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About discrepancies in Instagram Insights data

Explore the tabs below to learn more about different types of discrepancies that you might encounter between Instagram Insights and your Supermetrics reporting.

Types of discrepancies

Follower split by demographic dimensions

Total reach might not always exactly equal the sum of the organic and paid reach metrics. This is because the unique impressions insight values are calculated independently.

The count of followers that are split by demographic dimensions (country, city, age, gender) might not exactly equal to the profile follower total. This is because not all users have defined these demographics for their account, so they’re not included in the split results.

There may also be some estimations happening to protect privacy, as seen with other demographic metrics on the Facebook API platform.

Media count on Data Studio scorecard

If media count data is queried with another media-related field, it won’t work. This impacts Data Studio scorecards.

Fortunately, there is a workaround for this: add a filter to exclude a certain media type, but write a type (or any string) that does not exist. This will effectively be read as a dimension in the query, and you will get the correct results in your scorecard.

Organic data

The Instagram Insights API only tracks organically generated values for most metrics. The API only reports organic interaction metrics; interactions on ads containing a media object are not counted. "Profile reach" and "Profile impressions" are exceptions to this. 

So if you look at the post interactions on the website or app, you could be seeing a total value that includes both paid and organic values. This won’t line up with the results returned by Supermetrics. 

Unfortunately, there's limited reporting for Instagram in its own platform to tell these apart.

If you need to track promoted or paid metrics, you will need to use our Facebook Ads data source instead, as Instagram Ads is embedded in Facebook Ads.

Post data older than 2 years

Metrics data older than 2 years may be removed from the Instagram Insights API. The removed data cannot be queried and unfortunately, this isn’t something Supermetrics is able to workaround.

Post/metrics data generated before converting to business account

Any posts/metrics generated before the account was converted into a business account will not be available. Only metrics and posts created after the account became a business account last will be available through the Insights API and can be requested by Supermetrics.


There are 2 types of discrepancies that can occur with reach data. 

You can only get reach values for 1-day, 7-day, or 28-day date ranges. If you pick a range outside of that, the connector will return "no data". 

When summing daily reach values, counts are checked for uniqueness daily, but not for the whole period. This too can lead to discrepancy.

Stories more than 24 hours old

Stories are only available for 24 hours, so special steps need to be taken to capture them before they disappear from the system. To fix this, you’ll have to store story data as historical data.

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