How to read Instagram analytics

How To Read Instagram Analytics

In the past two decades, social media platforms have exploded in popularity, making use of advancements in tech and portable devices to bring people closer then ever before.  Central in this dynamic are the juggernauts of social media, the platforms responsible for hosting countless individuals messages, pictures, responses, opinions, and videos.  While many people will first point to Facebook when considering a social media platform, an increasing number of people are diversifying across multiple platforms.  A common platform to do this on includes Instagram.


Instagram is an online mobile video-sharing and photo-sharing service that allows users for free to upload this type of media onto their own profile.  In addition, Instagram makes a name for itself by making it incredibly easy to share this information across other social media platforms, like Tumblr, Flickr, Twitter, and Facebook.

While Instagram can be an incredibly powerful tool for building and maintaining your social media presence, you may be surprised to know that it has no native Instagram analytics (as of now).  What this means is that in order to see any kind of Instagram ROI, you will need to hop on and do a little dirty work yourself.

How to Read Instagram Analytics

One of the best things that you can do is to create a spreadsheet on your computer.  You will want to look through the analytics and track the number of followers, the number of posts in any given period of time (people usually track over the course of a day), the number of comments or other forms of engagement per post, the times of the day when people post, and Instagram traffic numbers.

Once you have recorded different columns and your first day of information, take the time to carefully record every day that week the information at the end of the day.  This will give you a look at how traffic changes over the course of the week.  Do this for two or three weeks to get a better sense of what your average traffic is like.  After tracking per day for a few weeks, switch to a weekly tracking schedule.  This will allow you to see the larger trends on your Instagram and provide you with some sense of how daily outreach or even long-term advertisement campaigns play out in terms of viewership.

When it comes to Instagram ROI, it is important to remember that your information is only as good as your ability to use it.  What the information you record can tell you is how numbers and participation change over time.  When adding your own goals to this process, you can see how various things improve or make worse whatever metric you are interested in recording.  Ultimately, what you gain from Instagram analytics is entirely based on what you need to know going into the process.

Ways to Evaluate Instagram Marketing Success

There are several ways to measure the level of success from an Instagram marketing campaign:

Get your Engagement Rate

The more reaction your posts get on social media, the higher your engagement level will be. Here’s the formula to calculate your engagement rate

((likes + comments)/followers )100.

So, if you have 7000 followers and your last picture got 400 likes and 18 comments the formula would look like this

(418/7000)100 = 5.97%

That means your engagement rate is 6%. A healthy engagement rate is about 3%, so anything above that and you’re doing great!

Examine Mentions

Reading about what people may be saying about your brand on Instagram can be very revealing. To find out, search for different Instagram hashtags.

Fan Count

If your Instagram marketing campaign is on the right track, you should see a steady increase of Instagram followers. Check the amount of followers you have once a week, and make adjustments if you don’t see an increase.

Likes and Comments

Make note of the number of Likes a posts get and study the posts that get the most comments.

Best Time to Post

Knowing the best time to post can help you get more followers, Comments and Likes. Use a tool like Socialdraft TrueTime to help you pick the optimal times to post.


In order to determine how many people are clicking through the link on your Instagram page, you can create a landing page for your Instagram clicks to track conversions, or track clicks in Google Analytics.