Instagram Analytics: The Ultimate Guide

Anna Komok

Anna is the Head of Marketing and PR at HypeAuditor, the most accurate and in-depth Instagram and YouTube analytics tool on the market. She is passionate about influencer marketing and Instagram analytics.

Instagram is one of the most important social channels around, and any marketer not yet using it is missing out on something big. Over 15 million businesses are now using it as a marketing tool, but for it to be successful you must have a clear focus on Instagram analytics.

Analytics help to measure the success of your campaign by tracking valuable data and information to show how your brand is performing on Instagram and how you can improve results.   

In this guide, we’ll look at everything you need to know about Instagram analytics — from what metrics and insights are available to how to use them to boost your Instagram marketing.

Metrics and insights can be obtained from Instagram’s native analytics (Instagram Insights) or other analytic tools.

Metrics are split into two levels. Level- one metrics area data in its most basic form (e.g. number of followers and comments) and level-two metrics are more calculated data (e.g. follower growth and engagement rate).

Level-one Instagram Metrics

Profile analytics

  • Follower count: Total number of people following the account
  • Profile views: Number of times the profile has been viewed
  • Website clicks: Number of clicks through the website link in the profile bio
  • Call clicks / Email clicks: The number of taps to call or email your business
  • Posts: Number of Instagram posts on the account
  • Mentions: Total number of posts using the account handle
  • Branded hashtags: Number of posts with your branded hashtag

Audience insights

  • Gender: Gender of the followers
  • Age: Age distribution of the followers (13-17, 18-24, 25-34- 35-44, 45-54, 55-64, 65+).
  • Top locations: Top five cities and countries that the followers are located
  • Followers – Hours: Average time your followers spend on Instagram
  • Followers – Days: Which days your followers are most active

Posts (Photos or videos)

  • Impressions: Total number of times a post has been seen
  • Reach: Number of unique accounts that saw a post
  • Likes: Number of unique accounts that liked a post
  • Comments: Number of comments on a post
  • Saved: Number of accounts that saved a post
  • Engagement: Total number of unique accounts that liked, saved, or commented on a post. Read more about Instagram Engagement rate here.
  • Views: Number of views on a video post

Instagram Stories

  • Impressions: Number of times your story has been seen
  • Reach: Number of unique accounts that saw your story
  • Exits: Number of times someone stopped viewing and left your story
  • Replies: Number of replies to your story
  • People insights: List of accounts that have seen your story
  • Note: Analytics for Instagram Stories is not currently available outside of the Instagram app.

Instagram live videos

  • Live viewers at any given time: Number of accounts watching your video and who they are
  • Viewers: Number of users that saw any part of your video

Note: There is no analytics available for Instagram live videos at the moment. It’d be best to record down the numbers or take a screenshot right after your live stream.

Level-Two Instagram Metrics  

Use the metrics above to calculate level-two metrics and obtain more valuable performance indicators.

Level-two metrics are split into four types:

  1. Growth

Measure the increase or decrease of a particular metric. For example, measure follower growth to see how your follower count is changing over time.

(Metric at time 1 – Metric at time 2) / Metric at time 1

Use this to check follower growth, impression growth, reach growth, engagement growth, clicks growth, and replies growth

  1. Rate

Rate metrics give you a percentage to help you understand a particular metric in relation to another metric. For example, the engagement rate is the percentage of your followers that hhaveengaged with your Instagram post.

Metric (e.g. number of engagement on a post) / Follower count when the post was published

The common denominator used for this equation are follower count (i.e. per follower).

Use this for impression rate, engagement rate, view rate, click rate, exit rate, and completion rate.

  1. Average

Average metrics give you a benchmark for the general performance of your Instagram posts. For example, knowing your average likes per post helps you measure how well individual posts perform if they are above or below the average.

Sum of metric for a period (e.g. all the likes on the posts in January) / Number of posts in that time period

The common denominator to use is the number of posts (i.e. per post). But you can also use ta ime period (i.e. per day or per month). For instance, you could calculate the average number of viewers for your Instagram live videos on different days of the week to determine which day might be best to live stream on Instagram.

Use this for average comment, average engagement, average reach for Instagram Stories, and average viewers for Instagram live videos.

  1. Top

This isn’t a form of metrics but still valuable to help with your Instagram performance. By ranking your posts by the number of impressions, reach, engagement, or views they received, you can find out your top performing posts and attempt to repeat the success.

Work out your top post, top video, top 10 posts in terms of comments, and top 10 posts in terms of engagement.

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