Connector name:
Instagram Business

Table name:
USER_INSIGHTS

Column to add:
ORGANIC_VIEWS

Ideally, an additional PAID_VIEWS column should also be included, while keeping the existing VIEWS column as total views.

API documentation link:
https://developers.facebook.com/docs/instagram-platform/instagram-graph-api/reference/ig-user/insights/

Feature request description:

The VIEWS column in the Instagram Business connector’s USER_INSIGHTS table currently returns total views, including both organic and ad-driven views. We need to report organic views separately.

Meta Business Suite already displays this breakdown as:

• Total views

• From organic

• From ads

For example, for March 2026, the values displayed in Meta Business Suite were:

• Total views: 40,987,512

• From organic: 34,554,599

• From ads: 6,432,913

The Fivetran USER_INSIGHTS.VIEWS value for the same period was 40,987,511, confirming that the existing column represents total views.

Support suggested subtracting Instagram ad impressions obtained through the Facebook Ads connector as an interim workaround. However, this only provides an approximation because ad impressions and Instagram views use different counting methodologies.

Please add an ORGANIC_VIEWS column to USER_INSIGHTS so that the organic value shown in Meta Business Suite can be synced directly and reported accurately. Ideally, a corresponding PAID_VIEWS column or an organic/paid breakdown should also be provided.

The new metric should be available at the same daily granularity as the existing VIEWS column and support historical syncs.

Additional details: