Instagram Analytics: Measuring the Metrics That Matter

2019/01/18 08:00

instagram analytics metrics

A closer look at the Instagram metrics that really matter and the best tools to track your performance.

Instagram is 1 billion-users strong, making it one of the most popular social media apps around today.

People love engaging with brands and a report by Make a Video Hub showed that Instagram receives 58 times more engagement per follower than social media powerhouse, Facebook, making it rife with opportunity for brands looking to reach an engaged audience.

It does, however, appear that Instagram tends to play a more top-level role in conversions though, creating awareness more than sales. It’s still important to know how your brand is performing though and whether it’s worthwhile to keep putting effort into marketing on Instagram.

Why Instagram Metrics & Analytics Matter

Tracking your performance on Instagram is just as important as tracking your website or the performance of your email marketing campaigns, even though you will need to track it slightly differently.

Keeping an idea on certain Instagram metrics will help you grow your audience and become a more influential brand.

While Instagram’s built-in analytics tool is quite handy, if you want to gain deeper insights into your account’s performance, you may need a more robust tool. Fortunately, there are a number of great tools, free and paid, available today.

First, let’s look at the Instagram metrics you should be paying attention to.

9 Instagram Metrics That Matter the Most

While the below Instagram metrics do matter more than others, they won’t all necessarily be relevant to your business.


This metric speaks for itself – tracking how many people are following your account will allow you to track your growth and influence as a brand on Instagram.

2. Engagement Rate

Engagement rate refers to the percentage of your followers who are engaging with your posts and is calculated by dividing your total number of followers with the number of engagements you receive – this is usually in the form of likes and comments. Engagement rate matters because it’s not enough to post something on Instagram every day – you need to know how many people are actually engaging with your content too.

3. Top Posts

Knowing which of your posts are performing really well will give you an indication of the type of content that your followers want to see more of and the best times for you to post, both of which will generate further engagement. There are a few ways that you can measure your top posts, including number of likes and shares or impressions.

4. Follower Reach

While impressions refer to the total number of times a post was seen, follower reach refers to the percentage of followers who actually see a post. The reason why this is important is, just because you post something, doesn’t mean every user will see it – Instagram’s algorithm decides what a follower will see. If your follower reach is low, you might need to look into other potential issues with your account.

5. Story Views

If you’re using Instagram Stories, it’s important to track your results, particularly if you’re using polls or adding links to your stories. Knowing which stories are performing well will allow you to refine your content strategy going forward.

6. Video Views

If video posts regularly feature in your content calendar, it’s important to track your video views. The more views a video gets, the more information you have about the content that followers are responding to. You may also find that your video content is actually more popular than your regular posts.

7. Advert Click-Through Rate

If you will be running ads on Instagram, tracking your click-through rates is a must for obvious reasons. Almost every advertising campaign will need to be refined and optimised and it’s better to do this sooner rather than later in an effort to spend your budget more wisely.

8. Hashtag Engagements

Now that Instagram users can follow hashtags, it’s important to understand which hashtags you should be using in conjunction with your content to attract more followers and generate more engagements.

9. Location

Knowing where your followers are located is an important Instagram metric too as it will help you to shape your strategy. Discovering you have a large percentage of followers in a particular area will allow you to make your campaign targeting more specific. Don’t forget to look at age and gender data every now and then too.

Measuring Instagram Metrics: Top 6 Tools

Now that you know which metrics you’re looking for, here are a few tools that can be used in addition to Instagram Analytics.

  1. Iconosquare. This handy tool will provide you with a free audit of your Instagram profile if you’re a first-time user. Once you sign up, you can easily automate your reports and export your data to share with the rest of your team.
  2. Hootsuite. Hootsuite is well known as a social media scheduling tool but it can also provide you with in-depth reports on the performance of your accounts. As an added bonus, Hootsuite also gives you the ability to create KPIs and measure channel growth accordingly.
  3. Crowdfire. Growing your follower list is a big part of being successful on Instagram but you can only follow so many users before you reach the 7,500 cap. Crowdfire is a tool that exposes the users who have unfollowed you so that you can clean up your follower list and follow new users.
  4. Union Metrics. Using your insights stream , Union Metrics is able to provide you with trends that you can use to optimise your strategy. It also makes it really easy to monitor post tags and mentions.
  5. Plann. This tool will assist you with both scheduling and analytics. It will even go as far as telling you which colour scheme your followers are responding too so that you can create the most attractive feed possible for your brand.
  6. Squarelovin. If your followers tend to tag your brand in a lot of posts, Squarelovin will help you make the most of user-generated content.

When used correctly, Instagram can be a powerful marketing tool that can truly boost your website traffic, brand authority and hopefully, conversions too. Take the time to experiment with some of the above tools to find the ones that work for you and match your brand’s Instagram metric requirements.