Instagram Media views
Along with the deprecation of Instagram’s insights metrics (for details, see Instagram Insights Metrics Deprecation (April 21, 2025) and Views Integration), we’ve introduced a new Instagram metric into all Analytics products in Emplifi.
The name of the metric across Emplifi is media views.
Media views (Instagram): The total number of times Instagram content (reels, posts, stories) was viewed or displayed to a user.
Media views (cross-platform): The total number of times media content was viewed across platforms, including both autoplay and click-to-play views. On Instagram, this includes all views across reels, posts, and stories. On Snapchat and X, it includes views of videos, images, and GIFs.
The native Instagram name is views.
Post level definition: Total number of times Instagram media have been seen.
Profile level definition: The number of times your content was played or displayed. Content includes reels, posts, stories.
Media views - essentials
Media views is the new primary metric of Instagram data.
Scope
available only on owned profiles with insights (no public profiles)
works for any Instagram content (post, story, reel)
Data backfill
We are in the process of downloading all possible historical data from API (going back to approximately August 2024).
However, we are not able to download historical data for Stories. Stories exist only 24 hours in API therefore Meta does not provide any historical data.
Disclaimer on data consistency
Instagram metric is still in development and Meta does not guarantee the exactness of the metric. We are doing our best to match it as closely as possible, but we depend on data that Meta sends via API.
Overview
https://vimeo.com/1071900861/4b8c8fd863?share=copy
The new Media views will be available in the following Emplifi modules:
Dashboard
post level widget Media views (post) (existing, expanded to Instagram)
profile level widget Media views (profile)
Content widget (post level metric)
Content hub
Instagram media views metric is added into the Hub card, performance table, and post detail in the insights section. The sort-by feature is also available.
Unified analytics - Instagram boards
The media views metric will be added into assorted widgets in the following Instagram boards:
Social profiles -> Instagram -> Overview
Social profiles -> Instagram -> Time comparison
Social profiles -> Instagram -> Profile vs Profile
Social profiles -> Instagram -> Multicomparison
Social profiles -> Instagram -> Profile label multicomparison
Social profiles -> Instagram -> Profile vs profile label
Social profiles -> Instagram -> Content performance
Social profiles -> Instagram -> Story engagement
Unified Analytics - Boards Overview
Public API
Media views (profile level)
Media views (post level)
Custom metrics
Media views (post level) metric is added as new
Media views is already a part of the cross-platform media views for X and Snapchat
Available Custom Metrics Definitions