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_engagedMetric
The total number of unique Instagram accounts that interacted with the content or profile.
audience_cityDimension
The city breakdown of the Instagram Business Account's audience.
audience_localeDimension
The language and region preferences of the Instagram Business Account's audience.
captionMetric
The text accompanying an Instagram media object, including any hashtags or @mentions.
childrenMetric
A collection of individual media objects that are part of a carousel album post.
clips_replays_countMetric
The total number of times an Instagram Reel (clip) was replayed by users.
commentsMetric
A collection of comments made on an Instagram media object.
comments.ADMetric
The total number of comments received on Instagram content that was promoted as an advertisement.
comments.LIVEMetric
The total number of comments received on an Instagram Live video while it was broadcasting.
comments.POSTMetric
The total number of comments received on a regular Instagram feed post.
comments.REELMetric
The total number of comments received on an Instagram Reel.
comments_countMetric
The total number of comments on an Instagram media object.
dateMetric
The date when the data was recorded or the media was published.
datetimeMetric
The date and time when the data was recorded or the media was published.
email_contactsMetric
The total number of taps on the email contact button on the Instagram Business Account's profile.
engagementMetric
The number of times users engaged with an Instagram post or story, including likes, comments, saves, and other interactions.
exitsMetric
The number of times users exited an Instagram Story.
fetch_dateMetric
The date when the data was retrieved by the platform.
fetch_datetimeMetric
The date and time when the data was retrieved by the platform.
follower_countMetric
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_ageMetric
The age breakdown of the Instagram Business Account's followers.
follower_demographics_cityDimension
The city breakdown of the Instagram Business Account's followers.
follower_demographics_countryMetric
The country breakdown of the Instagram Business Account's followers.
follower_demographics_genderMetric
The gender breakdown of the Instagram Business Account's followers.
follower_demographics_gender_ageMetric
The demographic breakdown of the Instagram Business Account's followers by both gender and age groups.
followsMetric
The total number of new followers gained by the Instagram Business Account during a specified period.
follows_and_unfollowsMetric
The net change in follower count, representing the total number of follows minus unfollows within a given period.
follows_and_unfollows.FOLLOWERMetric
The number of follows or unfollows for the Instagram Business Account attributed to existing followers.
follows_and_unfollows.NON_FOLLOWERMetric
The number of follows or unfollows for the Instagram Business Account attributed to non-followers.
get_directions_clicksMetric
The total number of taps on the "Get Directions" button on the Instagram Business Account's profile.
hashtagMetric
The name of a hashtag used on Instagram, without the leading '#' symbol.
hashtag_idMetric
The unique identifier for a specific Instagram hashtag.
idMetric
The unique identifier for an Instagram object, such as a media post, comment, story, or account.
ig_reels_aggregated_all_plays_countMetric
The total number of times an Instagram Reel has been played, aggregated across all views.
ig_reels_avg_watch_timeMetric
The average amount of time users spent watching an Instagram Reel.
ig_reels_video_view_total_timeMetric
The total accumulated time users spent watching an Instagram Reel.
imageDimension
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_idMetric
The unique identifier for the Instagram Business Account.
instagram_idMetric
The unique identifier for an Instagram object, such as an account, media, or story.
instagram_media_captionMetric
The textual description accompanying an Instagram media object.
instagram_media_comments_countMetric
The total number of comments on an Instagram media object.
instagram_media_idMetric
The unique identifier for an Instagram media object (photo, video, or carousel).
instagram_media_id_childMetric
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_enabledMetric
A boolean value indicating whether comments are enabled (true) or disabled (false) for the Instagram media object.
instagram_media_like_countMetric
The total number of likes received on an Instagram media object.
instagram_media_permalinkMetric
The permanent URL to the Instagram media object on Instagram.com.
instagram_media_product_typeMetric
The specific product type of the Instagram media, such as FEED, STORY, or REELS, which indicates where the media was originally published.
instagram_media_reposts_countMetric
The total number of times the media has been shared by users.
instagram_media_saved_countMetric
The total number of times the media has been saved by users.
instagram_media_shares_countMetric
The total number of times the media has been shared by users.
instagram_media_shortcodeMetric
A short, unique code that identifies an Instagram media object.
instagram_media_thumbnail_urlMetric
The URL of the thumbnail image for an Instagram media item (e.g., photo or video).
instagram_media_timestampMetric
The timestamp (ISO 8601-formatted UTC date and time) indicating when the Instagram media object was created.
instagram_media_typeMetric
The type of Instagram media, such as IMAGE, VIDEO, or CAROUSEL_ALBUM.
instagram_media_urlMetric
The URL of the Instagram media object (image or video file).
instagram_media_url_childMetric
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_usernameMetric
The Instagram username of the account that created the media object.
instagram_media_video_titleDimension
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_nameMetric
The username or display name of the Instagram Business Account.
instagram_story_captionMetric
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_idMetric
The unique identifier for an Instagram Story.
instagram_story_permalinkMetric
A public URL (permalink) to the Instagram story.
instagram_story_thumbnail_urlMetric
The URL of the thumbnail image for an Instagram story.
instagram_story_typeMetric
The type of media content within an Instagram Story (e.g., IMAGE or VIDEO).
instagram_story_urlMetric
The URL of the Instagram Story media file (image or video).
instagram_usernameMetric
The unique username of an Instagram account.
legacy_instagram_media_idMetric
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_countMetric
The total number of followers for the Instagram Business Account over its entire lifetime.
lifetime_media_countMetric
The total number of media (posts, photos, videos, reels, stories) published by the Instagram business account over its lifetime.
like_countMetric
The total number of likes received on an Instagram media object or comment.
likesMetric
The total number of likes received on an Instagram media object.
likes.ADMetric
The total number of likes received on Instagram content that was promoted as an advertisement.
likes.IGTVMetric
The number of likes received on an IGTV video.
likes.POSTMetric
The number of likes received on standard Instagram posts.
likes.REELMetric
The number of likes received on Instagram Reels.
likes.STORYMetric
The total number of likes received on an Instagram Story.
media_idMetric
The unique identifier for an Instagram media object.
media_typeMetric
The type of Instagram media, such as IMAGE, VIDEO, or CAROUSEL_ALBUM.
media_urlMetric
The URL of the Instagram media file (image or video).
navigation_swipe_forwardMetric
The number of times users swiped forward to view the next story in the sequence.
navigation_tap_backMetric
The number of times users tapped back to view the previous story.
navigation_tap_exitMetric
The number of times users exited the story viewer.
navigation_tap_forwardMetric
The number of times users tapped forward to view the next part of the current story.
periodMetric
The time granularity for which account-level insights are retrieved (e.g., day, week, 28_days, or lifetime).
permalinkMetric
The permanent URL to the Instagram content (e.g., a media post) on Instagram.com.
phone_call_clicksMetric
The total number of taps on the phone call button on the Instagram Business Account's profile.
playsMetric
The total number of times an Instagram video or Reel has been played.
profile_links_tapsMetric
The total number of taps on various actionable links (e.g., call, directions, email) from the Instagram Business Account's profile.
profile_links_taps.CALLMetric
The total number of taps on the "Call" link in the Instagram business profile.
profile_links_taps.DIRECTIONMetric
The total number of taps on the "Directions" link in the Instagram business profile.
profile_links_taps.EMAILDimension
The total number of times the email link in the Instagram account's profile was tapped.
profile_viewsMetric
The total number of times the Instagram Business Account's profile was viewed.
profile_visitsMetric
The number of times the Instagram Business Account's profile was viewed.
reachMetric
The total number of unique accounts that saw the Instagram content or profile.
reach.ADMetric
The number of unique Instagram accounts that saw advertising content from the business account.
reach.CAROUSEL_CONTAINERMetric
The number of unique Instagram accounts that saw a carousel post published by the business account.
reach.CAROUSEL_ITEMMetric
The number of unique Instagram accounts that saw a specific item within a Carousel post.
reach.FOLLOWERMetric
The number of unique Instagram accounts that saw content from the business account and are also followers.
reach.HIGHLIGHT_POST_FACADEMetric
The number of unique Instagram accounts that have seen your highlight post content at least once.
reach.IGTVMetric
The number of unique Instagram accounts that saw an IGTV video.
reach.LIVEMetric
The number of unique Instagram accounts that saw an Instagram Live video.
reach.NON_FOLLOWERMetric
The number of unique Instagram accounts that saw content from the business account and are not followers.
reach.POSTMetric
The number of unique Instagram accounts that saw a standard Instagram post.
reach.PROFILE_PICMetric
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.REELMetric
The number of unique Instagram accounts that saw an Instagram Reel.
reach.STORYMetric
The number of unique Instagram accounts that saw an Instagram Story.
repliesMetric
The total number of replies received on comments or Instagram Stories.
savedMetric
The total number of times the Instagram media object has been saved by users.
saved.ADMetric
The total number of times an Instagram content promoted as an advertisement was saved by users.
saved.IGTVMetric
The number of times IGTV content published by the business account was saved by users.
saved.POSTMetric
The total number of times a regular Instagram feed post was saved by users.
saved.REELMetric
The total number of times an Instagram Reel was saved by users.
savessavedMetric
The total number of times an Instagram media object has been saved by users.
sharesMetric
The total number of times the Instagram media object has been shared.
shares.ADMetric
The total number of times an Instagram content promoted as an advertisement was shared by users.
shares.IGTVMetric
The total number of times an IGTV video was shared by users.
shares.POSTMetric
The total number of times a regular Instagram feed post was shared by users.
shares.REELMetric
The total number of times an Instagram Reel was shared by users.
shares.STORYMetric
The total number of times an Instagram Story has been shared by users.
taps_backMetric
The number of times users tapped back to view the previous part of an Instagram Story.
taps_forwardMetric
The number of times users tapped forward to view the next part of an Instagram Story.
textMetric
The content of a comment made on a media post.
text_message_clicksMetric
The number of clicks on text message call-to-action buttons within the Instagram profile or ads.
timestampMetric
The ISO 8601-formatted date and time in UTC when an Instagram object (e.g., media, comment) was created.
total_commentsMetric
The total number of comments received on the media.
total_interactionsMetric
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.ADMetric
The total number of interactions (e.g., likes, comments, shares) received on Instagram content that was promoted as an advertisement.
total_interactions.IGTVMetric
The total number of interactions (likes, comments, saves, shares) specifically for IGTV content.
total_interactions.LIVEMetric
The total number of interactions (e.g., comments, likes) received on an Instagram Live video.
total_interactions.POSTMetric
The total number of interactions (e.g., likes, comments, saves, shares) with standard Instagram posts.
total_interactions.REELMetric
The total number of interactions (e.g., likes, comments, saves, shares) with Instagram Reels.
total_interactions.STORYMetric
The total number of interactions (e.g., replies, shares, profile visits) received on an Instagram Story.
total_likesMetric
The total number of likes received on the media.
total_viewsMetric
The total number of views the media has received, primarily applicable to video content and stories.
unfollowsMetric
The total number of unfollows for the Instagram Business Account.
usernameMetric
The unique identifier of an Instagram user account.
video_viewsMetric
The total number of times a video on the Instagram Business Account was viewed.
viewsMetric
The total number of times an Instagram media object (e.g., Reel, Video) has been viewed.
views.ADMetric
The number of views for an Instagram media object that is an advertisement.
views.CAROUSEL_CONTAINERMetric
The number of views for the overall container of a carousel album post.
views.CAROUSEL_ITEMMetric
The total number of times an individual item within a carousel post was viewed.
views.DEFAULT_DO_NOT_USEMetric
Views for a default or unspecified media type that should not be used for reporting purposes.
views.FOLLOWERMetric
The total number of views on your content (posts, stories, reels, videos) from accounts that follow your Instagram Business Account.
views.HIGHLIGHT_POST_FACADEMetric
The total number of times your highlight post content was played or displayed.
views.IGTVMetric
The number of views for content published as an IGTV video.
views.LIVEMetric
The total number of views on an Instagram Live video.
views.NON_FOLLOWERMetric
The total number of views on your content (posts, stories, reels, videos) from accounts that do not follow your Instagram Business Account.
views.POSTMetric
The number of views for a standard Instagram feed post.
views.PROFILE_PICMetric
The number of times the Instagram Business Account's profile was viewed.
views.REELMetric
The number of views for content published as an Instagram Reel.
views.STORYMetric
The number of views for an Instagram Story.
views.UNKNOWNMetric
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.
websiteDimension
The URL of the website associated with the Instagram Business Account.
website_clicksMetric
The total number of clicks on website links from the Instagram profile or content.