Data reference

This page documents the current Instagram Organic connector (v2). Existing widgets built on the earlier v1 connector continue to work, but v1 is hidden from new-connection flows.

Introduction

The Instagram Organic data source surfaces account-level and post-level organic performance for a connected Instagram Business or Professional account through the Meta Graph API (v22.0). It covers feed posts, reels, and — under one login mode — stories, alongside lifetime account signals such as follower count, profile views, and audience demographics. In the most common setup the Instagram account is linked to a Facebook Page that the connecting account administers (Facebook Login). An alternative Instagram Login mode is also supported with a narrower metric set and no story sync. Personal Instagram accounts are not supported. As an organic-social data source, engagement metrics, audience breakdowns, and post-level fields are standardized so widgets can aggregate alongside other sources without additional configuration. To connect this data source, see How to connect Instagram Organic to Adriel.

Data refresh strategy

Architecture data

The account and post hierarchy is refreshed daily at 8:00 PM UTC. On first connection, posts created within roughly the last three years (1,099 days) are retrieved, but only lifetime metrics are available for them — there are no historical daily values. Metrics accumulate in the cache from the connection date forward, and new posts appear after the next daily refresh.

Reports data

Report data is refreshed on the following schedules:

Lifetime account data — daily at 8:00 PM UTC.
Post data — daily at 8:00 PM UTC.
Story data — twice daily at 8:00 PM UTC and 8:00 AM UTC, under Facebook Login only. Instagram Login does not support story sync.
Daily page data — the initial fetch covers the last 90 days; each subsequent refresh updates the most recent 3 days at 6:00 PM UTC.

A manual refresh is also available from the connection page, limited to once per day.

Follower and audience metrics (follower count, demographics) have no historical backfill. Only daily snapshots are cached, starting from the day the connection is first established.

Architecture levels

Instagram account → Post (feed post / reel / story)

Date range limits

Some time breakdowns cap how far back a single report can reach:

Breakdown	Max range
Daily	93 days
Weekly	1 year

When a report’s date range exceeds the cap for the selected breakdown, data outside the range may be truncated.

Metrics

How to read the columns Data type uses this vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like reach is the literal Meta Graph API field name. Italic text describes how a value is produced when it doesn’t map cleanly to a single API field.

Reach & impressions

Metric	Description	Data type	API Key
Views	Total content views on the account.	Number	`views`
Reach	Unique accounts that saw the account’s content.	Number	`reach`
Total interactions	Sum of all interactions across content.	Number	`total_interactions`

Engagement

Metric	Description	Data type	API Key
Likes	Likes across the account’s content.	Number	`likes`
Comments	Comments across the account’s content.	Number	`comments`
Shares	Times content was shared.	Number	`shares`
Saves	Times content was saved.	Number	`saved`
Reposts	Reposts of the account’s content (Facebook Login only).	Number	`reposts`
Profile views	Views of the account profile.	Number	`profile_views`
Profile activity	Actions taken on the profile, such as link taps.	Number	`profile_activity`
Website clicks	Taps on the linked website.	Number	`profile_activity.bio_link_clicked`
Email contacts	Taps on the email button.	Number	`profile_activity.email`
Phone call clicks	Taps on the call button.	Number	`profile_activity.call`
Text message clicks	Taps on the text button.	Number	`profile_activity.text`
Get directions clicks	Taps on the directions button.	Number	`profile_activity.direction`

Profile & followers

Metric	Description	Data type	API Key
Follower count	Daily snapshot of total followers.	Number	`followers_count`
Follows	New follows in the period.	Number	`follows`
Unfollows	Lost follows in the period.	Number	`unfollows`
Lifetime follower count	Lifetime follower snapshot per demographic bucket.	Number	`follower_demographics`

Post-level metrics

Metric	Description	Data type	API Key
Post views	Views on the post.	Number	`views`
Post reach	Unique accounts reached by the post.	Number	`reach`
Post likes	Likes on the post.	Number	`like_count`
Post comments	Comments on the post.	Number	`comments_count`
Post shares	Times the post was shared.	Number	`shares`
Post saves	Times the post was saved.	Number	`saved`
Post total interactions	Sum of likes, comments, shares, and saves on the post.	Number	`total_interactions`
Post engagement	All engagement on the post.	Number	derived rollup of post interactions

Video & reels

Metric	Description	Data type	API Key
Reel plays	Total plays of the reel.	Number	`plays`
Reel reach	Unique accounts reached by the reel.	Number	`reach`
Reel likes	Likes on the reel.	Number	`like_count`
Reel comments	Comments on the reel.	Number	`comments_count`
Reel shares	Shares of the reel.	Number	`shares`
Reel saves	Saves of the reel.	Number	`saved`
Reel total interactions	Sum of interactions on the reel.	Number	`total_interactions`
Reel average watch time	Average time viewers spent watching the reel.	Duration	`ig_reels_avg_watch_time`
Reel total view time	Total time spent watching the reel.	Duration	`ig_reels_video_view_total_time`
Crossposted views	Views on the reel’s Facebook crosspost (Facebook Login only).	Number	cross-surface field (Facebook Login only)
Facebook views	Views from Facebook surfaces (Facebook Login only).	Number	cross-surface field (Facebook Login only)

Story metrics

Available under Facebook Login only.

Metric	Description	Data type	API Key
Story views	Views on the story.	Number	`story_insights.impressions`
Story reach	Unique accounts reached by the story.	Number	`story_insights.reach`
Story replies	Reply messages to the story.	Number	`story_insights.replies`
Story total interactions	Sum of story interactions.	Number	derived
Story navigation — back	Taps back to the previous frame.	Number	`story_insights.taps_back`
Story navigation — forward	Taps forward to the next frame.	Number	`story_insights.taps_forward`
Story navigation — exit	Story exits.	Number	`story_insights.exits`
Story navigation — next	Taps to the next account’s story.	Number	derived

Breakdowns

Account & post

Breakdown	Description	API Key
Post	The individual post, reel, or story.	`id`
Post type	Post format, such as feed, reel, or story.	`media_product_type`
Post date	Publish date of the post.	`timestamp`
Post text	Caption text of the post.	`caption`
Channel	Surface the content was published on.	standardized surface label

Follower demographics

Selecting any demographic breakdown returns only the lifetime follower count per bucket. Post-level engagement metrics cannot be broken down by audience demographics — a Meta API constraint (Instagram user insights reference).

Breakdown	Description	API Key
Age	Follower age bucket.	`follower_demographics`
Gender	Follower gender bucket.	`follower_demographics`
Country	Follower country.	`follower_demographics`
City	Follower city.	`follower_demographics`

Time & grouping

Meta returns daily records; Adriel groups them into these views for reporting, so all time-grouping options are Adriel-side aggregations of the same underlying daily data.

Breakdown	Description
Auto Time Breakdown	Automatically picks the best granularity for the date range.
Daily	Split reports by day.
Weekly (Start: Mon)	Split reports by week, starting Monday.
Monthly	Split reports by calendar month.
Quarterly	Split reports by calendar quarter.
Yearly	Split reports by calendar year.
No Grouping	Do not break down; return one aggregated row.
Datasource Name	Group by the Adriel data source name.

Limitations

No historical backfill for follower and audience metrics — follower count and demographics accumulate only from the connection date forward as daily snapshots.
Temporary content — stories and reels may contain missing or inaccurate fields.
Media expiry — associated media, such as images and videos, may expire once a post is no longer accessible through the API.
Older or unretrievable posts — delta values for very old posts (3+ years) or posts that became unretrievable (deleted, restricted, or shortlisted by the platform) are not recorded.
Story sync requires Facebook Login — stories sync only under Facebook Login, and only when the authorizing Page administrator has two-factor authentication enabled. Under Instagram Login, story metrics and a few cross-surface reel metrics (crossposted views, Facebook views) are unavailable.
Suppressed low counts — story insight values may be withheld or returned as a placeholder for very low counts.
Demographic breakdowns are narrow — a demographic breakdown returns only the lifetime follower count per bucket.

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Reach & impressions

Engagement

Profile & followers

Post-level metrics

Video & reels

Story metrics

Breakdowns

Account & post

Follower demographics

Time & grouping

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Reach & impressions

​Engagement

​Profile & followers

​Post-level metrics

​Video & reels

​Story metrics

​Breakdowns

​Account & post

​Follower demographics

​Time & grouping

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Reach & impressions

Engagement

Profile & followers

Post-level metrics

Video & reels

Story metrics

Breakdowns

Account & post

Follower demographics

Time & grouping

Limitations

API references

See also