social media marketing
ultimate guide to Instagram insights in 2024
To boost your Instagram account, check your analytics.
What are Instagram Insights and Why Do They Matter?
Understanding your audience, their activity times, and preferred content is crucial for a successful content strategy on Instagram. Without this insight, you're essentially navigating blindly.
However, figuring out which metrics to track and how to interpret them can be a challenge. Every brand or business has unique goals, whether it's gaining followers or increasing clicks. Once you've identified your goals, you can use Instagram analytics more effectively, monitoring clear objectives in your social media reporting for better results.
How to Track and Report on Instagram Analytics in 2024
As you can see, there are countless Instagram metrics you can track and report on — but trying to tackle them all might not be the best use of your time.
Having a clear view of your brand goals and key Instagram metrics that will help achieve them, is often a more efficient approach.
Once you’ve clarified your goals, it’s worthwhile to create a social media report to track your progress in a visually powerful and digestible way.
10 Key Instagram Metrics to Track in 2024
If you’re new to the world of data and analytics, knowing which Instagram metrics to track can seem like a daunting task.
But once you’re up to speed, understanding and analysing these 10 metrics can be revolutionary for your brand’s growth:
Reach
The number of unique accounts that have seen your post, and therefore how much awareness and value you’re gaining.
Traffic
The amount of clicks your website, CTAs, and Instagram Stories link stickers drive — a jackpot for understanding what motivates your audience.
Saves
The number of times your post has been bookmarked.
Shares
Shared content indicates how many times a post was sent to another user through Instagram — and that’s a very telling metric.
Engagement rate
This is a calculation that shows what percentage of your following has interacted with your content. If your followers are commenting, liking, saving, and sharing your content, your engagement rate will show it.
Audience growth
Thanks to Instagram’s “followed” and “unfollowed” metrics — you can see exactly how many followers you gain and lose each day.
Watch through rate
Your Instagram Stories, Reels, and video watch-through rate measures the percentage of people who followed your content from beginning to end.
Instagram Stories views
Each story slide posted to Instagram will have its own metrics — including replies, impressions, and navigations. You can use the metrics for each story slide to learn what holds your audience’s attention, what they tap back to, and what causes them to skip away from your content.
Instagram Reels engagement
Similar to your overall engagement rate, but measures your Reels specifically — including content interactions and plays.
Best time to post
Posting at your personalised best time to post on Instagram increases the likelihood of followers actually seeing and then engaging with your posts.
By understanding what resonates with your audience, you can tailor your content plan around this — and grow your community on Instagram.
How to Find Instagram Insights and Analytics in 2024
Let’s face it, growth on Instagram doesn't happen overnight. To see a spike in followers, engagement, and sales on the platform you’ll need some mighty Instagram analytics tools on your side. Instagram’s free native analytics tool, Instagram Insights, is also full of useful data.
Whether you’re looking for your Instagram audience analytics or data on specific posts, Instagram Insights has got you covered.
NOTE: To access the feature, you’ll first need to switch to an Instagram Business or Creator account. You'll only see analytics for content published after you've switched.
Once that's taken care of, tap the menu icon in the top right corner of your Instagram profile, and tap “Insights.” This will bring you to a page overview of your account’s analytics.
Here you can peruse a myriad of metrics ranging from accounts reached, accounts engaged, and total followers:
To get a closer look at how your content is resonating with users, tap the drop-down menu from the top left corner and filter by time frame (up to 90 days), and see specific post performance:
This is a great way to gain a holistic view of the content that has performed best over a set period of time — which can help inform your strategy.
TIP: You can also open any Instagram post and tap the “View Insights” button in the bottom left corner to see metrics for that specific post too.
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