Chapter 7: Instagram Analytics

eCommerce Tips
Ksenia Emelyanova
Ksenia Emelyanova
Marketing manager at X‑Cart

What kind of posts work better?
What time and days are best for optimal audience reach?
How relevant was the audience of the influencer you paid to?
What is the quality of traffic referred by Instagram?

As an Instagram marketer, you will have to answer these questions – either to your boss or to yourself.

In this chapter, we will discuss two different aspects of Instagram analytics:

  1. Your Instagram profile performance: followers data, engagement rates, statistics of posts
  2. The behaviour users referred by Instagram on your website

Together, they will build a complete picture for you.

Instagram insights: optimizing your profile with analytics

The easiest way to see the most important profile statistics is Instagram Insights. The free in-app analytics becomes available as soon as you convert your regular Instagram account into a Business one.

Tap the bar graph icon in the right upper corner of your profile to access it.

Graph icon position

What info does Instagram Insights contain?

  1. Total number of followers + how it changed in the last 7 days
  2. Total number of posts + how it changed in the last 7 days
  3. Total number of impressions/reach/profile views + how it changed in the last 7 days
  4. Detailed info about your followers: Gender split. Age range for all and for men/women individually. Top locations on the city and country level. Time when your followers are most active – hourly and daily
  5. All your posts sorted by impressions: Detailed info about each post individually: likes, comments, engagement, saved, reach, impressions
  6. Stories insights for the stories created in the past 14 days: impressions, likes, replies and exits
  7. Promotions insights for the most recent Instagram ads

*impressions is the total number of times all of your posts have been seen

*reach is the number of unique accounts that viewed any of your posts

As a business owner I would probably like to see the info about most active followers: top likers, top commenters.

So far it is not available, so if you know any tool that can give this useful info, please post in comments or drop me a DM in Instagram (I’m known as @xen_em there, as you might have already noticed on the screenshots)

Instagram account analytics in 3rd party Marketing platforms

Some businesses are trying to earn on Instagram. And the other businesses are trying to earn on solving their pain points.

I have checked several Instagram Analytics tools and I should say that it’s mainly the layout they’re different in. Yes, they’re trying to offer some unique reports, filters and metrics, but in terms of data, they’re pretty much alike: top filters, top hashtags, most liked media ever, most commented media ever, your posting statistics and your following growth, etc.

I guess it can be explained by the fact that Instagram’s API is the same for all the developers, so they can operate the same scope of data that Instagram is ready to give them out.

A couple of screenshots from Socialbakers Suite which is probably one of the most impressive tools, but it’s a paid tool.

Interactions graph
Number of Profile Posts with Post Types

Another couple of screensnaps – from WEBSTA, that is free to use.

WEBSTA diagrams
WEBSTA graph

Squarelovin also offers a nice free report about your Instagram account performance.

Squarelovin graphs is the Instagram analytics tool that can, among other things, give you a little bit more interesting info about the quality of your audience.

It helps you to estimate, how reachable they are (how many accounts you compete with in their feed) and how many followers you can achieve through them if they give you a shoutout.

Distribution by Following Count
Follower/Following Ratio
Distribution by Follower Count

Another interesting report is the source of engagement:

Source of Engagement

Honestly, it looks surprising, how many likes and comments from non-followers I have, taking into account that I have never promoted this very Instagram account, and that all the ghost followers and likers are being immediately blocked. Hm, I should think about it.

And you think of trying, it deserves a closer look, absolutely.

Surely,there are other Instagram analytics tools out there. Iconosquare, Hootsuite and Sprout Social are the solutions that combine analytics with content creation and management tools. It means that in addition to seeing how your account is performing, you can also schedule an Instagram post, find an influencer and so much more…

… but we will discuss the best Instagram tools in the very last chapter of this guide, and now – back to analytics.

Instagram as a referrer: measure the traffic quality on your website

Instagram sends traffic to your website. Link in bio, shortened links in caption tests, direct links in DM – Instagram selling is all about generating traffic.

And in terms of traffic analysis, by popularity Google Analytics is second to none. According to Buildwith, 50% of all websites are connected to this tool. I bet you’re among these 50% – or will be.

You may spend hours in Google Analytics, building and analyzing hundreds of reports, creating filters and segments, playing with data sorting, comparing the data for different time periods – and there will still remain the “dark spots” where you have never been.

Obviously, I will not be able to squeeze the GA knowledge base into this chapter, so I’ll tell you the basics. Google’s support portal will be your further reference, if you want to learn more.

Google Analytics, without any extra steps from your side, will be able to show you the number of visitors referred by Instagram.

Google Analytics, with a couple of Google UTM parameters you add to links, will show you even more:

  • the behaviour of users Instagram referred
  • the statistics of clicks for different locations of your link
  • the number of orders you attracted
  • and much more

Example 1: UTM params to calculate clicks in different locations

  1. Specify UTM source as “Instagram”, medium as the exact location of the link (bio, DM or caption text), and set a campaign name in accordance with your marketing calendar, for example:
  2. Shorten the link via or or alike to make it look more neat

    …<wait a couple of days to collect some statistics>…

  3. login to your Google Analytics account, go to Acquisition > Campaigns > All Campaigns. Choose “source” as a primary dimension and either scroll down the list you see, or search by word “Instagram”
  4. That’s it, the analytics will show all the standard set of data: number of sessions, percent of new users, bounce rate, session length, number of page viewed and so on.

Example 2: calculating CTR for a link in caption

The figure you received will give you a clue if you should keep using this method of link sharing or not.

  1. take the info about the post impressions from Instagram insights
  2. Take the number of sessions from Google Analytics, as described in a previous example
  3. calculate the Click Through Rate.
Click-through Rate = (# of people who clicked the link) / (# of people who saw the post with the link reference) * 100%

Prepare yourself to seeing extremely low figures here: even such a simple action as double tapping the image (or “like”) is taken by 2-8% of post viewers only. Even less people strain their muscles to type a comment.

Typing a link that one must remember first is going to be a very rare action. But as long as you see at least occasional purchases from the heroes who went so far as to enter the link to your products manually, keep pasting this link in your caption.

Example 3: Finding out how many orders Instagram has brought

  1. Configure Order confirmation page as a goal in Google Analytics
  2. Go to Conversions->Goals Flow
  3. Choose “Source” in the green dropdown and Instagram will be there – together with the figures you want
Google Analytics interface

You may also create a separate segment for visitors from Instagram and build many other Google Analytics reports for them.

But the examples above seem to be the most vital – and sufficient enough – to begin with.


1: How to Create an Instagram Business Account

2: How to Get More Followers on Instagram

3: How to Get More Likes on Instagram

4: Instagram Influencer Marketing

5: How to advertise on Instagram

6: How to Sell on Instagram

7: Instagram Analytics

8: Instagram tools

Go to the Beginning