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 can be taught what’s working and what’s not. Then you progress onto the refinement portion of the technique, tweaking your efforts to enhance your outcomes and improve ROI.

Let’s take a look at among the greatest Instagram analytics app choices, and a very powerful Instagram metrics you want to observe.

Instagram analytics tools

1. Instagram Insights

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

(If you’re nonetheless utilizing a private account, take a look at our step-by-step instructions to switch over to an Instagram Business account now.)

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

Insights is a good Instagram analytics free software, nevertheless it might not be the very best Instagram analytics app for critical social entrepreneurs. For extra sturdy, longer-term monitoring, or to export your knowledge for a social media report, you’ll want to take a look at different Instagram analytics instruments.

2. Hootsuite Analytics

Hootsuite Analytics permits you to observe Instagram analytics in additional element than the native Instagram Insights.

Hootsuite Analytics Instagram overview

Source: Hootsuite

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

  • Show you knowledge from the distant previous
  • Compare metrics over particular time durations to get a historic perspective
  • Generate downloadable customized reviews
  • Look at particular put up efficiency utilizing your most popular metrics
  • Monitor your account’s response time in customer support conversations
  • Rank Instagram feedback by sentiment (optimistic or destructive)

Learn extra about Hootsuite Analytics right here:

3. Hootsuite Impact

Hootsuite Impact permits you to evaluate metrics for various social accounts facet by facet. It additionally gives detailed ROI evaluation for each natural and paid Instagram exercise, including IGTV.

Remember how we mentioned proper up on the prime that refining your technique is a key a part of utilizing analytics to enhance? Hootsuite Impact can present customized suggestions for refining your technique primarily based in your particular objectives.

4. Creator Studio

This is one other native Instagram business analytics software. However, as a substitute of being constructed into the cellular Instagram app, Creator Studio works in your laptop.

Creator Studio provides you entry to many of the similar metrics as Instagram Insights, however just for a seven-day window.

Creator Studio interactions

Source: Creator Studio

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

If you’re a member of Brand Collabs Manager, you can even observe your model collaboration metrics right here in Creator Studio. We’ve acquired a full weblog put up on how to use Creator Studio that walks you thru all of the methods you need to use it together with your Instagram Business or Creator account.

5. Iconosquare

Start with Iconosquare’s Instagram audit for business accounts. This Instagram analytics free software gives knowledge in your attain, engagement, likes, saves and extra. It additionally gives data on how your Instagram metrics stack up towards the typical charges on the platform.

Iconosquare Instagram Audit

Source: Iconosquare

Iconosquare additionally affords a free trial of their professional dashboard. You’ll get all the usual metrics: engagement charges, follower stats, Stories 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

Source: Keyhole

It’s helpful for monitoring promotions, branded hashtags, and Instagram contests in real-time. It’s additionally a great tool to observe Instagram analytics if you work with influencers.

7. Phlanx

Phlanx affords a free, easy-to-use Instagram engagement calculator. The helpful factor is you need to use it to test your individual account, or another person’s. That means you need to use it to pre-screen potential influencers and brand ambassadors.

All you will have to do is sort in any Instagram deal with to see whole followers, engagement charge, and common likes and feedback per put up.

Phlanx Instagram engagement calculator

Source: Phlanx

8. Facebook Ads Manager

If you’re working paid campaigns on Instagram, Facebook Ads Manager is a key useful resource in your analytics toolbox. It gives efficiency and price data for all of the adverts you place on the Facebook household of merchandise, together with Instagram.

You can get efficiency data to your Instagram promotions inside Instagram Insights, however to carry out an intensive value evaluation, you’ll need to incorporate Ads Manager as nicely.

How to see your Instagram analytics

Here’s the place to discover all of your Instagram metrics inside the Instagram app.

Remember, you want a Business or Creator profile to entry analytics. Here’s a fast video overview:

Instagram account analytics

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

1. In the app, go to your profile.

2. Tap the hamburger icon within the prime proper nook.

Instagram profile hamburger icon

3. Tap Insights


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

Recent highlights overview

Source: Instagram

In the highest 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 down to Your Audience 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:

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

audience demographics

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

Instagram put up analytics

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

This will deliver up an inventory of all of your posts, sorted by the metric you select. The default is attain, however you possibly can select from a protracted listing of metrics, together with feedback, follows, shares, and extra.

You can select timeframes from 7 days up to 2 years, and filter by put up sort (images, movies, carousel posts, or all posts).

post analytics select post type

You can even discover the analytics for any particular person Instagram put up by clicking the View Insights hyperlink beneath the put up in your feed.

mountains photo view insights

Source: Instagram

This will deliver up a little bit pop-up field exhibiting the entire likes, feedback, saves, direct message shares, profile visits and attain.

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

Source: Instagram

Instagram Stories analytics

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

Just like to your posts, you possibly can see attain, impressions, and so forth. You can even see exits, forwards, and different Stories-specific metrics. You can view a time vary from 7 to 30 days.

Stories analytics

Source: Instagram

For extra particulars, we’ve acquired a complete weblog put up to aid you take advantage of your Instagram Stories analytics.

IGTV analytics

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

Again, you possibly can see the usual metrics like attain, likes, and feedback. You can even select to view IGTV-specific metrics like common share watched, video views, and video interactions.

You can select a time interval from 7 days to 2 years.

Reels analytics

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

Here, you will note how Reels carried out in contrast to different content material varieties over the past 7 or 30 days. This part additionally features a rating of your prime Reels.

Reels analytics

Source: Instagram

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

To test in on the efficiency of a selected 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

Source: Instagram

For extra data, take a look at our guide to using Reels Insights to make better content.

Live analytics

The May 2021 Instagram replace additionally introduced Live analytics to Insights.

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

Instagram Live analytics

Source: Instagram

How to entry Instagram analytics on desktop

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

Fortunately, you can even entry your analytics in your laptop by way of Hootsuite Analytics and Hootsuite Impact.

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

Hootsuite dashboard analytics

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

Select your date vary, overview your metrics, and schedule any reviews you want.

Important Instagram metrics to observe

Feeling a little bit overwhelmed? With a lot data accessible, it may be robust to determine which knowledge actually issues to your model.

Here, we break down which Instagram metrics you need to observe to attain the objectives that matter to you.

Account metrics

Engagement charge

How to calculate engagement charge:

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

This metric is a baseline for evaluating how nicely your content material is resonating together with your viewers and provoking motion. Note that this share will usually dip as you achieve extra followers.

Almost all analytics instruments will calculate this quantity to your account, in addition to for every put up.

Because some specialists assume the variety of impressions is a greater comparability than follower rely, you would possibly get a unique share from totally different calculators.

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

Follower development charge

How to calculate follower development charge:

Number of followers gained ÷ earlier variety of followers ✕ 100

If you don’t observe development over time, your follower rely 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 affect on natural attain.

(If one among your objectives is growing model consciousness, take a look at our suggestions for getting more Instagram followers.)

Website referral site visitors

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

Monitoring the circulation of site visitors from Instagram to your web site is vital in order for you to increase your Instagram ROI.

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

  1. Track the variety of folks clicking the hyperlink in your bio;
  2. Track the variety of folks swiping up in Instagram Stories;
  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.)

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

Individual put up metrics

Post engagement charge

How to calculate put up engagement charge:

Post interactions / whole follower rely (or impressions) ✕ 100

Engagements (likes, feedback, and saves) present that you simply’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.

Post remark charge

How to calculate put up remark charge:

Post feedback ÷ whole follower rely (or impressions) ✕ 100

A like is pretty simple to dish out, whereas you’ll need to concentrate to the individuals who take the step to go away a remark in your put up.

If your objectives contain constructing loyalty, or nurturing relationships, rely feedback individually from total engagements, and work to raise that quantity particularly.

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


The whole variety of occasions your put up was served to Instagram customers.

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

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

Keep a watch on this quantity. Especially in case your purpose is constructing consciousness on the prime of the gross sales funnel.


The whole variety of distinctive accounts who noticed your put up.

Your natural attain is said to the variety of followers you will have, however that’s not the entire story. It’s additionally associated to how attention-grabbing your content material is.

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

Instagram Stories metrics

Stories engagement

How to calculate Stories engagement:

Total actions ÷ Total attain X 100

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

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

Completion charge

How to calculate Stories completion charge:

Number of people that considered the ultimate Story phase ÷ Number of people that considered the primary Story phase X 100.

People watching your Story right through signifies your content material is connecting together with your followers.

It’s additionally a good suggestion to regulate all of the navigational metrics for doubtlessly destructive suggestions:

  • Back (a.ok.a., viewers need to watch the Story once more—is it too quick?)
  • Forward (a.ok.a., skip it—is it boring?)
  • Next Story (a.ok.a., skip you—are you boring?)
  • Exit (a.ok.a., they went again to TikTook, ouch.)

This is nice suggestions for many who don’t thoughts a little bit robust love. Use this data to up your game on Instagram Stories.

IGTV metrics

Average share watched

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

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

Instead, observe common share watched to get a way of how compelling your IGTV content material actually is.

Reels metrics

Reel engagement charge

How to calculate Reel engagement charge:

Reel interactions ÷ whole follower rely (or views) ✕ 100

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

Using your follower rely on this determine gives you a way of how compelling your Reels are to your total viewers, whereas utilizing the variety of viewers gives you a greater concept of how Reels carry out towards each other.

Live metrics

Live engagement charge

How to calculate Live engagement charge:

Live interactions ÷ whole follower rely (or accounts reached) ✕ 100

Add up the entire Live feedback and shares, then evaluate that to both your follower rely or the variety of accounts that Live stream reached.

Instagram Ads metrics

Click-through charge

How to calculate advert click-through charge:

Clicks ÷ Impressions X 100

Click-through charge is a vital metric to observe, however keep in mind that a better charge is just not all the time what you’re on the lookout for. If you’re paying for every click on, you need to be sure your advert copy correctly qualifies potential patrons so solely those that are literally fascinated with your model click on by way of.


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

You can observe these tangible outcomes utilizing Hootsuite Impact.

Cost per consequence

How to calculate value per consequence:

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

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

Save time managing your Instagram presence with Hootsuite: Schedule posts and Stories forward of time, and monitor your efforts utilizing our complete suite of social media analytics instruments. Try it free right this moment.

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