Article updated: December 04, 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 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
| Metric | Description |
|---|---|
| Audience | The 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 number of people following your accounts |
| Followers online | The 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 number of inbound messages (direct messages and comments posted by others) received by your 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 |
| Posts | The number of posts published to your accounts. Posts include photos, videos, carousels, reels, and stories |
| Profile daily average reach | A 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 impressions | The number of times your organic posts appeared on a person's screen. Does not include profile visits |
| Profile reach | The 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 visits | The number of people that have visited your 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 |
| Website clicks | The number of taps on the website link in your profile, without paid promotion |
| Video views table | The 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
| Metric | Description |
|---|---|
| Post comments | The number of comments on content you published during the time frame. Content includes photos, videos, carousels, reels, and stories |
| Post engagement | The 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 rate | The 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 saved 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 impressions | The number of times organic content you published during the time frame was displayed on a person's screen. Content includes photos, videos, carousels, and stories |
| Post likes | The 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 plays | The number of times reels you published during the time frame started to play for at least a millisecond. Does not include replays |
| Post reach | The number of people who saw content you published during the time frame at least once. Content includes photos, videos, carousels, and reels, and stories |
| Post saves | The number of times people saved content you published during the time frame. Content includes photos, videos, carousels, and reels |
| Post video views | The 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 |
| Posts table | A list of posts published to your accounts. Includes organic engagement metrics (likes and comments) |
| Story exits | The number of times people swiped out of stories you published during the time frame before they ended |
| Story replies | The 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 back | The number of times people tapped to see the previous photos or videos in stories you published during the time frame |
| Story taps forward | The number of times people tapped to see the next photos or videos in stories you published during the time frame |
| Top posts | The best performing posts on all your accounts |
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