Getting Started - Instagram Public Data

This guide covers the basic functionality of the Supermetrics Instagram Public Data connector, and gives examples of how to set up a query for Google Sheets, Google Data Studio, and Microsoft Excel.


Quick links to the sections below:

Google Sheets

Google Data Studio

Microsoft Excel

Further assistance

Basics:

Instagram Public Data connector is used to fetch public information from Instagram. This public information includes main metrics (follower and post amount) and posts of profiles that are publicly available, as well as posts posted with a certain hashtag.


Data Source Access Requirements:

To enable Supermetrics for Instagram Public Data, you must have a valid Facebook user account linked to an Instagram account (either Business or Creator profile) with a Manage Page user role level. 

To learn more, please refer to this guide:

- Manage roles on a shared Instagram account


Documentation:

The complete list of available fields (metrics and dimensions) for Instagram Public Data, can be found here.


Query types:

The data source offers three report types:

  • Profile info
  • Profile posts
  • Post search

Query type: Profile info

What does it do?

  • Returns the current amount of followers, follows, and posts for the account user search for.
  • Returns basic account info: name, username, Instagram ID, bio, profile pic URL, website link.


Can be used for, for example:

  • Follow development of follower amount of other accounts.*
  • Follow posting frequency of other accounts.*

*requires accumulation of data by scheduling and by using "Combine new results with old" feature


Known limitations

  • Data of accounts that are restricted, age-limited, or private cannot be fetched.
    • “Error: Invalid profile name XYZ” can mean that the account name is invalid OR that the account is restricted, age-limited, or private.
  • Historical data of account followers or post amounts cannot be fetched. However, you can use Append results and scheduled refresh features to gather data over time.


Query type: Profile posts

What does it do?

  • Returns posts of pages that are publicly available.
  • Post types include the following: image, video, carousel. Please note that stories, reels, and IGTV content is not supported.
  • Can fetch data from the past and from a selected time period. Can also be used to get data on posts that otherwise are geo-restricted.
  • Shows basic post metrics (likes, comments), and post URL, image URL (first image for carousel), post type, caption, etc together with profile info.


Can be used for, for example:

  • Follow new posts of multiple accounts, that are difficult to manage. 
  • Find and analyze top-performing posts of other accounts. (ie. what content type, hashtags, and captions are performing well).


Known limitations

  • Posts published on accounts that are restricted, age-limited, or private cannot be fetched.
  • Stories, reels, and IGTV content are not available.
  • Post like and comment metrics are attributed to the post creation date, not to the actual date of liking or commenting.

Query type: Post search


What does it do?

  • Allows you to search for posts tagged with a specific hashtag.
    • Hashtag can be either in the post caption or in as a comment. Hashtags can be added only by the original poster (so not by other users).
  • Post search has two query types: Top and Recent
    • Top returns a list of 100 top posts which are based on IG algorithm (so not based on most likes or comments exactly.
    • Recent returns a list of posts that are made within the last 24 hours and made with that hashtag.


Can be used for, for example:

  • Follow discussions happening with hashtags interesting to you.
  • Follow and store new posts done using specific hashtags.
  • Find other hashtags used together with a specific hashtag in popular posts.
  • Find which profiles are popular and are discussing using specific hashtags.

Known limitations

  • One Instagram profile can search max 30 hashtags within a rolling 7 day period. Having access to multiple profiles will increase the quota amount. 
    • If you have access to multiple profiles, we divide the searches evenly among these profiles. This means that if you have access to 2 profiles, you can search for 60 different hashtags during a 7 day period.
    • Reaching the quota limit will cause an error.
    • Querying with the same hashtag multiple times within the period only counts as 1 hashtag.
    • Hashtag limitation is tied to IG profile. It means that if you fetch posts with #marketing using Supermetrics profile, that counts as 1 used hashtag for all the users who have access to Supermetrics profile.
  • Post search returns only posts that are public and do not contain identifiable information.
  • Stories, reels, IGTV, and promoted/boosted media are not returned.
  • Post search doesn’t support emoji-hashtags.
  • Recent search returns only posts published within the last 24 hours (API limitation), and results are capped to 250 most recent posts. 
    • The limit of 250 posts was put on purpose to improve connector performance, but can be increased if we see there is high demand. 
  • Top search returns 100 top posts. Top posts are defined by Instagram (and not necessarily based on likes/comments) and can vary per query. Please see hashtag Top search in IG as a reference. 
    • The limit of 100 posts was put on purpose to improve connector performance, but can be increased if we see there is a need.
  • Username (or other info) of the posting account cannot be returned.


Other useful things to note:

  • Number of hashtags -metric shows the number of hashtags in the post caption (hashtags added in comments are not included).
  • Hashtags -dimension shows all the hashtags poster added to the post caption (hashtags added in comments are not included).
  • Matching hashtag -dimension shows which of the searched hashtags were found from the post caption. (hashtags added in comments are not included).


Google Sheets - Query Setup Example:

1. To authenticate the data source, please see:

How to Authenticate/Re-authenticate Instagram Public Data in Google Sheets, Google Data Studio & Microsoft Excel

2. Select query type and insert Instagram profile/s with commas or new lines. 

3. Select metrics. To see all metrics that can be fetched, please see Instagram Public Data documentation. To deselect a metric click on the X next to the metric's name. 

5. Split by dimensions. You can choose dimensions in rows and/or columns. To see all dimensions that can be fetched with Instagram Insights, please see Instagram Public Data documentation. To deselect a dimension click on the X next to the dimension's name. 

If you wish to split dimensions to rows, select number of rows and how to sort them (automatic etc.)


- If you wish to split dimensions to columns. Select number of columns and how to sort them (descending, alphabetical, reverse alphabetical, etc.). 

6. As a last step, click on Get Data To Table.

You have completed all the steps to setup a query. 


Further Reading

1. As optional, click on filter to filter your data. Select field, operator and insert the value to filter by. 

2. Select options to add additional features to your query.

- Highlight values with colours (green, red, etc.).

- Advanced settings: please see Advanced Settings for Google Sheets.

Google Data Studio - Query Setup Example:

1. To authenticate the data source, please see:

How to Authenticate/Re-authenticate Instagram Public Data in Google Sheets, Google Data Studio & Microsoft Excel

2. Select dimensions. To see all dimensions that can be fetched with Instagram Public Data, please see the documentation. To deselect a dimension click on the X next to the dimension's name. 

4. Select metrics. To see all metrics that can be fetched with Instagram Insights, please see the documentation. To deselect a metric click on the X next to the metric's name.

5. Sort how the data is shown. Choose the field you wish to sort wish and the order you want to use (ascending/descending).

6.Select default date range on auto or custom.

- To select a custom date, click on last 28 days. An automatic calendar bar will open, select a date on start date and end date and click apply.

To select a specific period (fixed, previoud period, previous year, none, advanced), click on the arrow on the right top corner.

You have completed all the steps to setup a query. 


Further Reading

1. As optional, click on add a filter to filter your data.


Google Microsoft Excel - Query Setup Example:

1. To authenticate the data source, please see:

How to Authenticate/Re-authenticate Instagram Public Data in Google Sheets, Google Data Studio & Microsoft Excel

2. Select query type and insert Instagram profiles. 

3. Select dates. Choose one date range (today, yesterday, last week, etc.).

- To select a custom date, you can either insert the date manually on start and end or select it from the calendar bar.

4. Select metrics. To see all metrics that can be fetched, please see Instagram Public Data documentation. To deselect a metric click on the X next to the metric's name.

5. Split dimensions by rows and/or columns.

- If you wish to split dimensions by rows, select number of rows and how to sort them (ascending/descending).

- If you wish to split dimensions by columns, select number of categories and how to sort them (descending/alphabetical).

6. As a last step, click on Get data

You have completed all the steps to setup a query. 


Further Reading

1. As optional, click on add filter to filter your data.

2. Select options to add additional features to your query.

- Replace blank metric values with zeroes.

- No header row.

- Show all time value values: please see What does the "Show all time values" do

- Custom, advanced settings: please see Advanced Settings for Google Sheets.


Further assistance 

If you followed all the above steps and you still encounter an error, please create a new support request with the details of the issue and we will assist you.


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