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
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
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)
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
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
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
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
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
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
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
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
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