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The Complete List Of Instagram Metrics And Stats Every Marketer Needs To Know

Instagram Analytics

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The Complete List Of Instagram Metrics And Stats Every Marketer Needs To Know

Data is what validates marketing decisions, which makes metrics the defining scales of modern marketing.

This is why digital marketing and social media analytics go hand in hand.

All you have to do is upgrade to a business account in order to view key data about how users are viewing and engaging with your Instagram content.

In addition to giving you insightful tips on where your visitors are coming from and what kind of content appeals to them, it is also useful as a market research tool.

If you are starting a new business or are looking to expand your business into new territories, detailed insights can be incredibly helpful in your decision-making process.

So when used properly, these Instagram metrics can promote your business to new heights.

Find out the most important Instagram metrics.

Here’s a sneak peek of the article:

How can you access Instagram metrics?

In order to view this data, you'll need to switch over to an Instagram Business account.

This is probably something you've done already (since it gives you access to ads and makes you easier to contact) but there are plenty of small business marketers who haven't made this switch yet.

You can convert your profile in the Instagram settings page under the Options menu. From the settings page, you access “Account” and then select “Switch to Professional Account”.

The app also automatically connects to your professional Facebook page or, in case you don’t own one, creates it for you.

How to switch to Instagram business account

Once you've converted your profile, you're all set to view your metrics. These can be accessed using the Instagram native app.

There will be a new button on your profile that looks like a bar chart right above your number of followers. Tapping this button will take you to a page where you can view all of your profile metrics.

How to access Instagram insights

Detailed rundown of all of the metrics Instagram provides

Want to know what the numbers mean? Here's a detailed rundown of all of the metrics Instagram or Instagram analytics tools provide:

Instagram profile stats

1. Interactions

This is the number of times someone has tapped on your profile or post.

It's a very useful number that will quickly give you an idea of how far your ideas can spread.

Your interaction count is particularly handy when you combine it with other numbers.

If you have a lot of interactions and a small reach number, for example, it means you've attracted a small but loyal fanbase.

2. Profile visits or views

When a user finds one of your posts out in the wild and wants to know more about your brand, they'll often turn to your profile first.

This number reflects how effective your content is at driving interest towards your business.

3. Reach

Want to know how many unique people your posts reach?

This is the number you want. Just like interactions, this statistic is especially useful when viewed in relation to other numbers.

Pro tip❗️ You can look at your total posts reach, total profile reach and even the reach from a selected period of time that is important in your strategy. You can analyze the reach of both organic and paid posts.

4. Impressions

This is how often your posts, profile, and Stories have been viewed.

The difference between this number and interactions is that a user has to actually engage with your content to give you an interaction.

Again, the relation between these two metrics is the key to understand how your page is doing.

5. Engagement rate

Engagement is a key metric that needs to be on the top of your list.

There are a few different ways you can use engagement to understand how your profile is performing. Look at:

  • Total engagement shows how many likes and comments you profile has received
  • Average engagement, which is the total engagement of the posts (likes and comments) divided by the number of posts. This gives you an insight into how involved with your page your audience is.
  • Average engagement per post looks at the total engagement and divides it by the number of posts you’ve published.
  • The average engagement rate per post then divides the average engagement per post by the number of followers the page has, and multiples everything 100. In short, it gives you a percentage that you can stack up to other posts or compare to your competitor’s post performance.

All of these metrics can give you insight about your profile and how your marketing strategies can evolve over time.

Don't worry about these metrics dropping as your brand grows over time.

As your brand grows, you'll find it much harder to keep every one of your followers engaged.

6. Branded hashtags performance

This is another tactic that measures how effective your Instagram strategies are at getting the public to talk about your brand.

You can use analytics tools to follow the activity and results of your most used hashtags, including, of course, your branded hashtags

When someone uses one of your branded hashtags you see what they post and what are the results that post is getting.

You also get an overview of the total posts that use the hashtags, the engagement and impressions received, posts evolution, as well as the top other hashtags used together with your hashtag and their average engagement.

You can even receive insights into the impressions your stories’ hashtags bring you.

The right Instagram hashtags

Choosing these hashtags carefully and using a marketing approach that gels with your target demographic are both important to get the desired results.

7. Follower count and growth

Your follower count is displayed as the total number of profile followers, as well as a daily evolution of the number of followers gained.

You can also look at this data as a percentage to better understand the statistics of your profile’s growth.

Separately from counting your followers, take a look at your Follower growth, which shows you the ratio between gained followers and the lost ones.

Instagram insights - the native app doesn't present this number, but you'll find it using an Instagram analytics tool.

8. Total engagement

While using an Instagram analytics tool, you'll find this metric.

Socialinsider shows you this metric which represents the sum of the engagement for a specific period.

9. Average engagement per post - Instagram

The sum of likes and comments on a given day divided by the number of posts on a given day represents the average engagement per post.

10. Average engagement rate per post - Instagram

This metric is my favorite one.

It's computed by the sum of likes and comments on a given day divided by the number of posts on a given day divided by the number of followers.

Let's say you have 15 posts in the last 30 days. The sum of likes and comments on each of the last 30 days is 5k. And you have 10k followers on Instagram.

The average engagement rate per post is: (5.000/15)/10.000 = 0.033%.

This gives the most accurate perspective of how a brand’s audience typically interacts with what that brand posts in normal circumstances - not taking into account Instagram brand activations or boosted content.

Instagram profile stats with Socialinsider

11. Average engagement rate per page - Instagram

The sum of likes and comments for a period divided by the total fans represents the average engagement rate per page.

Let's say you have a 5k engagement of the last 30 days and 10k followers.

The average engagement rate per page is 5.000/10.000 = 0.5%

Looking at both the engagement rate per page and the engagement rate per post, you can get a clear idea about how loyal and engaged your Instagram audience is to the brand.

In other words, these are results you can easily be achieved, so to create successful campaigns one of the KPIs should be to out-perform these results.

12. Distribution of likes

The distribution of likes helps create a breakdown of the engagement.

Under this section you can look at the number of likes received each day for posts published in the selected time range.

You can also have a quick glance at the total number of likes.

13. Distribution of comments

Just like with the distribution of likes, this metric shows the number of comments received each day for posts published in the selected time range, together with the total number of comments.

14. Distribution of postings

This metric shows you the variation of posts in a given period of time. In other words, it shows you what are your posting habits and how often you post.

You can take a look at the graph to see which are the days in which you’ve posted and analyze how far between are the posts.

As a conclusion, you also have the option of seeing what is the average number of posts per day.

You can do the same thing with your competitors’ profiles to understand if they’ve identified better performing posting strategies.

15. Top hashtags used and top hashtags by engagement

Socialinsider shows you the top hashtags used by any Instagram business profiles and the average of hashtags per each post.

To help even further, it also lets you know which are the most engaging hashtags, as well as top hashtags by average impressions (most shown to users).

Find out which hashtags to use during a 14-day free trial.

16. The most engaging posts

You can see how you posting strategies are working by checking which are the most engaging posts with an analytics app

The top 3 posts allow a side-by-side comparison of the posts that spanked attention the most.

The top performing posts - Socialinsider

17. Posts by type - Types of Instagram posts

This metric shows you what people are sharing on Instagram: images, photos or carousels.

It lets you know which type of post is shared more often and which type of post brings more engagement.

Types of posts and time to publish

18. Best time to post on Instagram

This metric exposes the time when you should post on Instagram.

Instagram Stories stats:

While the above metrics are valuable for analyzing your profile in general, these insights are more specific and can help you curate your Stories to perform better.

1. Story Impressions

Just like above, this is simply the number of times someone's loaded your Story. It's a handy number, but it's most effective when combined with other metrics.

2. Story Reach

Reach is defined as the number of unique people who have viewed a Story.

Combine it with impressions to see how many people have viewed a story more than once.

Analytics apps can also let you know your average story reach by published day or published hour, to be able to better understand what tweaks your stories strategy might need.

Instagram stories metrics

3. Tap Forward on Stories

How many people have tapped forward during your Story?

Users tend to tap forward when they're bored with a story and they don't feel engaged.

You want to keep this number low by keeping your content focused, interesting, and to the point.

Note that some forward taps can be the result of bad sticker placement or other factors.

4. Back taps on Stories

This represents the number of times someone has gone backward through your Story to view something again.

Back taps are a great sign of viewer interest and engagement. Try to analyze what types of content receive the most back taps and figure out what you can do to keep your fans happy.

5. Exited, or exits from Story

"Exits" is the number of times someone has left your Story before it's completed.

This can happen if they close the app, hit the "X" to exit the story manually, or swiped down to get back to their main feed.

The "exit rate" is the ratio of exits out of all the impressions.

A Story with a high exit rate might alienate your followers and ultimately cause them to stop following you.

6. Replies on Stories

This is 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... sometimes.

A controversial story might get lots of angry messages too!

Be sure to actually read the content of these messages and make sure that people are happy with the things you're posting.

7. Next Story

When someone is bored with a Story but they still want to see what you're posting, they'll skip right to the next Story.

This metric counts the number of skips to the next Story.

Bear in mind that Stories that "tease" an upcoming development will probably increase your "next story" metric since users will want to skip to the good stuff.

Instagram story native-metrics

8. Live viewers

Instagram Live has some limited support in the metrics screen.

It's a good idea to keep track of things like viewer counts yourself, however.

Instagram will tell you how many people watched your broadcast as soon as you close it, so be sure to save the number.

9. Days with Stories

Third-party apps can dig deeper into your posting habits.

This is the number of days in which the profile published stories during the selected time range.

✨ Learn more: Instagram Analytics Tools - The Complete List For Every Budget

10. Impressions evolution by day (for stories)

This is a metric typically shown by different analytics apps.

In our case, the evolution is displayed as a graph that shows the number of impressions received day to day for all stories posted by your profile.

11. Stories per day

Keep track of what number of stories brings higher performance by looking at how many stories you post each day on average, as well as a daily breakdown.

Identify those days when your stories performed the best and see what they have in common.

Stories impressions and replies

12. Story retention rate

How many of your followers watch all of your stories till the end?

The retention rate is looks at the impressions of the last Story divided by the impressions of the first Story within the given 24-hour time period.

This helps you better understand the drop-off.

13. Replies evolution by day (for stories)

Take a look at how many replies any of your stories receive on a daily basis.

You can compare and contrast the daily performance through a graph that shows the total number of replies received day by day to stories posted in the selected time range.

14. Story type

When looking at stats by story type you’ll see how video stories perform versus image stories.

You’ll also uncover the number of each type of story, impressions, tap forward rates, or exit rates each story type received.

15. Story hashtags

This info help you understand how well your story hashtags perform.

Constantly improving your hashtags based on data will help you make you your stories will be seen by more and more people each time you post.

What type of stories you've published and their top hashtags

16. Stories by published day and hour

Under these sections you’ll find out the number of stories published by your profile each day of the week and the number of stories posted each hour of the day.

Instagram Content Metrics

Just like Stories, your content will also accumulate metrics that you can use to analyze how you're doing.

Here are the Instagram metrics that appear for pieces of content you post:

1. Instagram Calls

Instagram has a call button for some time now, and you can see how often people use it.

Use this to track how many phone leads a post has generated. Here’s how to add it to your profile:

2. Instagram Emails

This shows the number of e-mails that have been sent using the built-in button on Instagram.

Just like with calls, this is helpful in tracking lead generation.

Instagram interaction stats

3. Saved - from Instagram

This lets you know how many people have saved your content.

Contrast this with likes and other types of engagement for additional information and a more well-rounded picture.


How many comments you've gotten on posts. Note that this is different from how many people have commented.

A particularly controversial post might get dozens of comments from one or two people.


How many people have "liked" your content. Be sure to compare this with other types of engagement for more insight.

6. Post Engagement

The total number of likes, comments, and saves that a post has received.

Combine this with other stats for more insight -- a post with a lot of saves and very few likes is different from a post with a lot of likes and very few saves.

7. Impressions

How many times your content has been loaded into someone's browser or app. Again, useful when combined with reach or engagement.

8. Reach

The number of unique viewers who have seen your content.

Contrast this with impressions for information about people viewing something more than once, or use this to help put your engagement numbers into perspective.

9. Follows on Instagram

How many people follow your profile as a result of a post.

This means your content is surviving well out in the wild, so pay extra attention to what kind of posts generate this metric.

10. Get directions

The number of times someone has gotten instructions to physically show up at a location referenced in your post. Handy for measuring walk-in leads.

You can use a location tag to make sure more people can find your business.

11. Website clicks

A metric that measures how many people have gone straight to your website from your Instagram content. Again, useful in measuring lead generation.

12. Views - for video

People won't always play a video that pops up in their feed.

This number helps let you know how many people watch your videos and how many prefer more static picture content.

Instagram Demographic Stats:

If you want more information about the demographics of your Instagram followers and viewers, this is the section for you.

1. Gender

The gender distribution of your viewers. Helpful for figuring out how to best promote your content.

2. Age range

How old your viewers are and which age groups are responding to your efforts.

3. Top locations

Where your viewers are living.

If you get a lot of viewers from an unexpected city, state, or country, consider modifying your content slightly to engage with them more.

4. Followers evolution

Any increases or decreases your profile's number of followers has gone through over time.

This shows if your content is enaging enough to make people follow you.

5. Language Distribution

Another helpful metric that will help personalize your content to your specific audiences is the language distribution (the native language of your followers).

This can help you create content tailored to their culture and interest.

6. Geographical distribution of followers

Supporting the above language metric, the geographical distribution identifies, by percentage, where your followers come from.

This metric shows you the top 10 countries with the most followers.

Followers' gerographical distribution

Finding out in which country your core audience is located, you can adjust your time to post and your post messages to better represent those areas.

7. Lifetime likes by gender and age

Another metric that should be considered together with language and geographical distribution is the lifetime likes by gender and age.

These are the people that like your posts the most. This insight shines a light on who your biggest fans are by age and gender.

Gender and age metrics

Find out more Story insights👇

Final thought

Here’s all the data that I think will help you create the best Instagram content strategies.

Your turn. What Instagram metrics do you follow and which one do you find more useful? Do share in the comments below!

Start a free Socialinsider trial today and track your Instagram analytics!

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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.

The Complete List Of Instagram Metrics And Stats Every Marketer Needs To Know
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