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Understanding Instagram Analytics

An iPhone with Instagram app on it

In today's digital age, social media has become a crucial tool for businesses and individuals to promote their products or services. Instagram, in particular, has emerged as one of the most popular social media platforms, with over a billion active users worldwide. It's critical to understand whether your Instagram marketing plan is effective given the size of the audience. This is where Instagram analytics comes into play.

Instagram analytics is a tool that helps you track your account's performance, providing you with valuable insights into your audience's behavior and preferences. In this article, we'll delve into the basics of Instagram analytics, including how to access it, what metrics to focus on, and how to use the data to optimize your Instagram marketing strategy.

Whether you're a business owner, marketer, or influencer, understanding Instagram analytics is critical to your success on the platform. So, read on to discover how you can leverage this powerful tool to take your Instagram game to the next level.

What Exactly Are Instagram Analytics?

Instagram analytics is a set of tools that allow you to track and analyze the performance of your Instagram account. They provide you with valuable insights into your audience's behavior and preferences, helping you to evaluate the effectiveness of your Instagram marketing strategy and make data-driven decisions to optimize your content.

Instagram analytics can track a wide range of metrics, including engagement rate, reach, impressions, follower growth, demographics, and more. By understanding these metrics, you can determine which content resonates with your audience, when to post, and what types of content generate the most engagement. Ultimately, Instagram analytics can help you achieve your marketing goals on the platform and take your Instagram game to the next level.

Which Key Instagram Analytics Metrics Should You Monitor?

A woman liking an Instagram post on her phone

Instagram analytics may yield a wealth of information. But, numbers can be confusing (trust me I’ve been there). So, where should you begin? These are our recommendations for the key metric to monitor in 2023 using Instagram analytics tools.

Instagram Account

Engagement rate: Engagement rate is the number of interactions calculated as a percentage of reach or followers. This serves as a benchmark for assessing how effectively your content is engaging with readers and motivating them to take action.

Follower growth rate: The rate at which you are gaining or losing followers. No other Instagram metric has a greater influence on organic reach. By comparison, the typical monthly growth rate for followers is 0.98%.

Website referral traffic: The number of visits brought to your website by Instagram. If you want to improve your Instagram ROI and link your Instagram activities to off-platform objectives, this is crucial.

Best times to post: When should you post to get the most feedback?

Audience demographics: This isn't really a measure, but rather a collection of significant data points that can provide you insight into the kinds of content that are most likely to be successful.

Instagram Feed Post

Post engagement rate: The number of interactions is calculated as a percentage of followers or reach. You can conduct this calculation by hand, but a competent Instagram analytics solution will take care of it automatically.

Post comment rate: The number of comments displayed as a percentage of audience size. Count comments separately from overall interactions if your objectives entail fostering connections or increasing loyalty, and try to increase that number in particular.

Impressions: The total number of times users saw your post. This may show how effectively you're marketing your account and content.

Reach: The number of people who saw your post. According to the Instagram algorithm, the more interesting and engaging your material is, the more people will view it.

Instagram Stories

Story engagement rate: The number of interactions is calculated as a percentage of followers or reach.

Completion rate: The number of people who watch your Story all the way through. The fact that your Story is being viewed in its entirety is a sign that your fans are enjoying what you are posting.

Instagram Reels

Reel shares: How many people have shared your reel?

Reel interactions: Total likes, comments, shares, and saves for each reel.

Drop-off rate: How many viewers abandon the video before it ends.

How To Access Analytics On Instagram?

An iPhone scrolling through Instagram feed with a computer in the background


Instagram Insights is a free tool that provides the most basic Instagram statistics within the Instagram app if you're searching for quick information on the move. Although there is no way to convert the data into a report, it provides you with a solid overall summary of your Instagram performance.

  1. Go to your profile on the Instagram app, tap Professional dashboard, and then launch it.

  2. Tap the ‘See All’ button next to ‘Account Insights’

  3. See a summary of your material that shows the accounts it has reached, the number of interactions it has generated, the number of followers it has overall, and the stuff it has shared. You may select a timeline to see from the top menu.

  4. Tap the right arrow next to the appropriate category to explore these stats in more detail.


For rapid, on-the-go tracking of your Instagram stats, navigating through analytics on your phone is wonderful, but it's not the best when you want to evaluate your statistics and progress over time, compare outcomes to your work on other social platforms, or build a social media report. Here's how to view your Instagram stats on a computer.

Utilizing Instagram

Although the primary Instagram Insights tool is not accessible on PC, you may get some simple post-by-post metrics online immediately from your Instagram feed.

To view the total likes, comments, saves, direct message shares, profile visits, and reach for a post in your feed, click View insights under the post.

You'll need to use different tools to get additional Instagram analytics on the web, which we will get into below.

Utilizing Meta Business Suite

You'll need to upgrade to Meta's Business Suite to get a real native analytics solution on your desktop.

Click on Insights after launching Meta Business Suite. You may see top-level information for Facebook on the left side of the overview screen and Instagram on the right.

To get additional information about your Instagram and Facebook stats, choose any of the categories in the left menu.

Click on Content in the left menu's Content section to view stats just for Instagram content without being distracted by Facebook statistics. Uncheck the Facebook choices by opening the Advertising, Posts, and Stories drop-down menu.

How To Make The Most Of Instagram Analytics To Improve Your Marketing Approach?

A woman replying to Instagram comments on her phone

How can you benefit from Instagram analytics now that you have a better understanding of its fundamentals? These are our top suggestions:

Analyze your top posts

One of the most critical metrics to track on Instagram is engagement rate, which is the percentage of followers who engage with your content. To optimize your Instagram marketing strategy, start by analyzing your top-performing posts to identify common themes. Are they all photos or videos? Do they all have a specific color scheme or style? This information can help you create more content that resonates with your audience and drives engagement.

Identify the best time to post

Another essential factor to consider when optimizing your Instagram marketing strategy is timing. You want to post when your followers are most active on the platform to ensure that your content reaches the maximum number of people. To determine the best time to post, use the Audience section in Instagram Analytics to identify when your followers are most active on Instagram. This information can help you optimize your posting schedule to reach your audience when they're most engaged.

Experiment with different content formats

Instagram offers several different content formats, such as photos, videos, Reels, and Stories. To determine which formats generate the most engagement, experiment with different types of content and track their performance using Instagram Analytics. This information can help you evaluate which content format works best for your audience and adjust your content strategy accordingly.

Monitor your engagement rate

Engagement rate is a crucial metric to monitor to evaluate your account's overall performance. Use Instagram Analytics to monitor your engagement rate and identify trends over time. If you notice a decline in engagement rate, it may be time to adjust your content strategy, such as posting more frequently or experimenting with different content formats.

Track follower demographics

Understanding your audience's demographics, such as age, gender, and location, is essential to optimizing your Instagram marketing strategy. Use Instagram Analytics to track your follower demographics and adjust your content strategy accordingly. For example, if your audience is predominantly male, you may want to create content that appeals to male interests.

In conclusion, Instagram analytics is a powerful tool that can help you evaluate your Instagram marketing strategy's effectiveness and make informed decisions to optimize your content and reach your target audience.

So, make sure to use the tips and strategies outlined in this article to leverage Instagram analytics to improve your Instagram marketing strategies. With the right approach and a data-driven mindset, you can unlock the full potential of Instagram analytics and achieve your marketing goals on the platform.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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