Any successful strategy requires four components: goal setting, execution, analysis, and refinement. Instagram Analytics deals with the analytics part of this equation for social marketers.
Good Instagram analytics tools will help you understand how your Instagram efforts are paying off. You can learn what works and what doesn't. Then move on to the refinement part of the strategy and tweak your efforts to increase your results and improve ROI.
Let's take a look at some of the best Instagram analytics app options and the top Instagram metrics you need to track.
Bonus: Get a Free Social Media Analysis Report Template That will show you the most important metrics to track for each network.
Instagram analytics tools
1. Instagram insights
If you use an Instagram Business or Creator account, you will have access to this built-in Instagram analytics app.
(If you're still using a personal account, see our step-by-step guide to switch to an Instagram Business account now.)
This native analytics tool on the Instagram app provides insights into your account's performance, including reach, engagement, followers, and Instagram ads. We'll show you exactly how to use Insights to view Instagram analytics later in this post.
Insights is a great free Instagram analytics tool, but it may not be the best Instagram analytics app for serious social marketers. For more robust, longer-term tracking, or to export your data for a social media report, you need to check out other Instagram analytics tools.
2. Hootsuite Analytics
With Hootsuite Analytics, you can follow Instagram analytics in greater detail than native Instagram Insights.
Sure, we might be biased, but here are some things the Hootsuite Analytics dashboard can do that Instagram can't:
- Show dates from the distant past
- Compare metrics over specific time periods to get a historical perspective
- Generate downloadable custom reports
- See performance after specific posts based on your preferred metrics
- Monitor your account's response time to customer service calls
- Rank Instagram comments by mood (positive or negative)
Learn more about Hootsuite Analytics here:
3. Hootsuite Impact
You can use Hootsuite Impact to compare metrics for different social accounts side by side. It also offers in-depth ROI analysis for both organic and paid Instagram activities, including IGTV.
Remember how we said at the very beginning that refining your strategy is an essential part of using analytics to improve? Hootsuite Impact can provide custom recommendations to refine your strategy based on your specific goals.
4th Creator Studio
This is another native Instagram business analytics tool. However, instead of being built into the Instagram mobile app, Creator Studio works on your computer.
Creator Studio gives you access to most of the same metrics as Instagram Insights, but only for a seven-day window.
Source: Creator Studio
A nice analytics feature of Creator Studio is the Calendar View, which lets you see exactly when you've posted to Instagram at a glance.
If you're a member of Brand Collabs Manager, you can also track your brand collaboration metrics right here in Creator Studio. We have a full blog post on Using Creator Studio that walks you through all of the ways you can use it with your Instagram Business or Creator account.
5. Symbol square
Start with Iconosquare's Instagram audit for business accounts. This free Instagram analytics tool provides data on your reach, engagement, likes, data saved, and more. It also provides information on how your Instagram metrics compare to average prices on the platform.
Iconosquare also offers a free trial version of the Pro dashboard. You get all the standard metrics: engagement rates, follower statistics, stories data, etc.
Keyhole specializes in Instagram hashtag analysis and keyword tracking, as well as all common Instagram metrics.
It's useful for tracking promotions, branded hashtags, and Instagram contests in real time. It's also a useful tool for keeping track of Instagram analytics when working with influencers.
Phlanx offers a free, easy-to-use Instagram engagement calculator. The handy thing is that you can use it to check your own account or someone else's. That means you can use it to pre-screen potential influencers and brand ambassadors.
All you have to do is enter any Instagram handle to see the total number of followers, engagement rate, and average likes and comments per post.
8. Facebook ad manager
If you're running paid campaigns on Instagram, the Facebook Ads Manager is an important resource in your analytics toolbox. It provides performance and cost information for all of the ads you place on the Facebook family of products, including Instagram.
You can get performance information for your Instagram advertising in Instagram Insights, but for a thorough cost analysis you should also integrate the ad manager.
This is how you see your Instagram analytics
This is where you can find all of your Instagram metrics on the Instagram app.
Remember, you need a Business or Creator Profile to access analytics. Here is a short video overview:
Instagram account analysis
Let's start with the summary metrics for your Instagram profile.
1. Go to your profile in the app.
2. Tap Hamburger icon in the upper right corner.
3. Tap Insights
4. View your content summary, including accounts reached, content interactions, total number of followers, and content shared.
In the top menu, you can choose to view these Instagram metrics from the last 7 days or the last 30 days.
Instagram follower analysis
Scroll down on the overview screen to Your audience and click See everything. You'll see an overview of your follower growth followed by details on your audience demographics.
You can find a lot of useful information on this screen, including information from your audience:
- Top 5 locations (city or country)
- Age range (total or broken down by gender)
- Most active times (by hour or day)
Aside from tracking your follower growth metrics, this is valuable data for planning when to post on Instagram and guiding your content strategy.
Analysis of Instagram posts
On the summary analysis screen, scroll down to Content you shared, then click right arrow next to your number of posts.
This will bring up a list of all of your posts sorted by the metric you chose. The default is reach, but you can choose from a long list of metrics including comments, followers, shares, and more.
You can select time frames from 7 days to 2 years and filter by post type (photos, videos, carousel posts, or all posts).
You can also find the analytics for each and every Instagram post by clicking. click Show insights Link under the post in your feed.
This will bring up a small pop-up window showing the total number of likes, comments, saved messages, direct messages, profile visits and reach.
Instagram Stories Analysis
On the summary analysis screen, scroll down to Content you've shared, then click right arrow next to your number of stories.
Just like with your posts, you can see reach, impressions, etc. You can also see exits, forwards, and other story-specific metrics. You can view a period from 7 to 30 days.
For more information, we have an entire blog post that will help you get the most out of your Instagram Stories analysis.
On the overview analysis screen, scroll down to IGTV videos and click on right arrow next to your number of videos.
Again, you can see the standard metrics such as reach, likes and comments. You can also view IGTV-specific metrics like average playback percentage, video views, and video interactions.
You can choose a period from 7 days to 2 years.
As of May 2021, Reels Analytics will be included in the reach breakdown in Instagram Insights. To access it, tap the right arrow next to Accounts reached in the overview image.
Here's how Reels has fared compared to other content types in the past 7 or 30 days. This section also includes a ranking of your top roles.
To see insights specific to Reels only, scroll down to roll on the Insights overview screen and tap right arrow next to your number of roles. Here you can see all the performance metrics of your roles in one place.
To check the performance of a specific role, open the role in your profile, then tap the three-dot icon in the lower right corner of the screen, then tap Insights.
For more information, see our guide on Using Reels Insights to Create Better Content.
The Instagram update from May 2021 also brought live analyzes into insights.
To access Live Insights, go to the overview analysis screen, scroll down to Living and click on right arrow next to your number of streams. Here you can see metrics for live streams: achieved accounts, concurrent viewer peaks, comments and approvals.
How to Access Instagram Analytics on Desktop
Navigating analytics on your phone is great for quickly tracking your Instagram metrics on the go. However, it is not best if you are trying to analyze your data or run a social media report.
Fortunately, you can also access your analytics on your computer through Hootsuite Analytics and Hootsuite Impact.
1. Go to your Hootsuite dashboard and click on the Analytics Icon in the sidebar.
2. Choose yours Instagram overview (If you haven't already, follow these steps to connect your account)
Pick your time period, review your metrics, and schedule any reports you need.
Essential Instagram Metrics to Follow Up
Do you feel a little overwhelmed? With so much information available, figuring out which data is really important to your brand can be difficult.
This is where we determine which Instagram metrics you should be tracking in order to achieve the goals that are important to you.
How to calculate the engagement rate:
Average across all posts: (Post interactions ÷ total number of followers (or impressions) ✕ 100)
This metric is a basis for evaluating how well your content is received by your audience and stimulates action. Note that often this percentage drops as you gain more followers.
Almost all analytics tools calculate this number for your account as well as for each post.
Since some experts believe that the number of impressions is a better comparison than the number of followers, you may get a different percentage from different machines.
Pro tip: If you want to go into more detail, here is a breakdown of all the different ways you can calculate Engagement Rate.
Follower Growth Rate
How to Calculate Follower Growth Rate:
Number of followers won ÷ previous number of followers ✕ 100
Unless you track growth over time, your follower count is pretty much just a vanity metric. This is a missed opportunity as no other Instagram metric has a greater impact on organic reach.
(If one of your goals is to increase brand awareness, check out our tips to get more Instagram followers.)
Website referral traffic
The number of people visiting your website from Instagram.
Monitoring the flow of traffic from Instagram to your website is key if you are looking to increase your Instagram ROI.
There are three main methods of measuring Instagram website traffic:
- Track the number of people who click the link in your bio;
- Track the number of people swiping up on Instagram Stories;
- Use UTM parameters in your links. (UTM parameters can collect data from anyone who copied / pasted the link into their browser, sent it to a friend, or referred it from an influencer.)
Pro tip: If tracking customer movements along the buying journey sounds great but complicated, we recommend taking a look at Hootsuite Impact.
Individual contribution metrics
Post Engagement Rate
How to calculate the post-engagement rate:
Post interactions / total number of followers (or impressions) ✕ 100
Engagements (likes, comments and saves) show that you are connecting with followers on Instagram. Some social media experts prioritize comments over likes because they take more effort and can indicate a higher level of interest.
Post comment rate
How to calculate the post comment rate:
Post comments ÷ total number of followers (or impressions) ✕ 100
A like is pretty easy to distribute, while you should watch out for the people who take the step of leaving a comment on your post.
If your goals include building loyalty or maintaining relationships, count comments separately from overall engagement and work to selectively increase that number.
Pro Tip: Cross-reference comments count towards news sentiment in your social listening tool to not only verify that your content is being received, but also how.
The total number of posts your post has been sent to Instagram users.
The number of impressions a post gets can be an indication of how well you're promoting your account and content.
Are you choosing the right hashtags? Cross promotion effective? Have you ever thought about promoting your posts with some ad spend?
Keep an eye on this number. Especially if your goal is to create brand awareness at the top of the sales funnel.
The total number of individual accounts that saw your post.
Your organic reach depends on the number of followers you have, but that's not the whole story. It also has to do with how interesting your content is.
The more engaging your content, the more people will see it. This is why it is important to understand how the Instagram algorithm works.
Instagram Stories Metrics
How to Calculate Stories Engagement:
Actions in total ÷ total range x 100
To measure engagement in your stories, add up the responses received, profile visits, and sticker tips. These positive interactions can tell you what you are doing right.
For a complete look at analyzing Instagram Stories, check out our guide.
To calculate the completion rate of stories:
Number of people who viewed the last story segment ÷ number of people who viewed the first story segment X 100.
People who watch your story to the end indicate that your content connects with your fans.
It's also a good idea to keep track of all navigation metrics for potentially negative feedback:
- Back (aka viewers want to watch the story all over again – is it too fast?)
- Forward (aka, skip it – is it boring?)
- Next story (aka, skip yourself – are you bored?)
- Exit (aka, they went back to TikTok, ouch.)
This is great feedback for those who don't mind a little hard love. Use this information to improve your game on Instagram Stories.
Average percentage observed
How much of your IGTV video the average viewer sees before they click away.
The IGTV metric "video views" counts all people who have watched for more than 3 seconds. This is a good indication of initial interest, but it's not that helpful in tracking how effectively your video content is connecting with fans.
Instead, track the average percentage you've seen to get a feel for how compelling your IGTV content really is.
Role deployment rate
How to Calculate the Reel Engagement Rate:
Role interactions ÷ total number of followers (or views) ✕ 100
Add up the total number of likes, comments, shares and saves from Reel and then compare them to either your number of followers or the number of viewers for the reel.
Using the number of your followers in this figure will give you a sense of how compelling your roles are to your entire audience. Using the number of viewers will give you a better idea of how the roles relate to each other.
Live Engagement Rate
How to Calculate Live Engagement Rate:
Live interactions ÷ total number of followers (or accounts reached) ✕ 100
Add up the total number of live comments and shares, then compare that to either your number of followers or the number of accounts the live stream has reached.
Instagram ad metrics
How to calculate your ad click-through rate:
Clicks ÷ Impressions X 100
Click through rate is an important metric, but keep in mind that higher rate isn't always what you're looking for. When you're paying for every click, you want to make sure your ad copy properly qualifies potential buyers so that only those who are actually interested in your brand click through it.
For many brands in e-commerce and B2B, that number is the ultimate goal. You want to sell your product, register a new lead or receive an email address.
You can see these tangible results with Hootsuite Impact.
Cost per result
How to calculate the cost per result:
Total spend ÷ number of results (for a period of time)
How much did each of these conversions cost you? Keep an eye on this number to make sure you're not paying more than it's worth for a conversion. You can find this data in the Facebook ad manager.
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