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How to Create a Monthly Instagram Report for Your Clients (Free Template)

Instagram Analytics

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How to Create a Monthly Instagram Report for Your Clients (Free Template)

Are you struggling to create Instagram reports for your clients?

Without a strategy and specific tools, this can be unbelievably hard sometimes.

This article will show you a step-by-step guide on how to design Instagram reports for your clients and what insights you need to include.

I've also included a free Instagram report template to help you save time and a lot of energy.

Let's start

Instagram analytics data and reports


  1. Define social media KPIs
  2. Establish the Instagram KPIs
  3. 11 Instagram metrics to include in monthly social media report:
  1. Add a detailed competitors audit
  2. Include actionable insights
  3. FREE report templates

1. Define social media KPIs

Social media KPIs help brands and individuals understand how well their campaigns or social media posts perform and whether they might need to change their strategy or not.

Before you start aggregating data and writing some actionable insights, think of the KPIs for the profiles you manage on behalf of your clients.

Instagram KPIs help you measure how effective a business is in achieving its set objectives on Instagram. It helps you know whether you are taking your client in the right direction.

Review your KPIs before starting writing a report ⇣

2. Establish the Instagram KPIs

  • Engagement

If you want to boost your client engagement on Instagram, you must know when and what to post.

For instance, if you post when most of your target followers are not active, you will get less engagement.

You need to know when your target audiences are active and post at that particular time.

Here are some actionable insights to help you increase engagement on Instagram:

  • Post up to 5 stories per day - this ensures a retention rate of over 70%.
  • Use carousel posts - When using all 10 carousel slides, the average engagement rate goes over 2%.
  • Write more extended captions - tell your brand's story; people love stories they can resonate with.
  • Engage with your community - when someone leaves you a comment, make sure you take your time and respond to them.
  • Go live - people get notified when your brand is live on Instagram, giving you more exposure.
  • Lead generation

One of the main goals of marketing a company on Instagram is to increase your leads.

The quality of leads you are generating will show you if your marketing strategies are working or you have to change something.


If you employ the right marketing techniques, then more people will click the link to your website and take the action that you ask them to.

If you want to generate more leads on Instagram, you must create engaging content that your followers can relate to.

You also need to include a compelling call to action that will make people click the link: link in bio, check the link in bio, more details in bio, comment below, save this post for later, etc.

Later's Instagram profile

  • Sales generation

Leads that don't translate to sales are not useful. Sales generation is significant, primarily if your client's Instagram account promotes products.

Remember that every month 130 million Instagram accounts tap on a shopping post to learn more about products.

With features like the checkout, users can buy a product they like without leaving the app.

Make sure you encourage your audience to explore your products by posting high-quality and engaging content, responding to everything, including a call to action, sharing Instagram stories, among many others.

Sephora's Instagram profile

  • Brand awareness

One of the most effective ways to increase brand awareness is by using branded hashtags.

Not only do Instagram posts with branded hashtags get more engagement, but they also make your post more discoverable.

Statistics have shown that posts with hashtags get around 13% more engagement than those that don't have.

Hashtags on Instagram can be compared to keywords on search engine optimization.

Now let's discover the most critical metrics you need to track every month.

2. 11 Instagram metrics to include in monthly social media report:

Once you have the KPIs established, dive deeper and add these Instagram metrics when reporting to clients:

Engagement rate by followers

The engagement rate by followers measures the number of people who have engaged with your postings.

Average engagement rate per post by followers is calculated as percentage of the sum the number of likes and comments that your post has received, divided by number of posts for a specific time range, all divided by number of followers.

How to calculate engagement rate by followers on Instagram

Engagement rate from a single post can help you determine what your followers prefer and things they don't.

This is very important because it will help you change your strategies and only post the content your audience can relate to and engage with most.

Engagement rate by reach

Another important metric is engagement rate by reach.

Average engagement rate per post by reach is calculated as percentage of sum of all your likes and comments divided by number of posts, all divided by reach.

Engagement rate by reach on Instagram

It is essential to calculate these two metrics to know how your client's account is performing.

This way, you will also know strategies that you need to implement to improve the engagement rate and engagement on reach.

If you're not good at math, there's always another solution. You can opt-out to use an analytics tool like Socialinsider, which calculates the engagement rates on Instagram and gives you insights into competitors' actions.

This is how the Socialinsider dashboard looks like

Top performing posts on Instagram

Measuring the most engaging posts helps you determine which posts are performing well on Instagram.

You can see which ones are performing by using the Instagram insights native app:

  • Step 1: Access Insights
  • Step 2: Tap on Content You Shared
  • Step 3: Filter them.

From here, you can select the:

  • Type of content: photos, videos, carousel
  • Metrics: comments, email, follows, impressions, likes, reach, comments, saves, video views.
  • Time period: last 7 or 30 days, 3 or 6 months, last year, last 2 years.

Take a look at the Instagram insights

Posts are crucial elements of Instagram. It is challenging to run a successful marketing campaign without them.

By correctly analyzing your top posts, you will know the types of content that your target audience prefers the most.

Instagram impressions

The impressions metric refers to the number of times your post/Stories/profile has been viewed during a selected period.

For example: if one person has seen your post 10 times, this will be counted as 1 reach and 10 impressions.

Instagram followers growth

The number of followers that your clients have determines how frequently your content appears on the user's feed section.

If you have more followers, then it means that your content is appearing more on the user feed.

The number of followers also determines the impact that your client brand has on Instagram users.

If you have more followers, then it means that your brand positively impacts many Instagram users. Slow follower growth means that you need to go back to the drawing board and re-strategize.

Followers growth is computed as a percentage between Total Followers Month 2 minus Total Followers Month 1 divided by the Total Followers of Month 1.

How to calculate followers growth on Instagram

You can extend this formula and apply it every month you’d like to measure.

It is important to mention here that the Instagram native app doesn’t give you this metric, but using Socialinsider, you'll see a chart showing you one of the most useful metrics for your strategy.

If the number of your followers is increasing, this means you are doing a great job.

The followers growth metris is very important

Instagram reach

Reach metric measures the percentage of your followers who have viewed your content.

Reach is different from impressions because it only counts the unique number of users who have seen your content.

For instance, if one user has seen your content five times, then it will only count as one as opposed to the impression, which will count as five.

  • Average reach rate per post

The average reach rate per post represents the average reach rate of ALL your posts published in a selected time period.

It is calculated as a percentage of number of unique accounts that have seen your postings divided by the number of followers for a specific time range.

Website clicks

Website taps are the number of taps on the website in your Instagram profile.

You can find this metric directly from the native app.

How many people clicked on your website link

Saves on Instagram

Saves are the number of saves that your post has gathered.

This metric is important because if someone saved your post, it means they found that information useful for them.

If the number of saves is high, keep up the great job, but if you have no saves - change something in your strategy.

How many people saved my photo

If you look at the above photos, you'll see that one of my posts got one save and the other 30.

Also, more people visited my profile after seeing this photo, engaged with it, and clicked the link on my website.

This means that I have to create more photos like the one that got 30 saves.

Story reach rate on Instagram

Just as its name suggests, story views measure the number of people who have viewed your stories on Instagram.

This metric will give you an insight into how users interact with the Instagram Stories you post on your client's Instagram account.

If there are fewer views and engagement, then it means that most users are not resonating well with your stories.

More views, on the other hand, means that most users are relating well with your Stories.

The information that you get from this metric can help you make necessary changes in your stories to improve user engagement.

The story reach metric is computed as a percentage by dividing the Stories' viewers by the total number of followers.

This is the formula for story reach rate

Story exists on Instagram

This metric shows how many people left your Story without watching it to the end.

Exits happen when:

  • Users closed Instagram while viewing your Story.
  • Users have clicked on the X on the top-right corner of your Story.
  • Users have swiped down returning on the feed.

These are the 3 ways you can use to Exit a Story on Instagram

4. Include a detailed competitors audit

Competitors audit is a concept that helps to identify and evaluate your competitor’s strategies to determine their strengths and weaknesses and compare them to the methods that you use.

If you want to take your clients' Instagram marketing plan to another level, it is crucial to conduct the competitor’s analysis.

It will help you know where your competitors are at the moment and what strategies they are using.

Here are four steps on how to do a competitors audit on Instagram:

  • Analyze your competitors' profiles

Crucial things to consider when analyzing your competitor’s followers include the number of followers they have, how their profile picture looks, the strategies they are using to market their business, and what they have written in their bio.

By analyzing your competitors' content profile, you will know their marketing strategies and what you need to do to outshine them.

  • Describe their profile, theme, bio, and CTA used

Carefully analyze your competitor's profile, bio, theme, and CTAs used and compare them with what you have for your client.

Research your competitors profiles

  • Analyze your competitors' content strategy

Important things to consider when analyzing your competitors' content strategy includes how they write and the type of content they post.

Analyze if they are using more video content, or maybe they are posting only images. Are they using Instagram Stories?

Answer all these questions and take a look at their engagement.

If their content has a high engagement rate, then it means that their writing style is appealing to users.

  • Identify the influencers your competitors are working with

Influencers play a significant role in determining the success of a business on Instagram. Take your time to determine the influencer that your competitors are working with and their impact on their business.

5. Include actionable insights

Your Instagram report will not be complete without actionable insights.

Collecting data is very important but is not enough.

Data without insight is worthless.

If you want to ensure that the job is well done for your client, you need to assign meaning to the collected data, and that is where actionable insight comes in.

Actionable insights help to drive change and influence future decision-making.

Insights work as a blueprint and describe what should be done and how it should be done to achieve success.

As a social media manager, you need to describe some actionable insights based on KPI and actions.

The report you give them should include actionable insights like:

  • If you want to increase your page followers, you have to post more carousel content.
  • If you want your followers to interact with your brand, you should start creating Instagram Stories
  • Set up to go live on Instagram once a month for creating a connection with your audience.
  • Make sure you use all Instagram features in 2021, including Reels and IGTV.

6. Free Instagram reports templates

Depending on your clients', they may want to see their social performance in PDF, PowerPoint, or Excel.

We're sharing Socialinsider’s report templates as a starting point for your reporting to help you out.

Download free excel template

Download free PowerPoint template

Final thought


Instagram is considered the best social media platform for business because of its ability to market your brand and help you connect with your target audience.

If you want your client's brand to thrive on Instagram, you need to track the performance monthly or quarterly, export the metrics into a presentation-ready report and showcase your results.

Tracking the right metrics will help you know how your client brand is performing, how your client's competitors are performing what they are up to, and strategies to implement to ensure that your client's brand performs well on Instagram.

Tracking Instagram metrics is a must for any social media manager who wants to run a successful marketing campaign for their client's brand.

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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.

How to Create a Monthly Instagram Report for Your Clients (Free Template)