12 Instagram Metrics To Reconsider If You Want To Grow Your Audience And Drive Traffic


| Instagram Analytics | Adina Jipa

Instagram is a powerful tool to market your brand.

If you focus on achieving Instagram goals of growing your audience, and of driving traffic to your page, you will successfully build your brand.

However, achieving these Instagram goals has not been a walk in the park for many people. To achieve these goals, you need to focus on some Instagram metrics that would come in handy in helping you succeed in the marketing your brand.

Why are you using Instagram for your business? Today, I'll discuss with you about 12 Instagram metrics and how they would help you succeed in your Instagram marketing adventure.

Let's kick it off!

12 Instagram Metrics To Reconsider If You Want To Grow Your Audience And Drive Traffic


What's in this article:

10 Instagram metrics you should follow to grow your audience on Instagram

  1. Followers growth rate
  2. Engagement reports
  3. Impressions
  4. Reach
  5. Top posts
  6. Active hours
  7. Active days
  8. Profile visits
  9. Tags on branded hashtags
  10. IGTV performance

Instagram Metrics you should follow if you want to drive traffic
11. Stories performance
12. Profile links


10 Instagram metrics you should follow to grow your audience on Instagram


#1. Followers growth rate


Tweet this πŸ‘‰ The number of followers on Instagram pages does not directly translate to how successful the page is.

Successful pages have a huge following on Instagram. However, you should not focus on the number of followers, but the rate at which the number of your followers is growing.

If the rate is high and consistent, it is clear that you are using the right tactics to gain and retain an audience.
If you merely focus on the number of followers, you may be focusing on vanity. Some followers will unfollow you day in day out.

Focus on your followers' growth rate to increase your audience, who might also be potential customers.

Vanity metrics vs. Clarity metrics

πŸ‘‰ Where do I find this metric? Instagram analytics tools such as Socialinsider, Iconosquare, Smartmetrics.

#2. Engagement reports


How often and how many likes, comments and reposts do you get on your posts? If you engage your followers, if you establish a consistent Instagram theme with their needs, they will feel at home, and the chances of them being loyal to your brand are increased.

To gauge whether or not your engagement evolution is okay, or whether it is increasing, you need to do some calculations.

Take the average number of likes and comments your posts have acquired in a period of one month. After calculating the sum, divide it with the number of followers you have. The answers will give you a clear picture of whether your engagement evolution is moving towards the right direction.

Tweet this πŸ‘‰ Always look at the clarity metrics for your business on Instagram, don't stick with the surface-level metrics.

How top USA beauty brands perform on Instagram

πŸ‘‰ Where do I find these metrics? Instagram native app, Instagram analytics tools.

#3. Impressions


Impressions imply how often or how many times your posts were shown to Instagram users. It can be posted on the Instagram feed or your post on Instagram stories.

If your reach is higher than your impressions, it implies that your followers are viewing your content severally. Posts with a higher impressions-to-reach ratio imply that the content strategy is doing well.

If your posts are performing well, you increase your chances of acquiring new audience.

πŸ‘‰ Where do I find this metric? Instagram native app, Instagram analytics tools such as Socialinsider or Smartmetrics.

#4. Reach


To maximize your brand awareness, ensure you focus on this Instagram metric. Reach refers to the number of unique users who get to see your posts.

Whenever you post something on your Instagram feed, not all your followers will be reached. There are those followers who will rarely be reached. Reach informs you how many unique followers are attracted by your posts.

Publish relevant posts, engage as many users as you can, and post regularly to increase your reach.

Reach & impressions on Instagram

πŸ‘‰ Where do I find this metric? Instagram native app, Instagram analytics tools such as Socialinsider or Smartmetrics.

#5. Top posts


Understand why your top posts are performing. Is it because you're using people or your cat in posts? Are you using a specific number of hashtags?

Top posts - Socialinsider dashboard

πŸ‘‰ Where do I find this metric? Instagram native app, Instagram analytics tools such as Socialinsider or Smartmetrics.

#6. Active hours


It is important that you learn which hours the majority
of your audience is active.

If your audience consists of people between 18 and 25 years, you may conclude that the audience is most probably active in the night hours. However, you may want to post on different hours to gauge when exactly your audience is active.

πŸ‘‰ Where do I find this metric? Using the Instagram native app.

#7. Active days


There are days that your audience will be active, and there are days that they will not be active. Generally, Monday has been found to be the most active day for most Instagram users, and Sunday the most inactive.

It is ideal to post on the active days, for you will get more
audience, and get to keep in touch with the old ones.

How to access the most active days / hours using the Instagram native app

πŸ‘‰ Where do I find this metric? Using the Instagram native app.

#8. Profile visits


Profile visits determine how many profiles have visited your page in the last one week. You may want to increase the number of profiles that visits your page, because this way, you may get to increase your number of followers.

To increase the number of profiles visiting your page, you
may have to use branded, and popular, but relevant hashtags.

Besides, sponsoring your page may also be a good way to help increase the number of profiles visiting your page.

πŸ‘‰ Where do I find this metric? Using the Instagram native app.

#9. Tags on branded hashtags


Hashtags on Instagram are an important marketing tool to use. Hashtags are like the SEO keywords for Instagram.

If you use branded hashtags, you increase your chances of popping up as top posts when the hashtags are searched.

Better still, you could encourage your customers to use
your branded hashtags. This way, the customers will be marketing your brand to their followers.

If you expertly use hashtags, your audience will increase, thanks to their powerful ability to expose you to the target audience.

Use hashtags in Stories

πŸ‘‰ Where do I find this metric? Using the Instagram native app.

#10. IGTV performance


IGTV, a feature that enables you to post and watch
longer videos is an ideal way to market your brand using videos.

Normally, posting videos longer than a minute can be tricky. However, this tool enables you to post longer videos.

Create an IGTV channel, and posts behind-the-scenes videos of your brand. Post any other relevant, yet interesting videos that would promote your brand.

If you effectively use this tool, you will gradually increase your audience, because it increases your capability of growing your audience on Instagram. People who will follow your IGTV channel will become followers for your account too.

How J.Crew is using IGTV

πŸ‘‰ Where do I find this metric? Using the Instagram native app.

Instagram Metrics you should follow if you want to drive traffic


11. Stories performance


You can add links in Stories if you have a verified business account or more than 10k followers.

Recently, Instagram said that all users can now apply for verification in-app.

To be verified, an account must comply with Instagram’s Terms of Service and Community Guidelines. We will review verification requests to confirm the authenticity, uniqueness, completeness and notability of each account. - said Instagram.

To help drive traffic to your page, your Stories have to be engaging, and interesting.

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.

One of the most valuable feature to utilize is swipe up CTA.

Tweet this πŸ‘‰ Since this incredible feature was introduced, according to Swat.io swipe-through-rate range between 15-25% which is good conversion rate for any Instagram marketers.

To help you determine how your Stories performed, you may want to focus on the following aspects and metrics:

  • Taps forward - implies the number of times profiles tapped to skip the next piece of the story you. This implies that they are not interested in viewing the next piece of your story, probably because the previous piece was not interesting or engaging to them.

  • Taps back - is the number of times profiles tapped back, so that they can get to see the piece of the story they already viewed once more. This implies that they were intrigued by that what part of the story. You may want to have this increased.

  • Replies - is the number of times people sent you direct message from your Stories. You may also want to increase this, because it clearly draws traffic to your page, and also increases the engagement between you and your audience.

  • Swipe away implies to the number of times profiles swiped to move to the next account’s Stories.

  • Exits is the number of times profiles left your stories and went back to their Instagram feed.

How-Asos-are-using-Instagram-Stories

πŸ‘‰ Where do I find this metric? Using the Instagram native app or Instagram analytics tools such as Socialinsider or Smartmetrics.


The links on your bio have a capability of helping you build your brand. But first, if people do not visit your profile, they may not get to see the link on your bio.

Make sure you optimize your content with CTA links. Insert a CTA link in the bio section of your Instagram account. Your link should clearly communicate why users should open it, and what they receive as a result.

You can also create daily/weekly posts promoting your campaign, with the same CTA.

Add CTA in bio

πŸ‘‰ Where do I find this metric? Using the Instagram native app or Instagram analytics tools such as Socialinsider or Smartmetrics.

Final thought


In conclusion, if you want to succeed in using Instagram as your marketing tool, you will have to focus on the above discussed Instagram metrics.

If you expertly use the above metrics to drive traffic to your page, and acquire a larger audience, you will successfully propel your brand to the next level.

Your turn. What Instagram metrics do you follow and why?

πŸ“· by @mothy29


πŸ‘‡ Can we continue the conversation?πŸ‘‡
Share your thoughts about this post on Twitter. Click to tweet!

Adina Jipa

Adina Jipa

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

Read More