Last updated: 2026-11-12
Metrics
Metrics are the numeric values you can measure and aggregate from your Instagram data.Account
| Profile Followers | Total followers of the account (day by day). Use it for total followers; split by age range, gender or location (country/city) it gives the followers’ demographics. Field name: instagram_follower_demographicsType: metric MCP: Available |
| Views | Total number of times the account’s content (posts, reels and stories) was played or displayed during the selected period (its accumulated views). Field name: instagram_viewsType: metric MCP: Available |
| Profile reach | Number of unique accounts that saw the account’s content at least once during the selected period (its accumulated reach), including content from ads. For ranges over 30 days, 30-day periods are added up, so some accounts may be counted more than once. Field name: instagram_profile_reachType: metric MCP: Available |
| Profile new follows | Number of new accounts that followed the profile during the selected period. Field name: instagram_profile_new_followsType: metric MCP: Available |
| Media Engagement | Calculated engagement (likes plus comments) generated by feed and reels media. Field name: instagram_media_engagementType: metric MCP: Available |
| Media carousel engagement | Calculated engagement (likes plus comments) generated by carousel album posts. Field name: instagram_media_carousel_engagementType: metric MCP: Available |
| Profile Follows | Number of accounts the profile follows (“following”), not its followers. For total followers use instagram_follower_demographics. Field name: instagram_profile_follows_countType: metric MCP: Available |
| Profile media count | Total content the account has published since it was created (all-time, does not depend on the selected period). Use it for the account’s total content or total posts. Field name: instagram_profile_media_countType: metric MCP: Available |
Media
| Media count | Content (posts, reels…) published during the selected period. For the account’s all-time total use instagram_profile_media_count. Field name: instagram_media_countType: metric MCP: Available |
| Media paid impressions | Number of times the boosted (promoted) post was on screen. Field name: instagram_media_paid_impressionsType: metric MCP: Available |
| Media paid spend | Estimated total amount spent on boosting (promoting) the post. Field name: instagram_media_paid_spendType: metric MCP: Available |
| Media paid reach | Number of unique accounts that saw the boosted (promoted) post at least once. Field name: instagram_media_paid_reachType: metric MCP: Available |
| Media paid clicks | Number of clicks generated by the boosted (promoted) post. Field name: instagram_media_paid_clicksType: metric MCP: Available |
| Media paid post interactions | Number of engagement actions (post_engagement: likes, comments, shares and clicks) generated by boosting the post. Field name: instagram_media_paid_post_interactionsType: metric MCP: Available |
| Media paid link click | Number of clicks on links included in the boosted (promoted) post. Field name: instagram_media_paid_link_clickType: metric MCP: Available |
| Media paid like | Number of likes generated by boosting (promoting) the post. Field name: instagram_media_paid_likeType: metric MCP: Available |
| Media paid comment | Number of comments generated by boosting (promoting) the post. Field name: instagram_media_paid_commentType: metric MCP: Available |
| Media paid share | Number of times the post was shared as a result of boosting (promoting) it. Field name: instagram_media_paid_shareType: metric MCP: Available |
| Media paid video view | Number of video views generated by boosting (promoting) the post. Field name: instagram_media_paid_video_viewType: metric MCP: Available |
| Media like count | Number of likes on the media object. Field name: instagram_media_like_countType: metric MCP: Available |
| Media likes | Number of likes on the media object. Field name: instagram_media_likesType: metric MCP: Available |
| Media comments | Number of comments on the media object. Field name: instagram_media_commentsType: metric MCP: Available |
| Media comments count | Number of comments on the media object. Field name: instagram_media_comments_countType: metric MCP: Available |
| Media Reach | Number of unique accounts that have seen the media at least once. Field name: instagram_media_reachType: metric MCP: Available |
| Media Video Reach | Number of unique accounts that have seen the video media at least once. Field name: instagram_media_videwo_reachType: metric MCP: Available |
| Media saved | Number of times the media was saved by Instagram users. Field name: instagram_media_savedType: metric MCP: Available |
| Media Total Interactions | Number of likes, saves, comments and shares on the media, minus unlikes, unsaves and deleted comments. Field name: instagram_media_total_interactionsType: metric MCP: Available |
| Media Shares | Number of times the media was shared. Field name: instagram_media_sharesType: metric MCP: Available |
Stories
| Media story count | Number of stories published during the selected period. Field name: instagram_media_story_countType: metric MCP: Available |
| Story exits | Number of times people exited the story by tapping to leave it. Field name: instagram_media_story_tap_exitType: metric MCP: Available |
| Story taps forward | Number of taps to go forward/skip to the next story. Field name: instagram_media_story_taps_forwardType: metric MCP: Available |
| Story taps back | Number of taps to go back to the previous story. Field name: instagram_media_story_taps_backType: metric MCP: Available |
| Story swipe forward | Number of times people swiped forward past the story, moving on to the next account’s story. Field name: instagram_media_story_swipe_forwardType: metric MCP: Available |
| Story impressions | Total number of times the story has been seen. Field name: instagram_media_story_impressionsType: metric MCP: Available |
| Story reach | Number of unique accounts that have seen the story at least once. Field name: instagram_media_story_reachType: metric MCP: Available |
| Story replies | Total number of replies to the story. Field name: instagram_media_story_repliesType: metric MCP: Available |
Reels
| Media reels count | Number of reels published during the selected period. Field name: instagram_media_reels_countType: metric MCP: Available |
| Reels reach | Number of unique accounts that have seen the reel at least once. Field name: instagram_media_reels_reachType: metric MCP: Available |
| Reels average watch time | The average amount of time the reel was played. Field name: instagram_media_reels_avg_watch_timeType: metric MCP: Available |
| Reels video view total time | The total amount of time the reel was played, including replays. Field name: instagram_media_reels_video_view_total_timeType: metric MCP: Available |
| Reels crossposted views | Total number of times the reel was played, aggregated across Instagram and Facebook. Field name: instagram_media_reels_crossposted_viewsType: metric MCP: Available |
| Reels Facebook views | Total number of times the reel was played on Facebook. Field name: instagram_media_reels_facebook_viewsType: metric MCP: Available |
| Reels Engagement | Calculated engagement (likes plus comments) generated by reels. Field name: instagram_media_reels_engagementType: metric MCP: Available |
| Reels comments | Number of comments on the reel. Field name: instagram_media_reels_commentsType: metric MCP: Available |
| Reels likes | Number of likes on the reel. Field name: instagram_media_reels_likesType: metric MCP: Available |
| Reels views | Total number of times the reel has been played on Instagram. Field name: instagram_media_reels_viewsType: metric MCP: Available |
| Reels saved | Number of times the reel was saved by Instagram users. Field name: instagram_media_reels_savedType: metric MCP: Available |
| Reels shares | Number of times the reel was shared. Field name: instagram_media_reels_sharesType: metric MCP: Available |
| Reels total interactions | Number of likes, saves, comments and shares on the reel, minus unlikes, unsaves and deleted comments. Field name: instagram_media_reels_total_interactionsType: metric MCP: Available |
Posts
| Media posts count | Number of feed posts published during the selected period. Field name: instagram_media_posts_countType: metric MCP: Available |
| Posts comments | Number of comments on the feed post. Field name: instagram_media_posts_commentsType: metric MCP: Available |
| Posts likes | Number of likes on the feed post. Field name: instagram_media_posts_likesType: metric MCP: Available |
| Posts reach | Number of unique accounts that have seen the feed post at least once. Field name: instagram_media_posts_reachType: metric MCP: Available |
| Posts saved | Number of times the feed post was saved by Instagram users. Field name: instagram_media_posts_savedType: metric MCP: Available |
| Posts shares | Number of times the feed post was shared. Field name: instagram_media_posts_sharesType: metric MCP: Available |
| Posts total interactions | Number of likes, saves, comments and shares on the feed post, minus unlikes, unsaves and deleted comments. Field name: instagram_media_posts_total_interactionsType: metric MCP: Available |
| Posts Engagement | Calculated engagement (likes plus comments) generated by feed posts. Field name: instagram_media_posts_engagementType: metric MCP: Available |
Deprecated metrics
These metrics were retired by the platform. They are kept for historical reference and are not available in the MCP.| Profile impressions | Total number of times the account’s posts, stories, reels and videos were on screen, including impressions from ads. Deprecated by Meta in favor of ‘views’. Field name: instagram_impressionsType: metric MCP: Not available |
| Profile Email Contacts | Number of taps on the email button on the account’s profile. Deprecated by Meta. Field name: instagram_email_contactsType: metric MCP: Not available |
| Profile text message clicks | Number of taps on the text message button on the account’s profile. Deprecated by Meta. Field name: instagram_text_message_clicksType: metric MCP: Not available |
| Profile website clicks | Number of taps on the website link in the account’s profile bio. Deprecated by Meta. Field name: instagram_website_clicksType: metric MCP: Not available |
| Profile get directions clicks | Number of taps on the directions button on the account’s profile. Deprecated by Meta. Field name: instagram_get_directions_clicksType: metric MCP: Not available |
| Media video views | Number of times a video media object was viewed. Deprecated by Meta in favor of ‘views’. Field name: instagram_media_video_viewsType: metric MCP: Not available |
| Media Impressions | Total number of times the media object has been seen. Deprecated by Meta for media created after July 2, 2024. Field name: instagram_media_insight_impressionsType: metric MCP: Not available |
| Reels replays count | Number of times the reel was replayed. Deprecated by Meta. Field name: instagram_media_reels_replays_countType: metric MCP: Not available |
| Reels plays | Number of times the reel was played. Deprecated by Meta in favor of ‘views’. Field name: instagram_media_reels_playsType: metric MCP: Not available |
| Posts plays | Number of times the feed post’s video was played. Field name: instagram_media_posts_playsType: metric MCP: Not available |
| Posts Impressions | Total number of times the feed post has been seen. Deprecated by Meta. Field name: instagram_media_posts_insight_impressionsType: metric MCP: Not available |
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