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  Article updated: April 11, 2024

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.

Instagram Business Page-level metrics

Page metrics or Page-level metrics display results that occurred during the selected date range for all posts published to a Page, regardless of when the posts were published. So, if you track any Page-level metrics in your reports, the data you see is for the entire Page. For example, a metric like Page video views shows you the total number of views that your video posts received during your selected date range - it doesn't matter if the posts were published during or outside of that range. Learn more about the difference between post-level and Page-level metrics

Instagram Business Page-level metrics
MetricDescription
AudienceThe number of followers broken down by city, country, language, gender, and age. Does not include current day's data or data from paid promotion
CallsThe number of taps on the call link in your profile, without paid promotion
EmailsThe number of taps on the email link in your profile, without paid promotion
Engaged audienceThe countries, cities, gender, and age of the engaged audience. Does not include current day's data or data from paid promotion. Instagram requires at least 100 followers to return this data
FollowersThe number of people following your accounts
Followers onlineThe 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 directionsThe number of taps on the directions link in your profile, without paid promotion
Inbound messagesThe number of inbound messages (direct messages and comments posted by others) received by your accounts
Inbound messages tableThe list of inbound messages (direct messages and comments posted by others) received by your Instagram accounts, analyzed by sentiment, gender, and language
Lost followersThe number of followers who unfollowed you or left Instagram during the selected date range. Instagram requires at least 100 followers to return this data
New followersThe 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
Page engagementThe number of interactions (reactions, comments, shares, and more) content you published during the time frame received. Content includes posts, stories, reels, videos, and ads. Instagram requires at least 100 followers to return this data
Page engagement rateThe 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 calculated as the number of interactions (reactions, comments, shares, and more) for posts, stories, reels, videos, and ads you published during the time frame received, as a percentage of the number of people who saw them
PostsThe number of posts published to your accounts. Posts include photos, videos, carousels, reels, and stories
Posts ROIThe total return on investment (ROI) for all posts published to the selected Advanced Analytics accounts during time frame. We calculate ROI as the sum of metric values assigned by the social network (for example, 12 likes) multiplied by metric values assigned by you (for example, 2 points)
Profile daily average reachA daily average of how many people saw 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 counted as a single view. To calculate the average per profile, we add each day's value and then divide that by the number of days in your selected time frame
Profile impressionsThe number of times your organic posts appeared on a person's screen. Does not include profile visits
Profile reachThe number of people 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 counted as a single view
Profile visitsThe number of people that have visited your profile within the selected time frame, without paid promotion
Reached audienceThe countries, cities, gender, and age of the reached audience. Does not include current day's data or data from paid promotion. Instagram requires at least 100 followers to return this data
Received DMsThe number of direct messages received by your Instagram accounts
TextsThe number of taps on the text message link in your profile, without paid promotion
Website clicksThe number of taps on the website link in your profile, without paid promotion
Video views tableThe list of video posts and reels published by your accounts, with their viewing statistics

Instagram Business post-level metrics

Post metrics or post-level metrics only display results for posts published during the selected date range. So, if you review your post performance results or track any post-level metrics in your reports, like Post impressions, the data you see is only for the posts published during your selected date range. Learn more about the difference between post-level and Page-level metrics

Instagram Business post-level metrics
MetricDescription
Post commentsThe number of comments on content you published during the time frame. Content includes photos, videos, carousels, reels, and stories
Post engagementThe number of times someone liked, commented, or saved content, or shared reels you published during the time frame. Content includes photos, videos, reels, and carousels. Note, this metric does not support stories. If you include this metric in a report, and filter by stories, it will return a 0 value.
Post engagement rateThe average engagement rate for all your posts, calculated as the sum of engagement rates for each post divided by the number of posts. The engagement rate for a post is calculated as the number of people who liked, commented, or saved a photo, video, reel, or carousel, or shared a reel you published during the time frame, as a percentage of the number of people who saw it. Note, this metric does not support stories. If you include this metric in a report, and filter by stories, it will return a 0 value.
Post follows from a postThe number of people that started following you from content you published during the time frame. Does not include followers from album carousels, IGTV, and stories
Post impressionsThe number of times organic content you published during the time frame was displayed on a person's screen. Content includes photos, videos (not reels), carousels, and stories
Post likesThe number of times someone liked organic posts you published during the time frame. Does not include likes received after a post was promoted. Posts include photos, videos, carousels, and reels
Post reels playsThe number of times reels you published during the time frame started to play for at least a millisecond. Does not include replays
Post reachThe number of people who saw content you published during the time frame at least once. Content includes photos, videos, carousels, reels, and stories
Post reels average watch durationThe average time reels you published during the time frame were watched, including replays and views of less than three seconds. Returns 0 for reshared reels
Post reels watch durationThe time reels you published during the time frame were watched, including replays and views of less than three seconds
Post reels replaysThe number of times reels you published during the time frame were replayed. Replays of at least a millisecond are counted after the initial play of the reel in the same session
Post reels total playsThe number of times reels you published during the time frame started to play for at least a millisecond on a person’s screen. Includes replays. Replays are counted after the initial play of the reel in the same session
Post savesThe number of times people saved content you published during the time frame. Content includes photos, videos, carousels, and reels
Post sharesThe number of times people shared content you published during the time frame. Does not include stories
Posts tableA list of posts published to your accounts. Includes organic engagement metrics (likes and comments)
Post video viewsThe number of times people watched organic video posts you published during the time frame for three seconds or longer. Reels are not included. Returns 0 for videos shared in a post with multiple photos and videos
Profile activity from a postThe number of actions people take when they visit your profile after engaging with posts you published during the time frame. Does not include actions from album carousels, IGTV, and stories
Profile visits from a postThe number of times people visited your profile from content you published during the time frame. Does not include profile visits from album carousels, IGTV, and stories
Story exitsThe number of times people swiped out of stories you published during the time frame before they ended
Story repliesThe number of replies to stories you published during the time frame. 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 taps backThe number of times people tapped to see the previous photos or videos in stories you published during the time frame
Story taps forwardThe number of times people tapped to see the next photos or videos in stories you published during the time frame
Top postsThe best performing posts on all your accounts

 

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