The Ultimate Instagram Analytics Breakdown

Instagram analytics

Instagram is the number 1 engagement platform. To utilize it to its full potential, you need to understand Instagram analytics.

It gets people familiar with your brand, talking about your product lines and interacting with a brand’s personality.

We’re giving you the most in-depth article on how to use Instagram’s built-in analytics tools so you can spend less time molding your campaigns.

What we’re showing here, is how you can optimize your company’s influencer strategy by utilizing the best Instagram analytics. There are more than 50 billion images posted to Instagram since its inception.

However, using Instagram to market your business is only as effective as your ability to sculpt content to your users’ needs. Without metrics and feedback on your content, it’s difficult to tell which direction to take next. And it’s doubly hard given the level of commercial competition on the platform.

You can capitalize on these opportunities even further by working with an Instagram influencer. It’s essential to find one who has a genuine foothold in your target market.

If sourcing an influencer is something you’ve been meaning to tackle for a while, but you want to have more competence before diving in, then we’ve made this article for you.

Switch to a business account

If you’re not already signed up to a business-specific account on Instagram, I’d suggest doing so. All these analytics we’re about to discuss are only available to you once you make this change. And trust us when we say that these metrics give you a lot more power under the bonnet in terms of performance analytics.

Now it’s time to show you how you’re going to use Instagram Insights to develop smarter content that will not only reach a larger proportion of your target market but also convert them into customers.

Instagram Insights

Instagram Insights gives you a better idea of who your customers are; both online and in their daily lives. The Instagram management tool has three sections:

  • Activity
  • Content
  • Audience

It doesn’t matter if you’re not all that familiar with Instagram as a business tool. I’ll explain any jargon along the way. Understanding the capabilities of Insights will provide your business with the most transparent view of your market’s habits and their engagement with your brand.


Website clicks – the number of clicks to links in your business profile description.

  • Profile visits – clicks on your username to visit your profile.

Creating a winning Instagram post takes a lot of tweaking. However, we have insider knowledge that means you won’t have to learn everything on the way. Here are some of our top tips.



Interactions fall under four categories;

    • Profile visits – the number of profile visitors
    • Website clicks – the traffic to your site via Instagram
    • Email – users who have clicked on ‘Email’ on your profile
    • Calls – users who have clicked ‘Call’ on your profile

You can view graphs representing under these variables over the past seven days. This visual representation gives you a quick understanding of how well your posts are meeting targets.


Discoverability is a blanket term which incorporates both impressions and reach. Discovery encompasses who sees your content as well as how they came across it.


Impression means a lot more on Instagram than it does on competing platforms. With this metric, we’re talking about how many times your post appeared on a users’ screen. Unlike Facebook, where there’s a lot of content onscreen, including ads, at any given time, Instagram feeds have a single column of scrollable content. So, even if the user doesn’t hover to read your caption, they’re likely to, at the very least, see your business’ logo and the posts’ image.

Impressions are useful when you want real-time information on how people are interacting with a recently uploaded post. If the impressions are taking a while to climb, it might be a sign that the post doesn’t fit your brand’s needs.

Reach, on the other hand, relays the number of unique accounts that have viewed your posts and Stories. High reach stats is often a promising sign and suggests that people are sharing your content. However, it can be very telling when a post has high reach stats but achieves little in the way of conversions, likes or comments. Again, this is a little alarm bell ringing to tell you to adjust your ad’s content or visuals.


All in all, the Activity section of Insights shows you the number of Instagrammers viewing and interacting with your content. This section is limited to data from the past seven days.


Instagram Analytics

This tab is more focused on the nature of the photos, and a breakdown of their performance. Here we tunnel further into specific posts’ performance.


These are the metrics that you can use to measure your account’s performance:

  • Calls – the number of unique accounts that followed the CTA
  • Comments – total post comments
  • Emails – the number of unique accounts that clicked onto email function
  • Engagements – the number of unique accounts that commented, liked or saved the post
  • Follows – the number of followers gained from the post
  • Get Directions – the number of users who tapped “Get Directions’ due to the post
  • Impressions – total number of times a post has been viewed
  • Likes – total number of likes the post received
  • Profile Visits – the number of times your profile was viewed
  • Reach – the number of unique accounts that have seen your posts
  • Saved – the number of unique accounts that saved your posts
  • Website clicks – the number of website clicks received because of a post

You can change the lens on your Instagram’s activity in a number of ways here by focusing on All, Photos, Videos, Carousels, or Shopping Posts. Another function is to focus on a specific post.


Upfluence - Instagram Influencer Stories

Now onto the 15-second videos that make up your Instagram Stories.

Instagram passed Snapchat out in recent years as the most popular platform for Stories.

Businesses have also caught onto the potential of this tool as 54% of them have posted a story to develop their brand.

However, mastering an Instagram Stories strategy requires a keen eye for detail.

Marketing teams often find this form of marketing a little underwhelming because the content only has 24 hours to make its mark. (Unless you’re using Instagram Stories Highlights, in which case your videos are stored under your bio).

Saying that Stories (literally) capture your brand’s personality to help you stand out from the crowd. We’ve designed a guide for businesses that want to publish entertaining Insta Stories that hook and convert viewers.

You can adjust the time frame to 24 hours, 7 days or fourteen days to analyze your Stories’ performance. Track the success of your Insta Stories under the following variables:

  • Back
  • Exited early
  • Forward
  • Impressions
  • Next Story
  • Reach
  • Replies


Note that this data goes back for 14 days, so it’s good practice to tune into these metrics on a regular basis.

If you consistently schedule Insta Story uploads for a year, with the inclusion of a metrics analysis to refine content, then you can achieve a lot in the form of brand awareness. 15-25% of Story viewers swipe up to follow a link and engage directly with a brand’s website. That’s a real push in transforming prospects into leads.


The maximum number of hashtags in an Instagram post is set to 30, and it’s not rare to see a seemingly never-ending list of hashtags in a business’ post caption. But just because you can do something doesn’t mean you should.

Although including hashtags increases likes by 70%, it’s vital that you find the sweet spot.

A lot of studies try to pin down the optimal number of hashtags. However, none of the studies so far have been conducted on a large enough scale to give a conclusive figure.

What we recommend is to stick somewhere between 11 and 15 hashtags. What’s more important is not the number but the nature of the hashtag.

Let me explain:

Instead of putting in the most popular hashtags for your industry look for hashtags that host an engaging community. Too many hashtags give viewers the perception that your content is spammy and will be quicker to scroll away.


Say, for example, that you are a clothing store that specializes in eco-friendly clothes. Your post has a much better shot of speaking to and connecting with Instagram users with #whomademyclothes rather than #fashion.

Hashtags are your way of labeling your topic’s content to the online world. It signals to people whether they are likely to enjoy your post. And Instagram algorithms ensure that content and users get matched up appropriately.

Hashtags are also crucial in connecting your influencers’ posts and affiliate content back to your brand. And also, by including a #ad or #sponsored you’re staying on the right side of the Federal Trade Commission who are clamping down on businesses unclear advertising content on social media.

Instagram Insights don’t have metrics for hashtags, and this is because the number of variables in a post makes it difficult to assess whether it’s the hashtags, caption, image, emojis or even the post’s upload time that impacts on its performance.


Delve deeper into each post, by using any of the metrics below to analyze its performance in a specific area. You can do this by clicking on a post and selecting “View Insights.”

  • Age Range – your follower’s age bracket
  • Followers – your followers’ peak activity times
  • Gender – male/female percentage
  • Top Location – based on city and country

Demographic segmentation

This audience software is a useful component of Insights in that you can monitor how well matched your content is at engaging with your target demographic. Your audience is broken down by gender, age range, and geographic location.


It’s at this stage you can see where tweaking comes into play. Say, for instance, that your age range is too high as your aiming for a Gen Z market, but you’re actually connecting more with the millennial audience. Once you can see that this is happening you can start to brainstorm ways to shift the tone and content to fit that of a younger audience; focus more on what’s trending for them and adjust accordingly.

Ignorance does not equate to bliss in the realm of Instagram. You can’t fix something if you don’t know it’s broken.

The same can be true of geographic location. Think of a clothing store that sells summer fashion to an Australian market. Naturally enough, the brand uses the backdrop of a nearby beach as their shooting location. All is well and they’re getting a ton of likes and comments.

However, Instagram Insights highlights that the majority of their engagement is coming from Nordic residents. Those fantasizing about the sunny beaches when viewing your post without any reason or need to buy your beach shorts and sun hats.

As the store owner, you now know that although your achieving reach and impressions, they’re not going to convert into sales.

It’s time to get back to the drawing board to target the geographic location of your target market.

Perhaps you need to collaborate, if you can source influencer follower demographics that align to your market, your investment on Instagram becomes more refined. An effective influencer strategy makes your content reach in the right direction.

In this scenario, you’ll need a little less #summer and instead more of an emphasis on the values and USPs of your store that #locals will appreciate.

Try and check into your audience segmentation in the aftermath of a posts’ response to ensure that your marketing strategy is pointing in the right direction.

Top posts


Right under the main section of Instagram Insights, we come to the section that gives you an overview of your top six posts from the previous seven days.

Tap on the see more button to get access to three filters:

  • Select to view photos, videos, or both
  • Filter by impressions, reach, engagement, likes, comments, or views
  • Set the timescale to 7 days, 30 days, 3 months, 6 months, 1 year, or 2 years

If your business has been on Instagram for even a couple of months, it will have collected some really valuable market research for your company. And with Insights, you can access this data and analyze what content works to raise brand awareness as well as which posts promote community engagement.

The option to use different timescales can help you to measure how your Instagram influencers are affecting your brand’s ability to connect with Instagram users. This is also a useful tool for figuring out the best time to upload content. Try checking to see if there is a correlation between your posts metrics and its upload time.

Instagram ads analytics

By 2019, Instagram ad revenue is set to reach over $10bn. So even though 80% of Instagram Instagram users follow at least one business and there are over 200 million views to business profiles daily, there’s a lot of competition for screen space.

It’s getting tougher for organic reach alone to connect with your market. But throwing money at the problem isn’t going to work on its own. When collaborating, businesses achieve better results when using social influencer analytics. You can access your analytics through Facebook Ad Manager.

You can use this campaign manager tool to create, manage and measure the results of your Instagram ads. These metrics are crucial in crafting a successful ads strategy.

So how can you tell if your Instagram ads are performing?

There are a lot of different variables at your disposal to measure your ad’s performance. However, a clever place to start is to view your results by the number of people who viewed your content, the amount who clicked on the ad and finally the cost per result.

You may not be familiar with what exactly the ‘cost per result’ metric involves. Well, a result is the number of times your ad achieved an outcome, based on the objective and settings you’ve selected. So you can set this to include metrics such as impressions, conversions or reach.

Having the flexibility to define your own “results” fosters clarity for you and your team’s targets. Having quick access to analytics that frames your objectives helps with campaign agility. You can check in daily to measure performance and tweak ads to optimize performance.

That’s a wrap! By now, you’ll know that Instagram is not all about the little, red love hearts. There’s so much more marketing potential to the platform than meets the eye.

From brand awareness, community engagement, prospects conversion, lead generation to sales, it can help increase your sales funnel flow. You can use Instagram to incentify your user-generated content, which is essentially free, but extremely powerful, marketing. It’s just as effective as word of mouth, after all.

It’s impossible to over-emphasize the importance of a well planned and executed Instagram influencer strategy and analytics is the backbone of creating a well-oiled system. These Instagram management services enable you to gauge the success of a strategy and mean you don’t have to wander into a campaign blindfolded.  

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