Instagram Analytics: A Simple (But Complete) Guide

instagram analytics guide

The visual content platform of Instagram is always evolving and changing. Besides keeping up with all the trends and updates, you should also be tracking your Instagram analytics. 

There are more than 1 billion users on Instagram. And checking your Instagram analytics is just the right place that can help you stand out from the crowd. 

This probably sounds complicated, right? We’ll put your worries at ease with this Instagram analytics guide. 

For those of you who are acquainted with Instagram analytics, feel free to navigate directly to any of the blog sections:

a. What is Instagram Analytics?
b. Why is Instagram Analytics Important?
c. Breaking down Instagram Analytics
d. Instagram Analytics Guide 2020
– How to access Instagram Analytics
– Best Instagram Analytics Tools
– Important Instagram Metrics to Track


If you’re a newbie, we highly recommend that you get started with the basics. 

A) What is Instagram Analytics? 

You populate your Instagram handle with content every now and then. But, is your audience responding the way you expected them to? 

How do you know if your audience even likes your content? And here, we’re not just talking about your Instagram likes and follows. Instagram analytics is more than just your likes, comments, and followers. It also provides you with access to audience insights. 

To put it simply, Instagram analytics is all the data around your Instagram business account in one place. This includes important metrics such as reach, engagement, video views, follower growth, and so on.

You know you can make a whole lot of difference with access to Instagram analytics. If you do it right, there is enormous potential for you to grow the ROI on your Instagram efforts manifold. 

Before we get into the nitty-gritty, let’s see how Instagram analytics will help you grow your brand.  

B) Why is Instagram Analytics important?

Instagram analytics gets you all the information and intelligence you need to build a presence and engage your audience. 

As a profit-driven brand, wouldn’t you want to limit your risks and build a well-informed Instagram strategy? 

Track Important Instagram Metrics and KPIs

Don’t fall into the trap of vanity metrics. There’s more to Instagram analytics than the likes, comments, and followers. Instagram analytics lets you track all the important metrics that are required you to make future marketing decisions. 

Right from engagement levels to audience insights, Instagram analytics helps you measure important metrics. You don’t have to do any complicated calculations or manually monitor your Instagram growth.
There are Instagram analytics tools out there that provide you with all the intelligence behind your Instagram account and posts. 

Know What’s Working and What’s not 

With Instagram analytics, you can know what’s working for your brand and what isn’t. When you analyze all the data behind your Instagram handle, you will see what’s bringing traction.

Is video working better than photos for you, or is it vice versa? 

How many hashtags are you using? Which hashtags are you using? Are they getting you the desired ROI? 

Instagram analytics helps you track the data behind your hashtags and content. As you conduct Instagram analysis regularly and consistently, you will notice trends and patterns. Based on this intelligence, you can frame a well-rounded plan for your Instagram handle.  

Understand Who Your Audience is

So, you’re putting out all the content on your Instagram handle. But, how do you know if your audience likes it or not? As a matter of fact, do you even know who your audience is?

Instagram analytics allows you to understand your audience by providing data around them. With Instagram Insights, you will be able to capture the audience demographics. This includes the age, gender, and geographical composition of your target audience. 

Besides that, engagement levels, reach, and other metrics will help you understand your audience further.

Inform your Paid Marketing Strategy

If you are investing in Instagram Ads and sponsored content, your Instagram Insights will definitely come in handy. Since you will be putting in money to run Instagram Ads, you need to be as confident as possible about your content. 

Look at the performance of your organic content. This will give you a good idea about which kind of did well and which didn’t. Taking leads from this intelligence, you can frame a smarter  Instagram Ads’ strategy. 

Now you know how important it is to measure your Instagram analytics for your Instagram strategy. As you go on to conduct Instagram analytics, there are a few commonly asked questions that you should be focusing on.

C) Breaking Down Instagram Analytics

How to get Instagram Insights?

First and foremost, in order to get Instagram Insights, you need to have a business account on Instagram. You can look at Instagram Insights by looking at the native Instagram Analytics platform or use third-party tools. 

Once you activate your Instagram business account, you can view your insights through the native analytics tool from your profile. Tap the ‘Insights’ action button and you’ll be able to access the insights for your posts, stories, and promotions. 

What is a good engagement rate on Instagram?

An engagement rate between 1% and 3% is considered to be a good engagement rate. Here’s how you can calculate your engagement rate: 

Engagement rate%= Instagram engagements (Sum of likes, comments and reactions)/ Total Reach 

An engagement rate ranging between 3.5% and 6% indicates a high level of engagement. Going above 6%, your engagement rate will be considered very high. 

What do Instagram Analytics Show?

Instagram analytics shows you all the data around your Instagram business account. Right from reach and engagement to insights about your audience, Instagram analytics give you a full understanding of your Instagram activity. 

What is the best time to post on Instagram?

The best time to post on Instagram varies every day. Also, it may depend on the audience you are catering to. There are actually Instagram analytics tools to help you monitor audience activity and find the right time to post on Instagram (about which we will talk in the later sections). 

This is a quick glimpse of which days and hours your audience is most active: 

(All timings are as per CDT)

Monday:  From around 11 am to 5 pm 

Tuesday: From 9 am to 7 pm

Wednesday: 11 am, 3 pm

Thursday: 11 am, 3 pm- 4 pm

Friday: 9 am- 4 pm

Saturday: 11 am

Sunday: 11 am- 2 pm

Posting on Instagram at the right time matters! Here’s a quick guide on why audience peak activity on Instagram is very important. 

How to get more followers on Instagram?

To get more followers on Instagram, it is very important to track the audience’s response. Instagram analytics are crucial in helping you get more followers. A few tips on how to get more followers on Instagram- 

  • Track your Instagram activity to understand what’s working and what isn’t.
  • Understand who your audience is and plan out your Instagram strategy accordingly. 
  • Monitor hashtags and content. 
  • Post consistently on Instagram.
  • Monitor the competitor landscape using a social media competition analysis tool

Want to know how to get more followers on Instagram? Check out the best practices to take your follower numbers up!

How to pull Instagram analytics?

To pull out all the data around your Instagram business account, you can use third-party tools. There are various Instagram analytics tools that allow you to pull out these reports.

To address more such questions and doubts, we’ve put together an Instagram analytics 2020 Guide. Without much further ado, let’s dig straight into it!

D) Instagram Analytics Guide 2020

While Instagram analytics is no rocket science, it can still get complicated. After all, there is so much data to decipher. 

So, we’ll break it down for you by first focusing on how to access your Instagram analytics. 

How to Access Your Instagram Analytics

If you are using the native Instagram Insights, here’s how you can access your analytics: 

  • Go to your Instagram business account and tap the menu icon. 
  • To open your analytics, select ‘Insights’. 
  • Now, you can look at the data for all your posts, and stories. 

Let’s look at some of the top Instagram Analytics tools 

5 Best Instagram Analytics Tools to Ace Performance

Instagram Analytics Tool #1 : Unbox Social 

Unbox Social offers an Instagram analytics tool using which you can track your Instagram handles. This is a multi-faceted tool that offers ample data for your Instagram marketing strategy. With the overview section, you can capture a broad view of your performance. Further there are audience insights and post and stories’ insights. 

To get started with Instagram analytics on Unbox Social, you can follow these steps:

1. Sign Up with Unbox Social 

First and foremost, sign up on Unbox Social. 

All you have to do here is fill up your basic details. Our team will get in touch with you once they receive your request and lead you through the on-boarding process.

2. Go to the Social Media Analytics Dashboard

Access your social media analytics dashboard by logging into Unbox Social. Head on over to the Analytics section and then you can get started with adding your accounts

3. Add your Instagram Business Account 

To add your Instagram business account, tap the ‘+’ on the right corner.

Select Instagram as the platform you want to start tracking and then you’ll have to authorize access to your account. Next, opt for the Instagram business account (s) that you want to track. 

Finally, you’re ready to start tracking your Instagram account.

4. Start Monitoring your Instagram Insights

Get a birds’ eye-view of your Instagram handle with the ‘Insights’ section. Here’s a snapshot of what the tool looks like: 

Right from your followers to engagement, views, website and email clicks. Here’s the best part! You can access the ‘best time to post’ and ‘recommended posts to promote’ for your Instagram handle. Unbox Social assesses audience interactions and then provides you with these insights. 



5. Delve into your Audience Insights

Access audience insights by simply opening the ‘Audience’ tab. This is where you can uncover all the important information about your audience. Knowing the age, gender, interests and geographical composition of your audience is vital intelligence you can gather through Unbox Social. 



Besides this, Instagram analytics by Unbox Social tracks the audience interactions around your brand and provides you with the content themes that people are talking about. 



6. Access Post-level and Story-level Insights

Which content posts are doing well and which ones are not? 

Which stories were more engaging and drew traction? 

With the post-level insights for your Instagram handle, you can identify content formats and types that drive audience attention. 



For every Instagram post, you get access to important metrics including impressions, likes, reach, comments and interactions. 

You can look back at your old posts and stories to drive future content strategies. 

7. Pull out Instagram Analytics Reports

Put all your Instagram analytics data into context with the help of reports. Based on your business needs, you can pull out weekly, monthly or yearly Instagram analytics reports. And the good thing is you can pull out reports in PDF, XLS, and/or PPT formats. 


Besides these insights, Unbox Social comes with an easy-to-navigate dashboard, creating a streamlined experience. Our customer service team is available all the time to ensure that your queries are addressed in a timely manner. 

Grow your brand on Instagram with data-driven insights from Unbox Social.
Understand how users are interacting and engaging on Instagram using Unbox Social’s Instagram Analytics Tool. Easy to Use, Save Time, Create Reports, Free Demo.

Instagram Analytics Tool #2: Instagram Insights 

The native Instagram Insights platform also provides you with access to the data behind your Instagram handle and posts. But, if you’re looking for more detailed and in-depth analytics, Instagram Insights, alone may not suffice. Nonetheless, it helps you stay on top of your performance with a simple click of a button. 

If you’re wondering how to get your Instagram analytics free, then using the native Instagram Insights is the answer. 

We already covered how you can access your Instagram analytics in a previous section. Here, you can view the analytics and insights for your content posts and stories. For every post and story you put out, you can view the relevant insights by tapping  ‘View Insights’. 

You can also access basic audience insights with this tool. Here’s a snapshot of the tool- 


Source: pinterest


Instagram Analytics Tool #3: Crowdfire 

Crowdfire is another Instagram analytics tool that you can use to track important metrics. This tool is known for its social media management and publishing features. Here’s a glimpse of how the tool looks like: 



This tool offers a report builder and advance analytics as a part of the social media analytics tool. 

Instagram Analytics Tool #4:Square Lovin 

Square Lovin is also an Instagram analytics tool you can try. This tool is great for building user-generated content, and curating a feed of captivating content. But it also helps you deep-dive into all the content that you put out. 

Check out this screenshot from the Square Lovin tool: 



Instagram Analytics Tool #5: offers an Instagram content and hashtag analytics tool. With this tool you can look at your Instagram insights and keep tabs on your hashtags. Here, you can also uncover important intelligence about your audience including demographics. 

Here’s a glimpse of the tool: 


You’ve gone through the different Instagram analytics tools. Once you’ve made your pick, you can go ahead and start tracking all the important data and metrics. 

After all, the main purpose behind measuring Instagram analytics is to uncover data which informs strategies. So, let’s look at the different metrics and insights that Instagram analytics helps you capture.

Instagram Analytics Explained: Important Metrics and Insights to Focus on

Too much data can be overwhelming and misleading. The main point behind using Instagram analytics is to have ready-to-apply information. We’ll simplify it for you by listing out all the important Instagram metrics and insights you should be focusing on. 

To help you build a clear understanding, we’ll present screenshots of important Instagram insights from the Unbox Social. 

1. Follower Growth

While Instagram follower numbers are considered to be a vanity metric, it is important to track these numbers over time. Fluctuations in follower growth can help you find what’s working and what’s not working. 



With Unbox Social, you can look at the day-wise rise or fall in the number of followers. Once you know this, you can focus on pointing out the root cause behind the rise or fall. 

2. Instagram Reach and Impressions

Your Instagram reach depicts the total number of unique accounts that saw your content. On the other hand, Instagram impressions refer to the total number of times your content was seen. 



3. Instagram Engagement Rate

This metric indicates how engaging your content is, as the name suggests. It takes into account all the interactions around your content, in terms of likes, comments, shares, etc. 

With Unbox Social, you can look at your engagement rate as against your followers as well as your reach. Further, you can delve into the average engagement for every content form. 

Remember, engagement plays an important factor driving the Instagram algorithm. To be able to get more engagement and reach, you need to know when your engagement rate has gone up and when it went down. Plan out your strategy accordingly. 





4. Website and Email Clicks

This is another important Instagram metric you need to keep an eye on. Tracking website and email clicks is important because you may need to change your CTA or landing page if you are not getting good clicks. Perhaps, you may need to revamp your entire content strategy. 



5. Instagram Audience Insights

Audience insights are one of the most important insights that you need to focus on as a marketer. Audience demographics including geographical location, age, and gender determine what kind of content you need to focus on. It  also digs into audience interests. 



The good thing about using Unbox Social for Instagram analytics is that it offers audience sentiment analysis as well. Further, it bifurcates audience activity into passive and active interactions- which helps you understand how effective your content is. 



6. Audience Interactions

Audience interactions are also an important metric that helps you understand what drives your audience to interact and what doesn’t. By breaking it down into different modes of interaction, you can get a better sense of your audience’s preferences. 



7. Post-Wise Analytics

Looking into the engagement, reach and interactions for every post you put out is also important. Was there any particular Instagram post that drew a lot of traction? You can take cues from such posts and frame your Instagram posts accordingly. 



8. Instagram Story Insights

Your Instagram stories are as important as your posts. Looking into the insights behind your stories will help you frame a winning strategy around it. 

Unbox Social provides you with the total impressions for your stories, total forward taps, back taps and so much more. Here’s a snapshot of the same : 



Increase ROI with Instagram Analytics

You can’t ignore all the wealth of data you could have access to with Instagram analytics. Data-driven decisions help improve your Instagram ROI manifold. In fact, there are too many perks to measuring your Instagram performance.

Take the first step by deploying an Instagram analytics tool for your brand.

If you are looking for a multi-faceted and comprehensive Instagram analytics tool, then Unbox Social will be a great option. The tool offers in-depth Instagram insights powered by a clean, easy to use dashboard. 

Get started with tracking all your important data on Instagram using Unbox Social. Sign up now. 

Learn More:

Twitter Anaytics: The Complete Guide

YouTube Analytics: The Complete Guide

Facebook Analytics: The Complete Guide

Influencer Marketing: The Complete Guide



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