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 |
|---|---|---|---|
Account Name |
Account Name |
The name of the Instagram Business Account. |
dimension |
Age |
Age |
Represents the age distribution of an Instagram business account’s followers, typically provided in predefined age ranges to help understand the audience’s age segmentation. |
dimension |
Country |
Country |
The country breakdown of the Instagram Business Account’s audience or followers. |
dimension |
Follower Growth |
Follower Growth |
The change in the total number of followers for the Instagram Business Account over a specified period. |
metric |
Gender |
Gender |
Indicates the gender distribution of an Instagram business account’s followers, showing the percentage of male, female, and potentially non-binary audiences. |
dimension |
Reels Play Count |
Reels Play Count |
The total number of times Instagram Reels have been played. |
metric |
Total Plays |
Total Plays |
The total number of times Instagram video content, including Reels, has been played. |
metric |
Video Views |
Video Views |
The total number of times video content on Instagram has been viewed. |
metric |
account_id |
account_id |
The unique identifier for the Instagram Business Account. |
dimension |
account_name |
account_name |
The 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 |
audience_city |
audience_city |
The city breakdown of the Instagram Business Account’s audience. |
dimension |
audience_country |
audience_country |
The country breakdown of the Instagram Business Account’s audience. |
dimension |
audience_gender_age |
audience_gender_age |
The demographic breakdown of the Instagram Business Account’s audience by both gender and age groups. |
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 |
caption.id |
caption.id |
The unique identifier for the media item (image, video, or carousel) to which the caption belongs, retrieved from Instagram Graph API. |
metric |
caption.text |
caption.text |
The textual content of an Instagram media object’s caption. |
dimension |
carousel_album_engagement |
carousel_album_engagement |
The total number of engagement actions (e.g., likes, comments, saves) on a carousel album post. |
dimension |
carousel_album_impressions |
carousel_album_impressions |
The total number of times a carousel album post was displayed to users, including multiple views by the same user. |
dimension |
carousel_album_reach |
carousel_album_reach |
The total number of unique accounts that saw a carousel album post. |
dimension |
carousel_album_saved |
carousel_album_saved |
The total number of times a carousel album post has been saved by users. |
dimension |
carousel_album_video_views |
carousel_album_video_views |
The total number of times videos within a carousel album post were viewed. |
dimension |
children |
children |
A collection of individual media objects that are part of a carousel album post. |
metric |
clicks |
clicks |
The total number of clicks on a call-to-action button or link associated with an Instagram profile or media. |
metric |
clips_replays_count |
clips_replays_count |
The number of times an Instagram clip (Reel) was replayed by users. |
metric |
comments |
comments |
A collection of comments made on an Instagram media object. |
metric |
comments.AD |
comments.AD |
The number of comments received on Instagram media that is an advertisement. |
metric |
comments.LIVE |
comments.LIVE |
The number of comments received on live video content. |
metric |
comments.POST |
comments.POST |
The number of comments received on a standard Instagram feed post. |
metric |
comments.REEL |
comments.REEL |
The 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 |
email_contacts |
email_contacts |
The total number of taps on the email contact button on the Instagram Business Account’s profile. |
metric |
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 times users engaged with an Instagram post, story, or account, including likes, comments, and other interactions. |
metric |
exits |
exits |
The number of times users exited an Instagram Story. |
dimension |
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. |
metric |
follower_count_by_breakdown |
follower_count_by_breakdown |
The total number of followers for the Instagram Business Account, segmented by specific characteristics or categories such as follower type or media product type. |
metric |
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 of the Instagram Business Account’s followers. |
dimension |
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 |
A metric representing the total number of follows and unfollows for the Instagram Business Account within a specified 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 |
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 |
hashtag |
The name of a hashtag used on Instagram, without the leading ‘#’ symbol. |
metric |
hashtag_id |
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 aggregated number of times Instagram Reels have been played, combining all play instances. |
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 |
impressions |
impressions |
The total number of times the Instagram content was displayed to users, including multiple views by the same user. Note: This metric is deprecated for new media as of v22.0. |
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 of an Instagram video media item. |
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 |
interactions |
interactions |
The sum of various user actions on an Instagram object, such as likes, comments, saves, and shares, or taps and exits for stories. |
metric |
lifetime_follower |
lifetime_follower |
The total number of followers for the Instagram Business Account 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 total number of followers for the Instagram Business Account over its lifetime, broken down by country. |
metric |
lifetime_media_count |
media_count |
The total number of media objects (posts, videos, carousels) published by the Instagram Business Account over its entire 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 number of likes received on Instagram media that is 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 a standard Instagram feed post. |
metric |
likes.REEL |
likes.REEL |
The number of likes received on an Instagram Reel. |
metric |
link |
link |
A public URL (permalink) to the Instagram media or story. |
dimension |
media |
media |
Represents an Instagram media object, which can be an image, video, or carousel album. |
dimension |
media.id |
media.id |
The unique identifier for an Instagram media object. |
metric |
media_category |
media_category |
The category of the Instagram media, such as IMAGE, VIDEO, or CAROUSEL_ALBUM, or media product type like FEED or REELS. |
dimension |
media_id |
media_id |
The unique identifier for an Instagram media object. |
metric |
media_type |
media_type |
The type of Instagram media, such as IMAGE, VIDEO, or CAROUSEL_ALBUM. |
metric |
media_url |
media_url |
The URL of the Instagram media file (image or video). |
metric |
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 |
online_followers |
online_followers |
The number of active followers for the Instagram Business Account. |
dimension |
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 |
post_id |
post_id |
The unique identifier for an Instagram post. |
dimension |
post_publish_date |
post_publish_date |
The date and time when the Instagram post was originally published. |
dimension |
post_text |
post_text |
The textual content of an Instagram post. |
dimension |
post_type |
post_type |
The type of an Instagram post (e.g., image, video, carousel). |
dimension |
post_url |
post_url |
The URL leading to the Instagram post. |
dimension |
posts |
posts |
The total number of posts published by the Instagram Business Account. |
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 number of times users tapped on the call link from the Instagram Business Account’s profile. |
metric |
profile_links_taps.DIRECTION |
profile_links_taps.DIRECTION |
The number of times users tapped on the get directions link from the Instagram Business Account’s profile. |
metric |
profile_links_taps.EMAIL |
profile_links_taps.EMAIL |
The number of times users tapped on the email link from the Instagram Business Account’s profile. |
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 accounts that saw Instagram media that is an advertisement. |
metric |
reach.CAROUSEL_CONTAINER |
reach.CAROUSEL_CONTAINER |
The number of unique accounts that saw the overall container of a carousel album post. |
metric |
reach.CAROUSEL_ITEM |
reach.CAROUSEL_ITEM |
The number of unique accounts that saw an individual item within a carousel album post. |
metric |
reach.DEFAULT_DO_NOT_USE |
reach.DEFAULT_DO_NOT_USE |
Reach for a default or unspecified media type that should not be used for reporting purposes. |
metric |
reach.FOLLOWER |
reach.FOLLOWER |
The number of unique existing followers who saw the Instagram content or profile. |
metric |
reach.HIGHLIGHT_POST_FACADE |
reach.HIGHLIGHT_POST_FACADE |
The number of unique accounts who saw the Instagram highlight post. |
metric |
reach.IGTV |
reach.IGTV |
The number of unique accounts that saw an IGTV video. |
metric |
reach.LIVE |
reach.LIVE |
The number of unique accounts that saw live video content. |
metric |
reach.NON_FOLLOWER |
reach.NON_FOLLOWER |
The number of unique accounts that saw the Instagram content or profile who were not existing followers. |
metric |
reach.POST |
reach.POST |
The number of unique accounts that saw a standard Instagram feed post. |
metric |
reach.PROFILE_PIC |
reach.PROFILE_PIC |
The number of unique accounts that saw the Instagram Business Account’s profile picture. |
metric |
reach.REEL |
reach.REEL |
The number of unique accounts that saw an Instagram Reel. |
metric |
reach.STORY |
reach.STORY |
The number of unique accounts that saw an Instagram Story. |
metric |
replies |
replies |
The total number of replies received on comments or Instagram Stories. |
metric |
saved |
The total number of times the Instagram media object has been saved by users. |
metric |
|
saved.AD |
saved.AD |
The number of times Instagram media that is an advertisement has been saved by users. |
metric |
saved.IGTV |
saved.IGTV |
The number of times IGTV video content has been saved by users. |
metric |
saved.POST |
saved.POST |
The number of times a standard Instagram feed post has been saved by users. |
metric |
saved.REEL |
saved.REEL |
The number of times an Instagram Reel has been 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 number of times Instagram media that is an advertisement has been shared by users. |
metric |
shares.IGTV |
shares.IGTV |
The number of times IGTV video content has been shared by users. |
metric |
shares.POST |
shares.POST |
The number of times a standard Instagram feed post has been shared by users. |
metric |
shares.REEL |
shares.REEL |
The number of times an Instagram Reel has been shared by users. |
metric |
social_comments |
social_comments |
The total number of comments received on an Instagram media object. |
metric |
social_engagements |
social_engagements |
The total number of times users engaged with an Instagram post, story, or account, including likes, comments, and other interactions. |
metric |
social_follows |
social_follows |
The total number of new follows gained by the Instagram Business Account. |
dimension |
social_impressions |
social_impressions |
The total number of times the Instagram content (post, story, or profile) was viewed, including multiple views by the same user. Note that this metric is deprecated for new media as of v22.0. |
metric |
social_likes |
social_likes |
The total number of likes received on an Instagram media object. |
metric |
social_shares |
social_shares |
The total number of times the Instagram media object has been shared by users. |
metric |
social_video_views |
social_video_views |
The total number of times a video media object on Instagram has been viewed. |
dimension |
social_video_views_{NUM} |
social_video_views_{NUM} |
The total number of times a video, Reel, or Story media item has been viewed. This metric is available through Instagram Media Insights. |
dimension |
taps_back |
taps_back |
The number of times users tapped back to view the previous part of an Instagram Story. |
dimension |
taps_forward |
taps_forward |
The number of times users tapped forward to view the next part of an Instagram Story. |
dimension |
text_message_clicks |
text_message_clicks |
The number of clicks on text message call-to-action buttons within the Instagram profile or ads. |
metric |
thumbnail |
thumbnail |
The thumbnail image of an Instagram media object. |
dimension |
thumbnail_url |
thumbnail_url |
The URL of the thumbnail image for an Instagram media object. |
dimension |
time_creation_post |
time_creation_post |
The exact date and time (in UTC) when the Instagram post was created. |
dimension |
time_creation_post_day |
time_creation_post_day |
The day component of the date when the Instagram post was created. |
metric |
time_creation_post_hour |
time_creation_post_hour |
The hour component of the time when the Instagram post was created. |
metric |
time_creation_post_minute |
time_creation_post_minute |
The minute component of the time when the Instagram post was created. |
metric |
time_creation_post_month |
time_creation_post_month |
The month component of the date when the Instagram post was created. |
metric |
time_creation_post_second |
time_creation_post_second |
The second component of the time when the Instagram post was created. |
metric |
time_creation_post_year |
time_creation_post_year |
The year component of the date when the Instagram post was created. |
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 sum of all interaction actions on Instagram media that is an advertisement. |
metric |
total_interactions.IGTV |
total_interactions.IGTV |
The sum of all interaction actions on IGTV video content. |
metric |
total_interactions.LIVE |
total_interactions.LIVE |
The sum of all interaction actions on live video content. |
metric |
total_interactions.POST |
total_interactions.POST |
The sum of all interaction actions on a standard Instagram feed post. |
metric |
total_interactions.REEL |
total_interactions.REEL |
The sum of all interaction actions on an Instagram Reel. |
metric |
total_interactions.STORY |
total_interactions.STORY |
The sum of all interaction actions on an Instagram Story. |
metric |
total_reach |
total_reach |
The total number of unique accounts that saw the Instagram content or profile. |
metric |
unfollows |
unfollows |
The total number of unfollows for the Instagram Business Account. |
dimension |
user |
user |
The Instagram user or Business Account associated with the data. |
dimension |
user.id |
user.id |
The unique identifier for an Instagram user account. |
metric |
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. |
dimension |
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 number of views for individual items within a carousel album post. |
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 number of views attributed to existing followers for an Instagram media object. |
metric |
views.HIGHLIGHT_POST_FACADE |
views.HIGHLIGHT_POST_FACADE |
The total number of times an Instagram highlight post was viewed. |
metric |
views.IGTV |
views.IGTV |
The number of views for content published as an IGTV video. |
metric |
views.LIVE |
views.LIVE |
The number of views for live video content. |
metric |
views.NON_FOLLOWER |
views.NON_FOLLOWER |
The number of views attributed to non-followers for an Instagram media object. |
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 views for the Instagram Business Account’s profile picture. |
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 number of views for an Instagram media object from an unknown follower status. |
metric |
website |
website |
The website URL specified in the Instagram Business Account’s profile. |
dimension |
website_clicks |
website_clicks |
The total number of clicks on website links from the Instagram profile or content. |
metric |