Instagram offers two different APIs for partner use. The legacy Instagram API, and the newer Instagram Graph API, which is actively developed and maintained.
Before January 1, 2020, Hootsuite Analytics retrieved data for both business and personal profiles from the legacy API. To start the new year, we’ve updated the data source for Instagram business profiles that have direct publishing enabled. Now we’re pulling data for those business profiles from the Graph API.
Because the Graph API does not support personal profiles, personal profile analytics, and analytics for business profiles without direct publishing enabled, continue to pull from the legacy Instagram API.
What this means for you
Changing the data source for business profiles with direct publishing will ensure the best and most accurate analytics experience. These profile connections will be more reliable. It also allows us to be more agile in the future, with the potential to develop new metrics for business profiles.
But, the new Graph API doesn't provide all the same information as the legacy API. So this change means some immediate impacts to Instagram analytics:
Metrics for business profiles with direct publishing will include only organic likes and comments
Likes and comments are displayed in the Post Performance section, and in the following metrics in analytics reports: Post Likes, Post Comments, Engagement, Post Tables, and Top Posts.
Reports will continue to show both organic and paid data before January 1, while data going forward will only include organic engagement.
Note that Instagram displays both organic and paid data for business profiles natively, so their likes and comments will no longer match Hootsuite.
The Post Video Views and Video Views Table metrics have been deprecated
These metrics have been deprecated for all Instagram profiles. They will still display data collected before January 1, 2020 in existing reports, but can no longer be added to new reports.
The ability to compare by Instagram filter will be deprecated
Until now, the following metrics could be compared by Filter: Inbound Messages, Posts, Post Comments, Post Likes, and Post Video Views. As of January 17, 2020, this option will be removed for all Instagram profiles, and any existing reports comparing by Filter have been set to ‘Compare by Account’ by default.