Emplifi: Most-used fields
The table below gives information about most-used fields that you can import from Emplifi. 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.
attachments.{NUM}.attachments.{NUM}.image_urlDimension
URL pointing to an image attachment associated with a social media post, allowing direct access to the image content.
attachments.{NUM}.attachments.{NUM}.typeDimension
The type of attachment associated with a social media post, such as 'image,' 'video,' or 'link,' categorizing the content.
attachments.{NUM}.attachments.{NUM}.urlDimension
The URL of an attachment associated with a social media post, such as a link to an image, video, or external content.
attachments.{NUM}.image_urlDimension
The URL of an image associated with a post or an attachment within a post. This field appears in various post types (e.g., Facebook, Instagram, Pinterest, TikTok, Snapchat) and also for Facebook Ads to provide the image URL of the creative.
attachments.{NUM}.typeDimension
The type of content for an attachment, such as 'photo', 'video', or 'link'.
attachments.{NUM}.urlDimension
The URL associated with an attachment, linking to the content described by the attachment.
author.nameDimension
The name of the author or profile associated with the content.
author.urlDimension
The URL of the author or profile associated with the content.
authorIdDimension
The unique identifier of the author who created the social media post or video.
commentsMetric
The total number of comments received on a social media post.
comments_sentiment.negativeMetric
The total number of negative sentiment comments for a post.
comments_sentiment.neutralMetric
The total number of neutral sentiment comments for a post.
comments_sentiment.positiveMetric
The total number of positive sentiment comments for a post.
contentDimension
The main text or description content of the social media post.
content_typeDimension
The specific type of content for a social media post (e.g., post, story, video).
created_timeDimension
The date and time when the content was created or uploaded.
dateDimension
Represents the date associated with the collected data, used for temporal aggregation and filtering.
date.monthMetric
A dimension representing the month in which the data was collected or aggregated.
durationMetric
The length of a video in seconds, applicable to platforms like YouTube and TikTok.
engagement_rateMetric
The rate at which content or an ad receives interactions. For posts, it is calculated as the average number of interactions per fan. For Facebook Ads, it represents the rate at which an ad receives interactions.
fans_changeMetric
The absolute change in the number of fans for a Facebook page.
fans_lifetimeMetric
The total number of likes, also known as fans, for a Facebook page.
ff_ratioMetric
The ratio of total followers to total following for a Twitter profile.
followers_changeMetric
The absolute change in the number of followers for a profile or page across platforms like Instagram, Twitter, LinkedIn, and Pinterest.
followers_lifetimeMetric
The total number of followers a profile or page has accumulated over its lifetime across platforms like Instagram, Twitter, LinkedIn, and Pinterest.
following_changeMetric
The absolute change in the number of profiles or users that a given account is following.
following_lifetimeMetric
The total number of profiles or users that a given account follows over its lifetime.
gradeDimension
A grade score assigned to a post, indicating its performance or quality.
hiddenDimension
Indicates whether the social media post has been hidden.
idDimension
A unique identifier for various entities such as profiles, posts, labels, or ads.
insights_avg_time_watchedMetric
The average duration, in seconds, that users spent watching a video.
insights_clicksMetric
The total number of clicks on a social media post during its lifetime.
insights_commentsMetric
The total number of comments received on a social media post during its lifetime.
insights_completion_rateMetric
The percentage of times a video was watched in full (for TikTok videos) or a story impression was not interrupted by navigation (for Instagram stories).
insights_content_impressionsMetric
The total number of times content was viewed or displayed on a social media platform during its lifetime.
insights_engaged_usersMetric
The number of unique people who clicked anywhere in your posts or engaged with your page.
insights_engagementMetric
The total number of times users engaged with a post, story, or video during its lifetime.
insights_engagement_by_engagement_type.commentsMetric
The number of comments received as a specific breakdown of the total engagements for a post.
insights_engagement_by_engagement_type.likesMetric
The number of likes received as a specific breakdown of the total engagements for an Instagram post.
insights_engagement_by_engagement_type.savesMetric
The number of saves received as a specific breakdown of the total engagements for an Instagram post.
insights_engagementsMetric
The total number of times users engaged with posts or content from a profile or with a specific post, including likes, comments, and shares.
insights_fans_changeMetric
The net change in the number of followers or fans for a profile or page.
insights_fans_lifetimeMetric
The total number of fans or followers a social media profile has accumulated over its lifetime. This metric is used as a base for calculating engagement rates.
insights_followersMetric
The total number of followers for a user profile by day.
insights_impressionsMetric
The total number of times any content associated with a page or post has been seen.
insights_impressions_28_daysDimension
The total number of times posts and stories from a profile were viewed in the past 28 days.
insights_impressions_7_daysDimension
The total number of times posts and stories from a profile were viewed in the past 7 days.
insights_impressions_engagement_rateMetric
The percentage of users who engaged with a social media post or content during its lifetime, calculated based on the total impressions received.
insights_interactionsMetric
The sum of reactions, comments, and shares on a social media post.
insights_likesMetric
The total number of likes received on content or a media object for a profile, including both organic and paid interactions.
insights_media_viewsMetric
The total number of times media content (videos, images, stories, reels, gifs) was viewed or displayed to a user across various platforms.
insights_post_clicksMetric
The number of clicks on all the content published on your page or on elements within your posts without generating an activity.
insights_profile_viewsMetric
The total number of unique users who have viewed a business profile.
insights_reachMetric
The number of unique people who have seen any content associated with a page or post.
insights_reach_28_daysMetric
The number of unique people who have seen any content associated with a page or profile in the past 28 days.
insights_reach_7_daysMetric
The number of unique people who have seen any content associated with a page or profile in the past 7 days.
insights_reach_by_post_attributionDimension
The number of people who saw your post, broken down by post attribution (e.g., paid, organic, viral).
insights_reach_by_post_attribution.organicMetric
The number of people who saw your post through organic reach.
insights_reach_by_post_attribution.paidMetric
The number of people who saw your post through paid reach.
insights_reach_by_post_attribution.viralMetric
The number of people who saw your post through viral reach.
insights_reach_engagementMetric
The engagement rate from Facebook, indicating how often users interact with content relative to its reach. This metric is specific to the Facebook platform.
insights_reach_engagement_rateMetric
The percentage of users who engaged with a post or page given its reach.
insights_reactionsMetric
The total number of reactions on any of your content.
insights_savesMetric
The number of times an Instagram post has been saved by unique users.
insights_sharesMetric
The total number of times content, such as posts, stories, reels, or videos, has been shared across social media platforms.
insights_story_completion_rateMetric
The percentage of times an Instagram story impression was not interrupted by an exit, tap back, or tap forward.
insights_story_exitsMetric
The number of times users exited an Instagram story.
insights_story_repliesMetric
The number of times users replied to an Instagram story.
insights_story_taps_backMetric
The number of times users clicked back to return to the previous Instagram story.
insights_story_taps_forwardMetric
The number of times users clicked forward to skip to the next Instagram story.
insights_video_viewsMetric
The total number of times a video content has been viewed for a specified duration (e.g., 3+ seconds, 2+ seconds, 30+ seconds depending on platform).
insights_video_views_completeMetric
The number of times a video has been viewed for about 95% of its length.
insights_view_timeDimension
The total amount of time that users watched a video during its lifetime, across supported social media platforms. This metric is available for individual posts and aggregated data. For LinkedIn, it includes views shorter than 3 seconds.
interactionsMetric
The sum of reactions, comments, and shares on a social media post.
interactions_per_1k_fansMetric
The interaction count for every 1000 fans or followers.
likesMetric
The total number of likes received on a post or video.
linkDimension
The direct URL or link to the social media post or content.
mediaDimension
The type of media content associated with the post, such as video, photo, or carousel.
media_typeDimension
The specific type of media used in a social media post (e.g., video, photo, link).
messageDimension
The text content or message associated with a social media post, ad, or communication.
networkDimension
The social media network or platform where the content was published or the profile is active.
number_of_commentsMetric
The total number of comments received on aggregated page posts.
originDimension
The source of the content, indicating whether it originated from a user (User-Generated Content) or the brand (Brand's Content).
page.idDimension
The unique identifier of the social media page.
page.nameDimension
The name of the social media page.
page.urlDimension
The URL of the social media page.
page_postsMetric
The total number of posts published by a page or profile.
page_repliesDimension
The total number of replies made by a Twitter profile.
page_sharesDimension
The total number of times content was retweeted or shared by a page or profile.
platformDimension
The social media platform from which the data is collected, such as Facebook, Instagram, X (formerly Twitter), LinkedIn, Pinterest, Snapchat, TikTok, or YouTube.
post_attributionDimension
Type of post indicating whether it is organic or paid. For posts from a profile with insights connected, data is directly from the social network (e.g., Facebook, Instagram); otherwise, attribution is based on Emplifi's Paid Post Detection algorithm.
post_labelsDimension
Content labels assigned to a post, video, or message for categorization and filtering.
post_labels.{NUM}.idDimension
The unique identifier of a content label assigned to the post.
post_labels.{NUM}.nameDimension
The name of a content label assigned to the post.
profileDimension
An object containing details about the social media profile, such as its ID, name, and URL.
profile_idDimension
The unique identifier of the social media profile associated with the content or metric.
profile_insights_enabledDimension
Indicates whether insights metrics are available for the social media profile.
profile_labelsDimension
A list of labels assigned to the social media profile for categorization or filtering.
profile_nameDimension
The unique name of the profile on the social network.
profile_pictureDimension
The URL of the profile picture on the social network.
profile_timezoneDimension
The timezone configured for this profile within the Emplifi product.
profile_tweetsMetric
The total number of original tweets (excluding replies and retweets) posted by a Twitter profile.
publishedDimension
Indicates whether the social media post is published.
reactionsMetric
The total number of reactions received on a social media post.
sentimentDimension
The overall sentiment of the social media post, comment, or care case (e.g., positive, neutral, negative).
sentiment_manual_autoMetric
The breakdown of sentiment (Positive, Negative, or Neutral) for all comments associated with posts. This metric is designed to be used with the sentiment dimension to provide insights into the overall emotional tone.
sharesMetric
The total number of times a post or ad has been shared on its platform.
subscribers_changeMetric
Absolute change of subscribers count lifetime for a YouTube channel.
subscribers_lifetimeMetric
Total number of subscribers of a YouTube channel.
urlDimension
A direct URL to the social media post, profile, or associated content.
user_postsMetric
The total number of incoming posts from users directed to a page or profile.
user_posts_average_response_timeDimension
The average time taken to respond to incoming user posts on a page or profile.
user_posts_respondedDimension
The number of incoming user posts (excluding those from administrators) that have received a response from the page or profile.
user_posts_response_rateMetric
The ratio of responded user posts to the total number of incoming user posts.
user_questionsDimension
The total number of incoming page posts identified as questions from users.
user_questions_average_response_timeDimension
The average time taken to respond to incoming user questions on a page or profile.
user_questions_respondedDimension
The number of incoming user questions (excluding those from administrators) that have received a response from the page or profile.
user_questions_response_rateDimension
The ratio of responded user questions to the total number of incoming user questions.