Article updated: May 05, 2022
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 or Instagram Reels.
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 (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. Due to an Instagram limitation, the data may be delayed by up to 48 hours. |
| Post comments | The total number of comments on the organic posts published in the selected date range. |
| Post engagement | The total number of likes and comments received by your organic photo, video, or carousel posts published in the selected time frame. |
| Post engagement rate | The total number of likes and comments received by your posts divided by the number of people who viewed your posts, represented as a percentage value. |
| Post impressions | The total number of times your organic photo, video, or carousel post was shown to users on Instagram. |
| Post likes | The number of unique accounts that liked your organic post. Does not include likes received after a post was sponsored. |
| Post reach | The total number of unique accounts that have seen your organic photo, video, or carousel post. |
| Post saves | The total number of unique accounts that have saved your organic photo, video, or carousel post. |
| 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 total number of posts published to your Instagram accounts. |
| 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. |
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