What are the most important Instagram metrics for your business?

Instagram is the most popular social network today, and more than that, it is in the hands of so many people. Let’s do the test:

Have you opened your Instagram today? Have you seen the posts of your friends, any celebrity or any brand in? Have you posted at least once this week? Did you use any filters on your post? Have you remembered the hashtags? Did you do live videos? Have you made announcements?

If you have answered “yes” to most of the questions, it is a sign that Instagram is one of the most used social networks today.

The platform exceeds the mark of 1,000 million users in the world, with more than 25 million business profiles worldwide. This huge audience made this network an excellent marketing tool to boost the sale of products and services.

Therefore, if you want more people to know your business better, it is essential to be present on this social network to communicate with your audience, attract new people and provide more information about your brand.

Let’s keep going.

Do you want to use Instagram to boost your sales?

Let me tell you, it is an excellent choice! But for that it is very important that you measure your performance on the network. In this way you will be able to better understand if your communication is correct, if your ads are performing well and if your audience is interacting positively with your content.

To start talking about Instagram metrics, it is necessary in the social network. If you haven’t migrated to a business account yet, you can verify the entire .

Remember that before doing an analysis of the data, it is important that you are clear about your objective and the most important metrics for your business – – that you need to take into account to know if you are on the right track.

How to see Instagram metrics?

Once you have created your business profile and have added all the necessary information, you will be able to access , a free platform tool that allows you to see all the real-time data about your followers, posts and stories.

To access it, open the app and click the graphic icon in the top right corner.

When you open the tool, you can see general information about your account:

Impressions: number of times all your posts were seen. Remember that a unique user may have seen your post more than once.
Reach: Number of unique accounts that have seen any of your posts.
Profile visits: number of times your profile has been viewed.
Site Clicks: Number of clicks to your profile site.
Clicks to email: number of clicks to send an email to your company.

Through this data, you can see the number of interactions (set of actions executed on your profile) that your account has received per day, which can help you identify a peak of activity on your profile, or discover which is the best day to publish your content, for example.

Instagram Feed Post Metrics

To see the metrics for your posts in the feed, open Instagram Insights and click the Content tab. The most recent posts on your profile will appear there. By clicking See all, you can see all the posts in your feed and filter the posts by:

Type of content: Photos, videos, carousel posts, shopping posts.
Metrics: site clicks, links, comments, emails, engagement, tracking, shares, impressions, likes, profile, reach, saved posts, SMS.
Time: 7 days, 30 days, 3 months, 6 months, 1 year, 2 years.

These filters allow you to analyze your messages according to your performance indicators. For example, if one of your goals is to drive the public to your website, you can search for the posts that have had the most clicks on the site in the last 3 months.

In this way, you will understand what types of content are giving more results or if you need to change your strategy to achieve your goals.

You can also view Instagram metrics for your posts individually. To do this, access your feed, click on the desired publication and then on View information, below the image. To see all metrics for this post, drag the screen up.

At the top you will see the following data:

Likes: the number of users who have liked the publication.
Comments: number of users who commented on the post.
Shares: number of times the post was shared.
Saved: Number of users who saved that post.

Next, in Interactions, you can identify the actions taken by your followers with that post:

People reached: number of accounts reached by the publication.
Accounts that interacted: number of times the content was commented on, shared, saved or liked.
Profile Activity: number of profile views, new followers, and email button clicks.

Consequently, in Statistics it is possible to see how many new followers you have achieved through the publication. Additionally, you can view the post reach and total impressions, broken down by source:

Initial Page: Number of people who saw the publication in the feed itself.
Location: Number of people who have viewed your feed from a location.
Profile: Number of people who have seen the post on your profile.
Hashtag: Number of people who found the publication through a hashtag.
Search & Explore: Number of people who have searched for or found your publication through search in Explore.
Other: Posts where your profile was tagged or mentioned, posts that have been saved, posts that were shared via text, and posts that appear in the “Following” tab under “Notifications”.

Instagram Stories metrics

Now we will dedicate ourselves to analyzing the Instagram metrics of your Stories. To do this, go to Instagram Insights, click the Content tab, then go to the Stories session, and click See all. There you will find the metrics of the Stories published in the last days.

It is possible to filter the contents by date (24 hours, 7 days and 14 days) and by different types of interactions, such as:

Impressions: Number of times a content has been seen in your story.
Reach: Number of accounts that viewed content in your story.
Next: Number of touches to see the next content of your story.
Back: Number of touches to see the previous content of your story.
Exited: Number of taps to exit your story.
Responses: Number of responses to your story content.
Next Story: Number of taps for the next account story.
Link Opens: Number of times a link in one of your photos or videos was clicked.

You can also access the metrics of each Stories individually. Click on the Stories you want to see and drag up to see all the data.

Through these Instagram metrics you can analyze which are the most interesting types of content for your audience, which are receiving the most responses, or those that are making your audience go to the next story or leave your page.

All this data is very relevant when planning and creating your content agenda.

It is important to remember that so far Instagram does not provide the data of live broadcasts made on the platform.

Instagram Reels Metrics

For the new format launched by Instagram recently, it is tell, Instagram Reels, new metrics have been added, among which are:

Reproductions: number of reproductions of a reels on the platform.
Scope: number of users reached by the reels.
likes: number of reactions to consumed content.
Comments: number of comments made that allow interaction with the reel.
Saved: number of times a reel was saved by a user.
Shares: number of times the post was shared.

In the new version of the statistics from Instagram. These The metrics will also appear in the general options of the account, so each of the users will have a broader picture of how the Reels can impact the general performance of their account.

Promoted Post Metrics

Instagram Insights also offers information about promoted content. You find this information in the last topic of the content tab.

If you haven’t sponsored any posts yet, you can create a promotion through Insights. If you prefer, you can also use Facebook Business Manager to boost your content.

To see posts that have already been sponsored, click See all. By clicking on a promoted post, you will have access to the following data:

Profile visits.
Number of people who saw the promoted post.
Number of impressions.
Number of engagements.
Demographic audience (gender, age group, location).
Invested value.

Additionally, you can compare the results of the sponsored content with the results of the same original organic post.

Followers Instagram Metrics

Last but not least, Instagram provides metrics related to your followers. To see them, open Instagram Insights and click Public. There you will find the following metrics:

1. Gender and age

The gender and age distribution of your followers.

2. Location

Where are your followers? You can identify which are the main countries and cities in which your followers are located.

3. Followers and hours

Average time your followers spend on Instagram on a typical day. Here you can identify the peak access times and define the best times to publish in your account.

4. Following days

The days of the week when your followers are most active.

Start measuring your results with Instagram data analysis

In this post we have seen a very useful and essential tool to know the metrics of Instagram. It is about Instagram Insights, closely following and monitoring the results of your content published on the platform.

Through the information provided you can plan your publications in advance and more assertively, understand what types of content perform better, know who your audience is and create specific strategies, as well as learn more about the development of your profile according to the objectives of your business.

Now that you have seen all the functionalities of the tool, how about starting to use it today?