Monday May 31, 2021 By David Quintanilla
The 8 Best Instagram Analytics Tools (And Metrics to Track)

Any profitable technique requires 4 parts: goal-setting, implementation, evaluation and refinement. Instagram analytics handle the evaluation portion of this equation for social entrepreneurs.

Good Instagram analytics instruments aid you perceive how your Instagram efforts are paying off. You’ll be able to be taught what’s working and what’s not. Then you definitely transfer onto the refinement portion of the technique, tweaking your efforts to spice up your outcomes and improve ROI.

Let’s have a look at among the finest Instagram analytics app choices, and crucial Instagram metrics that you must monitor.

Instagram analytics tools

1. Instagram Insights

If you’re using an Instagram Business or Creator account, you’ve gotten entry to this built-in Instagram analytics app.

Instagram Insights audience location and age range

(In the event you’re nonetheless utilizing a private account, try our step-by-step instructions to switch over to an Instagram Business account now.)

This native analytics instrument inside the Instagram app gives insights into your account efficiency, together with attain, engagement, followers, and Instagram ads. We’ll present you precisely how one can see Instagram analytics utilizing Insights later on this publish.

Insights is a superb Instagram analytics free instrument, nevertheless it will not be the most effective Instagram analytics app for severe social entrepreneurs. For extra sturdy, longer-term monitoring, or to export your knowledge for a social media report, you’ll want to have a look at different Instagram analytics instruments.

2. Hootsuite Analytics

Hootsuite Analytics means that you can monitor Instagram analytics in additional element than the native Instagram Insights.

Hootsuite Analytics Instagram overview

Supply: Hootsuite

Certain, we could also be biased, however for the report, listed below are some issues that the Hootsuite Analytics dashboard can try this Instagram can’t:

  • Present you knowledge from the distant previous
  • Examine metrics over particular time durations to get a historic perspective
  • Generate downloadable customized studies
  • Have a look at particular publish efficiency utilizing your most well-liked metrics
  • Monitor your account’s response time in customer support conversations
  • Rank Instagram feedback by sentiment (optimistic or damaging)

Study extra about Hootsuite Analytics right here:

3. Hootsuite Impact

Hootsuite Affect means that you can evaluate metrics for various social accounts aspect by aspect. It additionally gives detailed ROI evaluation for each natural and paid Instagram exercise, including IGTV.

Bear in mind how we stated proper up on the high that refining your technique is a key a part of utilizing analytics to enhance? Hootsuite Affect can present customized suggestions for refining your technique primarily based in your particular targets.

4. Creator Studio

That is one other native Instagram enterprise analytics instrument. Nevertheless, as a substitute of being constructed into the cellular Instagram app, Creator Studio works in your pc.

Creator Studio offers you entry to a lot of the identical metrics as Instagram Insights, however just for a seven-day window.

Creator Studio interactions

Supply: Creator Studio

One neat analytics function of Creator Studio is the Calendar view, the place you possibly can see at a look precisely while you posted to Instagram.

In the event you’re a member of Brand Collabs Manager, it’s also possible to monitor your model collaboration metrics right here in Creator Studio. We’ve received a full weblog publish on how to use Creator Studio that walks you thru all of the methods you should utilize it along with your Instagram Enterprise or Creator account.

5. Iconosquare

Begin with Iconosquare’s Instagram audit for enterprise accounts. This Instagram analytics free instrument gives knowledge in your attain, engagement, likes, saves and extra. It additionally gives data on how your Instagram metrics stack up in opposition to the common charges on the platform.

Iconosquare Instagram Audit

Supply: Iconosquare

Iconosquare additionally presents a free trial of their professional dashboard. You’ll get all the usual metrics: engagement charges, follower stats, Tales knowledge, et cetera.

6. Keyhole

Keyhole makes a speciality of Instagram hashtag analytics and key phrase monitoring, together with all the standard Instagram metrics.

Keyhole dashboard

Supply: Keyhole

It’s helpful for monitoring promotions, branded hashtags, and Instagram contests in real-time. It’s additionally a useful gizmo to trace Instagram analytics while you work with influencers.

7. Phlanx

Phlanx presents a free, easy-to-use Instagram engagement calculator. The helpful factor is you should utilize it to verify your personal account, or another person’s. Which means you should utilize it to pre-screen potential influencers and brand ambassadors.

All it’s important to do is sort in any Instagram deal with to see complete followers, engagement fee, and common likes and feedback per publish.

Phlanx Instagram engagement calculator

Supply: Phlanx

8. Fb Adverts Supervisor

In the event you’re working paid campaigns on Instagram, Fb Adverts Supervisor is a key useful resource in your analytics toolbox. It gives efficiency and price data for all of the advertisements you place on the Fb household of merchandise, together with Instagram.

You may get efficiency data in your Instagram promotions inside Instagram Insights, however to carry out an intensive value evaluation, you’ll need to incorporate Adverts Supervisor as properly.

Methods to see your Instagram analytics

Right here’s the place to seek out all of your Instagram metrics inside the Instagram app.

Bear in mind, you want a Enterprise or Creator profile to entry analytics. Right here’s a fast video overview:

Instagram account analytics

Let’s begin with the overview metrics in your Instagram profile.

1. Within the app, go to your profile.

2. Faucet the hamburger icon within the high proper nook.

Instagram profile hamburger icon

3. Faucet Insights


4. View your content material overview, together with accounts reached, content material interactions, complete followers and content material shared.

Recent highlights overview

Supply: Instagram

Within the high menu, you possibly can select whether or not to view these Instagram metrics for the final 7 or final 30 days.

Instagram followers analytics

From the overview display screen, scroll right down to Your Viewers and click on See All. You’ll see an summary of your follower development, adopted by particulars in your viewers demographics.

You’ll discover a great deal of helpful data on this display screen, together with your viewers’s:

  • High 5 areas (metropolis or nation)
  • Age vary (general or damaged down by gender)
  • Gender
  • Most energetic occasions (by hour or day)

audience demographics

Along with monitoring your follower development metrics, that is worthwhile knowledge for planning when to post on Instagram in addition to guiding your content material technique.

Instagram publish analytics

From the overview analytics display screen, scroll right down to Content material You Shared, then click on the proper arrow subsequent to your variety of posts.

This may convey up a list of all of your posts, sorted by the metric you select. The default is attain, however you possibly can select from an extended record of metrics, together with feedback, follows, shares, and extra.

You’ll be able to select timeframes from 7 days as much as 2 years, and filter by publish sort (pictures, movies, carousel posts, or all posts).

post analytics select post type

You may as well discover the analytics for any particular person Instagram publish by clicking the View Insights hyperlink underneath the publish in your feed.

mountains photo view insights

Supply: Instagram

This may convey up somewhat pop-up field exhibiting the overall likes, feedback, saves, direct message shares, profile visits and attain.

total likes, comments, saves, direct message shares, profile visits and reach

Supply: Instagram

Instagram Tales analytics

From the overview analytics display screen, scroll right down to Content material You Shared, then click on the proper arrow subsequent to your variety of Tales.

Identical to in your posts, you possibly can see attain, impressions, and so forth. You may as well see exits, forwards, and different Tales-specific metrics. You’ll be able to view a time vary from 7 to 30 days.

Stories analytics

Supply: Instagram

For extra particulars, we’ve received a complete weblog publish that will help you profit from your Instagram Stories analytics.

IGTV analytics

From the overview analytics display screen, scroll right down to IGTV Movies and click on the proper arrow subsequent to your variety of movies.

Once more, you possibly can see the usual metrics like attain, likes, and feedback. You may as well select to view IGTV-specific metrics like common proportion watched, video views, and video interactions.

You’ll be able to select a time interval from 7 days to 2 years.

Reels analytics

As of Might 2021, Reels analytics are included within the Attain breakdown in Instagram Insights. To entry it, faucet the proper arrow subsequent to Accounts Reached within the overview display screen.

Right here, you will notice how Reels carried out in comparison with different content material varieties during the last 7 or 30 days. This part additionally features a rating of your high Reels.

Reels analytics

Supply: Instagram

To view insights particular to Reels solely, scroll right down to Reels within the Insights overview display screen and faucet the proper arrow subsequent to your variety of Reels. Right here, you possibly can see your whole Reels efficiency metrics in a single place.

To verify in on the efficiency of a particular Reel, open the Reel out of your profile, then faucet the three dot icon within the backside proper of the display screen, then faucet Insights.

Reel insights and interactions

Supply: Instagram

For extra data, try our guide to using Reels Insights to make better content.

Stay analytics

The Might 2021 Instagram replace additionally introduced Stay analytics to Insights.

To entry Stay Insights, go to the overview analytics display screen, scroll right down to Stay and click on the proper arrow subsequent to your variety of streams. Right here, you will notice metrics associated to Stay streams: accounts reached, peak concurrent viewers, feedback and shares.

Instagram Live analytics

Supply: Instagram

Methods to entry Instagram analytics on desktop

Navigating by analytics in your cellphone is nice for fast, on-the-go monitoring of your Instagram metrics, nevertheless it’s not the best while you’re making an attempt to investigate your knowledge or create a social media report.

Luckily, it’s also possible to entry your analytics in your pc by Hootsuite Analytics and Hootsuite Affect.

1. Go to your Hootsuite dashboard, and click on the Analytics icon within the sidebar.

Hootsuite dashboard analytics

2. Choose your Instagram Overview (if you happen to haven’t already, observe these steps to connect your account)

Choose your date vary, overview your metrics, and schedule any studies you want.

Essential Instagram metrics to trace

Feeling somewhat overwhelmed? With a lot data out there, it may be powerful to determine which knowledge actually issues in your model.

Right here, we break down which Instagram metrics it’s best to monitor to succeed in the targets that matter to you.

Account metrics

Engagement fee

Methods to calculate engagement fee:

Common throughout all posts: [Post interactions ÷ total follower count (or impressions) ✕ 100]

This metric is a baseline for evaluating how properly your content material is resonating along with your viewers and provoking motion. Observe that this proportion will usually dip as you achieve extra followers.

Virtually all analytics instruments will calculate this quantity in your account, in addition to for every publish.

As a result of some specialists suppose the variety of impressions is a greater comparability than follower depend, you may get a distinct proportion from completely different calculators.

Professional tip: If you wish to get granular, right here’s a breakdown of all the different ways to calculate engagement rate.

Follower development fee

Methods to calculate follower development fee:

Variety of followers gained ÷ earlier variety of followers ✕ 100

In the event you don’t monitor development over time, your follower depend is just about only a self-importance metric. That’s a wasted alternative, as a result of no different Instagram metric has a much bigger influence on natural attain.

(If one among your targets is rising model consciousness, try our suggestions for getting more Instagram followers.)

Web site referral site visitors

The quantity of people that go to your web site from Instagram.

Monitoring the move of site visitors from Instagram to your web site is vital if you wish to increase your Instagram ROI.

There are three primary methods to measure web site site visitors from Instagram:

  1. Observe the variety of folks clicking the hyperlink in your bio;
  2. Observe the variety of folks swiping up in Instagram Tales;
  3. Use UTM parameters in your links. (UTM parameters can seize knowledge from anybody who’s copy/pasted the hyperlink into their browser, messaged it to a buddy, or been referred by an influencer.)

Professional tip: If tracing buyer motion alongside the shopping for journey sounds nice, however sophisticated, we suggest you check out Hootsuite Impact.

Particular person publish metrics

Put up engagement fee

Methods to calculate publish engagement fee:

Put up interactions / complete follower depend (or impressions) ✕ 100

Engagements (likes, feedback, and saves) present that you just’re connecting with followers on Instagram. Some social media specialists prioritize feedback over likes as a result of they take extra effort and should point out a better stage of curiosity.

Put up remark fee

Methods to calculate publish remark fee:

Put up feedback ÷ complete follower depend (or impressions) ✕ 100

A like is pretty simple to dish out, whereas you’ll need to take note of the individuals who take the step to depart a remark in your publish.

In case your targets contain constructing loyalty, or nurturing relationships, depend feedback individually from general engagements, and work to raise that quantity particularly.

Professional Tip: Cross-reference remark counts in opposition to message sentiment in your social listening tool to verify not simply whether or not your content material is resonating, however how.


The full variety of occasions your publish was served to Instagram customers.

The variety of impressions a publish earns can point out how properly you’re selling your account and content material.

Are you choosing the right hashtags? Cross-promoting successfully? Have you ever thought of selling your posts with some ad spend?

Keep watch over this quantity. Particularly in case your objective is constructing consciousness on the high of the gross sales funnel.


The full variety of distinctive accounts who noticed your publish.

Your natural attain is said to the variety of followers you’ve gotten, however that’s not the entire story. It’s additionally associated to how fascinating your content material is.

The extra partaking your content material is, the extra folks will see it. That’s why it’s key to grasp how the Instagram algorithm works.

Instagram Tales metrics

Tales engagement

Methods to calculate Tales engagement:

Whole actions ÷ Whole attain X 100

To measure engagement in your Tales, add up the replies, profile visits and sticker faucets earned. These optimistic interactions can let you know what you’re doing proper.

For a full rundown of Instagram Stories analytics, check out our guide.

Completion fee

Methods to calculate Tales completion fee:

Quantity of people that seen the ultimate Story phase ÷ Quantity of people that seen the primary Story phase X 100.

Individuals watching your Story right through signifies your content material is connecting along with your followers.

It’s additionally a good suggestion to control all of the navigational metrics for probably damaging suggestions:

  • Again (a.okay.a., viewers need to watch the Story once more—is it too quick?)
  • Ahead (a.okay.a., skip it—is it boring?)
  • Subsequent Story (a.okay.a., skip you—are you boring?)
  • Exit (a.okay.a., they went again to TikTok, ouch.)

That is nice suggestions for individuals who don’t thoughts somewhat powerful love. Use this data to up your game on Instagram Stories.

IGTV metrics

Common proportion watched

How a lot of your IGTV video the common viewer sees earlier than clicking away.

The IGTV “video views” metric counts anybody who watched for greater than 3 seconds. That’s a great indication of preliminary curiosity, nevertheless it’s not all that useful for monitoring how successfully your video content material linked with followers.

As a substitute, monitor common proportion watched to get a way of how compelling your IGTV content material actually is.

Reels metrics

Reel engagement fee

Methods to calculate Reel engagement fee:

Reel interactions ÷ complete follower depend (or views) ✕ 100

Add up the overall Reel likes, feedback, shares and saves, then evaluate that to both your follower depend or the variety of viewers for the Reel.

Utilizing your follower depend on this determine provides you with a way of how compelling your Reels are in your general viewers, whereas utilizing the variety of viewers provides you with a greater thought of how Reels carry out in opposition to each other.

Stay metrics

Stay engagement fee

Methods to calculate Stay engagement fee:

Stay interactions ÷ complete follower depend (or accounts reached) ✕ 100

Add up the overall Stay feedback and shares, then evaluate that to both your follower depend or the variety of accounts that Stay stream reached.

Instagram Adverts metrics

Click on-through fee

Methods to calculate advert click-through fee:

Clicks ÷ Impressions X 100

Click on-through fee is a vital metric to trace, however keep in mind that a better fee shouldn’t be at all times what you’re in search of. In the event you’re paying for every click on, you need to ensure that your advert copy correctly qualifies potential patrons so solely those that are literally taken with your model click on by.


For a lot of manufacturers in ecommerce and B2B, this quantity is the final word objective. You need to promote your product, enroll a brand new lead, or get an electronic mail handle.

You’ll be able to monitor these tangible outcomes utilizing Hootsuite Impact.

Value per end result

Methods to calculate value per end result:

Whole quantity spent ÷ variety of outcomes (for a specified time interval)

How a lot did every of these conversions value you? Keep watch over this quantity to ensure you don’t pay extra for a conversion than it’s value. You’ll be able to find this data in Facebook Ads Manager.

Save time managing your Instagram presence with Hootsuite: Schedule posts and Tales forward of time, and monitor your efforts utilizing our complete suite of social media analytics instruments. Strive it free immediately.

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