Essential Instagram metrics and how to track them

29th November 2021

How effective is your Instagram marketing strategy? 

The only way to know is by tracking Instagram metrics that help you plan, execute, and optimize your social campaigns.

You can then obtain insights which you can use to inform the creation of better, more targeted content for your users. This video from Social Media Examiner explains how you can use Instagram metrics for new content development.

This quick guide will get you up and running with the most important Instagram metrics and the best ways to track them.

Let’s get started.

How can you see Instagram insights?

First, you need to upgrade your Instagram profile to a business account to be able to see Instagram insights.

The good news?

It’s free to upgrade your personal Instagram account to a business account. This only takes a few quick taps from within the settings menu. 

Upgrading to an Instagram business account gives you the following benefits:

  • Instagram insights – see key analytics data on how your posts are performing.
  • Additional contact information (phone number/email) 
  • Promoted posts

The only two restrictions that apply to an Instagram business account vs. a personal account are:

  • Your Instagram profile must be public, not private – this means your posts are not only sent to your followers but can be accessed by every user.
  • You cannot link multiple Facebook pages – each Instagram account can only be linked to one Facebook page.

How to use native Instagram insights

Now you’ve upgraded your account, you can now view your Instagram insights.

You should notice that a new analytics button is now available from your profile page.

Click this in the top right corner of your business profile to view your Instagram insights.

As you can see by default, Instagram takes you to the Activity tab. This tab contains your four key metrics: Profile Visits; Website Clicks; Reach; and Impressions.

Two of these metrics are self-explanatory: profile visits show how many users visited your Instagram profile in a specific time period; website clicks show how many users clicked on the link in your bio.

Top tip: Divide your clicks by your visits and multiply by 100 to get your Instagram profile click-through rate.

But what about reach and impressions I hear you ask?

Instagram impressions are a key metric, yet often misunderstood. Instagram defines this metric as “The total number of times that all of your posts have been seen.” This is actually a little misleading. A better definition of Instagram impressions is the number of times your posts have been served to users

When you post something or share a story, this may appear in another Instagram users feed. But it usually appears alongside other content. This is a crucial distinction because:

  • An impression does not mean a user has engaged (clicked or liked) your content
  • One Instagram user creates multiple impressions when viewing the same content multiple times

And reach?

Reach is simply the number of unique accounts that Instagram served your content to. If the same user is served your content multiple times this only increases your reach by one.

Audience insights

The audience tab provides demographic data about your users. This includes gender, age range, geographical location, and what times your followers are most active (which days and time of day).

Content insights

The metrics in the Content tab include post-specific insights from your feed, your stories, and paid campaigns. Here, you can see post-specific metrics such as reach, impressions or engagement. 

Instagram defines engagement as the number of likes added to the number of comments on a post.

You can also get insights for your Instagram stories. Click on a story to view metrics including:

  • Forward – the number of taps to see the next photo or video in your story
  • Back – the number of taps to see the previous photo or video in your story
  • Exited – the number of taps to leave your story
  • Replies – the number of replies to this photo or video in your story
  • Next Story – the number of taps to see the next account’s story

Is there a better way to track Instagram metrics?

Native Instagram insights are certainly an excellent place to start and they provide useful data. But one thing they are missing is a professional marketing dashboard. There is no way to use custom date ranges or define your own metrics.

And once your social output starts to grow, it can quickly get cumbersome to use Instagram insights to plan your social campaigns, as there is no way to view data across your other social profiles.

Anyone serious about social media marketing needs a dedicated social dashboard like Metigy that automatically creates insightful dashboards, giving you the data you need at a glance. Not only that, but you can easily define your own metrics and create your own charts. 

Metigy’s all-in-one social media management tool means you can stay organized and offer your users the best possible experience.

Learn more how Metigy can automate and optimize your social workflow here.

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