Instagram Insights: supported metrics & dimensions
Select report you interested in
- Profile reports
- Profile: account overview
- Profile: performance by day
- Profile: performance totals
- Profile: followers daily breakdown (last 30 days)
- Profile: followers demography insights
- Profile: performance by media type
- Profile: performance by follow type
- Profile: links taps by contact button type
- Profile: reach by media product type and follow type
- Profile: new audience demography insights
- Post reports
- Story reports
Profile reports
Profile: account overview
| Group | Name | Description |
|---|---|---|
| Account | Account Id | App-scoped User ID. |
| Account | Account name | Profile username. |
| Account | Account visible name | Profile name. |
| Account | Biography | Profile bio text. |
| Account | Picture URL | Profile picture URL. |
| Account | Website | Single profile website URL. |
| Engagement | Followers count | Total number of Instagram users following the user. |
| Engagement | Follows count | Total number of Instagram users the user follows. |
| Engagement | Posts count | Total number of IG Media published on the user. |
Profile: performance by day
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Report | Date | Report date. |
| Performance | Impressions | The number of times your posts, stories, reels, videos and live videos were on screen, including in ads. |
| Performance | Reach | The number of unique accounts that have seen your content, at least once, including in ads. Content includes posts, stories, reels, videos and live videos. Reach is different from impressions, which may include multiple views of your content by the same accounts. This metric is estimated and in development. |
| Performance | Visits (views) | The number of times your profile was visited. |
| Performance | Engagements | The total number of post interactions, story interactions, reels interactions, video interactions and live video interactions, including any interactions on boosted content. |
| Clicks | Website clicks | The number of times the link to your website was tapped. |
| Clicks | Email contacts clicks | Total number of taps on the email link in the IG User's profile. |
| Clicks | Phone call clicks | Total number of taps on the call link in the IG User's profile. |
| Clicks | Get directions clicks | Total number of taps on the directions link in the IG User's profile. |
| Clicks | Text message clicks | Total number of taps on the text message link in the IG User's profile. |
| Clicks | Profile links clicks | The number of taps on your business address, call button, email button and text button. |
Profile: performance totals
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Performance | Impressions | The number of times your posts, stories, reels, videos and live videos were on screen, including in ads. |
| Performance | Reach | The number of unique accounts that have seen your content, at least once, including in ads. Content includes posts, stories, reels, videos and live videos. Reach is different from impressions, which may include multiple views of your content by the same accounts. This metric is estimated and in development. |
| Performance | Visits (views) | The number of times your profile was visited. |
| Performance | Engagements | The total number of post interactions, story interactions, reels interactions, video interactions and live video interactions, including any interactions on boosted content. |
| Engagement | Accounts engaged | The number of accounts that have interacted with your content, including in ads. Content includes posts, stories, reels, videos and live videos. Interactions can include actions such as likes, saves, comments, shares or replies. This metric is estimated and in development. |
| Engagement | Comments | The number of comments on your posts, reels, videos and live videos. This metric is in development. |
| Engagement | Follows and unfollows | The number of accounts that followed you and the number of accounts that unfollowed you or left Instagram in the selected time period. Not returned if the IG User has less than 100 followers. |
| Engagement | Likes | The number of likes on your posts, reels, and videos. |
| Engagement | Replies | The number of replies you received from your story, including text replies and quick reaction replies. |
| Engagement | Saves | The number of saves of your content minus the number of unsaves. |
| Engagement | Shares | The number of shares of your posts, stories, reels, videos and live videos. |
| Clicks | Website clicks | The number of times the link to your website was tapped. |
| Clicks | Profile links clicks | The number of taps on your business address, call button, email button and text button. |
Profile: followers daily breakdown (last 30 days)
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Report | Date | Report date. |
| Engagement | New followers | Total number of new followers each day within the specified range. Returns a maximum of 30 days worth of data. Not available on IG Users with fewer than 100 followers. |
| Performance | Impressions | The number of times your posts, stories, reels, videos and live videos were on screen, including in ads. |
| Performance | Reach | The number of unique accounts that have seen your content, at least once, including in ads. Content includes posts, stories, reels, videos and live videos. Reach is different from impressions, which may include multiple views of your content by the same accounts. This metric is estimated and in development. |
| Performance | Visits (views) | The number of times your profile was visited. |
| Performance | Engagements | The total number of post interactions, story interactions, reels interactions, video interactions and live video interactions, including any interactions on boosted content. |
| Clicks | Website clicks | The number of times the link to your website was tapped. |
| Clicks | Email contacts clicks | Total number of taps on the email link in the IG User's profile. |
| Clicks | Phone call clicks | Total number of taps on the call link in the IG User's profile. |
| Clicks | Get directions clicks | Total number of taps on the directions link in the IG User's profile. |
| Clicks | Text message clicks | Total number of taps on the text message link in the IG User's profile. |
| Clicks | Profile links clicks | The number of taps on your business address, call button, email button and text button. |
Profile: followers demography insights
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Audience | Age | Break down results by age. |
| Audience | Gender | Break down results by gender. |
| Audience | City | Break down results by city. |
| Audience | Country | Break down results by country. |
| Engagement | Followers | Account followers. Not returned if the IG User has less than 100 followers. |
Profile: performance by media type
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Post | Media product type | Surface where the media is published. Can be AD, FEED, STORY, or REELS. |
| Performance | Reach | The number of unique accounts that have seen your content, at least once, including in ads. Content includes posts, stories, reels, videos, and live videos. Reach is different from impressions, which may include multiple views of your content by the same accounts. This metric is estimated and in development. |
| Performance | Engagements | The total number of post interactions, story interactions, reels interactions, video interactions, and live video interactions, including any interactions on boosted content. |
| Engagement | Comments | The number of comments on your posts, reels, videos, and live videos. This metric is in development. |
| Engagement | Likes | The number of likes on your posts, reels, and videos. |
| Engagement | Saves | The number of saves of your content minus the number of unsaves. |
| Engagement | Shares | The number of shares of your posts, stories, reels, videos, and live videos. |
Profile: performance by follow type
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Audience | Follow type | Break down results by followers or non-followers. Response values can be:
|
| Post | Media product type | Surface where the media is published. Can be AD, FEED, STORY, or REELS. |
| Performance | Reach | The number of unique accounts that have seen your content, at least once, including in ads. Content includes posts, stories, reels, videos, and live videos. Reach is different from impressions, which may include multiple views of your content by the same accounts. This metric is estimated and in development. |
| Engagement | Follows and unfollows | The number of accounts that followed you and the number of accounts that unfollowed you or left Instagram in the selected time period. Not returned if the IG User has less than 100 followers. |
Profile: links taps by contact button type
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Account | Contact button type | Break down results by profile UI component that viewers tapped or clicked. Response values can be:
|
| Clicks | Profile links clicks | The number of taps on your business address, call button, email button, and text button. |
Profile: reach by media product type and follow type
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Audience | Follow type | Break down results by followers or non-followers. Response values can be:
|
| Post | Media product type | Surface where the media is published. Can be AD, FEED, STORY, or REELS. |
| Performance | Reach | The number of unique accounts that have seen your content, at least once, including in ads. Content includes posts, stories, reels, videos, and live videos. Reach is different from impressions, which may include multiple views of your content by the same accounts. This metric is estimated and in development. |
Profile: new audience demography insights
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Audience | Age | Break down results by age. |
| Audience | Gender | Break down results by gender. |
| Audience | City | Break down results by city. |
| Audience | Country | Break down results by country. |
| Engagement | Reached audience | The demographic characteristics of the reached audience, including countries, cities, and gender distribution. Not returned if the IG User has less than 100 reached audience during the timeframe. |
| Engagement | Engaged audience | The demographic characteristics of the engaged audience, including countries, cities, and gender distribution. Not returned if the IG User has less than 100 engagements during the timeframe. |
Post reports
All reports contains similar Post data and Instagram account name. However, each report has different metrics set and specific dimensions.
Common dimensions for Post reports
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Post | Caption | Caption. Excludes album children. |
| Post | Media product type | Surface where the media is published. Can be AD, FEED, STORY, or REELS. |
| Post | Media type | Media type. Can be CAROUSEL_ALBUM, IMAGE, or VIDEO. |
| Post | Permalink | Permanent URL to the media. |
| Post | Media URL | The URL for the media. The media_url field is omitted from responses if the media contains copyrighted material or has been flagged for a copyright violation. Examples of copyrighted material can include audio on reels. |
| Post | Thumbnail URL | Media thumbnail URL. Only available on VIDEO media. |
| Post | Published at | ISO 8601-formatted creation date in UTC (default is UTC ±00:00). |
| Post | Shortcode | Shortcode to the media. |
| Post | Shared to feed | For Reels only. When true, indicates that the reel can appear in both the Feed and Reels tabs. When false, indicates that the reel can only appear in the Reels tab. |
Post: performance totals
| Group | Name | Description |
|---|---|---|
| Performance | Impressions | The number of times your posts, stories, reels, videos, and live videos were on screen, including in ads. |
| Performance | Reach | The number of unique accounts that have seen your content, at least once, including in ads. Content includes posts, stories, reels, videos, and live videos. Reach is different from impressions, which may include multiple views of your content by the same accounts. This metric is estimated and in development. |
| Performance | Engagements | The total number of post interactions, story interactions, reels interactions, video interactions, and live video interactions, including any interactions on boosted content. |
| Engagement | Likes | The number of likes on your post. |
| Engagement | Comments | The number of comments on your post. |
| Engagement | Saves | The number of saves of your posts, reels, and videos. |
| Engagement | Shares | The number of shares of your posts, stories, reels, videos, and live videos. |
| Performance | Visits (views) | The number of times your profile was visited. |
| Engagement | Follows | The number of accounts that started following you after engaging with your post. |
| Engagement | Profile actions | The number of actions people take when they visit your profile after engaging with your post. |
| Video | Video views | Total number of times the video IG Media has been seen. For album IG Media, the number of times all videos within the album have been seen. |
| Video | Reel views | 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. |
| Video | Reel unique views | Number of times the reels start to play after an impression is already counted. This is defined as video sessions with 1 ms or more of playback and excludes replays. Metric in development. |
| Video | Reel average view time (ms) | The average amount of time spent playing the reel. Metric in development. |
| Video | Reel total view time (ms) | The total amount of time the reel was played, including any time spent replaying the reel. Metric in development. |
Post: comment details review
| Group | Name | Description |
|---|---|---|
| Engagement | Likes | The number of likes on your post. |
| Engagement | Comments | The number of comments on your post. |
| Comment | Comment Id | IG Comment ID. |
| Comment | Comment author | Username of the Instagram user who created the IG Comment. |
| Comment | Comment text | IG Comment text. |
| Comment | Comment published at | ISO 8601 formatted timestamp indicating when IG Comment was created. |
| Comment | Comment likes | Number of likes on the IG Comment. |
| Comment | Comment media Id | ID of the IG Media upon which the IG Comment was made. |
| Comment | Comment replies | A list of replies (IG Comments) made on the IG Comment. |
Post: profile interactions breakdown
| Group | Name | Description |
|---|---|---|
| Account | Profile interaction type | Break down results by profile UI component that viewers tapped or clicked after viewing the app user's profile. Response values can be:
|
| Engagement | Profile actions | The number of actions people take when they visit your profile after engaging with your post. |
Story reports
All reports have same information about Story vand Instagram account name. Differences in metrics that returned for each report or specific breakdown available.
Common dimensions for Story reports
| Group | Name | Description |
|---|---|---|
| Account | Account name | Profile username. |
| Story | Story Id | Story ID. |
| Story | Caption | Caption. Excludes album children. |
| Story | Media product type | Surface where the media is published. Can be AD, FEED, STORY, or REELS. |
| Story | Media type | Media type. Can be CAROUSEL_ALBUM, IMAGE, or VIDEO. |
| Story | Thumbnail URL | Media thumbnail URL. Only available on VIDEO media. |
| Story | Media URL | The URL for the media. The media_url field is omitted from responses if the media contains copyrighted material or has been flagged for a copyright violation. Examples of copyrighted material can include audio on reels. |
| Story | Permalink | Permanent URL to the media. |
| Story | Published at | ISO 8601-formatted creation date in UTC (default is UTC ±00:00). |
| Story | Shortcode | Shortcode to the media. |
Story: performance totals (last 24 hours)
| Group | Name | Description |
|---|---|---|
| Performance | Impressions | The number of times your posts, stories, reels, videos, and live videos were on screen, including in ads. |
| Performance | Reach | The number of unique accounts that have seen your content, at least once, including in ads. Content includes posts, stories, reels, videos, and live videos. Reach is different from impressions, which may include multiple views of your content by the same accounts. This metric is estimated and in development. |
| Performance | Engagements | The total number of post interactions, story interactions, reels interactions, video interactions, and live video interactions, including any interactions on boosted content. |
| Performance | Visits (views) | The number of times your profile was visited. |
| Engagement | Shares | The number of shares of your posts, stories, reels, videos, and live videos. |
| Engagement | Follows | The number of accounts that started following you. |
| Engagement | Profile actions | The number of actions people take when they visit your profile after engaging with your post. |
| Engagement | Navigation actions | This is the total number of actions taken from your story. These are made up of metrics like exited, forward, back, and next story. |
| Engagement | Replies | The number of replies you received from your story, including text replies and quick reaction replies. |
Story: navigation by action type (last 24 hours)
| Group | Name | Description |
|---|---|---|
| Story | Navigation action type | Break down results by navigation action taken by the viewer upon viewing the media.
|
| Engagement | Navigation actions | This is the total number of actions taken from your story. These are made up of metrics like exited, forward, back, and next story. |
Story: profile interactions breakdown (last 24 hours)
| Group | Name | Description |
|---|---|---|
| Account | Profile interaction type | Break down results by profile UI component that viewers tapped or clicked after viewing the app user's profile. Response values can be:
|
| Engagement | Profile actions | The number of actions people take when they visit your profile after engaging with your story. |