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  • Writer's pictureCentury Digital Marketing

Basics of Instagram Metrics

Measuring the performance of the strategies you carry out on Instagram is essential to know where each number or percentage that we see derives from and we do not know where they come from. Instagram metrics go far beyond just measuring followers.

It is very important to go up in the fan base of the social networks that you manage, but you must not forget about the rest of the metrics. What's the use of having a lot of followers if they won't see the content you share later? Or worse, what's the use of having a lot of followers if you're not going to have interactions later?

It will be useless to do numerous actions on Instagram if you do not look at the appropriate metrics to measure the reaction of your audience. Before starting to analyze numbers, you have to know what to measure, that you are clear about your goal and the most important metrics for your business.

What metrics should we keep in mind on Instagram?

As we mentioned before, first of all, you must be clear about which metrics will be the most important based on the objectives you have set for yourself, but without forgetting the rest of the metrics!

This way, with a correct measurement, you will know exactly if you are meeting the expectations and if the content strategies you are carrying out are working on Instagram. Remember that, to obtain all the data from the social network, you have to change your personal account to a company profile.

Metrics on Instagram to analyze in posts and Stories

To evaluate the performance of an account you must analyze:


It is the term that refers to the degree of interaction that we achieve in an account of a certain social network. Basically, it will help us measure the success or failure of a strategy or action implemented in social media. It is the index that determines the number of total interactions (number of "likes", shares or comments) that occur in the publications. In turn, the engagement rate is the percentage rate that measures the interaction rate based on your audience. This is measured by adding the total engagement generated divided by the number of followers.


This determines the number of times that the post or story has been seen, taking into account that the same user has been able to see the same publication several times. This term corresponds to the impressions of the content published in a certain period of time.

You must be clear about which metrics will be the most important based on the objectives you have set for yourself


One of the most important metrics, since it is the total number of unique users who have seen any of your publications. And you say, what is the difference with impressions? When we talk about scope we are talking about unique accounts and not total views as with impressions.

Number of followers

In the balance of followers, you will be able to check if your fan base during the analyzed period of time has risen or on the contrary has fallen. In addition, thanks to some of the tools that you can use in Social Media, you can consult demographic data of the followers (age, city, gender) and take it into account for future content strategies.

Profile visits

It corresponds to the number of times they have visited your Instagram account.

With certain tools, you can find out about everything that happens in your Instagram account, from posts to stories, but you have to bear in mind that each tool does not provide you with all the data. Therefore, it is preferable to have several tools and extract the data that one does not provide you with the other.

Other data that you can collect in an analysis of posts on Instagram includes:

-Number of times the image has been saved.

-The number of likes achieved on a post.

-Number of views of a video.

-Volume of comments left on your post.

-Number of clicks of the link that you have in your biography.

-Data that you can collect in an analysis of Instagram stories

-Number of responses your story has gotten.

-Press back: users who repeat your story. That is, they go back to see it again.

-Press forward: number of times users press the screen to see the next story without finishing viewing yours.

-Number of times users exit to close the story.

-Impressions and scope.

Tools to analyze Instagram metrics

As we mentioned before, helping you with some good tools to analyze the statistics and indicators of Instagram is very important for the study and conclusions that you are going to draw. Although many of them are not free, they can help you in your Social Media strategies and actions, discovering all their functionalities and metrics. Without a doubt, it is a great help when it comes to monitoring all your work on social networks!

Instagram Insights is integrated by default in Instagram when you have a professional profile. It is a very complete tool that allows you to monitor the results of each action taken. It provides you with many of the metrics we discussed earlier, while also allowing you to monitor the performance of your campaigns.

It is free and you will find it in the mobile version, so you will not be able to use it from the desktop. In certain aspects it is very limited since it does not even allow you to export the data and only allows you to compare the last 7 days. If you would like to discuss your performance on social media, let us know, we can set up a meeting to discuss your social media efforts and start working on a new strategy for your business!

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