Home SMM A Guide to Instagram Analytics

A Guide to Instagram Analytics

by Sandra Iakovleva

Posting images for the sake of posting something is a shot in the dark. This works for independent artists and bloggers for whom analytics might just be unecessary.  When you are running a business, however, Instagram analytics is essential to your marketing strategy. It’s an interesting element to your page because you get unique insights into otherwise stored away information.

We’ll be looking at all the different aspects of Instagram analytics to help you make the most of it and integrate the insights to help you shape your next move. Analytics will help you in the long run, potentially answer questions you might have and give you a sense of direction.

Metics, insights, data – it can be overwhelming but relax, because you’re here learning more about it just like all the other marketers. Instagram analytics are free, all you need is to switch to a business account and use the tools available to you to start tailoring your Instagram marketing strategy.

List of metrics and insights

There are 28 metrics and insights made available with a business profile. Different brands will have different points of interest and insights they’d like to look at to help shape their strategy. As all businesses are different, we’ll be looking at each metric individually.

Profile analytics

Follower count:

In your analytics, you will able to see how many followers you gained, which is a good way to keep track of your follower growth.


With regular accounts, you just see how many people have liked your profile but with impressions, you get a little bit more in-depth knowledge. This metric tells you how many times users have viewed your posts.


Here, you will see how many accounts have visited your page. The two metrics will help you keep track of engagement to see how well your posts are doing.

Profile views:

People can land on your Instagram page from all sorts of channels, unique profile views are important if you want to find out how many people in turn started following you. This metric tells you how many times your account has been viewed in general. 

Website clicks:

Choose wisely the page you’re going to display on your account. This should be a link that tells your followers more about your business. It can be a landing page, recent blog posts or something else relevant. With website clicks, you’ll see how many times people have clicked on the link in your bio.

Image credit: Coschedule

Call clicks/ Email clicks:

Your business profile will have your contact information, a way for people to reach out to you directly. With this insight, you’ll see how many people have made that move to contact your business directly.


This is a basic count that is available on all your accounts. It’s a good idea to occasionally review your posts and  maybe archive ones that are no longer relevant. It’s simply the number of posts you have in your account.


If your page has been mentioned anywhere, it’s important to know. Keep track of who shares your page and for what purposes with this metric.

Branded hashtags:

Branded hashtags are a good way to engage your audience. If they have been reposted and used, you will find out here.

There are 3 main components you can track with profile analytics – your follower count and growth, the website clickthroughs and profile views. This is quite unique to the business accounts.

Audience analytics

Image credit: coschedule


Is your audience predominantly malel, female or equally balanced? Although it shouldn’t affect your strategy, it’s important for brands targeting specific audiences.


Age is an important aspect that can help you tailor your posts for your audience. You have a target audience in mind, but your age demographics might just reveal something completely different. This can help you with the style, aesthetics and tone of writing for your page.

Top locations:

Having access to this information, seeing where your followers are from, can help you decide what kind of content you should be posting. It’s also important if you want to host contests or have giveaways.

Followers – Hours:

The best time to post can be different from brand to brand. Your target audience can come from all over the world and knowing when specifically they’re online (and at what hours of the day) can help boost your posts.

Image credit: Coschedule

Followers – Days:

With this detail, you can find the ideal time of the week to post on your page based on what days of the week your followers are using the app most often. It will also help you determine how often you should post to make sure you’re not wasting your efforts.

These insights are key to understanding your audience demographics. You can tap into vital information about a detailed breakdown of your acquired audience to help you improve targeting.

Insights on Instagram posts


The impressions count for individual posts reveals the number of times the post has been  seen. This counts for direct viewing in the news feed. If anyone has looked at your post, it will count as an impression. This metric doesn’t reveal much about engagement but it’s a good one to keep an eye on.


Reach is not to be confused with impressions. Reach counts the number of accounts that have seen your post. This is different because if the same person views your post several times, it doesn’t reflect the success of your post.


Likes are a standard measurement under every post on Instagram. If you’re hosting ads, this number of likes can be very important.


Keep track of your comments. Whereas they come up in your regular Instagram page in no particular organized way, here you can see all of them for individual posts.


If people save your posts, they must really like them! This can help you tailor your marketing strategy based on seeing what accounts have saved your posts.


The number of unique accounts that have reacted to your post with likes, by saving them or commenting. Interaction with posts is very important as it helps you understand what kinds of responses people have to individual posts.  This covers likes, saves and comments.

Image credit: Business2community


These insights on the number of views for your video posts are important in that they help you understand if you are getting the responses and engagement that you’re striving for. You can use these tools to experiment with different posts to see how engagement changes and what is or isn’t effective.

Insights on Instagram Stories


Instagram Stories are relatively new, and it’s content that disappears after a period of time. Businesses can use this metric that tracks the number of Stories views to show events and interact with audiences about news and the latest happenings with their brand.


This metric is similar to the ‘Reach’ metric for your regular posts. This can tell you if Instagram Stories is working for you based on how many people saw the story.


Seeing exits tells you how effective your stories are and whether you’re relevant for your target audience.


As another form of interaction, replies shows you if people respond well to your Instagram Stories.

People insights:

More and more brands are adopting Instagram stories into their marketing strategy. This can be a fun tool for a brand to reach a wider audience and at the same time see how people are responding to your dissapearing content. You will get a sense of whether Instagram stories are worth the time and effort.

Insights on live views

Live viewers:

Shows the number of accounts watching your live video.


Shows the total number of accounts that saw your live video.

Live video could be a great way to engage your followers by showing them behind the scenes of your brand or company. People get intrigued by live videos and again, you will have insights as to how popular this medium is and whether it works for your brand.

How to read your Instagram analytics

Step 1: Go to your analytics summary

The preview will show you how many posts you have, average number of likes and comments. Here, you can see what types of posts perform better and how your engagement has changed. This is like a starting point for your analytics.

Image credit: thepreviewapp

Step 2: Go to monthly analytics

You will have a detailed summary for the day, week and the month. Check on every tab to get a better sense of what has been working and what hasn’t.

Image credit: thepreviewapp

Step 3: Look for spikes in analytics

Your monthly analytics will give you a good overview of your engagement as well as posts that provoked spikes. The main metrics to help you is comments and engagement. Do you notice a spike in your analytics? Take a look for further insights.

Image credit: thepreviewapp

Step 4: Tap on the spike

Tapping on the spike will take you to the engagement section. This will help you find patterns when analysing your posts. Keep an eye out for the types of posts (video or image) that engage more of your audience. Look at details like composition, general style and aesthetics. This should give you a holistic overview of the direction you need to be moving in with your Instagram marketing strategy.

Once you get a hang of how Instagram analytics works, and where to look for metrics, you can start really narrowing in on what has worked or hasn’t for your brand. If you’re just starting and recently made a switch to a business profile, your analytics will be available in a week. Post regularly, experiment and find out what you can do to engage your audience.

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