The 8 Best Instagram Analytics Tools (And Metrics to Track)
Learn about the best Instagram analytics tools that will give you valuable insights into your audience and strategy, plus metric definitions.
Any successful strategy requires four components: goal-setting, implementation, analysis and refinement. Instagram analytics address the analysis portion of this equation for social marketers.
Good Instagram analytics tools help you understand how your Instagram efforts are paying off. You can learn what’s working and what’s not. Then you move onto the refinement portion of the strategy, tweaking your efforts to boost your results and improve ROI.
Let’s look at some of the best Instagram analytics app options, and the most important Instagram metrics you need to track.
This native analytics tool within the Instagram app provides insights into your account performance, including reach, engagement, followers, and Instagram ads. We’ll show you exactly how to see Instagram analytics using Insights later in this post.
Insights is a great Instagram analytics free tool, but it may not be the best Instagram analytics app for serious social marketers. For more robust, longer-term tracking, or to export your data for a social media report, you’ll need to look at other Instagram analytics tools.
Hootsuite Impact allows you to compare metrics for different social accounts side by side. It also provides detailed ROI analysis for both organic and paid Instagram activity, including IGTV.
Remember how we said right up at the top that refining your strategy is a key part of using analytics to improve? Hootsuite Impact can provide custom recommendations for refining your strategy based on your specific goals.
This is another native Instagram business analytics tool. However, instead of being built into the mobile Instagram app, Creator Studio works on your computer.
Creator Studio gives you access to most of the same metrics as Instagram Insights, but only for a seven-day window.
Source: Creator Studio
One neat analytics feature of Creator Studio is the Calendar view, where you can see at a glance exactly when you posted to Instagram.
If you’re a member of Brand Collabs Manager, you can also track your brand collaboration metrics here in Creator Studio. We’ve got a full blog post on how to use Creator Studio that walks you through all the ways you can use it with your Instagram Business or Creator account.
Start with Iconosquare’s Instagram audit for business accounts. This Instagram analytics free tool provides data on your reach, engagement, likes, saves and more. It also provides information on how your Instagram metrics stack up against the average rates on the platform.
Phlanx offers a free, easy-to-use Instagram engagement calculator. The handy thing is you can use it to check your own account, or someone else’s. That means you can use it to pre-screen potential influencers and brand ambassadors.
All you have to do is type in any Instagram handle to see total followers, engagement rate, and average likes and comments per post.
If you’re running paid campaigns on Instagram, Facebook Ads Manager is a key resource in your analytics toolbox. It provides performance and cost information for all the ads you place on the Facebook family of products, including Instagram.
You can get performance information for your Instagram promotions within Instagram Insights, but to perform a thorough cost analysis, you’ll want to incorporate Ads Manager as well.
How to see your Instagram analytics
Here’s where to find all your Instagram metrics within the Instagram app.
Remember, you need a Business or Creator profile to access analytics. Here’s a quick video overview:
Instagram account analytics
Let’s start with the overview metrics for your Instagram profile.
1. In the app, go to your profile.
2. Tap the hamburger icon in the top right corner.
3. Tap Insights
4. View your content overview, including accounts reached, content interactions, total followers and content shared.
In the top menu, you can choose whether to view these Instagram metrics for the last 7 or last 30 days.
Instagram followers analytics
From the overview screen, scroll down to Your Audience and click See All. You’ll see an overview of your follower growth, followed by details on your audience demographics.
You’ll find loads of useful information on this screen, including your audience’s:
Top 5 locations (city or country)
Age range (overall or broken down by gender)
Most active times (by hour or day)
In addition to tracking your follower growth metrics, this is valuable data for planning when to post on Instagram as well as guiding your content strategy.
Instagram post analytics
From the overview analytics screen, scroll down to Content You Shared, then click the right arrow next to your number of posts.
This will bring up a listing of all your posts, sorted by the metric you choose. The default is reach, but you can choose from a long list of metrics, including comments, follows, shares, and more.
Bonus: Get a free social media analytics report templatethat shows you the most important metrics to track for each network.
To view insights specific to Reels only, scroll down to Reels in the Insights overview screen and tap the right arrow next to your number of Reels. Here, you can see all of your Reels performance metrics in one place.
To check in on the performance of a specific Reel, open the Reel from your profile, then tap the three dot icon in the bottom right of the screen, then tap Insights.
The May 2021 Instagram update also brought Live analytics to Insights.
To access Live Insights, go to the overview analytics screen, scroll down to Live and click the right arrow next to your number of streams. Here, you will see metrics related to Live streams: accounts reached, peak concurrent viewers, comments and shares.
Navigating through analytics on your phone is great for quick, on-the-go tracking of your Instagram metrics, but it’s not the greatest when you’re trying to analyze your data or create a social media report.
Fortunately, you can also access your analytics on your computer through Hootsuite Analytics and Hootsuite Impact.
There are three main ways to measure website traffic from Instagram:
Track the number of people clicking the link in your bio;
Track the number of people swiping up in Instagram Stories;
Use UTM parameters in your links. (UTM parameters can capture data from anyone who’s copy/pasted the link into their browser, messaged it to a friend, or been referred by an influencer.)
Pro tip: If tracing customer movement along the buying journey sounds great, but complicated, we recommend you take a look at Hootsuite Impact.
Individual post metrics
Post engagement rate
How to calculate post engagement rate:
Post interactions / total follower count (or impressions) ✕ 100
Engagements (likes, comments, and saves) show that you’re connecting with followers on Instagram. Some social media experts prioritize comments over likes because they take more effort and may indicate a higher level of interest.
Post comment rate
How to calculate post comment rate:
Post comments ÷ total follower count (or impressions) ✕ 100
A like is fairly easy to dish out, whereas you’ll want to pay attention to the people who take the step to leave a comment on your post.
If your goals involve building loyalty, or nurturing relationships, count comments separately from overall engagements, and work to lift that number specifically.
Pro Tip: Cross-reference comment counts against message sentiment in your social listening tool to check not just whether your content is resonating, but how.
The total number of times your post was served to Instagram users.
The number of impressions a post earns can indicate how well you’re promoting your account and content.
How much of your IGTV video the average viewer sees before clicking away.
The IGTV “video views” metric counts anyone who watched for more than 3 seconds. That’s a good indication of initial interest, but it’s not all that helpful for tracking how effectively your video content connected with fans.
Instead, track average percentage watched to get a sense of how compelling your IGTV content really is.
Reel engagement rate
How to calculate Reel engagement rate:
Reel interactions ÷ total follower count (or views) ✕ 100
Add up the total Reel likes, comments, shares and saves, then compare that to either your follower count or the number of viewers for the Reel.
Using your follower count in this figure will give you a sense of how compelling your Reels are for your overall audience, while using the number of viewers will give you a better idea of how Reels perform against one another.
Live engagement rate
How to calculate Live engagement rate:
Live interactions ÷ total follower count (or accounts reached) ✕ 100
Add up the total Live comments and shares, then compare that to either your follower count or the number of accounts that Live stream reached.
Instagram Ads metrics
How to calculate ad click-through rate:
Clicks ÷ Impressions X 100
Click-through rate is an important metric to track, but remember that a higher rate is not always what you’re looking for. If you’re paying for each click, you want to make sure your ad copy properly qualifies potential buyers so only those who are actually interested in your brand click through.
For many brands in ecommerce and B2B, this number is the ultimate goal. You want to sell your product, sign up a new lead, or get an email address.
Save time managing your Instagram presence with Hootsuite: Schedule posts and Stories ahead of time, and monitor your efforts using our comprehensive suite of social media analytics tools. Try it free today.