Instagram Analytics: What Metrics Matter Most?
Instagram Analytics is key to creating an effective Instagram marketing strategy that drives results for a business. Instagram Analytics provides valuable data that helps make vital business decisions with way more certainties.
However, Users on Instagram scroll through their feeds to get inspired and find their favorite brands and products. They even make buying decisions based on what they see in their feeds.
But, the problem is that a growing number of businesses are competing for the attention of these users and growing their brands.
So, how can you get the attention of users on the app? Also, Instagram Analytics can be a great source to pivot your content marketing strategy to drive attention to your content, engage users, and boost conversions.
This blog will explore the most important Instagram Analytics metrics that you should monitor for maximum results.
Keep reading.
What is Instagram Analytics?
Instagram Analytics gives data related to user activity around your published content. This depicts your overall account performance.
You can find three major sections here; accounts reached, accounts engaged, and the total number of followers.
Also, It provides statistics about the locations of accounts, engagement breakdowns respective to follower and non-follower accounts, and demographics of the users.
However, These details allow you to rethink your stories, hooks, content ideas, and call to action to massively improve your content’s reach, engagement, and conversion rates.
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The key metrics of Instagram Analytics
Here are the most important metrics you should monitor inside your account’s Instagram Analytics.
Instagram Account Metrics
#1 Engagement Rate:
Divide the number of engagements by the number of impressions on individual posts to get the engagement rate. This metric shows you how well your audience is engaging with your content.
To increase engagement rate, you can ask questions in your content combined with writing intriguing captions to talk about your audience’s pain points or about things that get them excited.
#2 Follower Growth Rate:
Seeing a decent number of followers naturally feel good. But, is your account growing at a reasonable speed? The follower growth rate gives you an idea of how fast you are gaining or losing followers. If you are not attracting new followers, it’s a sign there is something wrong. If you don’t fix that, you might start losing your content’s rankings and eventually impressions, reach, and views.
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#3 Website Visitors:
Instagram can drive a lot of traffic to your website or online store. Instagram allows users to add clickable links to their bios. You can drive viewers’ attention to click that link by mentioning it in the content.
This metric shows you the number of visitors your website is receiving from your Instagram account. Ideally, you should get more people to visit your website to boost leads and sales.
#4 Best Times to Post Content:
This metric tells you what are the times your audience is most active. You can dramatically boost the reach of your posts and videos if you publish them at these times. As more users see your posts, you will gain more engagement and will get an organic boost from the algorithms.
#5 Audience Demographics:
This is a complex of different data points around basic user details like their gender, age, location, etc. You can create gender-specific content to drive more engagement and boost conversions.
Instagram Feed Post Metrics
#1 Post Engagement Rate:
This metric shows you the engagement rates for individual posts. To manually calculate this, simply divide the number of engagements by the number of followers to get the data. Inside Analytics, you will get the data automatically.
#2 Post Comment rate:
This shows the number of comments on your post divided by the reach or followers. To grow your post comment rate, you can trigger user activity by asking interesting questions or their opinions about a trending topic or event.
#3 Impressions:
Impressions are the number of times the algorithm shows your content to the users. If a user scrolls back and forth by your post, it will be counted toward the impressions.
#4 Reach:
Reach refers to the number of users your post has been shown on the app. If a user sees a post multiple times, the reach count will remain the same while impressions are incremented relevant to how many times they see the post.
Instagram Stories Metrics
#1 Story Engagement Rate:
This is the number of engagements on your stories divided by reach or followers. The greater the number, the better the stories are doing.
#2 Completion Rate:
This shows how many people have seen your complete stories or a major part of these. A greater completion rate means your stories are engaging and resonate with the audience.
Instagram Reels Metrics
#1 Reel Shares:
This metric shows how many people have shared your Reel videos on the platform.
#2 Reel Interactions:
This shows the number of engagements (likes, comments, shares, and saves of your content) on your Reels.
#3 Drop-off Rate:
This metric tells how many people have stopped watching your reel videos before they ended. Low drop-off rates mean your content is engaging enough to keep users watching your videos.
#4 Views Vs. TikTok:
This tells how many users have seen your Reels compared to equivalent TikToks.
How to See Instagram Analytics?
On Mobile
You can get a basic overview of your Instagram Analytics on your smartphone if you want to have a look on the go. Here is how you can see Instagram Analytics on your mobile phone;
- Log in to your Instagram and go to your profile
- Tap on “professional dashboard”
- Tap “See all” beside Account insights
- You will have an overview of your content (posts, reels, stories, etc.). Also, you will see the accounts reached, the number of engagements, the total number of followers, and the number of shares.
- In the top menu, you can choose a timeframe to view
- To get detailed metrics, tap the right arrow opposite to the relevant category
On Desktop
Desktop enables you to easily analyze your Instagram Analytics data, do comparisons, and generate a detailed report.
Here is how to see Analytics on desktop (you will need to switch to Meta’s business suite);
- Open Meta Business Suite and click on Insights. On left, you will see Instagram insights and Facebook insights on the right side of the screen.
- In the left menu, clicking on a specific category gives you more details.
- In the left menu, click “Content” under the “Content heading”. Then open the Ads, Posts, and Stories drop-down menu. Uncheck the Facebook options. This will disable the Facebook metrics, and will only give you Instagram content metrics.
Final Words:
If you have not achieved success with Instagram yet, then monitoring the metrics covered here and adjusting your content strategy can bring you big wins. Instagram can be a game-changer for your brand and business if used effectively. We hope that you will follow these metrics to achieve great results.
