> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mastermetrics.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Instagram: Metrics

> Complete reference of the Instagram metrics in Master Metrics

> [!NOTE]
>
> **Last updated:** 2026-11-12

This reference covers the 68 metrics available for Instagram in Master Metrics. Use it to understand which data you can pull and how each field is named.

**Available in:** Dashboards · Reports · AI assistant · MCP

## 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_demographics` **Type:** 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_views` **Type:** 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_reach` **Type:** metric **MCP:** Available |
| Profile new follows | Number of new accounts that followed the profile during the selected period. **Field name:** `instagram_profile_new_follows` **Type:** metric **MCP:** Available |
| Media Engagement | Calculated engagement (likes plus comments) generated by feed and reels media. **Field name:** `instagram_media_engagement` **Type:** metric **MCP:** Available |
| Media carousel engagement | Calculated engagement (likes plus comments) generated by carousel album posts. **Field name:** `instagram_media_carousel_engagement` **Type:** 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_count` **Type:** 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_count` **Type:** 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_count` **Type:** metric **MCP:** Available |
| Media paid impressions | Number of times the boosted (promoted) post was on screen. **Field name:** `instagram_media_paid_impressions` **Type:** metric **MCP:** Available |
| Media paid spend | Estimated total amount spent on boosting (promoting) the post. **Field name:** `instagram_media_paid_spend` **Type:** metric **MCP:** Available |
| Media paid reach | Number of unique accounts that saw the boosted (promoted) post at least once. **Field name:** `instagram_media_paid_reach` **Type:** metric **MCP:** Available |
| Media paid clicks | Number of clicks generated by the boosted (promoted) post. **Field name:** `instagram_media_paid_clicks` **Type:** 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_interactions` **Type:** metric **MCP:** Available |
| Media paid link click | Number of clicks on links included in the boosted (promoted) post. **Field name:** `instagram_media_paid_link_click` **Type:** metric **MCP:** Available |
| Media paid like | Number of likes generated by boosting (promoting) the post. **Field name:** `instagram_media_paid_like` **Type:** metric **MCP:** Available |
| Media paid comment | Number of comments generated by boosting (promoting) the post. **Field name:** `instagram_media_paid_comment` **Type:** 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_share` **Type:** metric **MCP:** Available |
| Media paid video view | Number of video views generated by boosting (promoting) the post. **Field name:** `instagram_media_paid_video_view` **Type:** metric **MCP:** Available |
| Media like count | Number of likes on the media object. **Field name:** `instagram_media_like_count` **Type:** metric **MCP:** Available |
| Media likes | Number of likes on the media object. **Field name:** `instagram_media_likes` **Type:** metric **MCP:** Available |
| Media comments | Number of comments on the media object. **Field name:** `instagram_media_comments` **Type:** metric **MCP:** Available |
| Media comments count | Number of comments on the media object. **Field name:** `instagram_media_comments_count` **Type:** metric **MCP:** Available |
| Media Reach | Number of unique accounts that have seen the media at least once. **Field name:** `instagram_media_reach` **Type:** metric **MCP:** Available |
| Media Video Reach | Number of unique accounts that have seen the video media at least once. **Field name:** `instagram_media_videwo_reach` **Type:** metric **MCP:** Available |
| Media saved | Number of times the media was saved by Instagram users. **Field name:** `instagram_media_saved` **Type:** 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_interactions` **Type:** metric **MCP:** Available |
| Media Shares | Number of times the media was shared. **Field name:** `instagram_media_shares` **Type:** metric **MCP:** Available |

### Stories

| | |
| - | - |
| Media story count | Number of stories published during the selected period. **Field name:** `instagram_media_story_count` **Type:** metric **MCP:** Available |
| Story exits | Number of times people exited the story by tapping to leave it. **Field name:** `instagram_media_story_tap_exit` **Type:** metric **MCP:** Available |
| Story taps forward | Number of taps to go forward/skip to the next story. **Field name:** `instagram_media_story_taps_forward` **Type:** metric **MCP:** Available |
| Story taps back | Number of taps to go back to the previous story. **Field name:** `instagram_media_story_taps_back` **Type:** 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_forward` **Type:** metric **MCP:** Available |
| Story impressions | Total number of times the story has been seen. **Field name:** `instagram_media_story_impressions` **Type:** metric **MCP:** Available |
| Story reach | Number of unique accounts that have seen the story at least once. **Field name:** `instagram_media_story_reach` **Type:** metric **MCP:** Available |
| Story replies | Total number of replies to the story. **Field name:** `instagram_media_story_replies` **Type:** metric **MCP:** Available |

### Reels

| | |
| - | - |
| Media reels count | Number of reels published during the selected period. **Field name:** `instagram_media_reels_count` **Type:** metric **MCP:** Available |
| Reels reach | Number of unique accounts that have seen the reel at least once. **Field name:** `instagram_media_reels_reach` **Type:** metric **MCP:** Available |
| Reels average watch time | The average amount of time the reel was played. **Field name:** `instagram_media_reels_avg_watch_time` **Type:** 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_time` **Type:** 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_views` **Type:** metric **MCP:** Available |
| Reels Facebook views | Total number of times the reel was played on Facebook. **Field name:** `instagram_media_reels_facebook_views` **Type:** metric **MCP:** Available |
| Reels Engagement | Calculated engagement (likes plus comments) generated by reels. **Field name:** `instagram_media_reels_engagement` **Type:** metric **MCP:** Available |
| Reels comments | Number of comments on the reel. **Field name:** `instagram_media_reels_comments` **Type:** metric **MCP:** Available |
| Reels likes | Number of likes on the reel. **Field name:** `instagram_media_reels_likes` **Type:** metric **MCP:** Available |
| Reels views | Total number of times the reel has been played on Instagram. **Field name:** `instagram_media_reels_views` **Type:** metric **MCP:** Available |
| Reels saved | Number of times the reel was saved by Instagram users. **Field name:** `instagram_media_reels_saved` **Type:** metric **MCP:** Available |
| Reels shares | Number of times the reel was shared. **Field name:** `instagram_media_reels_shares` **Type:** 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_interactions` **Type:** metric **MCP:** Available |

### Posts

| | |
| - | - |
| Media posts count | Number of feed posts published during the selected period. **Field name:** `instagram_media_posts_count` **Type:** metric **MCP:** Available |
| Posts comments | Number of comments on the feed post. **Field name:** `instagram_media_posts_comments` **Type:** metric **MCP:** Available |
| Posts likes | Number of likes on the feed post. **Field name:** `instagram_media_posts_likes` **Type:** metric **MCP:** Available |
| Posts reach | Number of unique accounts that have seen the feed post at least once. **Field name:** `instagram_media_posts_reach` **Type:** metric **MCP:** Available |
| Posts saved | Number of times the feed post was saved by Instagram users. **Field name:** `instagram_media_posts_saved` **Type:** metric **MCP:** Available |
| Posts shares | Number of times the feed post was shared. **Field name:** `instagram_media_posts_shares` **Type:** 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_interactions` **Type:** metric **MCP:** Available |
| Posts Engagement | Calculated engagement (likes plus comments) generated by feed posts. **Field name:** `instagram_media_posts_engagement` **Type:** 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_impressions` **Type:** 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_contacts` **Type:** 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_clicks` **Type:** 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_clicks` **Type:** 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_clicks` **Type:** 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_views` **Type:** 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_impressions` **Type:** metric **MCP:** Not available |
| Reels replays count | Number of times the reel was replayed. Deprecated by Meta. **Field name:** `instagram_media_reels_replays_count` **Type:** 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_plays` **Type:** metric **MCP:** Not available |
| Posts plays | Number of times the feed post's video was played. **Field name:** `instagram_media_posts_plays` **Type:** 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_impressions` **Type:** metric **MCP:** Not available |

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