Instagram Insights metrics and dimensions

59 metrics56 dimensions

Search fields

ACCOUNT

account_id

Field label	Profile ID
Description	Profile's ID
Field type	dimension
Data type	string.text.value

ig_id

Field label	Instagram ID
Description	Profile's Instagram ID
Field type	dimension
Data type	string.text.value

username

Field label	Username
Description	Profile's username
Field type	dimension
Data type	string.text.value

name

Field label	Name
Description	Profile's name
Field type	dimension
Data type	string.text.value

biography

Field label	Biography
Description	Profile's biography
Field type	dimension
Data type	string.text.value

website

Field label	Website
Description	Profile's website
Field type	dimension
Data type	string.text.url

ACCOUNT INSIGHTS

contact_button_type

Field label	Contact button type
Description	Breaks down profile links taps by the tapped contact button: CALL, EMAIL, TEXT, DIRECTION, BOOK_NOW, INSTANT_EXPERIENCE
Field type	dimension
Data type	string.text.value

follower_count

Field label	New followers
Description	Total number of new followers each day within the specified range
Field type	metric
Data type	int.number.value

profile_views

Field label	Profile views
Description	The total number of times your content (reels, posts, and stories) was viewed in the period. This counts content views, not the number of visits to your profile page
Field type	metric
Data type	int.number.value

profile_reposts

Field label	Profile reposts
Description	The number of reposts of your posts, stories, reels, and videos
Field type	metric
Data type	int.number.value

accounts_engaged

Field label	Accounts engaged
Description	The number of accounts that have interacted with your content, including in ads, in the selected period. Content includes posts, stories, reels, videos and live videos. This is an estimated metric
Field type	metric
Data type	int.number.value
Aggregation	Non-aggregatable metric

reach

Field label	Profile reach
Description	Total number of unique users who have viewed at least one of the profile's media/posts. This metric includes promoted post and paid activities as well as organic. Only works for single day, 7-day, and 28-day periods
Field type	metric
Data type	int.number.value
Aggregation	Non-aggregatable metric

profile_replies

Field label	Profile replies
Description	The number of replies you received from your story, including text replies and quick reaction replies, within the specified period
Field type	metric
Data type	int.number.value

follows_and_unfollows

Field label	Follows and unfollows
Description	The number of accounts that followed you and the number of accounts that unfollowed you or left Instagram in the selected time period. Please use the Follow type dimension to retrieve follows and unfollows separately
Field type	metric
Data type	int.number.value

profile_links_taps

Field label	Profile links taps
Description	The number of taps on the contact buttons in your profile (call, email, text, get directions, book now, instant experience). Add the Contact button type dimension to split taps by button. Replaces the deprecated email contacts, phone call clicks, text message clicks and get directions clicks metrics; Instagram no longer exposes website link taps
Field type	metric
Data type	int.number.value

ACCOUNT LIFETIME

followers_count

Field label	Profile followers
Description	Total number of unique accounts following this profile
Field type	metric
Data type	int.number.value

follows_count

Field label	Profile follows
Description	Total number of accounts this profile is following
Field type	metric
Data type	int.number.value

media_count

Field label	Profile media count
Description	Total number of media for this profile
Field type	metric
Data type	int.number.value

CAROUSEL

media_carousel_album_reach

Field label	Carousel album reach
Description	Total number of unique accounts that have seen the carousel album
Field type	metric
Data type	int.number.value

media_carousel_album_saved

Field label	Carousel album saved
Description	Total number of unique accounts that have saved the carousel album
Field type	metric
Data type	int.number.value

COMMENTS

media_comment_date

Field label	Media comment date
Description	Date the comment was posted
Field type	dimension
Data type	string.time.date

media_comment_time

Field label	Media comment time
Description	Time the comment was posted
Field type	dimension
Data type	string.time.hms

media_comment_text

Field label	Media comment text
Description	Text of the comment
Field type	dimension
Data type	string.text.value

DATASOURCE

dataSourceName

Field label	Data source
Description	The name of the source for this data, as listed on supermetrics.com/docs
Field type	dimension
Data type	string.text.value
Destinations	API, Data warehouse

system_metadata.data_source_logins

Field label	Data source logins
Description	The data source login accounts that were used to authenticate against the data source
Field type	dimension
Data type	string.text.json

system_metadata.data_source_login_owners

Field label	Data source login owners
Description	The Supermetrics users that created the data source login connections
Field type	dimension
Data type	string.text.json

DEPRECATED

media_video_title

Field label	IGTV video title
Description	Title of IGTV media object.
Field type	dimension
Data type	string.text.value
🚫 Deprecated	Deprecated on 2022-07-28

audience_locale_dim

Field label	Locale
Description	The locales by country codes of this profile's followers.
Field type	dimension
Data type	string.text.value
🚫 Deprecated	Deprecated on 2023-12-11

media_engagement

Field label	Engagement
Description	Please use Interactions instead.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2023-12-11

get_directions_clicks

Field label	Get directions clicks
Description	Total number of taps on the directions link in this profile within the specified period.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2024-12-11

media_video_views

Field label	Video views
Description	Total number of times the video has been seen. Returns 0 for videos in carousel albums.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2024-12-11

media_impressions

Field label	Media impressions
Description	Total number of impressions of the media object.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2025-03-25

media_carousel_album_impressions

Field label	Carousel album impressions
Description	Total number of times the carousel album has been seen.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2025-03-25

media_carousel_album_engagement

Field label	Carousel album engagement
Description	Total number of likes and comments on the carousel album
Field type	metric
Data type	int.number.value

media_reel_plays

Field label	Reel plays
Description	The number of times your reel starts to play or replay after an impression is already counted. This is defined as plays of 1ms or more. Replays are counted after the initial play in the same reel session.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2025-03-25

media_story_impressions

Field label	Story impressions
Description	Total number of times the story has been seen.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2025-03-25

media_reel_initial_plays

Field label	Reel initial plays
Description	Number of times the reels starts to play after an impression is already counted. This is defined as video sessions with 1 ms or more of playback and excludes replays.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2025-03-25

media_reel_replays

Field label	Reel replays
Description	The number of times your reel starts to play again after an initial play of your reel. This is defined as replays of 1ms or more in the same reel session.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2025-03-25

text_message_clicks

Field label	Text message clicks
Description	Total number of taps on the text message link in this profile within the specified period.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2024-12-11

phone_call_clicks

Field label	Phone call clicks
Description	Total number of taps on the call link in this profile within the specified period.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2024-12-11

email_contacts

Field label	Email contacts
Description	Total number of taps on the email link in this profile within the specified period.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2024-12-11

impressions

Field label	Profile impressions
Description	Total number of times the profile's media/posts has been viewed. This metric includes promoted post and paid activities as well as organic, but does not include profile views.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2025-03-25

website_clicks

Field label	Website clicks
Description	Total number of taps on the website link in this profile within the specified period.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2024-12-11

FOLLOWERS

audience_gender

Field label	Gender
Description	The gender distribution of this profile's followers
Field type	dimension
Data type	string.person.gender

audience_age

Field label	Age
Description	The age distribution of this profile's followers
Field type	dimension
Data type	string.person.age

audience_country_dim

Field label	Country
Description	The countries of this profile's followers
Field type	dimension
Data type	string.geo.country.twolettercode

audience_city_dim

Field label	Area & city
Description	The cities of this profile's followers with area information
Field type	dimension
Data type	string.geo.city

audience_area_only_dim

Field label	Area
Description	The areas of this profile's followers
Field type	dimension
Data type	string.geo.region

audience_city_only_dim

Field label	City
Description	The cities of this profile's followers
Field type	dimension
Data type	string.geo.city

follow_type

Field label	Follow type
Description	Breaks down results by FOLLOWER, NON_FOLLOWER, and UNKNOWN
Field type	dimension
Data type	string.text.value

PHOTO & VIDEO

media_id

Field label	Media ID
Description	Graph ID of the media object
Field type	dimension
Data type	string.text.value

timestamp

Field label	Media created
Description	Date and time media was added
Field type	dimension
Data type	string.time.datetime

media_type

Field label	Media type
Description	Type of the media object. PHOTO, VIDEO, ...
Field type	dimension
Data type	string.text.value

media_url

Field label	Media URL
Description	URL of the media object
Field type	dimension
Data type	string.text.url

media_permalink

Field label	Media permalink
Description	URL of the post on Instagram
Field type	dimension
Data type	string.text.url

media_product_type

Field label	Media product type
Description	Surface where the media is published. Can be AD, FEED, STORY, or REELS
Field type	dimension
Data type	string.text.value

media_shortcode

Field label	Media shortcode
Description	Shortcode of the post on Instagram
Field type	dimension
Data type	string.text.value

media_thumbnail_url

Field label	Video thumbnail URL
Description	URL of the video thumbnail
Field type	dimension
Data type	string.text.url

media_caption

Field label	Media caption
Description	Caption of the post
Field type	dimension
Data type	string.text.value

media_is_comment_enabled

Field label	Media comments enabled
Description	Whether or not the comments are enabled
Field type	dimension
Data type	string.text.value

number_of_media

Field label	Media count
Description	Total number of media objects
Field type	metric
Data type	int.number.value

interactions

Field label	Interactions
Description	The number of likes, saves, comments and shares on your media minus the number of unlikes, unsaves, and deleted comments
Field type	metric
Data type	int.number.value

media_comments_count

Field label	Comments count
Description	Total number of comments on the media object including replies
Field type	metric
Data type	int.number.value

media_like_count

Field label	Like count
Description	Total number of likes on the media object including replies
Field type	metric
Data type	int.number.value

media_views

Field label	Views
Description	The number of times your media was played or displayed on Instagram
Field type	metric
Data type	int.number.value

media_reposts

Field label	Reposts
Description	The count of reposts of a specific media item
Field type	metric
Data type	int.number.value

media_reach

Field label	Media reach
Description	Total reach of the media object
Field type	metric
Data type	int.number.value

media_saved

Field label	Unique saves
Description	Total number of unique accounts that have saved the media object
Field type	metric
Data type	int.number.value

media_shares

Field label	Shares
Description	The number of shares of your post
Field type	metric
Data type	int.number.value

media_profile_visits

Field label	Profile visits
Description	The number of times your profile was visited. Does not support Album carousels or IGTV
Field type	metric
Data type	int.number.value

media_follows

Field label	Follows
Description	The number of accounts that started following you. Does not support Album carousels or IGTV
Field type	metric
Data type	int.number.value

PROFILE ACTIVITY FROM MEDIA

media_profile_activity

Field label	Profile activity total
Description	Total number of actions people take when they visit your profile after engaging with your media. Does not support Album carousel, IGTV, or Reels
Field type	metric
Data type	int.number.value

media_bio_link_click

Field label	Profile activity: bio link clicks
Description	Number of bio link click actions people take when they visit your profile after engaging with your media. Does not support Album carousels, IGTV, or Reels
Field type	metric
Data type	int.number.value

media_call_click

Field label	Profile activity: phone call clicks
Description	Number of phone call click actions people take when they visit your profile after engaging with your media. Does not support Album carousels, IGTV, or Reels
Field type	metric
Data type	int.number.value

media_direction_click

Field label	Profile activity: get directions clicks
Description	Number of get direction click actions people take when they visit your profile after engaging with your media. Does not support Album carousels, IGTV, or Reels
Field type	metric
Data type	int.number.value

media_email_click

Field label	Profile activity: email clicks
Description	Number of email click actions people take when they visit your profile after engaging with your media. Does not support Album carousels, IGTV, or Reels
Field type	metric
Data type	int.number.value

media_other_click

Field label	Profile activity: other clicks
Description	Number of other click actions people take when they visit your profile after engaging with your media. Does not support Album carousels, IGTV, or Reels
Field type	metric
Data type	int.number.value

media_text_click

Field label	Profile activity: text message clicks
Description	Number of text message click actions people take when they visit your profile after engaging with your media. Does not support Album carousels, IGTV, or Reels
Field type	metric
Data type	int.number.value

QUERY

system_metadata.query_date_range_start

Field label	Start date
Description	The start date of the requested query
Field type	dimension
Data type	string.time.date

system_metadata.query_date_range_end

Field label	End date
Description	The end date of the requested query
Field type	dimension
Data type	string.time.date

system_metadata.query_timezone

Field label	Timezone
Description	The timezone that is supplied to the query
Field type	dimension
Data type	string.time.timezone

system_metadata.query_filters

Field label	Filters
Description	All filters used in the query
Field type	dimension
Data type	string.text.json

system_metadata.query_date_start

Field label	Start
Description	When the query was started
Field type	dimension
Data type	string.time.datetime

system_metadata.query_date_end

Field label	End
Description	When the query completed
Field type	dimension
Data type	string.time.datetime

system_metadata.query_duration

Field label	Duration
Description	The duration in seconds of the query
Field type	dimension
Data type	int.duration.seconds

system_metadata.query_accounts

Field label	Accounts
Description	A list of accounts of which the data was pulled from
Field type	dimension
Data type	string.text.json

system_metadata.query_excluded_accounts

Field label	Excluded invalid accounts
Description	A list of unavailable accounts excluded from the query due to the "Exclude invalid accounts" setting
Field type	dimension
Data type	string.text.json

REELS

media_reel_shares

Field label	Reel shares
Description	Number of shares of the reel
Field type	metric
Data type	int.number.value

media_reel_total_interactions

Field label	Total reel interactions
Description	Number of likes, saves, comments, and shares on the reel, minus the number of unlikes, unsaves, and deleted comments
Field type	metric
Data type	int.number.value

media_reel_avg_watch_time_sec

Field label	Reels average seconds watched
Description	The average amount of time spent playing the reel in seconds. This includes replays in a single instance, so the value may exceed the total duration of the video due to this. Only for use in Looker Studio
Field type	metric
Data type	int.duration.seconds
Aggregation	Non-aggregatable metric
Destinations	Looker Studio

media_reel_avg_watch_time

Field label	Reels average minutes watched
Description	The average amount of time spent playing the reel. This includes replays in a single instance, so the value may exceed the total duration of the video due to this
Field type	metric
Data type	string.text.value

media_reel_video_views

Field label	Reels minutes viewed
Description	The total amount of time the reel was played, including any time spent replaying the reel
Field type	metric
Data type	string.text.value

media_reels_skip_rate

Field label	Reels skip rate
Description	Percentage of viewers who have swiped away from the reel within the first three seconds
Field type	metric
Data type	float.number.percentage

STORY (AVAIL. FOR LAST 24 H)

media_story_exits

Field label	Story exits
Description	Number of times someone exited the story
Field type	metric
Data type	int.number.value

media_story_views

Field label	Story views
Description	The number of times your story was played or displayed
Field type	metric
Data type	int.number.value

media_story_reach

Field label	Story reach
Description	Total number of unique accounts that have seen the story
Field type	metric
Data type	int.number.value

media_story_replies

Field label	Story replies
Description	Total number of replies to the story
Field type	metric
Data type	int.number.value

media_story_shares

Field label	Story shares
Description	The number of shares of the story
Field type	metric
Data type	int.number.value

media_story_taps_forward

Field label	Taps forward
Description	Total number of taps to see this story's next photo or video
Field type	metric
Data type	int.number.value

media_story_taps_back

Field label	Taps back
Description	Total number of taps to see this story's previous photo or video
Field type	metric
Data type	int.number.value

TIME

today

Field label	Today
Description	Today's date, e.g. 2017-01-31
Field type	dimension
Data type	string.time.date
Destinations	API, Data warehouse

year

Field label	Year
Field type	dimension
Data type	string.time.year

yearOfWeek

Field label	Year of week (Sun-Sat)
Field type	dimension
Data type	string.time.year

yearOfWeekIso

Field label	Year of week (Mon-Sun)
Field type	dimension
Data type	string.time.year

Quarter

Field label	Quarter
Description	Quarter, e.g. 1
Field type	dimension
Data type	string.time.quarter

yearMonth

Field label	Year & month
Field type	dimension
Data type	string.time.yearmonth

month

Field label	Month
Field type	dimension
Data type	string.time.month

yearWeek

Field label	Year & week (Sun-Sat)
Field type	dimension
Data type	string.time.yearweek

yearWeekIso

Field label	Year & week (Mon-Sun)
Field type	dimension
Data type	string.time.yearweekiso

week

Field label	Week (Sun-Sat)
Field type	dimension
Data type	string.time.week

weekIso

Field label	Week (Mon-Sun)
Field type	dimension
Data type	string.time.weekiso

dayOfMonth

Field label	Day of month
Field type	dimension
Data type	string.time.dayofmonth

dayOfWeekName

Field label	Day of week (Sun-Sat)
Field type	dimension
Data type	string.time.dayofweek

dayOfWeekNameIso

Field label	Day of week (Mon-Sun)
Field type	dimension
Data type	string.time.dayofweekiso

date

Field label	Date
Field type	dimension
Data type	string.time.date