> For the complete documentation index, see [llms.txt](https://docs.coupler.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.coupler.io/sources/category/ppc/instagram-ads/data-overview.md). # Data Overview The Instagram Ads source gives you access to four entities: performance insights with granular breakdowns, and structural lists of your campaigns, ad sets, and ads. The most powerful entity is **Reports and Insights**, which lets you combine metrics and dimensions in a highly flexible way. ## Available entities | Entity | Best used for | | -------------------- | -------------------------------------------------------- | | Reports and Insights | Performance analysis, trend tracking, audience reporting | | List of Campaigns | Campaign inventory, status monitoring, budget review | | List of Ad Sets | Targeting and scheduling overview | | List of Ads | Creative-level tracking, ad status monitoring | ## Reports and Insights metrics #### Default metrics | Metric | Description | | ---------------------- | ------------------------------------- | | Amount Spent (`spend`) | Total ad spend for the period | | Impressions | Number of times your ads were shown | | Reach | Unique accounts that saw your ads | | Frequency | Average times each person saw your ad | | Clicks | Total clicks on your ads | | CPC | Cost per click | | CPM | Cost per 1,000 impressions | | CTR | Click-through rate | #### Additional metrics (selectable) | Metric | Description | | ------------------- | ------------------------------------------------------- | | Conversions | Actions completed as a result of your ad | | Cost per conversion | Spend divided by conversions | | Video views | Number of times video was played | | Video play rate | Percentage of impressions that resulted in a video play | | Engagement rate | Interactions relative to impressions | | Link clicks | Clicks specifically on your ad's link | | Outbound clicks | Clicks that take users off-platform | | Post reactions | Likes, loves, and other reactions | | Post comments | Comments left on your ads | | Post shares | Times your ad was shared | ## Breakdowns (dimensions) Breakdowns let you split your insights data by a wide range of attributes. You can select one breakdown group per report. #### Frequently used breakdowns | Breakdown | Use case | | ------------------------------------- | --------------------------------------------------- | | Age, Gender | Audience demographic analysis | | Country, Region | Geographic performance | | Publisher platform | Compare Instagram vs. Facebook vs. Audience Network | | Publisher platform, Platform position | Feed vs. Stories vs. Reels vs. Explore | | Impression device | Mobile vs. desktop performance | | DMA (Designated Market Area) | US regional targeting analysis | #### Action and conversion breakdowns | Breakdown | Use case | | ---------------------- | ------------------------------------- | | Action type | See what types of actions users took | | Action device | Which device drove the conversion | | Action destination | Where users landed after clicking | | Conversion destination | Final destination of converting users | #### Asset-level breakdowns | Breakdown | Use case | | ------------------------------ | --------------------------------------- | | Action carousel card ID / name | Performance by individual carousel card | | Image asset | Compare images in dynamic creative | | Video asset | Video-level performance | | Title asset, Body asset | Copy performance in dynamic ads | | Ad format asset | Format-level breakdown | ## Date range and aggregation options * Set a **start date** and **end date** using the date pickers to define your reporting window * **Split data by period**: Daily, Weekly, Monthly, or Totals only * **Attribution settings**: inherit from ad account, ad set, or set manually (1-day click, 7-day click, 28-day click, 1-day view, 7-day view, and more) ## Common metric combinations * **Audience report**: Spend + Impressions + Reach + CPC, broken down by Age + Gender * **Placement report**: Spend + CTR + CPC, broken down by Publisher platform + Platform position * **Geographic report**: Spend + Conversions + Cost per conversion, broken down by Country * **Creative report**: Impressions + CTR + Engagement rate, broken down by Image asset or Video asset ## Use cases by role {% tabs %} {% tab title="Marketers" %} * Track daily spend vs. performance across campaigns and ad sets * Compare Instagram placements (Feed, Stories, Reels) to see where your budget performs best * Build audience demographic reports by age and gender to validate targeting assumptions * Use Append in Coupler.io to combine Instagram Ads data with Facebook Ads or TikTok Ads for a full cross-channel view * Send insights to ChatGPT or Claude to generate performance summaries and optimization suggestions automatically {% endtab %} {% tab title="Finance teams" %} * Export monthly spend totals per ad account for budget reconciliation * Use the "Totals only" aggregation and a monthly split to produce clean spend reports * Join campaign-level data with CRM or revenue data in BigQuery to calculate true ROAS * Track frequency to flag campaigns that may be over-serving and burning budget inefficiently {% endtab %} {% tab title="Analysts" %} * Use multiple breakdowns (e.g., Country + Action type) to build attribution models * Pull List of Campaigns and List of Ad Sets alongside Insights and use the Join transformation to enrich performance data with campaign metadata * Use the Publisher platform breakdown to separate Instagram-specific performance from broader Meta placements * Export to Looker Studio or BigQuery for long-term trend analysis across date ranges {% endtab %} {% endtabs %} ## Platform-specific notes * Instagram Ads data is served through the **Meta (Facebook) Graph API** — so you connect via Facebook OAuth, not an Instagram login * You can only pull data from **ad accounts you manage** — public profile data and organic post insights are not available through this source * Some metrics are not available for all ad objectives — for example, video metrics only appear when your campaign includes video creatives * Deprecated metrics (such as older profile performance fields) may return empty or cause errors — check Meta's current API docs if a metric stops returning data * Filters use **Graph API syntax** — refer to the Coupler.io Help Center article for correct filter formatting * The **Publisher platform** breakdown will show data across Instagram, Facebook, and Audience Network if your campaigns run on multiple placements — use filters or the breakdown to isolate Instagram-only performance --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.coupler.io/sources/category/ppc/instagram-ads/data-overview.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.