What are Instagram analytics?

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Instagram Analytics are tools that allow you to track your key performance indicators on Instagram.

This data can be very simple (like the number of people who viewed or liked one of your posts) or very specific (like the time of day your account's followers are most likely to be online).

Be sure to watch this video to learn how to access your stats, and what those numbers mean:


Tracking your Instagram analytics is the one and only way to develop an effective Instagram strategy. Users who don't check the platform's statistics are simply speculating about their performance.

Sure, you can get lucky and succeed by relying on your intuition, but without numbers to indonesia phone number data back up your work, you'll never be able to test new approaches, refine your strategy, or grow on the platform. This makes it extremely difficult to demonstrate the value of your work to your boss, your team, your client, or other stakeholders.

Bonus: Download a free social analytics report template that outlines the key metrics to track for each network.

15 metrics to track (via Instagram analytics tools)
Instagram analytics provides a wealth of data. So, where should you start? Here's our pick of the 15 metrics to track (using Instagram analytics tools) in 2024.

Instagram Account Performance Indicators
Engagement rate: The number of engagements divided by the number of followers or reach (expressed as a percentage). This is a benchmark for measuring the impact of your content on your audience and its ability to inspire them to take action.
Follower growth rate: The rate at which you gain or lose followers. No other Instagram metric has a greater impact on organic reach. For reference, the average monthly follower growth rate is 0.98%.
Website traffic: The number of visitors Instagram brings to your website. This metric is essential if you want to increase your Instagram ROI and connect your efforts to off-platform goals.
Most effective times to post: Which days and times of posting generate the most responses?
Audience demographics: This isn't exactly a metric, but a set of data points that can help you determine which types of content are most effective.
Instagram Post Performance Indicators
Post engagement rate: The number of engagements divided by the number of followers or reach (expressed as a percentage). You can calculate this manually, but most good Instagram analytics tools will do it for you.
Post engagement rate (comments): The number of comments divided by the number of followers or reach (expressed as a percentage). If your goal is to build customer loyalty or enhance your interactions with them, calculate comment engagement separately from overall engagement and try to increase this figure specifically.
Impressions: The total number of times your post was viewed by users. This metric tells you how effectively you're promoting your account and content.
Reach: The number of people who saw your post. The more engaging your content is, the more people will see it (thanks to the Instagram algorithm ).

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Instagram Story Performance Indicators
Story engagement rate: The number of engagements divided by the number of followers or reach (expressed as a percentage).
Completion rate: The number of people who watched your Story from start to finish. Watching your Story from start to finish indicates that your content is resonating with your audience.
Instagram Reel Performance Indicators
Shares: The number of users who shared your Reel.
Interactions: The total number of likes, comments, shares, and saves associated with your Reels.
Abandonment rate: The number of people who stopped watching your Reel before the end.
Insta vs. TikTok Views: The number of people who watched your Reel on Insta compared to an equivalent TikTok video.
For more details on all the Instagram metrics you should be tracking based on your goals on the platform (as well as how to track them and calculate their value), check out our comprehensive blog post dedicated to Instagram metrics .