Instagram metrics tracker

Instagram metrics tracker DEFAULT

instagram analytics tools guide featured image

Instagram is known mostly for engagement. But how do you track it? Let’s cover some Instagram analytic tools you need to be using.

Here’s the deal: People love interacting with brands and other individuals. Without engagement, social media doesn’t exist, and engagement matters more on Instagram than most other platforms.

In fact, Instagram’s engagement has been measured anywhere from four to twelve times that of other social channels.

So while you can sell on Instagram, this channel is better known for its benefits at the top of your sales funnel.

The problem with that is your marketing efforts don’t always link back to sales.

That means you’ll have to develop other ways to measure performance to justify all of the time and money spent on Instagram.

So, how do you do it? Luckily, there are a few tools that can help.

I’m going to show you some of the best Instagram analytics tools and why they are worth your time.

1. Iconosquare

There’s going to be some analytics overlap in a few of these tools.

Iconosquare kicks off by helping you understand how your posting frequency relates to or drives either new followers or lost ones daily.

iconosquare instagram analtyics tools

Iconosquare also gives you a Buffer-like tool to manage how you post across several different accounts at one time.

That makes it a perfect tool for freelancers or agencies that want to save time when managing multiple clients (or even multiple departments within the same company) from the same dashboard.

instagram analytics tools

Iconosquare will even show you comments and interactions on each post so you can keep the conversation going without ever leaving.

But that’s not even the best part.

My favorite Iconosquare feature is that they offer a library of awesome content that you can pull from at the ready.

You can quickly search the media library and grab beautiful, high-resolution images to use within seconds.

iconosquare instagram analytics

Iconosquare also features an editorial calendar view so that you can schedule posts out ahead of time. It’s easier to manage social media when you plan out content in advance.

iconosquare instagram analytics editorial view

Next, you can use it to search for influencers who might help you get the word out about new campaigns and posts.

It will even let you compare influencers based on their own follower and engagement metrics, so you know what you’re dealing with before reaching out to them.
iconosquare instagram analytics, search for influencers

All of this sounds great, right?

But we haven’t even touched on their Instagram analytics yet.

You can measure tags and mentions and get access to in-depth engagement insights.

You can also see how your individual hashtags are performing, view the best days and times to post, and benchmark your engagement rates against the competition.

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Iconosquare has a 14-day, no credit-card-required free trial. Play around with the analytics before you commit to it with your cash.

2. Sprout Social

Sprout Social is similar to Iconosquare in that it combines Instagram analytics with content creation and management tools. They also have a powerful Instagram analytics platform.

It has a fully-featured editorial calendar for scheduling new content across multiple social account platforms (including Twitter and Facebook).

sprout social instagram calendar instagram analytics tool guide

Sprout Social is perfect for larger organizations with rigid guidelines, too, because it has a centralized media library to manage with built-in editing tools.

When a piece of content is ready, you can use the push notification tool to update the person responsible for taking the next step (like moving it from draft to preview and from scheduled to published).

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Sprout’s tool set includes a social CRM that will funnel conversations into a central ‘smart’ inbox. Gaining access to this feature can help you boost conversions over time.

You can also dive deeper into individual hashtag performance or even locations that have been geotagged. Pay careful attention to how your performance compares across each.

instagram analytics tool sprout social

Then you can compile all of this insight into “presentation-ready” reports that can be exported or downloaded by clients and bosses alike.

sprout social instagram analytics reports

You can also take a spin with the free trial to preview all of these features before paying a single cent.

3. Keyhole

Each Instagram analytics tool we’ve looked at so far will give you daily reporting features. You need those metrics to track your progress.

However, Keyhole prides itself on giving customers real-time feedback. For example, you can drop in a specific hashtag, keyword, or account to see what trends are starting to emerge.

instagram analytics tools keyhole

Keyhole will also help you figure out which of your own internal trends provide the best results, giving you at-a-glance data into what activities are driving the most follower growth over time.

instagram analytics tools keyhole

You can also create a feed that will automatically track your competitor’s Instagram accounts to see what’s working for them versus what’s not (then capitalizing on the former while avoiding the latter).

Plus, you can save time by selecting a few predefined KPIs to track. Keyhole will automatically report on those, organizing your data into an easy-to-read dashboard that you can share with team members.

4. SquareLovin

SquareLovin (spelled like McLovin) combines both aggregate data (like overall views and follower counts) with individual metrics on each post (by ‘scoring’ the overall engagement).

squarelovin instagram analytics tools

One of my favorite features, though, is the deep dive it gives you into the best-performing times to post.

Like some of the Instagram analytics tools on this list, Keyhole tells you the best time frames for posting based on metrics. However, this tool also explicitly lets you know when you shouldn’t post. This data can be just as valuable, especially if you’re posting all the time.

You might want to constantly test a few of the ‘best’ times to improve performance. However, this way, you’ll always know exactly what hours of the day to avoid like the plague.

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Many of the Instagram analytics tools already featured give you information about how your Instagram account or your individual posts perform based on your specific KPIs. takes the next step by providing tactical insight into the content decisions you’re making.

For example, this tool can help you figure out which photo filter performs best among your audience based on a comparison of multiple metrics. Instead of using a single piece of data to decide which filters to use, compare several data points.

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I also love how this tool can break down your post engagement into performance rates.

Here’s what I mean.

If you see that you have 1, 10, or even 100 comments on a post, you’re probably pleased with yourself. But when you stop to think about it, there’s not a lot of actionable insight to draw from comment numbers alone.

Let’s say one account has 100 followers, and another has 1,000 followers. Each account gets 10 comments on a single day.

Now, which one is performing better?

The first one, right? That’s because it’s getting a 10% engagement rate on that post instead of only a 1% engagement rate. That makes a huge difference at the end of the day! helps you track these performance metrics over time and create benchmarks to see if your audience’s quality is growing as quickly as the quantity.

instagram analytics tools engagement rate screenshot

All social platforms use internal algorithms to determine how many of your posts will be seen by your audience.

That means that, if your engagement is low, the social network might artificially ‘restrict’ how many of your own followers end up seeing your content on a given day.

That’s why we constantly talk about the importance of engagement in social media. will also help you pinpoint big players who are already part of your audience. It’s a great way to identify potential influencers who might amplify your brand message.

For example, followers are split down into several different ‘buckets,’ including:

  1. Mass Follower
  2. Potentially Normal
  3. Normal
  4. Popular
  5. Influencer

instagram analytics tools

Finally, this Instagram analytics tool also gives you insight into how active your followers are on the platform.

For example, you can see how many posts each of your followers push live each day so that you can mimic the frequency you know your followers are comfortable with.

If you’re only posting twice a day, but the bulk of your audience posts four times per day, you can easily start increasing your posting frequency without fearing any backlash from your community.

instagram analytics tool privacy of followers

6. SocialRank

SocialRank provides detailed audience metrics for both Instagram and Twitter.

Many of the other Instagram analytics tools listed above focus on hard data or your posts’ individual performance metrics.

SocialRank will do some of that, but it’s more concerned with identifying follower patterns so that you can better tailor your content updates to your audience.

That means it will provide details like the most popular words used in your followers’ bios and posts. You can even see the most popular emojis among your target market.

Let’s say you’re trying to find certain types of people, like bloggers or influencers. You can search prospects’ bios based on keywords.

You might also use it for local marketing. Filter your target users by location so you can reach out to potential candidates for local live events and other engagements.

instagram analytics tool screenshot

Follower filters help you narrow down the audience into small segments based on some criteria, including the number followers they might have, specific companies, gender, and any combination of those.

social rank instagram analytics tool screenshot

Once you pull up a segment, you can then rank or prioritize these people based on their own engagement with you or their own popularity (by follower count).

sort instagram analytics tool data

These filters come in handy when you’re trying to pull precise lists of followers.

For example, let’s say you’re opening a new location in a new city (or simply just visiting a new area for an upcoming conference).

You can overlay these filters together to find people who’re using certain hashtags (such as #craftbeer) and located within a specific city (like San Diego).

instagram analytics tool filter

Then you can pull these follower lists into an Excel or PDF document for easy sharing with your team.

instagram analytics tool save and export

It’s incredibly powerful but not among the cheaper options listed here. I’d recommend using it for larger influencer or PR campaigns. It works best when you need deep audience insight to build buzz around your latest launch.


Social media is fairly simple at the end of the day.

First, you need to understand what your audience wants and is looking for. Second, you need to give it to them consistently.

In reality, it’s a lot tougher than it sounds.

But not if you’re using the right Instagram analytics tools to tell you what your audience is already interested in, talking about publicly, and reacting online.

Instagram is a powerful marketing tool to reach new audiences, increase your brand visibility, and deepen relationships with the people you already know.

Unfortunately, you can’t always track those things back to new Goal completions inside Google Analytics.

They’re ‘soft’ goals used to move people along your sales funnel instead of ‘hard’ goals that result in a new lead or sale.

That doesn’t mean they’re any less important. It simply means that you need to look for different ways to measure progress and results.

While Instagram’s built-in analytics are helpful, the Instagram analytics tools listed here go far beyond those metrics. You’ll be able to quickly identify your target customers, figure out what they’re interested in, and learn how to better serve them with new stuff.

After all, that’s what Instagram analytics tools are for, anyway. Not long, in-depth reporting that takes you hours to compile. You’re often better off with quick insights so that you can take action, update your marketing campaign, and grow faster.

What are your favorite Instagram analytics tools to track metrics?

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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 analyzing these metrics can be revolutionary for your brand’s growth!

To help make it easier, we’re sharing 8 Instagram metrics to track for a stronger social media strategy in 2021:

Instagram Metrics To Track in 2021

#1: Reach

When it comes to monitoring your brand’s performance on Instagram, reach one of the most important metrics to take into account.

Reach shows how many unique accounts have seen your post, and therefore how much awareness and value you’re gaining.

So if your objective is to increase brand awareness and reach the highest number of users possible, you should be focusing on growing your reach on Instagram.

If a post receives higher (or lower) reach than usual, you can use those results as insight for future posts and stories.

What hashtags did you use? Was your CTA (call-to-action) optimized for engagement? Did you publish when your audience was most engaged? Was there anything different about the type of images  you shared that could have resulted in higher (or lower) engagement?

All of these factors can have a direct impact on a post’s reach, so it’s worth taking note of any changes that could contribute to an increase or decrease in your metrics.

What’s the Difference Between Reach and Impressions?

In a nutshell, reach reflects the number of unique views on a post, while impressions reflects the total number of views on a post (even if the same person viewed it 5 times).

From a brand perspective, keeping tabs on your reach (rather than impressions) is the best way to track how much brand awareness each post or story delivers.

One of the easiest ways to get an overview of how your posts and stories are performing is with Later’s Instagram Analytics:

With Later’s Instagram Analytics, you can track up to 3 months worth of Instagram posts and stories per each performance metric, so you can see which have performed best.

Plus, Later’s Instagram Analytics have separate “Post Performance” and “Story Performance” dashboards — so you can see exactly how each channel is driving value for your brand.

Ready to start tracking your performance more efficiently? Sign up toLaterand explore theInstagram Analyticsdashboard today!

#2: Sales

Instagram has introduced new features over the years to help brands drive sales on the platform (like shoppable posts, Instagram Stories product stickers, checkout, shoppable AR filters, and most recently Instagram Shop) and it doesn’t seem to be slowing down any time soon!

Along with Instagram’s in-built shopping features, you can also focus on driving people to your website by adding UTM parameters to any links you use.

By doing so, you’ll be able to track conversions using your chosen web analytics program (such as Google Analytics), including how much revenue you earned.

This is a great way to understand not only how much traffic your content drives, but what converts into actual sales.

Instagram also has one major advantage for e-commerce brands: a clickable link in bio. The link in your bio is one of the most valuable tools for driving traffic and sales from Instagram.

With by Later, you can turn your Instagram feed into a clickable landing page that’s optimized for driving and tracking sales.

And if you’re on Later’s Growth or Advanced plans, you can tag Shopify products directly in your posts.

All you need to do is connect your Shopify stores to make your content instantly stoppable — and fully trackable.

You’ll then be able to see all of the clicks and revenue your posts generate — straight from Later’s Instagram Analytics dashboard:

Setting up a is one of the easiest ways to get more value from your link in bio, while tracking every Shopify sale you drive.

Integrating Shopify to your is available onLater’s Growth and Advanced plans— it only takes a few minutes to get set up!

#3: Saves

Instagram saves are a useful metric that brands are tracking right now — especially with Instagram hiding likes on the platform.

With Instagram saves, users can collect and save a post for later, simply by tapping the “bookmark” icon in the bottom right corner of an Instagram post:

By tracking the number of saves your posts receive over time, you can understand what content prompts the highest number of saves and use this to inform your future strategy.

SAVE-BOOSTING TIP: Consider the type of content that your audience would be likely to save as a reference to come back to, such as motivational quotes, or carousel posts with tips or how to’s.

#4: Engagement Rate

Your Instagram engagement rate is a key indicator of how well your audience is responding to your content. If your followers are commenting, liking, saving, and sharing your content, your engagement rate will show it.

So how do you calculate your engagement rate?

The verdict is still out on the definitive answer to this question as every social media manager, analyst, and analytics tool has a slightly different way of doing things. But the general consensus is that, overall, it’s related to this calculation:

Divide your total number of likes and comments by your follower count, and then multiply by 100 to give you a percentage.

The good news? If you use Later, your engagement rate is automatically calculated for you. So you can put down the calculator!

If you notice that your engagement rate is high, it means that a large portion of the people who follow you are actively engaging with your content — you’re on to something!

On the flip side, if your engagement rate is low, it could mean a few things. Perhaps your content isn’t resonating with your followers, or you aren’t posting at the right time.

Keeping an eye on this metric is key to long-term success, as you can pin-point exactly what resonates with your audience — and use this valuable insight to inform your future content strategy.

ENGAGEMENT TRACKING TIP: Engagement rates can be misleading when it comes to video content, as people will often engage with a video by watching it, instead of hitting “like”. Use metrics like reach or comments for a more reliable benchmark.

#5: Instagram Stories Views

Instagram Stories are one of the best ways to build a stronger relationship with your audience — and tracking your view count, taps forward, and taps back, will tell you what’s really resonating with them.

Each individual story slide that’s posted to Instagram will have its own metrics — including replies, impressions and navigations:

You can use the metrics for each individual 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.

Here’s 3 ways to measure your success on stories:

#1: Watch Through Rate

Your Instagram Stories watch through rate measures the percentage of people who followed your stories from beginning to end.

Remember, this only applies if you have more than one story slide.

To calculate this metric, take your final story’s number of views, divide this by your first story’s number of views, and multiply by 100.

Watch through rate = Final story number of views / First story number of views x 100

This will give you a percentage of how many people watched through to the end of your story.

#2: Drop Off Rate

The first slide in your Instagram Stories series should grab your audience’s attention so they feel compelled to watch and engage with the entire thing.

To understand how many people drop off after your first story, you can calculate your drop off rate.

Drop off rate = First story number of views / Final story number of views x 100

To do this, take your first story’s number of views, divide this by your final story’s number of views, and multiply by 100.

#3: Completion Rate Per Story

Your slide completion rate measures what percentage of viewers watch the entire length of the slide (rather than clicking away after 1 second).

There’s no easy way to calculate this manually; fortunately Later’s Instagram Stories Analytics does it for you. But if you’re curious, it looks something like this:

Completion rate = Number of impressions – number of exits / Impressions

With these calculations and percentages, you’ll have a benchmark goal, and can work on improving engagement with your Instagram Stories.

Analyze up to 3 months’ worth of Instagram Stories data with Later’s Instagram Stories Analytics today — available on allpaid plans!

#6: Best Time to Post

Finding your best time to post is a great way to reach your audience when they are most likely to engage with your content — rather than when they’re half asleep, or more focused on something else.

If you’re unsure where to start, Later has analyzed over 12 million Instagram posts to come up with the best times to post:

Of course, every account will be slightly different depending on your business and your audience, but it’s good to use this data as a starting point and then really focus on the best time to post for your followers.

Luckily, you can use your Later Analytics to hone in on your audience’s behaviors. Your Later analytics dashboard has a detailed breakdown of when your audience is online and you can use that info to tailor your Instagram content calendar:

Or you can remove the guesswork completely and use Later’s Best Time to Post feature that automatically calculates your top 7 posting times each week and highlights them in your content calendar.

#7: Growth

Keeping tabs on your profile growth has always been important, but now — thanks to Instagram’s “followed” and “unfollowed” metrics — you can see exactly how many followers you gain and lose each day.

Having this level of insight is super helpful for understanding what content helps to grow your followers, and what content results in a spate of unfollows.

For example, if you notice a spike in unfollow activity after sharing a feed post, it could be a strong indication that the post was a miss with your audience — and something to take note of in your future content plan.

That being said, it’s worth not getting too hung up on your follower count. Followers can fluctuate due to a number of reasons, and ultimately, having a smaller but more engaged audience is more valuable.

An engaged audience is much more likely to rep your brand, purchase your products, give useful feedback, and share posts with their friends and family.

#8: Traffic

There are many ways to drive traffic to your website from Instagram — from story clicks to the link in your bio.

If you have over 10K followers on Instagram, you can add links to your stories. With Instagram Insights, you can monitor how many link clicks a single story gets and use it to understand what motivates your audience to “swipe up”.

Similarly, it’s a good idea to keep tabs on how many clicks the link in your Instagram bio gets, as this is a traffic hotspot.

And if you use by Later, you can see exactly how much traffic each individual post is driving for your brand.

By understanding what motivates your audience, you can tailor your content plan around this — and capitalize on big click opportunities.

Jumping into the deep end of analytics can be overwhelming, but if you focus on these 8 Instagram metrics to track, you’ll be able to reach new audiences and grow your community.

Ready to start improving your Instagram performance with analytics? Sign up toLatertoday and explore the Instagram Analytics dashboard!

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If you are at all serious about operating your Instagram account, you need to keep a close eye on your analytics. Unfortunately, Instagram doesn't make things easy if you have a personal profile – they obviously don't believe you're serious! However, once you change to a Business Profile, you can begin to access much more useful information.

We have previously written about the benefits of having an Instagram Business Profile and how to switch over. One of the best benefits is that you gain access to Instagram Insights, providing you with a range of analytics and performance statistics for the average Instagram user. There are also quite a few Instagram analytics tools available (for those with Business Profiles), and some of these are even free.

13 Free Instagram Analytics Tools:

1. Falcon

Falcon provides services covering social media listening, publishing, advertising, measurement, and customer data management. It covers all major social platforms, including Instagram. It isn’t free, but you can get a 14-day free trial on its $129/mo Essentials plan. 

Falcon includes in-depth analytics features. These include over 100 post metrics for Facebook and Instagram and 600+ additional metrics that you can download via CSV and via API. Amongst these metrics are organic, paid, and viral impressions, reach, post level and page level reactions, demographic metrics about your followers, and video views on page and post level.

You can create a custom dashboard using an intuitive drag-and-drop builder to track the metrics that matter most to you. Falcon’s reports are unlimited. They can be exported as XLS, CSV, PDF, JPG, or PNG.

Of course, Falcon is far more than just an analytics tool. You can use it for your complete social media management. It includes a unified content calendar showing all your scheduled content, scheduled by date, identifiable by social platforms. It supports a wide range of content types, including image, video, Instagram Stories, and Facebook carousels. Content is centrally stored in a shared media library that Falcon calls a “Content Pool.”

Falcon lets users design their own unified inbox with multiple feeds, labels, and filters. You can access content from all the social networks Falcon supports.

If you subscribe to the Full Suite, Falcon provides their social media advertising tool they call Publish. Publish manages all your social ads in one place. It offers cross-channel advertising, automation, the ability to use saved audiences, and more. Profile cards for existing contacts appear beside their messages. You can use labels to segment conversations and profiles, identifying people by title, campaign, and more.

2.  Brand24

Brand24 makes social media monitoring reachable and valuable for everyone. As part of this, you can use it to expand on Instagram’s native insights.

Brand24 collects insights on what Instagram users say about your brand. For example, it can analyze the tone of conversations, monitor multiple hashtags, and provide a list of trending hashtags to help you increase your Instagram reach. Most importantly, it offers qualitative data to go with Instagram Insights’ quantitative data.

You begin by setting up a project for each branded hashtag you want to monitor. You can then use Brand24 to provide information on how your followers feel about your product or service. Its sentiment analysis for Instagram includes reputation management, customer feedback, and crisis prevention. You can use sentiment analysis to discover how your content resonates with your audience and adjust it if necessary if they indicate that your content is not exactly what they’ve been looking for.

Brand24 generates a list of 100 trending hashtags based on your predefined keywords. You can use the hashtags to boost your brand awareness and increase reach. You can also measure your hashtag efficiency to determine whether your campaign was successful and how the hashtag spread across social media. 

You can also use Brand24’s hashtag analytics to compare your performance across different social media channels and choose the most suitable for your brand. As well as Instagram, you can use Brand24 to analyze hashtag performance on Twitter, Twitch, and TikTok.

While Brand24 is not a free Instagram analytics tool, you can carry out a 14-day free trial before having to decide on a paid plan. Paid plans start at $49/month.

3. Iconosquare

Iconsquare allows you to schedule new posts, monitor what people say about your industry or brand), and track your Instagram analytics. It provides analytics that show trends related to engagement, impressions, posts' reach, and how your Instagram Stories perform.

It includes hashtag and competitor tracking.

Iconsquare offers a two-week free trial, and a selection of free tools, such as a full Instagram Audit.

4. HypeAuditor

Instagram Analytics Tools - HypeAuditor

HypeAuditor is a vast database powered by artificial intelligence that’s indexed nearly 3 million Instagram profiles. It contains a wealth of information, and can clearly distinguish real influencers from those who pretend to have the status, but really only have fake followers.

HypeAuditor doesn’t have a free plan, but being pay-as-you-go, it doesn’t cost much if you have minimal usage needs. 

HypeAuditor was purpose-built for fraud detection. It analyzes influencer profiles, digs deep into each audience, and is generally on the lookout for the kinds of data that can expose fraud. It includes 28 different metrics and scores, giving users a thorough understanding of who they’re dealing with. 

It all starts with the Audience Quality Score (AQS) that judges an influencer’s actual value from 1 to 100. You can feel comfortable with influencers who score >70. It gives you a good indication of how many of an influencer's followers are quality, too. 

HypeAuditor doesn’t just provide the stats; it indicates the quality of many metrics, e.g., engagement rate, authentic engagement, followers reachability, and much more.

5. Analisa

Analisa is an influencer marketing platform that focuses on Instagram analytics. Not only does Analisa provide you with all the data related to your Instagram activity, but it analyses it to help you better understand what the numbers mean.

Analisa does offer a free service, that provides you with much of the raw data. However, you need to buy their Premium Plan if you want in-depth analysis. 

You can run two kinds of reports with Analisa. An @Account Report can give you in-depth analysis on an influencer’s profile and activity, while #Hashtag reports can be used to monitor campaigns.

An @Account Report includes a wide range of stats, including:

  • Engagement Rate, Like Rate, Comment Rate
  • Average Engagement Rate
  • Total Posts (which actually doesn’t do what it says, instead it shows average posts per day, per week, and per month, with an interactive graph to drill down to specific dates.
  • Tags and Mentions
  • Posting Map
  • Posting Activity and Audience Engagement
  • Average Likes and Comments Per Post and Average Engagement Rates
  • Total Posts (Weekday Breakdown)
  • Caption Words and Hashtags Most Used

#Hashtag Reports for your campaigns include:

  • Audience and Engagement
  • Total Posts
  • Total Follower Reach
  • Total Engagement
  • Geolocation
  • Average Engagement Per Day
  • Total Engagement Per Day and Total Follower Reach per day
  • Posting Activity and Audience Engagement
  • Caption Words and Hashtags Most Used
  • Participation

#Hashtag reports also go into depth about your influencers’ performance, so you can see which influencers did the best, and which ones you’ll probably want to pass on next time around.

6. Instagram Insights

All business profiles automatically gain access to Instagram Insights – Instagram’s free “in-house” analytics tool. It gives data on your follower demographics and actions, along with analytics about your content.

Once you convert a personal account to a business account, you will see Insights relating to content you post after you make the switch. You can access your Instagram Insights in multiple ways – from your profile, individual posts, and your stories.

You will find a summary of data for the content you've posted in the last seven days. It also shows you how many followers you have and how many you've gained in the past seven days.  Likewise, it shows you the total posts you've made, and how many you’ve added in the last week.

Further down, you will find data such as total impressions, reach, and profile views for the past seven days. You can swipe to view website clicks and call-to-action button clicks - Call, Email, Directions.

Instagram Insights includes considerably more statistics, including:

  • a summary of your follower demographics
  • data for individual posts
  • insights fro your Instagram Stories
  • paid promotions data (if you have it)

7. Klear

klear search

Klear is an influencer marketing platform concentrating on influencer discovery and third party analytics. Its pricing is unclear, although it does offer a discounter startup plan for companies with fewer than 20 employees that aren’t agencies. If you’re looking for a free Instagram analytics tool, you will have to look at one of the ones further down this list (or your Instagram Insights, of course).

Using sophisticated algorithms and AI, Klear divides its extensive database of influencers into over 60,000 topic categories and offers deep analytics about their audiences’ demo- and psychographics. It has recently added analysis of Instagram Stories to its capabilities.

Klear includes a hybrid social listening/analytics tool. You can use it to research your competitors. Add their social accounts to unlock quite a bit of useful information like mentions, engagement, and follower growth. You can set monitors that teach algorithms behind the scenes what kind of accounts and content are relevant to your brand. 

The platform’s bread and butter is its analytics, with an incredible number of influencer profiles indexed, with billions of data points associated with all them. It presents you with an overview of influencers’ standard social metrics that go deeper than the norm in places. One useful metric is the “True Reach”—a number the algorithm determines to be realistic based on years of historical data.

8. Sylo

Sylo is an influencer platform that offers third party analytics for YouTube, Facebook, and Twitter, as well as Instagram. It doesn’t make its pricing public, and the clients it shares are all large, so like a number of these platforms, it is better to look at some of the products below (or your Instagram Insights) if you’re after free Instagram analytics tools.

The foundation of SYLO is its data. It does require your influencers to sign on to the SYLO platform and give it access to their social accounts. Because the influencers are authorizing the access, SYLO can go much deeper into their profiles, and their audiences, than other platforms who pull data through more restrictive public APIs.

Once influencers sign in and connect their social accounts, SYLO crunches all the data and scores all their past posts. The score applies to each piece of content an influencer creates, and its performance is judged relative to other material by the same influencer. You can dissect a content score in a lot of different ways by filtering down through different criteria: audience demographics, industry verticals, and more.

Brands can see what demographics show the most engagement, which can provide a more accurate view of post-performance. SYLO can help shine a light on whether you’re reaching the wrong audience.

Reporting on a campaign goes beyond simple SYLO scores, though. It will show you many of the standard performance metrics – it just places them into context.

9. SocialBook

SocialBook provides AI-powered data analytics for any Instagram, YouTube, or Twitch influencer. It provides you with detailed data analytics for any influencer. Although you will need a membership for serious analysis,  you can view some data for a limited range of influencers on the free Startup Plan. You do need a paid plan to do an advanced search, however.

You will find a wide variety of stats for your influencers. Obviously, the data for Instagrammers varies from what SocialBook provides for influencers on Youtube or Twitch. 

Each Instagram influencer profile begins with basic stats, like total followers, likes, and posts. This is followed by a cost in “BoostCoins” to see more details about the influencer, and the channel’s primary language. BoostCoins are a virtual currency on SocialBook. Importantly, SocialBook also givers each influencer a Boost Score, a score from 0 to 100 based on how powerful they believe an influencer to be.

They follow this with the Top Ten Tags the influencer uses in his or her posts. The next section includes a range of recent posts made by the influencer, showing the number of likes and comments for each post.

SocialBook then provides an estimated price range based on an influencer's historical performance and subscriber behavior, as well as an estimated Cost per 1000 Likes. 

The rest of each influencer's page includes much more detailed analytics. These include multiple impression and engagement stats, split up in almost every way imaginable. It also analyzes audience demographics and interests. 

10. Pixlee

Pixlee offers a free tool where you can create shareable weekly reports with analysis and metrics that help you drive more engagement and attract new followers.

You can use Pixlee's data to identify social media influencers, find brand advocates posting about your brand, and connect with social influencers and brand advocates. You can also monitor conversations and identify top-performing content

It includes hashtag statistics and tracking, growth in Instagram followers, and the data needed to identify your most engaging posts.

11. Socialbakers

Socialbakers provides a free Instagram analytics tool for both Personal and Business Profiles. It gives you statistics on your most popular Instagram posts, so you can track your success, and learn what gets your audience double-tapping. 

If you have more advanced Instagram needs, then you will find more advanced capabilities in Socialbakers' unified marketing platform – an AI-powered social media marketing suite. You can manage your social media accounts smarter by using AI to discover what posts to promote, when to publish them, and which audience segments to target.  Socialbakers allows you to take their suite for a test run in a quick-to-learn personalized trial.

12. Union Metrics

instagram checkup with union metrics

Union Metrics provides a range of analytics to build an effective social strategy and inform day-to-day execution on social media. This includes:

  • Profile analysis
  • Keyword listening
  • Campaign reporting
  • Competitive analysis
  • Research

You can analyze engagement with your posts, discover fans, and identify your top content. It monitors engagement with your Instagram accounts continuously, giving you the latest insights as they happen.

Although plans range from  $49 to $199 per month, you can take a free Instagram account checkup. The free Instagram analytics checkup connects with Instagram to analyze the last 30 days of activity on your account, including your posts and engagement from your fans, to give you critical insights into how to improve. These include:

  • the best times to post new photos and videos to receive the most significant response from your audience
  • which posts resonate with your followers and which posts fall flat so you can do more of what works.
  • the kind of posts you share and what else you can add to your feed for more engagement
  • what hashtags result in the most engagement for your posts to get in front of new audiences

13. Squarelovin

Squarelovin includes a free Instagram Insights tool that provides most of the information you'd need to analyze your progress. It gives you a monthly analysis of your posts, and a history of your posts broken down by month, day, or hour. It offers insights into your followers' interests, and how to drive further engagement to your posts. Squarelovin analyzes your entire post history to provide insights on how you can optimize your account.

Frequently Asked Questions

What are the best free Instagram analytics tools?

Once you change to an Instagram Business Profile, you can begin to access much more useful information than on a Personal profile. You can access your Instagram Insights in multiple ways – from your profile, individual posts, and your stories. Pixlee offers a free tool where you can create shareable weekly reports with analysis and metrics. The other tools in this post have some cost, but all give in-depth Instagram analytics. These tools are:
Popular Chips
Union Metrics

How do I get free Instagram analytics?

One of the biggest problems finding a free Instagram analytics tool is that apart from the official Instagram Insights, none offering more capability is entirely free. However, they generally provide either some free capabilities or offer a free trial. It is important to remember that all business profiles automatically gain access to Instagram Insights. If you haven’t yet done so, it is worthwhile changing your account to a business profile, even if you’re just an individual.

What is the best app for Instagram analytics?

All the apps we’ve covered in this post provide you with quality Instagram analytics, much better than those available for people who use personal Instagram profiles. Most businesses (or individuals serious about their Instagram progress) will find the free Instagram Insights feature to be of immense use to them. It gives data on your follower demographics and actions, along with analytics about your content. If you want more, any of the paid apps we have covered should provide you with the detailed information you need.

How do I get analytics on Instagram?

Depending on the detail you require, you could subscribe to any of the products covered in this post for Instagram analytics. To gain access to Instagram’s own analytics, Instagram Insights, you first need to switch to a Business Profile. To access these analytics, tap the menu in the top-right corner of your Instagram profile, and then click on the Insights tab. Note that this will only show analytics relating to posts you have made after switching to a Business Profile.

How do I change my Instagram account to a business account?

To access Instagram Insights, you first need to change your personal account to a business one. To do that, follow these steps:
1. Go to your profile and tap the menu icon in the upper right corner
2. Tap Settings
3. Tap Account
4. Tap Switch to Professional Account.
5. Tap Business
6. Optionally, follow the steps to attach your account to a Facebook page
7. Add details about your business, e.g., business category and contact information8
8. Tap Done

Is Pixlee free?

Although Pixlee’s main product (a UGC and influencer marketing platform) isn’t free, the company offers a free Instagram analytics tool. They believe their Instagram Analytics Tool is an effective way to capture the data that matters most and deliver it right to your inbox. Their Instagram Analytics Tool is free and does not require a Pixlee account. They believe in making it easy to collect social analytics to inform your business decisions.


Using Instagram for marketing purposes is rapidly growing in popularity, with over 70% of companies using the platform in 2017, compared to less than 50% in 2016.

It's important that you leverage Instagram for your own business, but once you start, it can be difficult to discern whether you're truly successful. Without the right metrics, you'll never know if you could be doing more to engage your audience or grow your following.

There are plenty of Instagram analytics apps to help you keep track of your progress and discover areas for improvement. Here, we'll focus on the best free Instagram analytics apps, so you can focus your money and efforts on the Instagram content itself.

New Data: Instagram Engagement Report [2021 Version]

Free Instagram Analytics Tools

  1. Instagram Insights
  2. Iconosquare
  3. Squarelovin
  4. Crowdfire
  5. Pixlee
  6. Union Metrics
  7. Socialbakers

1. Instagram Insights

Key specialty: Followers and mentions

instagram-insightsImage via

If you have a business account on Instagram, you automatically have access to their free analytics tool, Instagram Insights. The Insights tool can show you when your audience is on Instagram, which of your posts are most popular, and your account's impressions and reach.

Additionally, you can compare your original post with a promoted version of the post to figure out if your paid efforts are working. Unfortunately, you can only use the tool within the app (there's no desktop version), and it's not the most user-friendly, but it provides a good basic overview of your Instagram analytics for both individual posts, and your account as a whole.

2. Iconosquare

Key specialty: Social monitoring 


Iconosquare is a three-in-one Instagram solution for social media marketing. The platform allows you to schedule new posts, monitor what people are saying about the industry (or your brand), and of course track your Instagram analytics. These analytics show you trends related to engagement, impressions, your posts' reach, and even how your Instagram Stories are performing.

Iconosquare also includes hashtag and competitor tracking, allowing marketers to compare themselves against the people and topics they care about. The platform comes with a two-week free trial, as well as a variety of free tools such as a full Instagram Audit.

3. Squarelovin

Key specialty: Follower insights


Squarelovin's free Instagram Insights tool provides most of the information you'd need to conduct an analysis on your progress over the year — for instance, you can obtain a monthly analysis on your posts, or a history of your posts broken down by month, day, or even hour.

Additionally, the tool offers insights into your followers' interests, and how to drive further engagement to your posts. You can even figure out the best time to post, depending on when your followers are most likely on the app.

4. Crowdfire

Key specialty: Content curation


Crowdfire allows marketers to schedule posts, measure their performance, and track mentions of their brand, as well as curate content related to their industry from all over the internet. The product delivers article and image recommendations from other websites, helping marketers expand their visibility when considering what content to include in their Instagram strategy.

Crowdfire's analytics tools visualize your Instagram data in several user-friendly charts. They also drill down into a number of advanced metrics that show you how you're performing over long periods of time.

5. Pixlee

Key specialty: Social reports


Used by Kenneth Cole, Sonos, and plenty of other big brands, Pixlee offers an impressive free tool. It allows you to create shareable reports that you can distribute to your entire marketing team, and analyze metrics to figure out how to drive more engagement and attract new followers.

Additionally, the tool helps you find influencers or brand advocates promoting your products, so you can create more effective influencer campaigns.

6. Union Metrics

Key specialty: Hashtag analytics


While it doesn't provide its Instagram Analytics tool for free, Union Metrics does offer a free monthly Instagram checkup. The checkup tells you which hashtags will increase your engagement, which posts resonate best with your audience, and what time your followers use the app.

While the tool can't give you analytics beyond 30 days, it's a useful option for taking a look at short-term themes and patterns, and learning how you can quickly improve your metrics.

7. Socialbakers

Key specialty: Competitive analysis


Image via Socialbakers Support

While admittedly not the most visually appealing tool in the list, Socialbakers still offers critical information, including your most liked and most commented on posts, and your top performing filters.

Additionally, Socialbakers offers an Instagram Report, which compares your own Instagram account to your competitors', to see where you fall in the industry and what you can do to improve.

Paid Instagram Analytics Tools

  1. HubSpot Social Inbox
  2. Sprout Social
  3. Hootsuite
  4. Keyhole
  5. HypeAuditor
  6. Command

1. HubSpot Social Inbox

Key specialty: Post scheduling and social analytics

instagram-analytics-toolsImage Source

Using HubSpot's Social Inbox, you can easily build out campaigns and publish to multiple social platforms at once. You can also integrate your social inbox tool with your blog, enabling you to automatically share new content to your LinkedIn, Twitter, or other social channels the minute it gets published.

Additionally, you can create custom keyword monitoring streams to keep track of conversations regarding your brand, to ensure you're consistently communicating with your prospects and customers wherever they are.

Best of all, HubSpot's Social Inbox tool enables you to report on the success of your social strategy across every channel from one centralized location to clearly identify how your social team impacts the company's bottom line. This helps you keep track of the platforms that perform best for your brand, and tailor future campaigns for optimal ROI.

Price: Included with Marketing Hub Professional

2. Sprout Social

Key specialty: Post scheduling and hashtag analytics

Instagram Competitors Report

Sprout Social’s suite of Instagram analytics tools you can use to grow and manage your Instagram presence. Sprout Social’s platform allows you to analyze your key Instagram metrics, including:

  • Instagram Story performance
  • Instagram audience growth
  • Instagram post performance
  • Instagram hashtag performance
  • And more

You can also use Sprout to analyze how your competition performs on Instagram to ensure that you’re always ahead of the curve.

You can start analyzing your Instagram performance today with a free 30-day trial of Sprout Social here.

Price: 30-day free trial; Standard is $99 per user per month 

3. Hootsuite

Key specialty: Post scheduling and team collaboration

instagram-analytics-toolsImage Source

You can use Hootsuite to create a customized dashboard that enables you to monitor analytics for multiple channels, including Instagram, Facebook, Twitter, and more. Additionally, you can use the tool to schedule hundreds of social media posts simultaneously across various platforms.

With Hootsuite, you can collaborate with your entire team on social media campaigns and scale across the organization. For instance, Hootsuite offers features that enable you to assign tasks to various team members, create reports to share key metrics and insights with the team, and even track which employees or departments are posting the content with the highest ROI.

Price: 30-day free trial; "professional" plan is $29 per month after that (which allows you to manage 10 different social media profiles)

4. Keyhole

Key specialty: Hashtag analytics

instagram-analytics-toolsImage Source

This is a great tool for tracking the performance of individual hashtags on your social posts to ensure you're using the right hashtags for highest ROI. Used by over 5,000 agencies and marketers, Keyhole can provide critical metrics like your top Instagram hashtags by engagement, competitor activity, and your follower activity. Best of all, you can create customized hashtag reports for clients' to demonstrate the value of your social media campaigns.

Additionally, if your brand regularly hires influencers to increase brand awareness and sales, you can use Keyhole to keep track of which influencers are most successful. This can help you tailor future influencer marketing campaigns to your needs.

Price: 7-day free trial; $99 per month (it's typically $199/month but it's 50% off right now) for three keyword and account trackers, plus 20,000 posts per month.

5. HypeAuditor

Key specialty: Influencer metrics

instagram-analytics-toolsImage Source

If you're planning any sort of influencer marketing campaign, this is a good tool to check out. HypeAuditor's Instagram Reports allows you to analyze the quality of an influencer's audience, engagement rate, and audience insights including location, age, gender, and interests. These metrics can help you find influencers who engage most with your target audience, allowing you to create more powerful and effective influencer marketing campaigns.

Additionally, the tool provides you with critical insights to ensure you choose the right influencer for your brand — for instance, you can use HypeAuditor to figure out other brands an influencer has worked with, and analyze sponsored post performance. Additionally, HypeAuditor provides an Audience Quality Score to ensure you're choosing authentic, engaging influencers for your upcoming campaigns.

Price: $299/month for starter

6. Command

Key specialty: Hashtag analytics

instagram-analytics-toolsImage Source

This is one of the cheaper tools in the list that offers hashtag analytics, so if you don't have a huge budget for Instagram, it's a good one to check out. Command can show you which hashtags deliver the most engagement for your brand, as well as average likes and comments you get from different hashtags.

Ultimately, this is a great tool for figuring out which hashtags drive the highest engagement for your brand. This can give you critical insights into your target audience's interests. For instance, if you notice #remotework is a hashtag that performs exceptionally well, you might consider using that insight to produce more remote content on your blog or other social channels to attract higher engagement across the board.

Price: Free to download; $9.99/month for premium version

instagram statistics


Metrics tracker instagram

Any successful strategy requires four components: goal-setting, implementation, analysis and refinement. Instagram analytics address the analysis portion of this equation for social marketers.

Good Instagram analytics tools help you understand how your Instagram efforts are paying off. You can learn what’s working and what’s not. Then you move onto the refinement portion of the strategy, tweaking your efforts to boost your results and improve ROI.

Let’s look at some of the best Instagram analytics app options, and the most important Instagram metrics you need to track.

Bonus: Get a free social media analytics report templatethat shows you the most important metrics to track for each network.

Instagram analytics tools

1. Instagram Insights

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

Instagram Insights audience location and age range

(If you’re still using a personal account, check out our step-by-step instructions to switch over to an Instagram Business account now.)

This native analytics tool within the Instagram app provides insights into your account performance, including reach, engagement, followers, and Instagram ads. We’ll show you exactly how to see Instagram analytics using Insights later in this post.

Insights is a great Instagram analytics free tool, but it may not be the best Instagram analytics app for serious social marketers. For more robust, longer-term tracking, or to export your data for a social media report, you’ll need to look at other Instagram analytics tools.

2. Hootsuite Analytics

Hootsuite Analytics allows you to track Instagram analytics in more detail than the native Instagram Insights.

Hootsuite Analytics Instagram overview

Source: Hootsuite

Sure, we may be biased, but for the record, here are some things that the Hootsuite Analytics dashboard can do that Instagram can’t:

  • Show you data from the distant past
  • Compare metrics over specific time periods to get a historical perspective
  • Show you the best posting time based on past engagement, reach, and click-through data
  • Generate downloadable custom reports
  • Look at specific post performance using your preferred metrics
  • Monitor your account’s response time in customer service conversations
  • Rank Instagram comments by sentiment (positive or negative)

Learn more about Hootsuite Analytics here:

3. Hootsuite Impact

If you need an even more detailed overview of your performance, this tool is for you. Hootsuite Impact allows you to compare metrics for different social accounts side by side. It also provides detailed ROI analysis for both organic and paid Instagram activity.

Instagram TV analytics in Hootsuite impact

Remember how we said right up at the top that refining your strategy is a key part of using analytics to improve? Hootsuite Impact can provide custom recommendations for refining your strategy based on your specific goals.

Hootsuite Impact is available for all Hootsuite Business and Enterprise plan users. Book a demo here.

4. Creator Studio

This is another native Instagram business analytics tool. However, instead of being built into the mobile Instagram app, Creator Studio works on your computer.

Creator Studio gives you access to most of the same metrics as Instagram Insights, but only for a seven-day window.

Creator Studio interactions

Source: Creator Studio

One neat analytics feature of Creator Studio is the Calendar view, where you can see at a glance exactly when you posted to Instagram.

If you’re a member of Brand Collabs Manager, you can also track your brand collaboration metrics here in Creator Studio. We’ve got a full blog post on how to use Creator Studio that walks you through all the ways you can use it with your Instagram Business or Creator account.

5. Iconosquare

Start with Iconosquare’s Instagram audit for business accounts. This Instagram analytics free tool provides data on your reach, engagement, likes, saves and more. It also provides information on how your Instagram metrics stack up against the average rates on the platform.

Iconosquare Instagram Audit

Source: Iconosquare

Iconosquare also offers a free trial of their pro dashboard. You’ll get all the standard metrics: engagement rates, follower stats, Stories data, et cetera.

6. Keyhole

Keyhole specializes in Instagram hashtag analytics and keyword tracking, along with all the usual Instagram metrics.

Keyhole dashboard

Source: Keyhole

It can be used to measure how branded hashtags perform, and track promotions, user-generated content and Instagram contests in real-time. It’s also a useful tool to track Instagram analytics when you work with influencers.

7. Phlanx

Phlanx offers a free, easy-to-use Instagram engagement calculator. The handy thing is you can use it to check your own account, or someone else’s. That means you can use it to pre-screen potential influencers and brand ambassadors.

All you have to do is type in any Instagram handle to see total followers, engagement rate, and average likes and comments per post.

Phlanx Instagram engagement calculator

Source: Phlanx

8. Facebook Ads Manager

If you’re running paid campaigns on Instagram, Facebook Ads Manager is a key resource in your analytics toolbox. It provides performance and cost information for all the ads you place on the Facebook family of products, including Instagram.

You can get performance information for your Instagram promotions within Instagram Insights, but to perform a thorough cost analysis, you’ll want to incorporate Ads Manager as well.

How to see your Instagram analytics

Here’s where to find all your Instagram metrics within the Instagram app. (Remember that you need a Business or Creator profile to access analytics.)

Instagram account analytics

  1. In the app, go to your profile.
  2. Tap the menu icon in the top right corner.
  3. Tap Insights
  4. View your content overview, including accounts reached, content interactions, total followers and content shared.

Recent highlights overview

Source: Instagram

In the top menu, you can choose whether to view these Instagram metrics for the last 7 or last 30 days.

Instagram followers analytics

From the overview screen, scroll down to Your Audience and click See All. You’ll see an overview of your follower growth, followed by details on your audience demographics.

You’ll find loads of useful information on this screen, including your audience’s:

  • Top 5 locations (city or country)
  • Age range (overall or broken down by gender)
  • Gender
  • Most active times (by hour or day)

audience demographics

In addition to tracking your follower growth metrics, this is valuable data for planning when to post on Instagram as well as guiding your content strategy.

Instagram post analytics

From the overview analytics screen, scroll down to Content You Shared, then click the right arrow next to your number of posts.

This will bring up a listing of all your posts, sorted by the metric you choose. The default is reach, but you can choose from a long list of metrics, including comments, follows, shares, and more.

You can choose timeframes from 7 days up to 2 years, and filter by post type (photos, videos, carousel posts, or all posts).

post analytics select post type

You can also find the analytics for any individual Instagram post by clicking the View Insights link under the post in your feed.

mountains photo view insights

Source: Instagram

This will bring up a little pop-up box showing the total likes, comments, saves, direct message shares, profile visits and reach.

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

Source: Instagram

Instagram Stories analytics

From the overview analytics screen, scroll down to Content You Shared, then click the right arrow next to your number of Stories.

Just like for your posts, you can see reach, impressions, and so on. You can also see exits, forwards, and other Stories-specific metrics. You can view a time range from 7 to 30 days.

Stories analytics

Source: Instagram

For more details, we’ve got a whole blog post to help you make the most of your Instagram Stories analytics.

Instagram Reels analytics

As of May 2021, Reels analytics are included in the Reach breakdown in Instagram Insights. To access it, tap the right arrow next to Accounts Reached in the overview screen.

Here, you will see how your Instagram Reels performed compared to other content types over the last 7 or 30 days. This section also includes a ranking of your top Reels.

Reels analytics

Source: Instagram

To view insights specific to Reels only, scroll down to Reels in the Insights overview screen and tap the right arrow next to your number of Reels. Here, you can see all of your Reels performance metrics in one place.

To check in on the performance of a specific Reel, open the Reel from your profile, then tap the three dot icon in the bottom right of the screen, then tap Insights.

Reel insights and interactions

Source: Instagram

For more information, check out our guide to using Reels Insights to make better content.

Instagram Live analytics

The May 2021 Instagram update also brought Live analytics to Insights.

To access Live Insights, go to the overview analytics screen, scroll down to Live and click the right arrow next to your number of streams. Here, you will see metrics related to Live streams: accounts reached, peak concurrent viewers, comments and shares.

Instagram Live analytics

Source: Instagram

How to access Instagram analytics on desktop

Navigating through analytics on your phone is great for quick, on-the-go tracking of your Instagram metrics, but it’s not the greatest when you’re trying to analyze your data or create a social media report.

Fortunately, you can also access your analytics on your computer through Hootsuite Analytics and Hootsuite Impact.

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

Hootsuite dashboard analytics

2. Select your Instagram Overview (if you haven’t already, follow these steps to connect your account)

Select your date range, review your metrics, and schedule any reports you need.

Important Instagram metrics to track

Feeling a little overwhelmed? With so much information available, it can be tough to figure out which data points really matter for your brand.

Here, we break down which Instagram metrics you should track to reach the goals that matter to you.

Account metrics

Engagement rate

How to calculate engagement rate:

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

This metric is a baseline for evaluating how well your content is resonating with your audience and inspiring action. Note that this percentage will often dip as you gain more followers.

Almost all analytics tools will calculate this number for your account, as well as for each post.

Because some experts think the number of impressions is a better comparison than follower count, you might get a different percentage from different calculators.

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

Follower growth rate

How to calculate follower growth rate:

Number of followers gained ÷ previous number of followers ✕ 100

If you don’t track growth over time, your follower count is pretty much just a vanity metric. That’s a wasted opportunity, because no other Instagram metric has a bigger impact on organic reach.

(If one of your goals is increasing brand awareness, check out our tips for getting more Instagram followers.)

Website referral traffic

The number of people who visit your website from Instagram.

Monitoring the flow of traffic from Instagram to your website is key if you want to increase your Instagram ROI.

There are three main ways to measure website traffic from Instagram:

  1. Track the number of people clicking the link in your bio;
  2. Track the number of people swiping up in Instagram Stories;
  3. Use UTM parameters in your links. (UTM parameters can capture data from anyone who’s copy/pasted the link into their browser, messaged it to a friend, or been referred by an influencer.)

Pro tip: If tracing customer movement along the buying journey sounds great, but complicated, we recommend you take a look at Hootsuite Impact.

Individual post metrics

Post engagement rate

How to calculate post engagement rate:

Post interactions / total follower count (or impressions) ✕ 100

Engagements (likes, comments, and saves) show that you’re connecting with followers on Instagram. Some social media experts prioritize comments over likes because they take more effort and may indicate a higher level of interest.

Post comment rate

How to calculate post comment rate:

Post comments ÷ total follower count (or impressions) ✕ 100

A like is fairly easy to dish out, whereas you’ll want to pay attention to the people who take the step to leave a comment on your post.

If your goals involve building loyalty, or nurturing relationships, count comments separately from overall engagements, and work to lift that number specifically.

Pro Tip: Cross-reference comment counts against message sentiment in your social listening tool to check not just whether your content is resonating, but how.


The total number of times your post was served to Instagram users.

The number of impressions a post earns can indicate how well you’re promoting your account and content.

Are you choosing the right hashtags? Cross-promoting effectively? Have you considered promoting your posts with some ad spend?

Keep an eye on this number. Especially if your goal is building awareness at the top of the sales funnel.


The total number of unique accounts who saw your post.

Your organic reach is related to the number of followers you have, but that’s not the whole story. It’s also related to how interesting your content is.

The more engaging your content is, the more people will see it. That’s why it’s key to understand how the Instagram algorithm works.

Instagram Stories metrics

Stories engagement

How to calculate Stories engagement:

Total actions ÷ Total reach X 100

To measure engagement on your Stories, add up the replies, profile visits and sticker taps earned. These positive interactions can tell you what you’re doing right.

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

Completion rate

How to calculate Stories completion rate:

Number of people who viewed the final Story segment ÷ Number of people who viewed the first Story segment X 100.

People watching your Story all the way through indicates your content is connecting with your fans.

It’s also a good idea to keep an eye on all the navigational metrics for potentially negative feedback:

  • Back (a.k.a., viewers want to watch the Story again—is it too fast?)
  • Forward (a.k.a., skip it—is it boring?)
  • Next Story (a.k.a., skip you—are you boring?)
  • Exit (a.k.a., they went back to TikTok, ouch.)

This is great feedback for those who don’t mind a little tough love. Use this information to up your game on Instagram Stories.

Reels metrics

Reel engagement rate

How to calculate Reel engagement rate:

Reel interactions ÷ total follower count (or views) ✕ 100

Add up the total Reel likes, comments, shares and saves, then compare that to either your follower count or the number of viewers for the Reel.

Using your follower count in this figure will give you a sense of how compelling your Reels are for your overall audience, while using the number of viewers will give you a better idea of how Reels perform against one another.

Live metrics

Live engagement rate

How to calculate Live engagement rate:

Live interactions ÷ total follower count (or accounts reached) ✕ 100

Add up the total Live comments and shares, then compare that to either your follower count or the number of accounts that Live stream reached.

Instagram Ads metrics

Click-through rate

How to calculate ad click-through rate:

Clicks ÷ Impressions X 100

Click-through rate is an important metric to track, but remember that a higher rate is not always what you’re looking for. If you’re paying for each click, you want to make sure your ad copy properly qualifies potential buyers so only those who are actually interested in your brand click through.


For many brands in ecommerce and B2B, this number is the ultimate goal. You want to sell your product, sign up a new lead, or get an email address.

You can track these tangible results using Hootsuite Impact.

Cost per result

How to calculate cost per result:

Total amount spent ÷ number of results (for a specified time period)

How much did each of those conversions cost you? Keep an eye on this number to make sure you don’t pay more for a conversion than it’s worth. You can find this data in Facebook Ads Manager.

Save time managing your Instagram presence with Hootsuite: Schedule posts and Stories ahead of time, and monitor your efforts using our comprehensive suite of social media analytics tools. Try it free today.

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Related Articles

Make sure you understand how to view your Instagram Stories analytics, and which metrics matter the most when building a strategy for this popular channel.

Learn how to measure the success of your Reels and use Reel Insights to create content your audience will love.

two social media analytics tools being compared

Social media analytics is the process of tracking, collecting and analyzing data from social networks. With the right tools, analyzing your social performance can be a breeze.

A smart and easy-to-understand social media report is key to proving the value of your social marketing plan. It shows what you've accomplished, backed up by data.

How to Build a Social Media Report (+ Free Template)

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