Last updated: August 5, 2025
19 dimensions
28 metrics
This reference covers all available dimensions and metrics for Instagram Insights data through Detrics. Use this guide to understand what data you can extract and how to structure your queries.
Supported destinations:
Google Sheets
Looker Studio

​
Dimensions

Dimensions are the attributes you can use to segment and group your Instagram Insights data.

​
Account

Account ID


Field Name: account_id
Type: dimension
Username
The username of the Instagram account.

Field Name: username
Type: dimension
Website
The website link of the account.

Field Name: website
Type: dimension
Biography
The account’s biography.

Field Name: biography
Type: dimension

​
Account Metrics Breakdowns

Media Type
Break down results by the surface where viewers viewed or interacted with your account’s media. Can be: AD, FEED, REELS, STORY.

Field Name: account_media_product_type
Type: dimension
Follow Type
Break down results by followers or non-followers. Only compatible with metrics: Follows and Unfollows, Reach.

Field Name: account_follow_type
Type: dimension

​
Account Demographics

Country
Can’t be selected with other demographic dimensions. Combine with ‘Account Demographics’ metrics.

Field Name: country
Type: dimension
City
Can’t be selected with other demographic dimensions. Combine with ‘Account Demographics’ metrics.

Field Name: city
Type: dimension
Age
Can be combined with Gender. Combine with ‘Account Demographics’ metrics.

Field Name: age
Type: dimension
Gender
Can be combined with Age. Combine with ‘Account Demographics’ metrics.

Field Name: gender
Type: dimension

​
Media

Media ID
The unique identifier for this media item. You can use this ID to link organic and paid metrics from the Facebook Ads Integration.

Field Name: media_id
Type: dimension
Shortcode
Another unique identifier for the media item. You can find it the final part of the item’s permalink.

Field Name: shortcode
Type: dimension
Media Product Type
Wether the media item is a REELS item or FEED item. Feed items include: single image posts, carousel posts and video posts.

Field Name: media_product_type
Type: dimension
Media Type
Wether the media contains a video, an image or multiple images.

Field Name: media_type
Type: dimension
Permalink
The permanent link for the published media. It contains the shortcode which acts as another unique identifier.

Field Name: permalink
Type: dimension
Caption
The media item’s caption.

Field Name: caption
Type: dimension
Media URL
An URL to the media file of the publication.

Field Name: media_url
Type: dimension
Thumbnail URL
The URL of the published image or a snapshot of the video.

Field Name: thumbnail_url
Type: dimension
Date Published
The date where the media item was published.

Field Name: timestamp
Type: dimension

​
Metrics

Metrics are the numerical values you can measure and analyze from your Instagram Insights campaigns.

​
Account Lifetime

Followers
Total number of followers at the time the query is being executed. There’s no way of going to the past and checking the amount of followers.

Field Name: followers_count
Type: metric
Media Count
Total number of media items published at the time the query is being executed.

Field Name: media_count
Type: metric
Follows
Total number of followed accounts at the time the query is being executed.

Field Name: follows_count
Type: metric

​
Account Metrics (All Time)

Account Likes
The number of likes on your posts, reels, and videos. Compatible with Media Type breakdown.

Field Name: account_likes
Type: metric
Account Shares
Compatible with Media Type breakdown.

Field Name: account_shares
Type: metric
Account Saves
Compatible with Media Type breakdown.

Field Name: account_saves
Type: metric
Account Comments
Compatible with Media Type breakdown.

Field Name: account_comments
Type: metric
Account Total Interactions
The total number of interactions of posts, stories, reels, videos and live videos, including organic and paid.

Field Name: account_total_interactions
Type: metric
Account Profile Views
Total number of users who have viewed the your profile

Field Name: profile_views
Type: metric
Account Website Clicks
The number of times that the link to your website was tapped.

Field Name: website_clicks
Type: metric
Account Views
The number of times your content was played or displayed. Content includes reels, posts, stories.

Field Name: account_views
Type: metric

​
Account Metrics (Daily)

Account Reach
The number of unique accounts that have seen your content, at least once, including in ads. These metrics support both ‘All Time’ and ‘Daily’

Field Name: account_reach
Type: metric
Account Impressions (Deprecated)
The number of times your posts, stories, reels, videos and live videos were on screen, including in ads. (Replaced by ‘Account Views’ which is not compatible with daily breakdown)

Field Name: account_impressions
Type: metric

​
Account Demographics

Follower Demographics Count
Only valid with ‘Account Demographics’ dimensions. Counts the number of followers for each demographic dimension.

Field Name: follower_demographics
Type: metric
Reached Audience Demographics Count
Only valid with ‘Account Demographics’ dimensions. Counts the number of reached followers for each demographic dimension.

Field Name: reached_audience_demographics
Type: metric
Engaged Audience Demographics Count
Only valid with ‘Account Demographics’ dimensions. Counts the number of reached and engaged followers for each demographic dimension.

Field Name: engaged_audience_demographics
Type: metric

​
Account Follow Type

Account Follows And Unfollows
Only compatible with ‘Follow Type’ dimension.

Field Name: account_follows_and_unfollows
Type: metric

​
Media

Likes
Total amount of organic likes for the media. By media we mean: Reels, Image post, Video post or Carousel Post. This is a lifetime metric, i.e. it is not affected by the selected timeframe.

Field Name: likes
Type: metric
Comments
Total amount of organic comments for the media. This is a lifetime metric, i.e. it is not affected by the selected timeframe.

Field Name: comments
Type: metric
Saved
Total number of unique accounts that have saved the media object organically. This is a lifetime metric, i.e. it is not affected by the selected timeframe.

Field Name: saved
Type: metric
Impressions (Deprecated)
Total number of times the media item has been seen organically. This is a lifetime metric, i.e. it is not affected by the selected timeframe. (Replaced by the “Views” metric)

Field Name: impressions
Type: metric
Reach
Unique users that saw your publications organically. This is a lifetime metric, i.e. it is not affected by the selected timeframe.

Field Name: reach
Type: metric
Views
The number of times your content was played or displayed. Content includes reels, posts, stories. This is a lifetime metric, i.e. it is not affected by the selected timeframe.

Field Name: views
Type: metric

​
Reels

Reel Plays (Deprecated)
The number of times that your video starts to play after an impression has already been counted. This is defined as organic video sessions with 1 ms or more of playback and excludes replays. This is a lifetime metric, i.e. it is not affected by the selected timeframe. (Replaced by the “Views” metric)

Field Name: plays
Type: metric
Reels Average Watch Time
The average amount of time spent playing the reel. This is calculated by the watch time divided by the number of plays. (in seconds) This is a lifetime metric, i.e. it is not affected by the selected timeframe.

Field Name: ig_reels_avg_watch_time
Type: metric
Reels Total View Time
The total amount of time the reel was played, including any time spent replaying the reel. (in seconds) This is a lifetime metric, i.e. it is not affected by the selected timeframe.

Field Name: ig_reels_video_view_total_time
Type: metric

​
Videos

Video Views (Removed by Meta)
This metrics has been removed by Meta on January 2025. Store your historical data safely and create queries without this metric.

Field Name: video_views
Type: metric

​
Reels & Images

Shares
The number of organic shares of your reel or image post. This metric is not available for videos and carousels. This is a lifetime metric, i.e. it is not affected by the selected timeframe.

Field Name: shares
Type: metric