Instagram has recently deprecated some older metrics and introduced new ones as part of their latest API update. These changes impact the data shown in Measure Studio.
This article will quickly walk you through what’s been removed and what’s new.
Overview of Deprecated Metrics
Initial Plays - On Instagram - Organic
Replays - On Instagram- Organic
Impressions - Organic
Impressions - Total
Story Impressions - Organic
Post Impressions - Organic
Engagement Rate - Organic (based on impressions)
Engagement Rate - Total (based on impressions)
Engagement Rate - Plays - Organic (based on impressions)
Stories Exit Rate - Organic (based on impressions)
Overview of New Metrics
Views - Total | Total views for the selected date range. Includes organic + paid activity. |
Views - Ads - Paid | The total number of views from advertising for the selected date range. Sourced from the Instagram account. |
Views - Organic | Total non-paid views for the selected date range. |
Views - Ads - Unknown Audience - Paid | Total views of advertisements by users whose follower status is unknown. Sourced from the Instagram account” |
Views - Ads - Followers - Paid | Total views of advertisements by followers of the content owner. Sourced from the Instagram account” |
Views - Ads - Non-Followers - Paid | Total views of advertisements by users who are not followers. Sourced from the Instagram account” |
Views - Carousel - Unknown Audience - Total | Total views of carousel posts by users whose follower status is unknown. |
Views - Carousel - Followers - Total | Total views of carousel posts by followers of the content owner. |
Views - Carousel - Non-Followers - Total | Total views of carousel posts by non-followers. |
Views - IGTV - Unknown Audience - Total | Total views of IGTV videos by users whose follower status is unknown. |
Views - IGTV - Followers - Total | Total views of IGTV videos by followers of the content owner. |
Views - IGTV - Non-Followers - Total | Total views of IGTV videos by non-followers. |
Views - Stories - Unknown Audience - Total | Total views of Stories by users whose follower status is unknown. |
Views - Stories - Followers - Total | Total views of Stories by followers of the content owner. |
Views - Stories - Non-Followers - Total | Total views of Stories by non-followers. |
Views - Photos - Unknown Audience - Total | Total views of photo posts by users whose follower status is unknown. |
Views - Photos - Followers - Total | Total views of photo posts by followers of the content owner. |
Views - Photos - Non-Followers - Total | Total views of photo posts by non-followers. |
Views - Reels - Unknown Audience - Total | Total views of Reels by users whose follower status is unknown. |
Views - Reels - Followers - Total | Total views of Reels by followers of the content owner. |
Views - Reels - Non-Followers - Total | Total views of Reels by non-followers. |
Initial Views - Paid | The number of initial views from advertising. Such ads may occur on both Instagram and Facebook depending on your ad campaign settings. Sourced from the Meta ads account API. |
Engagement Rate - Views - Total | The number of engagements per view or play for the selected date range. Includes organic + paid activity. |
Engagement Rate - Views - Organic | Total engagements per post view for the selected date range. |
Stories Exit Rate - Organic | Exits / Views |
Video Views - 25% - Paid | The number of times your video was played at 25% of its length as an ad. |
Video Views - 50% - Paid | The number of times your video was played at 50% of its length as an ad. |
Video Views - 75% - Paid | The number of times your video was played at 75% of its length as an ad. |
Video Views - 95% - Paid | The number of times your video was played at 95% of its length as an ad. |
Video Views - 100% - Paid | The number of times your video was played at 100% of its length as an ad. |
Reach - Ads - Unknown Audience - Paid | Total unique users reached by advertisements, where follower status is unknown. Sourced from the Instagram account” |
Reach - Ads - Followers - Paid | Total unique followers reached by advertisements. Sourced from the Instagram account” |
Reach - Ads - Non-Followers - Paid | Total unique non-followers reached by advertisements. Sourced from the Instagram account” |
Reach - Carousel - Unknown Audience - Total | Total unique users reached by carousel posts, where follower status is unknown. |
Reach - Carousel - Followers - Total | Total unique followers reached by carousel posts. |
Reach - Carousel - Non-Followers - Total | Total unique non-followers reached by carousel posts. |
Reach - IGTV - Unknown Audience - Total | Total unique users reached by IGTV videos, where follower status is unknown. |
Reach - IGTV - Followers - Total | Total unique followers reached by IGTV videos. |
Reach - IGTV - Non-Followers - Total | Total unique non-followers reached by IGTV videos. |
Reach - Stories - Unknown Audience - Total | Total unique users reached by Stories, where follower status is unknown. |
Reach - Stories - Followers - Total | Total unique followers reached by Stories. |
Reach - Stories - Non-Followers - Total | Total unique non-followers reached by Stories. |
Reach - Photos - Unknown Audience - Total | Total unique users reached by photo posts, where follower status is unknown. |
Reach - Photos - Followers - Total | Total unique followers reached by photo posts. |
Reach - Photos - Non-Followers - Total | Total unique non-followers reached by photo posts. |
Reach - Reels - Unknown Audience - Total | Total unique users reached by Reels, where follower status is unknown. |
Reach - Reels - Followers - Total | Total unique followers reached by Reels. |
Reach - Reels - Non-Followers - Total | Total unique non-followers reached by Reels. |