Instagram Insights fields

  • Updated on Sep 11, 2025
  • Published on Aug 5, 2025
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Supermetrics brings all your Instagram Insights data into Google Sheets, Looker Studio, Power BI, Excel, BigQuery, Snowflake, Redshift, Azure

53 metrics53 dimensions

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

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 number of times your content was played or displayed. Content includes reels, posts, and stories for the profile
Field type metric
Data type int.number.value
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

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

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_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
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
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_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_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_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_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
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
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_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
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
media_engagement
Field label Engagement
Description Total number of likes, comments, and saves on the media object
Field type metric
Data type int.number.value

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

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
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

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

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