Popular interaction-based posts are also displayed below.

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- Your audience

The section collects all statistics on your audience for the selected period. You can see the total number of subscribers, the growth over the period in percentage and in numbers, as well as the number of unsubscribes.

Audience data is available to you: by city and country, by age, gender, and most importantly - the periods of the greatest activity of users in your profile by hours or days.

Lifehack. If an SMM specialist has already worked on the profile before you, it is useful to check for bots. This will help identify a real, live audience.

- Posted content

The number of posts, stories, active promotions and IGTV videos you have posted during the selected period, including today.

For each type of content, you can also go to the section with all, for example, stories and select the required metric.

You can view the statistics of an individual publication without opening the general one. Select a post, click "View Statistics" under it, and voila, analyze the metrics.

To view the story statistics - open the desired story, go to views, then click on the chart next to it.

2. Advertising records

You can also check the advertising statistics in Instagram itself. This is done by looking at the statistics of a story or post that is being promoted as a sponsored post.

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Now, according to the laws of the genre, I will tell you in detail about the metrics that can be seen in the statistics of promotions.

Interactions:

1. Profile transitions. The number of people logged into the account;
2. Calls . Number of calls made during the campaign;
3. E-mail. Emails sent during the promotion.

Interesting:

1. Coverage. How many subscribed / unsubscribed people saw the post, as well as the percentage of coverage due to advertising;
2. Impressions. The total number of views of the promotion, indicating the percentage of views from advertising;
3. Subscriptions. The number of subscribed users during the promotion.

Promotion:

1. Duration. Advertisement duration in days;
2. Costs . The total cost of this ad entry.

Audience:

1. Gender . Percentage division of the audience into women and men;
2. Age range. Audience division by age;
3. The best places. Geolocation of the reached audience.

Similar metrics are shown by the statistics of promotions carried out using stories. The only difference is that it is supplemented with details about scrolling through stories, as well as exiting them.

Speaking about advertising, I will also mention a proven way to increase sales through Instagram. Chatbot from MyBotan will help you. Chatbot in Instagram Stories is something new, right? Find out about the new tool, which is incredibly increasing sales, at the link.

through services

Profile statistics that can be obtained using standard Instagram tools do not provide all the information necessary for successful profile promotion. Therefore, many owners of commercial accounts use third-party services.

There are many different services for fast detailed analytics on Instagram. We recommend the first 3 in the table based on user experience. But this does not mean that the rest are somehow bad, we just did not test them and cannot vouch, but they will also provide you with analytics.

Details on how to view statistics through services were described in our other article, so also go there and study. We also talked about how to analyze competitors.

Related:

Facebook

Now about how to view Instagram statistics through Facebook. I will say right away that Facebook is for advanced users, and it shows statistics ONLY of your advertising posts. But with a huge number of different metrics.

And there is a special tool for viewing statistics from Facebook - Ads Manager. It connects through the Instagram account associated with the Facebook profile.

I won't list all the metrics. I will touch on, perhaps, the minimum list of standard metrics that Ads Manager shows.

1. Pay per click. Shows the average cost per click;
2. The ratio of clicks to impressions. Percentage of those who saw the ad and clicked;
3. Frequency. How many ads each person viewed on average.

By the way, Ads Manager allows you not only to view, for example, visit statistics, but also to create an advertising post for Instagram, but its settings are much more complicated, and that's another story.

As an advertisement

Briefly about the main thing

We figured out how to view statistics on Instagram. And I remind you that a systematic analysis of traffic statistics, interactions, etc. helps to maintain an account more efficiently, and due to this, increase not only coverage, but also engagement (and this is a very important indicator, you know yourself). You can even see who likes whom on Instagram, but more on that another time.

And in conclusion, I would like to highlight three main points in which statistics will become well, just an indispensable assistant.

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• Content creation. It is quite obvious that if the majority of your audience, according to statistics, are women, this should be taken into account when creating posts and stories;
• Optimum time. The statistics show the time during which your subscribers are the most active and view the posts the most. Try to post during this period.
• Coverage. You can see which audience the post reached. If it includes a lot of people who are not subscribers, then the publication is interesting, so you need to achieve this from other entries. By the way, read the article on how to increase coverage.

metrics, tools, tips - Offtop on vc.ru

And recommendations from Russian experts.

140 576 views

Amplifer content marketer Alexander Marfitsin prepared an adapted translation of an article from the Buffer blog about Instagram analytics. He also asked experts about how the data obtained can be used to optimize advertising campaigns on the social network.

Analytics is an important part of any social media marketing strategy. It helps you understand how successful your campaign is, track performance, and answer important questions.

It also gives a lot of useful information. In this guide, we'll take a look at what Instagram analytics metrics and features are, what free and paid tools you can use to explore your data, and how you can use them to improve your Instagram analytics performance.

Basic statistics

Instagram has many metrics that help you understand the effectiveness of your campaign and page management strategies. These metrics can be obtained from Instagram Insights and other analytics tools.

Most of the available metrics can be thought of as basic metrics like the number of likes, comments, and followers. Below we will tell you how to calculate more complex indicators: growth, averages, coefficients.

Instagram Profile Analytics Metrics

• Followers: is the number of users following the account.

• impressions: total number of views of all publications.

• Reach: number of unique users who have seen the posts.

• Profile views: number of profile views.

• Clicks on links: number of clicks on the link in the profile description.

• Clicks to calls and email: number of taps to call a phone number or write a letter in the profile description.

• Posts: number of posts posted on the Instagram account.

• Mentions: number of publications in which the profile is tagged.

• Branded hashtags: number of posts on Instagram using the branded hashtag.

Audience analytics metrics

• Gender: distribution of subscribers by gender.

• Age: distribution of subscribers by age. Divided into categories: 13-17, 18-24, 25-34, 35-44, 45-54, 55-64, 65+.

• Geography : five most popular cities and countries in which subscribers live.

• subscribers activity by day and hour.

Publication Analytics Metrics

• Impressions : The total number of times the post has been viewed.

• Reach : The number of Instagram users who saw the post.

• Likes : The number of unique users who liked the post.

• Comments : The number of comments on the post.

• Saves : The number of unique users who saved the post.

• Engagement : The sum of unique users who liked the post, saved it and commented on it.

• Views : Number of video views.

Stories metrics

• Impressions : The number of times a particular photo or video has been viewed in Stories.

• Reach : The number of unique users who saw a particular photo or video in Stories.

• Exits : The number of times users closed Stories.

• Replies : The number of subscriber replies to a particular Stories post.

The best Stories analytics tool right now is Instagram Insights

Live analytics

• Number of viewers at the time: number of users who are watching the broadcast.

• Viewers : The number of users who have seen at least part of the live broadcast.

Currently there is no built-in tool for live video analytics - you need to record manually or take screenshots.

Calculation of more complex indicators

Growth

Growth metrics help understand the change in the dynamics of a certain indicator. For example, you can see how the number of subscribers grows over time.

Value at time 1 - Value at time 2 / Value at time 1

Examples of indicators: growth of subscribers, growth of impressions, growth of engagement, growth in the number of clicks, growth of responses to stories.

Rates

Relative measures help evaluate an indicator relative to another. For example, engagement rate is the percentage of a profile's followers that interacted with a particular Instagram post.

Indicator / Number of subscribers at the time of publication of the entry​

The common denominator for this formula is the number of subscribers. The result is a relative rate per subscriber.

Metric examples: impression rate, reach rate, view rate, click rate, exit rate, completion rate.

The View Rate helps you calculate the percentage of users who have viewed all of your Instagram Stories to the end. Calculated by dividing the number of views of the last story by the first.

Average

Averages provide a benchmark for assessing the overall performance of Instagram posts. For example, the average number of likes for a post helps to understand how subscribers like posts.

Sum of indicators for a period of time (for example, all likes for publications in January) / Number of publications for a period of time​

The common denominator for these Instagram metrics is the number of posts in a given period. For example, you can calculate the average number of viewers for Instagram videos on different days of the week to determine which day is best for live streaming.

Examples: Average Comments, Average Reach, Average Reach for Stories, Average Live Viewers.

Top scores

These are not indicators per se, but they are still valuable for the marketer and analyst. Based on the best posts in terms of views, comments, likes, reach, engagement, you can understand which posts subscribers like and make new posts based on the data received.

Examples: best posts, best videos, most commented and liked posts.

Free analytics tools

Instagram Insights

Almost all the indicators we talked about above are shown by Instagram in its own analytics tool — Insights.

To access Instagram analytics, you need to upgrade your profile from regular to business if you haven't done so already. Then click on the button to the right of the settings icon. Important: Instagram Insights is only available on mobile apps.

At the top of the main statistics screen, indicators of reach, profile views, impressions, clicks to the site are displayed

Top Publications

In this section, Insights shows you the top six posts from the last week sorted by impressions. To see the statistics of all entries, click "View More".

Statistics can be filtered by three indicators: type of publications (all, photos, videos, "loop galleries"), type of metrics (impressions, reach, engagement, comments, views (for videos), time interval (week, 30 days, three months , six months, one year, two years)

Publication statistics can be viewed directly in the entry itself using the corresponding button.

Analytics Stories

The next block is Stories analytics. The main screen displays active Stories that have been posted in the last 24 hours. To view the analytics of all publications, you need to click "Details".

There, you can view story statistics by two filters: metric type (impressions, reach, exits, forward taps, back taps, and replies) and time interval (24 hours, 7 days, and 14 days).

Followers

This section shows what hours and days of the week your audience is most active on Instagram. Detailed statistics include the number of subscribers (and growth over the past week), distribution by gender and age, cities and countries.

Important: You must have at least 100 followers to see demographics

Promotions

Here you can see the statistics of advertising publications on Instagram. Since Instagram uses the Facebook advertising system, you can also evaluate the performance of your ads in Facebook Ads Manager.

10 Free Analytics Services

Keyhole

Keyhole is a paid service with a free preview of Instagram profile analytics or a hashtag.

Available metrics: number of posts per week, top posts by engagement, number of posts with hashtag, number of accounts using hashtag, distribution of accounts using hashtag by number of followers and gender.

Socialbakers

Socialbakers is a social media analytics tool, including Instagram. Visually displays basic information about the profile. The main features are available for free.

Available metrics: top three posts with the most likes, three posts with the most comments, users who like posts the most, top ten hashtags, first post on Instagram, distribution of posts per month.

Squarelovin

Squarelovin is a platform for creating user-generated content on Instagram, it has a free social media profile analytics tool.

Available metrics: subscriber growth, latest posts, monthly analytics (likes, comments), engagement (displaying likes and comments as a graph), the best time to post posts.

Simply Measured

Simply Measured is offering a free Instagram profile report with less than 25k followers.

Available metrics: number of posts, engagement, average number of likes and comments per post, top commenters, frequently used photo and video filters.

Union Metrics

Union Metrics is a platform for multi-channel social media analytics. You can analyze the main indicators of your Instagram profile for the last month for free.

Available metrics: number of posts, followers, best time to post, best posts, best hashtags, most active followers.

Websta

Websta is a functional Instagram analytics tool. There are standard features for such services, in addition, you can reply to comments on posts directly from Websta.

Available metrics : number of posts, number of likes, engagement, number of followers, best time to post, most popular posts.

INK361

INK361 is another Instagram statistics tool. The free plan has basic information about the audience, profile, and the function of responding to comments.

Available metrics: engagement, number of posts, number of likes, post history, hashtags used, most popular posts.

SocialRank

SocialRank is a follower analysis tool for Twitter and Instagram. This service is more focused on the statistics of subscribers, rather than publications or profiles.

Available metrics : subscriber activity, keywords in subscriber information, popular hashtags of subscribers.

Pixlee

Pixlee is a social media marketing platform that uses user-generated content from Facebook, Instagram and other platforms. Pixlee has a free Instagram Analytics app with basic metrics. It is more suitable for large companies and popular bloggers.

Available metrics: subscribers, number of posts with brand mentions, best subscriber posts about the brand, engagement, number of posts.

Picture.io

Picture.io is another Instagram analytics tool. Unlike other services, Picture.io calculates its own profile "influence" score on the social network.

Available metrics: "influencer" score, most popular photos.

Paid services for analytics

Four main paid Instagram analytics services with great functionality:

• Iconosquare. $9per month with a 14-day free trial.

• Minter.io. From $20 per month with a 14-day free trial.

• InfluencerDB. From $100 per month.

• Dash Hudson Instagram Insights. The price depends on the specific client.

How to act on Instagram analytics and statistics

Choose the best days and hours for publication

Given that the Instagram feed is now generated by a special algorithm, like Facebook, there is no one perfect posting time for everyone. The followers of each profile are active at different times, so you need to study when your audience is most active.

This can be done by two main metrics: "Subscribers - hours" and "Subscribers - days". The first will tell you what time of day to post, the second - on what day of the week.

Optimize content based on subscriber demographics

Using Instagram Insights, you can analyze your audience by gender and age, as well as determine what content they like in terms of reach, impressions, and engagement. See which posts are popular and try to spot patterns.

For example, your audience may actively comment on product photos, but most of all like landscapes and still lifes. Accordingly, you can post more landscapes and still lifes to draw attention to your profile.

By studying demographic metrics, you can optimize content for the majority of subscribers. If your design account is mainly followed by women aged 25–34, then one content is needed, and if men are 35–44, then another.

Make interesting posts in Stories

Using Stories analytics, you can make interesting posts there. See which stories get the best reach and most replies, and which ones get the highest number of exits.

You can use photo editors like Canva or Over to create interesting Stories. With their help, graphics and text can be added to photos.

Experiment with CTA

Only one link can be added to an Instagram profile information, so marketers usually place the targeted action there. Using click statistics in Instagram Insights, you can evaluate how effective your call to action is.

Also, use a link shortening service like Bitly or Goo.gl to get click data from there as well.

***

I also asked the experts to talk about how Instagram metrics help to run effective marketing campaigns on this social network.

Instagram is suitable for small companies, especially in the regions - the social network has managed to find itself even where VKontakte targeting does not work well. To get noticed, just add “beautiful-photos-than-neighbor”, geotags and hashtags.

Most businesses decide not to waste time on trifles and attract more coverage - using mass liking (ML) or mass following (MF) - usually a specially trained robot likes or subscribes to everyone in a row according to specified criteria. You all see ten of these profiles in the feed every day - flower studios, tanning salons, whatever.

"Mass-anything" certainly works as a technique - more people will definitely see you, some people, maybe even buy something or sign up. But some will mark your profile as spam, which means that Instagram may well block your profile. To spam or not to be is up to you. Mass liking is tempting as hell because it quickly shows some results.

Organic growth is almost always slow and often picks up after six months to a year. That is, if you just post very good photos (which also need to be done, and this is time and money), it will take more time to build relationships between your company and people. But these relationships will be stronger and cooler.

If you want results now, but decency does not allow spamming, Instagram has inexpensive advertising in Russia, especially in the regions. There will also be a link on advertising photos - that is, the CTR is higher than that of mass items.

By the way, links have recently appeared in Stories, and it works well. The coverage is about 10-15% of the audience, everyone seems to scale well even for large accounts. I don't know about CTR.

Nat Gadzhibalaev, General Director of the service of publication and analytics in social networks "Amplifer"

We have a fairly young account and only 500 subscribers. We are still at the testing stage and are looking at the Instagram audience: we are trying different ways of communication and watching how the audience reacts.

For analytics, we use Amplifr.com and Minter.io when we want to answer the question of what needs to be published in order to ensure audience growth. We spend quite a bit on promotion and wait.

Everything is easier with advertising: Instagram is included in the retargeting funnel, and we “warm up” users to purchase the products and services of the holding. The fact that Instagram works better than other channels for sales led us to the idea that we need to fully maintain an account on this social network.

Viktor Babichev, digital director of the Atlas holding

We take our work with Instagram seriously, therefore, in addition to the standard functionality of Amplifr, we use advanced mobile analytics tools — Adjust and Periscope. They show the most important metrics for us: the number of installations and trips of customers, cohorts. With them, we know exactly which promotion method has generated the most new, high-quality users.

Now on instagram we work in three directions:

– Bloggers. We evaluate the effectiveness of bloggers using an attribution promo code. According to it, we see how many people installed the application and went after seeing the blogger's post.

- Instagram page. In addition to the standard estimates of coverage, engagement and subscriber growth, we also look at the number of installs. To do this, use the tagged link in the page profile.

- Advertising. Everything is standard here: we mark the link on advertisements with Adjust and collect full post-click analytics.

Mikhail Starov, Marketing Director, Wheely

For us, Instagram is the main channel for working with users. There we tell who we are and what we do. We use only organic and honest advertising methods so as not to spoil the statistics. It is important for us to see a loyal audience that is interested in our products.

The first thing we look at is likes and comments. We record the number of likes and comments for each post, indicating its subject. The second is posting time. We found a good timing for releasing records. Based on likes and comments, the following publications are created, since you can even track which color scheme and plot in the photo people like best.

People can subscribe to us simply as to a beautiful account, and then people delve into the fact that we print photo books, and already become our clients.

We select photos that match the overall style of our account, they blend well with each other. The text under the photo should be short and informative. We are supporters of not just beautiful, but interesting and informative content. Thanks to comment tracking, we learned what topics our subscribers are interested in, and came up with rubrics, each of which is assigned a hashtag.

It's easy to get lost on Instagram, so we came up with a hashtag navigation system. And new users can see all the publications of a particular category and find answers to their questions.

We make photobooks from photographs, mostly taken with a phone. Wherever a user spends time, if he is fond of mobile photography, he is on Instagram. For analytics, we work with Planoly, mainly because of the convenient content scheduling options. It allows you to arrange photos and publish from your phone.

First of all, I advise you to remember that Instagram is a visual platform. Beautiful photographs and clear captions. People read Instagram for distraction, so the focus of the content should be inspiring and entertaining.

You need to find your own way to talk about a product or service using the Instagram language.

I like that on Instagram most of the photos are taken on the phone. If I want to buy something, I always look at what it looks like in "real life", shot by ordinary users, and not on edited promo pictures.

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