Are you looking to take your Instagram game up a notch? Or maybe you’re just curious about what all those numbers in the Instagram Insights section mean. Either way, this guide encompasses all you’re looking for!

Stop guessing and start understanding your audience. We’ll walk you through the most important things you need to know about Instagram metrics, including what they are, why they matter, and how to use them to your advantage. 

So let’s get started!

Why Should You Be Concerned With Instagram Analytics?

As a business owner or marketing professional, it’s essential to understand your audience and what content they engage with the most. This is where Instagram analytics come in!

Instagram analytics give you insights into who your followers are, when they’re active, and what content they like best. This information can be precious when it comes to creating future content and strategies.

For example, let’s say you notice that your audience is primarily active in the evenings. You might want to consider posting content during this time or scheduling your posts ahead of time so that more people see them.

analytics insights

Alternatively, if you notice that a particular type of content performs better than others, you can focus on creating more of that content in the future.

In short, Instagram analytics can help you better understand your audience and what they want to see from you. And when you know what your audience wants, you’re more likely to succeed on Instagram.

Instagram Insights: How to View Instagram Metrics

Now that we’ve discussed why Instagram analytics are important, let’s look at how to view them.

Insights is the built-in analytics tool for Instagram if you’re not already familiar with it. To access Insights, simply go to your profile and tap on the three lines in the top right corner. Then, select “Insights” from the menu that appears.

Once there, you’ll see an overview of your account’s performance. This includes information such as your total reach, impressions, and engagement rate.

You can also view insights for specific posts published earlier by tapping on them from your profile. Just scroll down to find the post you want to check and then tap “View insights” in the bottom right corner.

This will bring up a detailed breakdown of that post’s performance, including the number of views, comments, and likes.

What each Instagram metric means

Now that you know where to find your Instagram analytics, let’s look at each metric’s meaning.

  • Reach: Reach is the number of people who have seen your content. It includes people who have seen your posts in their feed or other places such as Stories or Explore.
  • Impressions: Impressions are similar to Reach, but they measure the number of times your content has been shown rather than the number of people who have seen it. So, if one person sees your post three times, that would count as three Impressions but one Reach.

instagram metrics reach

  • Saved: It shows the number of people who have saved your post to view later. To see it, go to the specific post and click “View Insights.” In the picture above, the 4th icon shows the number of Saves.

instagram metrics

  • Replies: It is the number of messages you’ve received on your Story. To see this metric, go to one of your Stories and swipe up to see the Insights.
  • Back: It is a metric that measures how many times people have tapped back to your Story after viewing it. This can be a good indicator of interest, as it shows that people are so interested in your content that they want to see it again.
  • Forward: It is the opposite of the Back metric and measures how often people have tapped forward to see the next person’s Stories.
  • Exited: It is a metric that measures how often people have left viewing Stories right after seeing your Story.

instagram metrics

Metrics you should keep track of

As a business, tracking your analytics and performance is crucial to improving your reach, engagement, and conversions. But with so many metrics available, it can be tough to know which ones are worth attention.

By tracking the right metrics, you’ll get a better understanding of what’s working well on your account and what could use some improvement.

Here are the essential metrics you should be tracking:

  • Follower Growth Rate: This metric measures how quickly your follower count increases over time. To calculate your follower growth rate, simply take the number of new followers you’ve gained in a certain period and divide it by your total number of followers at the beginning of that period.
  • Engagement Per Follower: This metric tells you how much engagement (likes, comments, shares, etc.) your posts are receiving on average from each of your followers. To calculate it, just take the total number of engagements on a post and divide it by the number of followers you have.
  • Website Taps: This metric measures how much traffic to your website comes from your Instagram profile. You can find this metric in Insights’s “Accounts reached” section.
  • Comments Per Post: This metric tells you how many comments each post receives, on average. To calculate this, just take the total number of comments on all your posts and divide it by the number of posts you have.

These are just a few of the most important metrics for businesses. Make sure you analyse and find other valuable insights for your business.

How to use Instagram metrics in your favour

Now that you know which metrics you need to track, it’s time to put them to good use! Here are a few ways you can use your analytics to improve your account and reach more people:

best times to post

Source: RecurPost

Change the time of your posting

If you notice that your engagement is low at certain times of the day, try changing the time of your posting. Experiment with different times and days of the week to see when you get the most engagement.

instagram metrics

Adapt content based on Instagram demographics and performance

Take a look at your analytics to see which types of posts are performing well and which ones are falling flat. Then, adapt your content accordingly. If you notice that certain kinds of posts are doing well with your target audience, post more of them!


Create limited offers

If you want to increase engagement and reach on your posts, try creating limited-time offers.

  • Discounts and promotions: It is a great way to increase engagement and reach. It will get people to take notice of your account and take action. For example, you could offer a discount code that expires in 24 hours. This will create a sense of urgency and encourage people to engage.
  • Giveaways: Who doesn’t love a good giveaway? Offering giveaways is a very effective way to increase engagement, reach, and followers. Just make sure to promote your giveaway properly so that people know about it!

Facebook And Instagram Stories Ads

Improve your Instagram Stories

If you’re not happy with the engagement you’re getting on your Stories, try improving them. Experiment with different types of content and see what works best for you. You can also show people a behind-the-scenes look at your business. It will significantly help you to connect with your audience.

reels visual replies

Experiment with IGTV, Instagram Live, and Instagram Reels

If you’re not using IGTV, Instagram Live, or Instagram Reels yet, now is the time to start. These features are a great way to reach more people and increase engagement. It’s a good idea to experiment with all of these until you figure out what works best for you.


So there you have it – you now know how to measure reach, impressions, website clicks, and more. Track the right metrics and adapt your content accordingly. And you’ll be able to reach more people and achieve your business goals.