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Measure the Performance of Your Instagram Stories

Instagram Analytics

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Measure the Performance of Your Instagram Stories

As we all know, Instagram Stories disappear after 24 hours, but you can make sure they have a permanent impact on our audience.

How can you do this?

By understanding your Instagram Stories Analytics and learning how to measure your performance on Instagram Stories.

Measuring the key performance metrics is very important because it allows you to analyze Stories that drive the most engagement, tackle pain points, increase brand awareness, and segment your audience to deliver the right message to the right people.

I'm going to present you Instagram Stories Analytics and how to use it to improve your Instagram Stories experience.

Let's start!

Instagram Stories Analytics


The most important Instagram Stories metrics every marketer should follow

  1. The difference between reach and impressions
  2. How to improve your Stories interactions
  3. Understand your audience behavior
  4. Engagement on Instagram Stories
  5. Why is the discovery section important

1. The difference between reach and impressions


These two metrics are crucial and will help you estimate the size of your audience.

These days people are more willing to watch a Story than liking a simple picture on your feed. They want to see real people talking about real problems, showing real life.

So the big question is: what is the main distinction between reach and impression?

  • Reach represents the number of unique users that saw your Instagram Stories on any given day.

  • Impression represents the total number of times your stories have been viewed.

Note! In some cases, one person can view your stories three times. Therefore, if you post a story and reach two people who viewed it eight times, insight will reveal two reach and eight impressions.

In most cases, Instagram Stories usually have lower reach numbers and higher impressions. Your reach rate will depend on the size of your audience.

The difference between reach and impressions

Why is important to measure reach and impressions on Instagram Stories?

These metrics are essential because they will enable you to analyze the quality of stories and posting frequency.

For instance, if you notice a sudden drop in reach, it may be because your stories are bouncy or blurry and need to upgrade to give your audience the quality stories they are looking for.

It will also help you develop a pre-determined schedule of when to post your stories each day or week.

Our Instagram Stories Study reveals that both reach and impression rates increase to over 50% once viewers reach the 8th story per day, growing several percentages with each story.

Instagram Study

2. How to improve your Stories interactions


This metric indicates how your audience interacts with your Stories.

You can use many features to boost interaction rate: mention someone in your story, add location, use the questions sticker and poll, use hashtags, among many others.

Improve your Stories interactions

This metric will help you accurately assess how well your Stories perform in terms of interactions and engaging with your audience.

3. Understand your audience behavior

The completion rate 'lets you know how many people watch your entire Stories.' This metric applies to more than one Story uploaded on your business profile.

To calculate the completion rate, you need to apply some arithmetics or follow this formula: divide the number of viewers of your last Story by the number of people who saw your first post.

This metric tells you the number of individuals who have watched your Story from the start to the end. This feature is divided into four categories: taps back, taps forward, next Story, and exit.

  • Taps forward are the number of taps that your audience has made to see the next video or photos you posted in your story.
  • Taps back are the number of taps that your audience has made to see your previous video and photo in your story.
    The high number of taps forward is not so good. It indicates that your Story was not fun to watch or was not appropriately cropped.

It also means that your Story was too long, or your Story's composition was not so good. On the other hand, many taps back are a good indicator that people enjoyed watching your story and would even like to re-watch it.

  • Exits tell you how many users exited before the story ended. Many scenarios can cause exit. Some of these situations include user closing their Instagram app while viewing your story. The user moved to another story by swiping left, users clicking on the X button to cancel your story, and users swiping down to go back to the main feed section.

Understand your audience behaviour

According to our Instagram Stories and Stories Ads study, the highest exit rates happen within the first 3 stories, after which considerably fewer viewers drop off.

So make sure you create engaging Stories with a strong message.

Most exist

4. Engagement on Instagram Stories

The engagement on Instagram Stories is defined by the swipes-up and the number of replies.

Swipe up - when it comes to measuring ROI, one of the most valuable features to utilize is swiping up CTA.

You can use CTA Stories to share valuable content, link viewers to full stories, drive your audience to your online shop, or introduce new products to your audience.

Replies represent the number of DMs you've been received as a result of a Story. Just like the number of back taps, this is a good measure of positive engagement. A controversial story might get lots of angry messages too!

Stories replies

5. Why is the discovery section important

Just as the name suggests, this metric helps to indicate where your post was discovered or seen the most.

It also shows how many users that were not following you when they first saw the post were.
It includes metrics on impression and reflects the number of times that your story was discovered from a particular place within Instagram, including a search, user's home feed, a hashtag, location tag, or from your profile. Discovery metrics also include data on post reach and shows the number of unique accounts that saw your post.

Final thoughts

Are you using Instagram Stories? What metrics do you follow?
Let me know in the comments below, and make sure you read my handbook "Your Guide to Stories" - a handbook that will help you create Instagram, Facebook and LinkedIn Stories like a pro.


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Adina Jipa

Adina Jipa

co-founder @ Socialinsider

Making successful mistakes as a co-founder @socialinsider. I love writing about social media strategies, psychology & consumer behavior.

Measure the Performance of Your Instagram Stories
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