Field change Rolled out
A new metric, "Instagram Follows", is now available on the Insights report. It counts Instagram profile follows attributed to your ads, matching the "Instagram follows" column in Meta Ads Manager.
- Updated
- October 1, 2026
- Affected
- Insights report
- What to do
- No action required. Add Instagram Follows to your Insights extractions to start collecting it; existing extractions are unaffected until you add the field.
Meta reports the number of Instagram profile follows attributed to an ad as the
instagram_profile_follow field. Improvado's Facebook Ads connector now ingests it, so
a new Instagram Follows metric is available on the
Insights report.
What's new
- Instagram Follows: follows of your Instagram profile attributed to your ads. It is the same number Meta Ads Manager shows in the "Instagram follows" column, and it can be broken down by publisher platform, platform position and impression device.
Good to know
- Meta reports this metric from July 2025, so earlier dates show 0.
- Follows can also be attributed to Facebook placements, when someone sees the ad on Facebook and then follows your Instagram profile.
- Meta does not return the metric with the Comscore market, hourly, user segment or creative asset breakdowns. With those breakdowns the column stays empty.
How to start collecting it
Existing extractions do not get the field automatically. Add Instagram Follows to an Insights extraction. The extraction then reloads its history, so the new column is filled for past dates as well.