Help center notification: The Hootsuite help center is currently experiencing issues displaying images. We are aware of the issue and are working to resolve it.
Skip to main content

  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.

Instagram business metrics
MetricDescription
AudienceThe 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.
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.
FollowersThe total number of people following your Instagram accounts.
Followers onlineThe 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 directionsThe number of taps on the directions link in your profile, without paid promotion.
Inbound messagesThe total number of inbound messages (comments posted by others) received by all your Instagram 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.
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.
Post commentsThe 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 engagementThe number of likes, comments, and saves received by all your photo, video, carousel, and reel posts.
Post 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 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 impressionsThe number of times your posts were displayed on a person’s screen. Posts include photo, video, and carousel posts, and stories.
Post likesThe 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 playsThe number of times your reels started to play for at least a millisecond on a person’s screen. This does not include replays.
Post reachThe number of people who saw your posts at least once. Posts include photo, video, and carousel posts, reels, and stories.
Post savesThe number of unique accounts that have saved your organic posts (photos, videos, carousels, reels).
Post video viewsThe 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.
PostsThe number of posts published to your accounts. Posts include photo, video, and carousel posts, reels, and stories.
Posts tableA list of posts published to your Instagram accounts, including their organic engagement metrics (that is, likes and comments).
Profile impressionsThe total number of times your organic posts appeared on people’s screens on Instagram. Does not include Profile visits.
Profile reachThe 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 visitsThe number of people that have visited your Instagram profile within the selected time frame, without paid promotion.
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.
Top postsThe best performing posts on all your Instagram accounts.
Video views tableThe list of videos published by your Instagram accounts, with their viewing stats.
Website clicksThe number of taps on the website link in your profile, without paid promotion.
Story repliesThe 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 exitsThe number of times people swiped out of your stories before they ended.
Story taps forwardThe number of times people tapped to see the next photos or videos in your stories.
Story taps backThe number of times people tapped to see the previous photos or videos in your stories.

  Return to the full list of metrics available in Analytics

 

Can't find what you're looking for? We're here to help