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

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

Marketers are guiding their decisions by using and analyzing data, which makes modern marketing driven and defined by metrics.

This is why digital marketing and social media analytics go hand in hand. But this is nothing new.

The new and exciting part is how more and more companies are putting advanced metrics into the hands of anyone with a business account on social media.

And with 3.2 billion social media users, one thing is clear: taking advantage of those advanced metrics is no longer optional.

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

So how does all this information help you? 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 a new territory, insights related to the demographics and content 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 at 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

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.

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 rate is split into two numbers: the total number of engagements (likes, comments, and saves) divided by followers, and engagements divided by reach.

Both of these two metrics can give you insight about your page and how your marketing strategies can evolve over time.

Don't worry about these metrics dropping as your brand grows over time. As you become more famous, 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 results that post is getting.

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

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

7. Fan growth over time

This metric 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.

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.

Instagram profile stats - Socialinsider

12. Posts evolution

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

13. 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 7-day free trial.

14. The most engaging posts

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

The top performing posts - Socialinsider

15. Posts by type - Types of Instagram posts

This metric shows you what people are sharing on Instagram: image, photo or carousel. It lets you know which type of post is shared more often and which type of post brings more engagement.

16. Best time to post on Instagram

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

17. Geographical distribution of followers

To better understand your followers, you also need to understand where they come from. This metric shows you the top 10 countries with the most followers.

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.

Instagram metrics

Instagram Stories stats:

While the above metrics are valuable for analyzing your profile in general, these Instagram analytics 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, or simply use it to measure how effective you're being at promoting your brand.

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. Opt Back 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 to 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 times this has happened. 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.

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.

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

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.

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 which 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. You'll usually see a pretty diverse spread of numbers, but any concentration in one age range makes it much easier to narrow down where your viewers are cultural.

3. Top locations

Where your viewers are from. 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

What's happened with your followers number over time.

Final thought

Here’s all the data that I think will help you create the best Istagram 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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