ig-analytics

name	ig-analytics
description	Hourly Instagram analytics pipeline that pulls per-post and account-level insights from the Meta Graph API into Supabase, mirrors live values into a Notion dashboard, and runs a daily Claude routine that classifies each post into Outlier/Average/Underperformer tiers with a 2-3 sentence "why" note. Built for content creators who want feedback that compounds, not a vanity follower counter. Triggers on "ig analytics", "instagram analytics", "performance dashboard", "content analytics pipeline", "instagram graph api", "outlier post detection", "tier classification", "creator analytics".
allowed-tools	["Read","Write","Edit","Bash","Grep","Glob"]

IG Analytics - Per-Post Performance Pipeline

A hands-off content analytics rig for Instagram creators. Hourly cron pulls fresh insights, daily Claude routine grades every post against your own median, you wake up to a Notion view that tells you which post over-performed and why.

What it does

• Pulls per-post metrics (reach, views, watch time, skip rate, total interactions, etc.) from the Meta Graph API on an hourly cron
• Stores time-series snapshots in Supabase so you can chart growth curves, not just latest values
• Mirrors the latest snapshot into a Notion "Content Analytics" database, one row per post
• Once a day, runs a Claude routine that classifies every post into Outlier / Average / Underperformer / Untested via NTILE(5) on views, then writes a 2-3 sentence note explaining WHY each one landed there
• Optional: links analytics rows to a separate Script Library DB by matching Instagram Post URL, so you can correlate hooks/topics to outcomes

Why it exists

The Instagram-native dashboard shows "good views, bad follows" at the account level and not much else per-post. Once a post is older than 14 days, Insights goes cold.

If you want to actually learn from your content - which hook formats outperform, what your true median looks like, which posts are flukes vs replicable mechanics - you need your own data store and your own classifier. This is that.

The system is built around three principles:

1. Compare each post to YOUR median, not the platform's. A 50K-view post means nothing without context. A 50K-view post when your median is 8K is a 6x outlier you should reverse-engineer.
2. Watch time and skip rate are the most honest signals. Reach is what the algorithm gave you. Watch time is what real viewers did.
3. Tier classification is permanent, hindsight changes. NTILE re-runs daily, so as new posts come in, older posts may shift tiers. The Claude note explains why TODAY.

Architecture

                      ┌──────────────────────────────┐
                      │   Meta Graph API (v25.0)     │
                      │   per-media insights         │
                      │   account-level daily        │
                      └──────────────┬───────────────┘
                                     │ hourly
                                     ▼
                      ┌──────────────────────────────┐
                      │  Vercel cron                 │
                      │  /api/cron/sync-analytics    │
                      └──────────────┬───────────────┘
                                     │
                  ┌──────────────────┴──────────────────┐
                  ▼                                     ▼
        ┌──────────────────┐                  ┌──────────────────┐
        │   Supabase       │   best-effort    │     Notion       │
        │   (source of     │ ───── mirror ──▶ │   Content        │
        │   truth)         │                  │   Analytics DB   │
        └────────┬─────────┘                  └──────────────────┘
                 │
                 │ daily
                 ▼
        ┌──────────────────┐
        │  scripts/        │
        │  assess-         │   classify + write notes
        │  performance.ts  │ ◀──── Claude API
        └──────────────────┘

Setup walkthrough

Phase 1: Meta app + Instagram Business Account + long-lived token

You need an Instagram Business or Creator account linked to a Facebook Page. Personal IG accounts can't read insights via the Graph API.

1. Create a Meta developer app: go to https://developers.facebook.com/apps/, click "Create App", pick "Other" as app type, then "Business" as use case. Note your App ID and App Secret.

2. Add the Instagram Graph API product to your app. In the dashboard, "Add Product" → "Instagram Graph API".

3. Link your IG Business account to a Facebook Page. In the Instagram app, go to Settings → Account → Switch to Professional Account, then link to a Page you own.

4. Get a short-lived user access token with instagram_basic, instagram_manage_insights, pages_show_list, pages_read_engagement scopes via the Graph API Explorer (https://developers.facebook.com/tools/explorer/).

5. Exchange it for a long-lived (60-day) token:

   curl "https://graph.facebook.com/v25.0/oauth/access_token?grant_type=fb_exchange_token&client_id=$APP_ID&client_secret=$APP_SECRET&fb_exchange_token=$SHORT_LIVED_TOKEN"
   

6. Find your Page ID:

   curl "https://graph.facebook.com/v25.0/me/accounts?access_token=$LONG_LIVED_TOKEN"
   

   Save the numeric id for the page linked to your IG account.

7. Find your Instagram Business Account ID (optional, the pipeline derives this at runtime):

   curl "https://graph.facebook.com/v25.0/$PAGE_ID?fields=instagram_business_account&access_token=$LONG_LIVED_TOKEN"
   

The token expires every 60 days. Set a calendar reminder or write a refresh job. There is no auto-refresh in the Graph API for page tokens linked via the Business flow.

Phase 2: Supabase project + run migration

1. Create a project at https://supabase.com/dashboard. Pick the region closest to where your Vercel app deploys.

2. Open the SQL editor and paste in the contents of supabase/migrations/init.sql. Run it. This creates the 4 tables and 2 views with RLS enabled.

3. From your project's API settings, grab:

   • Project URL → SUPABASE_URL
   • service_role key → SUPABASE_SERVICE_ROLE_KEY (NEVER expose this to the browser)

The migration enables RLS with NO policies, so the service_role key bypasses everything and the anon key has zero access. That's intentional - your raw analytics shouldn't be web-readable. If you build a public dashboard, add explicit SELECT policies.

Phase 3: Notion Content Production Hub

1. Create an internal integration at https://www.notion.so/my-integrations. Save the secret as NOTION_TOKEN.

2. Create a new database called "Content Analytics" with these properties (column types matter):

   Property	Type
   Caption Excerpt	Title
   IG Media ID	Text
   IG URL	URL
   Posted At	Date
   Media Type	Select
   Media Product Type	Select
   Latest Reach	Number
   Latest Views	Number
   Latest Likes	Number
   Latest Comments	Number
   Latest Shares	Number
   Latest Saves	Number
   Latest Total Interactions	Number
   Avg Watch Time (s)	Number
   Total Watch Time (s)	Number
   Skip Rate	Number
   Snapshot Count	Number
   First Seen At	Date
   Last Synced At	Date
   Deleted At	Date
   Performance Tier	Select (options: Outlier, Average, Underperformer, Untested)
   Performance Notes	Text
   Tier Assessed At	Date
   Notes Assessed At	Date
   Notes Model	Text

3. Share the database with your integration ("..." menu → Connections → add your integration).

4. Get the datasource ID (NOT the database ID). Notion's API moved to a datasources model:

   curl -H "Authorization: Bearer $NOTION_TOKEN" \
        -H "Notion-Version: 2025-09-03" \
        "https://api.notion.com/v1/databases/$DB_ID/data_sources"
   

   The id of the first data_source is your NOTION_ANALYTICS_DATASOURCE.

5. (Optional) If you keep a separate Script Library DB and want analytics rows to auto-link, add an "Instagram Post URL" property (URL type) and "IG Media ID" property (Text) on it, then set NOTION_SCRIPT_DATASOURCE to its datasource ID.

Phase 4: Env vars

Copy config-templates/.env.example to .env.local at the root of your Next.js app. Fill in every value flagged REQUIRED. Pay extra attention to the three creator-context vars:

CREATOR_NAME="Your Name"
CREATOR_NICHE="one specific sentence"
CREATOR_AUDIENCE="one specific sentence"

Vague values produce vague Claude notes. Specific values produce notes you'll actually act on.

Phase 5: Deploy to Vercel + cron

1. Push the project to a Vercel-connected GitHub repo.

2. Add every env var from .env.local to your Vercel project's "Environment Variables" panel. Pick "Production" + "Preview" + "Development" so cron jobs and local dev both work.

3. Generate a cron secret:

   openssl rand -base64 32
   

   Set it as CRON_SECRET in Vercel. The route handler verifies the Authorization: Bearer ${CRON_SECRET} header on every cron call so randos can't trigger your sync.

4. The included vercel.json registers an hourly cron at 0 * * * *. Vercel reads this on deploy.

5. Run the one-shot 90-day backfill ONCE locally before flipping the cron live, or you'll start with empty history:

   node --env-file=.env.local --experimental-strip-types --no-warnings scripts/backfill-90-days.ts
   

   This takes ~2 minutes for a 90-day account at 1 req/sec throttle.

Phase 6: Daily Claude routine

The daily Creative Director routine reads ig_media_tiered, generates a 2-3 sentence note per post via Claude, and writes back to Supabase + Notion. You can run it three ways:

Option A: Manual - just run it when you remember.

node --env-file=.env.local --experimental-strip-types --no-warnings scripts/assess-performance.ts

Option B: Vercel cron - add a second entry to vercel.json:

{
  "path": "/api/cron/assess",
  "schedule": "0 13 * * *"
}

Then add a thin /api/cron/assess/route.ts that imports and runs the assess logic. Useful if you want fully autonomous operation.

Option C: Claude Code routine (recommended) - schedule a Claude Code routine that:

1. Reads prompts/creative-director-routine.md as its system prompt (with your CREATOR_* vars filled in)
2. Calls the assess script
3. Reads the Notion Content Analytics DB and writes you a one-screen morning brief

The third option is the most useful because Claude can also pattern-match across posts ("your last 3 outliers all started with a 2-second face-to-camera punch") instead of just rating them in isolation.

Use /loop or /schedule in Claude Code to wire it up.

Daily usage

Once the system's running, the Notion Content Analytics view is your source of truth. Sort by Tier Assessed At descending, filter to Performance Tier = Outlier, and read the notes. That's your daily editorial review in 5 minutes.

When a post's tier changes (e.g., a slow-burner that started Average and crossed into Outlier on day 8), the assess routine regenerates the note. Set manual_notes_override = true on the row in Supabase if you wrote a note yourself and don't want it overwritten.

Troubleshooting

Token expired (HTTP 190): long-lived tokens last 60 days. Re-exchange via the curl in Phase 1.5. Future-proof by writing a tiny refresh job that exchanges the existing long-lived token for a fresh one (yes, you can extend without re-auth as long as the token is still valid).

Per-media insights returning 400 with "metric does not support this type": Meta has been deprecating per-media metrics aggressively. As of v22+, clips_replays_count, ig_reels_aggregated_all_plays_count, follows, profile_visits, profile_activity, and navigation are all gone for REELS. The pipeline already excludes them. If a new metric breaks, remove it from REEL_METRICS in lib/instagram-analytics.ts.

Account-level metrics returning empty: account follower_count and reach time-series only return last-30-days. The pipeline chunks calls into 30-day windows automatically. If you see gaps, run scripts/refresh-account-daily.ts to re-fetch.

Notion writes failing silently: check that the integration is shared with the database. Also check property names match exactly - "IG URL" vs "ig_url" matters. Use scripts/remirror-notion.ts to re-push everything from Supabase after fixing.

Notion length should be ≤ 2000 error on emoji-heavy captions: the truncateCaption helper in lib/notion-analytics.ts uses Intl.Segmenter for grapheme counting, which handles this. If you see the error anyway, lower the maxGraphemes default from 80 to 60.

RLS errors on the dashboard: the migration sets security_invoker = true on the views and enables RLS on tables. The service_role key (which the cron uses) bypasses RLS. If you build a client-side dashboard with the anon key and queries return empty, that's expected - add explicit SELECT policies for whatever you want exposed.

Tier classification logic

Tiers are computed in the ig_media_tiered view, not in code. That way you can re-tune the math without redeploying:

case
  when posted_at >= now() - interval '48 hours' then 'untested'
  when ntile_bucket = 5 then 'outlier'      -- top 20% by views
  when ntile_bucket = 1 then 'underperformer'  -- bottom 20% by views
  else 'average'                             -- middle 60%
end

Posts under 48h old are always Untested - reach hasn't matured. Tiers are computed against ALL non-deleted posts older than 48h, so as your account grows, your bar rises automatically.

If you want a different split (e.g., top 10% as outliers), edit the ntile(5) and the bucket comparisons in supabase/migrations/init.sql.

Constraints (Meta API deprecations)

The Graph API has been aggressively pruning per-post metrics since 2024. Verified-deprecated for REELS as of v25.0:

• follows (per-post) - GONE
• profile_visits (per-post) - GONE
• profile_activity (per-post) - GONE
• navigation (per-post) - GONE
• clips_replays_count - REMOVED in v22+
• ig_reels_aggregated_all_plays_count - REMOVED in v22+
• content_views - FEED-only, never worked for REELS

For the account level:

• follower_count time-series only returns last 30 days
• reach time-series only returns last 30 days
• Both must be chunked into ≤30-day call windows

The pipeline accounts for all of these. If Meta deprecates more (they will), update REEL_METRICS and FEED_METRICS in lib/instagram-analytics.ts.

Reference: https://developers.facebook.com/docs/instagram-platform/reference/instagram-media/insights