7 Essential Instagram Metrics to Measure Performance

As with any advertising technique, protecting tabs on the efficiency of your numerous initiatives is crucial, together with on Instagram.

But relating to digging into your Instagram metrics, it could not at all times be clear the place to start out and even that are an important.

To make this willpower, take into account the next query as a key leaping off level for getting began.

Why do you might want to observe your Instagram metrics?

If you handle your Instagram account with out ever your analytics, you’ll be left at midnight relating to understanding the outcomes of your efforts.

These efforts doubtless coincide with firm or division objectives (and even simply your personal Instagram KPIs), which can naturally assist inform which Instagram metrics you have to be reporting on.

Therefore, when answering the “why” a part of the equation, you’ll additionally reveal your key IG metrics to report on.

Measure your efforts with these 7 metrics for Instagram

The Instagram metric mostly used normally facilities round numerous types of engagement, although we’ll cowl a spread right here.

If you’re nonetheless feeling a little bit misplaced, don’t fear, we’ve outlined a number of Instagram metrics under that will help you get a really feel for what to search for and the place to search out it.

And bonus, we’ll even ensure you know precisely the place to seize every Instagram metric inside Sprout Social (the place relevant).

1. Engagements per follower

What this metric tells you: Engagement along with your content material relative to your follower depend

While it could be tempting to check your Instagram efficiency to that of the large weapons (suppose Oreo, Starbucks, Nike, and so on), you don’t wish to try this until your viewers measurement is roughly the identical.


Because manufacturers with hundreds of thousands of followers ought to be racking up hundreds of likes. However, you probably have a pair thousand followers you’re naturally not as prone to accrue comparable ends in sum, however that doesn’t imply you’re not nonetheless performing precisely as you have to be.

And that’s the place engagement fee is available in and might help ensure you’re evaluating your account pretty.

How to measure Instagram engagement fee with Sprout
In order to search out this Instagram metric, you’ll wish to first collect the overall quantity of engagement you obtained for a given time-frame.

Within Sprout, navigate to the Reports tab and below Instagram Reports, choose Instagram Business Profiles.

As you scroll via the Overview tab, you might discover a piece with engagement fee already calculated, however observe that this makes use of impressions (nonetheless a precious perception) however we’re seeking to decide the speed per follower so merely plug that complete in as a substitute.

The system for measuring engagement fee on Instagram will look one thing like this:
Total Engagements / Follower Count * 100 = Engagement Rate

Reporting on this metric over time will provide you with a way of general efficiency tendencies, although you may definitely calculate it for particular posts as properly to get an thought of the varieties of content material that resonates along with your viewers.

2. Follower progress

What this metric tells you: You’re doing one thing proper!

When evaluating a rising (or shrinking) Instagram follower depend, context is vital, particularly should you’re experiencing random spikes or drop offs because of one thing like a one-time promotion or paid social adverts.

Make certain to measure your follower depend over time and preserve the above context examples in thoughts so you understand precisely what has contributed to the rising numbers. Ideally you’re seeing sustained, gradual progress over time, which signifies that individuals are liking what they see out of your content material they usually wish to make sure that they see extra of it.

Additionally, understanding what’s or isn’t working can also be important throughout the context of your general Instagram advertising technique and KPIs for Instagram since you’ll wish to ensure you know the varieties of content material that ought to be continued and which can want tweaking.

Though complete followers could also be seen as a conceit metric to some, it in the end represents the potential attain of your content material, which impacts the efficiency of different IG metrics like engagement so persevering with to focus efforts round organically rising your viewers continues to be as vital as ever.

How to measure follower progress with Sprout
Sprout lets you see all types of details about your follower progress, from a complete progress chart to proportion progress. Utilize every report as wanted throughout all linked IG profiles.

How to find Instagram follower growth on Sprout Social

three. Comments obtained

What this metric tells you: How partaking your content material is

While they could each fall below engagement, there’s really a serious distinction between likes and feedback relating to evaluating Instagram efficiency metrics.

Likes are pretty straightforward to dish out and infrequently instances you may’t be 100% sure a put up was really seen by your followers, however with feedback, it’s crystal clear. Whether constructive or destructive, feedback left in your posts are a sign that your content material had some type of influence, or at the least sufficient for the person to take the additional step to go away suggestions.

This sort of engagement, particularly when constructive, is a powerful consider group constructing and establishing a loyal fanbase. Anyone can double faucet with ease however those that exit of their solution to remark are those to regulate.

Managing feedback in Sprout
Depending on the dimensions of your Instagram account, it could be manageable to easily overview your posts one after the other to view and report remark counts. But with Sprout, the work is completed for you.

Using the Instagram report talked about earlier, remark totals over a specified time interval are displayed alongside different engagement metrics. You can then cross-reference remark counts with the precise suggestions being obtained to find out sentiment and whether or not or not your content material is working as desired.

How to find Instagram engagement

four. Reach

What this metric tells you: How many individuals are seeing your content material

If you suppose attain sounds so much like impressions, you’re not alone.

These two metrics are comparable however complicated sufficient that we’ve dug deeper into these subjects in nice element by way of Reach vs Impressions and Instagram Impressions (should you’re inclined to be taught extra).

To preserve it transient right here, all you might want to know is that your Instagram attain signifies precise views of your content material whereas impressions merely means it was displayed however could not have generated a click on or another type of engagement.

Quickly find attain in Sprout
No fancy calculations wanted for this one. To discover your common day by day attain in Sprout, merely return to your Instagram report and throughout the Instagram Impressions part, you’ll see the overall and p.c change over the required time-frame.

How to find Instagram reach

5. Most engaged hashtags

What this metric tells you: Hashtag efficiency

While the fickle Instagram algorithm could typically wreak havoc in your content material technique, hashtags have confirmed to be one of the dependable methods to maintain your momentum going.

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By utilizing hashtags which might be related to your business or what your viewers is looking for you may assist preserve attain and engagement in examine.

Instagram permits customers to incorporate as much as 30 hashtags on every put up, however make sure you use that quota correctly via analysis and studying from efficiency over time. You could also be shocked by how typically much less is extra relating to hashtags.

Measuring hashtag efficiency in Sprout
To maximize this specific IG metric, you’ll wish to spend time reviewing your Instagram Outbound Hashtag Performance report inside Sprout.

As displayed under, you get a full breakdown of your hashtags organized by each utilization and engagement. You can use this information to tell future hashtag choices, particularly relating to engagement efficiency relative to different efforts.

How to find Instagram hashtag engagement

6. Referral site visitors

What this metric tells you: Instagram’s influence in your web site site visitors

A typical tactic for social media posts entails linking out to a web site’s particular touchdown web page, product web page and even simply the house web page relying on the kind of motion you’d like your followers to take upon seeing your put up.

But on Instagram this could be a bit tougher as a result of the one place to show a clickable hyperlink is inside your bio. You even have the choice to incorporate URLs inside your captions, however both manner, monitoring referral site visitors from Instagram may be tough.

How to trace referral site visitors
As talked about, as a result of Instagram doesn’t permit clickable hyperlinks inside your posts, one nice solution to observe referral site visitors from a selected marketing campaign is with UTM parameters. UTM parameters are tags you may tack onto a URL that lets Google Analytics (or different instruments) know precisely the place the consumer referred from.

If you’re implementing any touchdown pages particularly for an IG marketing campaign, you’ll wish to learn up on the right way to arrange of your personal UTM parameters to make sure they’ll work appropriately.

You also can examine your social community referral site visitors in Google Analytics to see how a lot site visitors Instagram has despatched your manner, together with distinguishing between Instagram (your bio hyperlink clicks) and Instagram Stories (your story swipe ups).

How to find Instagram website referral traffic

7. Instagram Stories metrics

What this metric tells you: How fashionable and interesting your Instagram Stories are

Arguably one of the important parts to present Instagram advertising methods entails the usage of Stories.

These are helpful in a lot of methods, most notably as a result of they supply one other dimension of content material to your viewers. The disappearing nature of the photographs and movies offers you much more freedom and adaptability than your feed does.

When it involves Instagram Stories, there are a number of good metrics to maintain tabs on corresponding to Story Replies, Story Taps Back and Forward, Story Exits and Impressions, amongst others.

Using Sprout to view Instagram Story stats
If any of the above metrics curiosity you, merely find the Instagram Stories Performance report in Sprout to view information for every linked profile.

How to find Instagram Stories metricsUse Sprout's Story metrics to evaluate performance of your Instagram Stories.

Start monitoring your Instagram metrics right now

With all of the important IG metrics in hand, you’re prepared to start out reporting on progress. Be certain to make the most of Sprout’s full providing of Instagram Analytics to go even deeper into your efficiency.

If you’re not already utilizing Sprout, reap the benefits of a free 30-day trial or request a customized demo to get began right now.