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Instagram Analytics: how to monitor and understand your accounts’ metrics6 min read

29 June 2021


Instagram Analytics: how to monitor and understand your accounts’ metrics6 min read

If you’re using Instagram as a professional tool to make your business grow, you must learn how to read and use Instagram Analytics.

Instagram is one of the most used social network worldwide. It works perfectly to grow brand awareness and, to interact both in a direct and indirect way with your users. Nonetheless, if you’re unable to use it the correct way by focusing on the data which reflect our profile success you may spoil opportunities.

You always need to keep in mind that the social – leveraging and using images and videos – is an optimal tool to grow business with sponsored ads, which can be directly bought in app. All these elements make intuitive why analyzing Instagram Analytics is fundamental for company success. Let’s see then how to properly analyze your Instagram profile performance.

Instagram Analytics: an important tool

Instagram gives to all its users the Insight functionality which is an integrated system of analysis within the app. Insight is super intuitive and easy to use. Thanks to this tool it is possible to monitor your profile’s metrics as it provides sum up of all the collected data. Let’s see how to monitor Instagram metrics and which are the main aspects on which you should focus on.

On Instagram you have two main general metrics to keep under control, individual post metrics and account metrics. The former reflects the popularity of each single photo and video, where the latter represents the flow over time by combining the statistics of each single post.

Individual metrics

For what concerns individual metrics, there are three main aspects to take in account: impressions, the percentage of coverage and engagement of Instagram.

Impressions stands for how many times your post have been visualized – unveiling how well you’re promoting your contents. It is possible to improve this data by adopting the correct hashtags; this will allow your post to reach a bigger audience. The reach tells you how many individual accounts have visualized your post.

It is possible to increase the engagement by optimizing hashtags or choosing the optimal window time for publishing. Instagram Analytics provide you with a chart indicating the hours of when your followers are most active. This will allow you to plan your posts in the most strategic way.

Doing so you’ll increment the number of likes, comments, shares, and times your post is saved which all influence and increase your engagement rate. Lastly, engagement also reflects how many likes, comments, shares, and saved a single post has received. Each type of interaction is counted just one time, therefore if a person comments multiple times the same post it will just count as one. On the contrary, if a user puts a like and comments the same post this will count as two interactions.

Account metrics

Account metrics bind together all the metrics of each single individual post – this will allow you to monitor the efficacy of your Instagram profile through time. We need to check four main statistics: engagement rate, followers’ growth, publics’ metrics, and traffic.

Engagement rate reflects in percentage how many followers interact with your posts and how frequently. As this data is obtained by dividing the followers which interact by the total amount of followers you have, the more your followers grow the harder it is to keep and high engagement rate. However, you should always keep a fanbase answering the more directs you can. This will keep attention high and foster people to continue interacting with you.

Followers’ growth stands for the percentage of followers gained through time. To increase this data you should monitor time trends which reflects the windows of high and low engagement. This will help you better identifying the optimal posting time.

Publics’ metrics gives a statistic of the demographic data of your followers, so it provides you place, age and gender. In addition, they show you their interests and surfing habits. A knowledge of this metric will allow you to create more targeted posts.

If your Ig account owns more than 10k followers, you’ll have the swipe-up function. This allows you to link your website inside your Instagram stories giving rise to another fundamental metric: referral traffic. It stands for how many people went to visit your webpage, and this will make you better understand which type of contents are more engaging such that they foster people to visit your webpage.


On Instagram, Stories have a strategic importance too. That’s why we need to monitor also theirs’s Instagram Analytics. Let’s see which are the main ones for stories. Taps forward gives you the frequency with which the public skips to the next story you’ve published. As opposite move we have the taps backward which indicate the frequency of people getting back to visualize your prior Story.

Exits stand for how many times people close your story to get back to the Instagram’s homepage. Answers reflect how many people have wrote to you in direct from that story or checked the swipe-up link. If a Story has a lot of forward taps or in exit is not a good sign, it means you haven’t been able to catch your public’s attention. Try to understand what hasn’t worked and try to adjust it for the next time.

Backward taps may indicate that your story was good enough to be re-watched; or on the contrary that your video wasn’t clear or that it was too short. Directs from your stories have the same valance of comments under your posts. Read them to better understand who’s visualizing your stories and what they’re expecting from you. A suggestion is to also put a box asking followers what they would like to see on your profile.

Lastly, the very two last metrics to know are Impressions and Reach. Impressions stands for the total number of times your Story has been viewed – including also rewatch. On the contrary, Reach are the number of single acocunts which have visualized your story. As you can see, when you open an Instagram account you have multiple metrics to take under control. Applying the correct adjustments based on data you’ll be able to gain a wider public and increase your business success.





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