Here are the main key performance indicators that you will need to track on your Instagram account.
Your account statistics
Global engagement rate
Average overall posts: [Interactions between posts ÷ total number of subscribers (or impressions) ✕ 100]. This percentage often decreases as you gain more followers. But it’s still the best baseline to gauge how much your followers like you. Almost all analysis tools will calculate this engagement rate for your account but also per post. Since some experts think impression count is a better statistic than subscriber count, be aware that you may get a different number depending on the tools.
Growth rate of your followers
Number of subscribers gained ÷ number of previous subscribers ✕ 100 . It is true that many believe that the number of subscribers is only there to please your ego. However, no other number has a greater impact on organic reach. Monitor your monthly percentage growth and keep an eye out for peaks and valleys. It’s a great indicator of whether you’ve hit the nail on the head (or not) in your previous posts.
Referral site traffic
Since we’re ultimately here to prove ROI, it’s critical to monitor your Instagram account’s effects on your website visits. While many analytics tools will track the number of people clicking on your bio link, dig deeper into your analytics using UTM parameters. This is especially important for Instagram, as you can’t use links in regular posts. Traffic from Instagram doesn’t always seem to come from Instagram. UTM settings can capture data from anyone who copied / pasted the link into their browser, sent it to a friend, or was referred by an influencer.
Statistics of your audience
These are demographic statistics of all your subscribers by gender, location, age, and connection time. Of course, this last point is particularly useful in determining when, exactly, is the best time to post your content on Instagram.
The best hashtags
Instagram’s search feature works with hashtags, which is why they are the best way to attract new fans organically. But rather than drowning yourself in the most popular hashtags like #instagood or #love or #picoftheday, use this metric to target the niche hashtags that work best for your brand.
Statistics of your posts
Post engagement rate
Post interactions ÷ total number of followers (or impressions) ✕ 100. Engagements (likes, comments, and recordings) are absolutely essential on Instagram. Some social media experts prioritize comments over likes because they take more effort and may indicate a higher level of interest. But many tools treat them equally. If your goals are to build loyalty or nurture relationships, count your comments separately and work on increasing that particular number.
This is the total number of times your content has been shown to Instagram users. The number of impressions generated by an article or post can indicate how (well) you are promoting your account and content. Are you choosing the right hashtags? Is your cross promotion effective? Have you considered paid posts? Keep an eye on this impression number, especially if your goal is to build awareness of your subscribers at the top of your sales funnel.
This is the total number of unique accounts that have viewed your content. Your organic reach is related to the number of followers you have, but that’s not all. It also depends on the quality of your content.
Statistics of your Instagram Stories
Engagement on your Stories
Total actions ÷ Total reach X 100. To measure engagement on your Stories, you must add the responses you received, the visits to your profile, and the different clicks. These positive interactions can tell you what you are doing right.
The number of navigation actions
Instagram Stories are one of the few places on social media where you can get negative feedback. Pay attention to how your audience uses the following settings:
- Back (they want to watch your story again)
- Before (they skip your story)
- Next Story (a Story they don’t really care about)
- Quit (they quit watching Stories)
This is great information on whether the content in your Stories is right for your audience.
Statistics of your Instagram ads
Clicks ÷ Impressions x 100. This number measures the effectiveness of an advertisement in attracting attention. A low rate means you should ask yourself if your call to action is compelling enough.
For many brands, this number is the ultimate goal. You want to sell your product, register a new lead, or get an email address. So make sure your Instagram landing page is as killer as the ad that leads to it.