Article updated: January 06, 2023
Instagram Business metrics
Instagram Business metrics help you figure out how you're doing on Instagram. This article goes over the Instagram Business metrics available in Analytics. Use CTRL+F (CMD +F on Mac) to search content in this article.
To collect analytics data for Instagram, you must have an Instagram Business profile connected to a Facebook Page. Learn how to connect an Instagram Business profile to a Facebook page.
Hootsuite Analytics does not support IGTV.
Hootsuite retrieves data for Instagram Business metrics every 48 hours, but it may take up to 64 hours to see the latest data in your reports.
| Metric | Description |
|---|---|
| Audience | The total number of followers broken down by city, country, language, gender, and age. Does not include current day's data or data from paid promotion. |
| Calls | The number of taps on the call link in your profile, without paid promotion. |
| Emails | The number of taps on the email link in your profile, without paid promotion. |
| Followers | The total number of people following your Instagram accounts. |
| Followers online | The total number of followers who were online during the selected date range, broken down by day of the week and time of day. When you select more than a week, it displays the average number of followers. All times are in GMT. |
| Get directions | The number of taps on the directions link in your profile, without paid promotion. |
| Inbound messages | The total number of inbound messages (comments posted by others) received by all your Instagram accounts. |
| Inbound messages table | The list of inbound messages (direct messages and comments posted by others) received by your Instagram accounts, analyzed by sentiment, gender, and language. |
| New followers | The number of new followers gained per day in the selected date range, without paid promotion. Instagram requires at least 100 followers to return this data. The data may be delayed by up to 48 hours due to network limitations. |
| Post comments | The number of story replies and comments on the posts published in the selected date range. Posts include photo, video, and carousel posts, reels, and stories. |
| Post engagement | The number of likes, comments, and saves received by all your photo, video, carousel, and reel posts. |
| Post engagement rate | The average engagement rate for all posts, calculated as the sum of engagement rates for each post divided by the number of posts. The engagement rate for a post is the percentage of interactions on it (likes, comments, and saves for a photo, video, carousel, or reel post) out of the number of people who viewed it. |
| Post impressions | The number of times your posts were displayed on a person’s screen. Posts include photo, video, and carousel posts, and stories. |
| Post likes | The number of unique accounts that liked your organic posts (photos, videos, carousels, reels). This does not include likes received after the post was promoted. |
| Post plays | The number of times your reels started to play for at least a millisecond on a person’s screen. This does not include replays. |
| Post reach | The number of people who saw your posts at least once. Posts include photo, video, and carousel posts, reels, and stories. |
| Post saves | The number of unique accounts that have saved your organic posts (photos, videos, carousels, reels). |
| Post video views | The total number of times your organic video post has been viewed for three seconds or longer. Returns 0 for videos shared in a post with multiple photos and videos. |
| Posts | The number of posts published to your accounts. Posts include photo, video, and carousel posts, reels, and stories. |
| Posts table | A list of posts published to your Instagram accounts, including their organic engagement metrics (that is, likes and comments). |
| Profile impressions | The total number of times your organic posts appeared on people’s screens on Instagram. Does not include Profile visits. |
| Profile reach | The total number of unique users that have seen at least one of your organic or boosted posts, or ads. Repeat views and views across different types of posts (photo, video, or carousel) by the same person are only counted as a single view. |
| Profile visits | The number of people that have visited your Instagram profile within the selected time frame, without paid promotion. |
| Received DMs | The number of direct messages received by your Instagram accounts. |
| Texts | The number of taps on the text message link in your profile, without paid promotion. |
| Top posts | The best performing posts on all your Instagram accounts. |
| Video views table | The list of videos published by your Instagram accounts, with their viewing stats. |
| Website clicks | The number of taps on the website link in your profile, without paid promotion. |
| Story replies | The number of replies to your stories. This does not include replies made by users in Europe and Japan. For stories created by users in Europe and Japan, the number of replies will be zero. |
| Story exits | The number of times people swiped out of your stories before they ended. |
| Story taps forward | The number of times people tapped to see the next photos or videos in your stories. |
| Story taps back | The number of times people tapped to see the previous photos or videos in your stories. |
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