General description
The total number of times media content was viewed across platforms, including both auto-play and click-to-play views. On Instagram, this includes all views across reels, posts, and stories.
Platform reach
Cross-platform
Platform
Instagram, Facebook
Alternative/specific description
-
Facebook
The total number of times Facebook content was viewed or displayed to a user. On Facebook, this metric corresponds to Meta's Page views. It replaced profile impressions in November 2025; the June 2026 reach update completes the retirement of profile impressions and paid profile impressions as unique reach metrics. See Facebook Metric Deprecation (November 2025) and Facebook Metric Deprecation (June 2026). -
Instagram
The total number of times Instagram content (reels, posts, stories) was viewed or displayed to a user. For post-deprecation updates, see the Media Views (Profile Level) section in Instagram Insights Metrics Deprecation (April 21, 2025) and Views Integration - Updated.
To learn more about how views are calculated for Facebook and Instagram, see How to Approach Instagram and Facebook Views and Impressions Data.
Organic or Boosted
Organic + Boosted (Instagram also supports Paid vs. Organic filtering, see note below)
Private or Public
Private (insights required)
Level
Profile
ADS
No
Instagram Paid vs. Organic split The Media Views (profile) widget supports filtering by Paid, Organic, or Total for Instagram.
Important: Dashboard only supports the Paid vs. Organic split for the Profile-level Media Views metric. All other metrics (Likes, Interactions, Comments, Shares, Saves, Reach) are not available with the paid/organic split in Dashboard and can only be accessed in Unified Analytics Dynamic or Preset Boards.
For full paid/organic analysis across all supported metrics, go to Unified Analytics > Social profiles > Instagram > Organic vs. Paid Profile Performance.