metric
The total number of times an IGTV video was shared by users.
shares.POST Metric
The total number of times a regular Instagram feed post was shared by users.
shares.REEL Metric
The total number of times an Instagram Reel was shared by users.
shares.STORY Metric
The total number of times an Instagram Story has been shared by users.
taps_back Metric
The number of times users tapped back to view the previous part of an Instagram Story.
taps_forward Metric
The number of times users tapped forward to view the next part of an Instagram Story.
text Metric
The content of a comment made on a media post.
text_message_clicks Metric
The number of clicks on text message call-to-action buttons within the Instagram profile or ads.
timestamp Metric
The ISO 8601-formatted date and time in UTC when an Instagram object (e.g., media, comment) was created.
total_interactions Metric
The sum of all interaction actions on an Instagram object, such as likes, comments, saves, and shares. For stories, it includes taps and exits.
total_interactions.AD Metric
The total number of interactions (e.g., likes, comments, shares) received on Instagram content that was promoted as an advertisement.
total_interactions.IGTV Metric
The total number of interactions (likes, comments, saves, shares) specifically for IGTV content.
total_interactions.LIVE Metric
The total number of interactions (e.g., comments, likes) received on an Instagram Live video.
total_interactions.POST Metric
The total number of interactions (e.g., likes, comments, saves, shares) with standard Instagram posts.
total_interactions.REEL Metric
The total number of interactions (e.g., likes, comments, saves, shares) with Instagram Reels.
total_interactions.STORY Metric
The total number of interactions (e.g., replies, shares, profile visits) received on an Instagram Story.
unfollows Metric
The total number of unfollows for the Instagram Business Account.
username Metric
The unique identifier of an Instagram user account.
video_views Metric
The total number of times a video on the Instagram Business Account was viewed.
views Metric
The total number of times an Instagram media object (e.g., Reel, Video) has been viewed.
views.AD Metric
The number of views for an Instagram media object that is an advertisement.
views.CAROUSEL_CONTAINER Metric
The number of views for the overall container of a carousel album post.
views.CAROUSEL_ITEM Metric
The total number of times an individual item within a carousel post was viewed.
views.DEFAULT_DO_NOT_USE Metric
Views for a default or unspecified media type that should not be used for reporting purposes.
views.FOLLOWER Metric
The total number of views on your content (posts, stories, reels, videos) from accounts that follow your Instagram Business Account.
views.HIGHLIGHT_POST_FACADE Metric
The total number of times your highlight post content was played or displayed.
views.IGTV Metric
The number of views for content published as an IGTV video.
views.LIVE Metric
The total number of views on an Instagram Live video.
views.NON_FOLLOWER Metric
The total number of views on your content (posts, stories, reels, videos) from accounts that do not follow your Instagram Business Account.
views.POST Metric
The number of views for a standard Instagram feed post.
views.PROFILE_PIC Metric
The number of times the Instagram Business Account's profile was viewed.
views.REEL Metric
The number of views for content published as an Instagram Reel.
views.STORY Metric
The number of views for an Instagram Story.
views.UNKNOWN Metric
The total number of times an Instagram content item (such as a post, video, Reel, or story) has been viewed. This metric aggregates views across various placements and content types, providing a general count of content plays or displays.
website Dimension
The URL of the website associated with the Instagram Business Account.
website_clicks Dimension
The total number of clicks on website links from the Instagram profile or content.