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Instagram Metrics


Today Instagram became a very popular platform where people can share their life and benefit from it. A lot of brands are running on Instagram their own business and promoting their services or products. 

If you promote your brand on Instagram, the only way to grow your audience and become more influential is through tracking the right metrics. You don’t want to put your blood, sweat, and tears into an Instagram marketing strategy without knowing how successful you are and in what ways you can make it better. 

After all, you should start paying attention to numbers that prove your impact on Instagram and your success on this platform. 

So, what's the most important metric that will help you to grow your Instagram audience and your engagement?

Is it about reach and/or impressions? How about follower growth, or what is the average engagement rate?

Well, tracking and following the right metrics is a must if you want to maximize your Instagram marketing efforts, but it may not always be clear where to start, or which specific elements are important for your brand.

That's why the team from InstaShop has put together in this article the key Instagram metrics that every marketer needs to know and use.

Each business will take a different approach, but knowing the key elements that you can and should track is the starting point for an effective strategic approach.


Instagram facts

Before diving in, we wanted to share with you some cool facts about Instagram that you need to see :

  • There are around 16.6 million Google searches for Instagram every month.
  • Instagram has over 1 billion monthly active users
  • There are around 4.2 billion likes on Instagram every day.
  • On average, Instagram users upload around 95 million photos every day.
  • Video posts get 38% higher engagement rate than image posts.
  • Video posts have the highest overall engagement rate. 
  • Instagram Stories is used by around 400 million users every day.
  • 72% of Instagram users have purchased a product they saw on the app.
  • When it comes to social media marketing, data is the only benchmark to show how fruitful your marketing efforts have been.


Instagram Profile Metrics

  • Reach
  • Impression
  • Total engagement rate
  • Average engagement rate per post by followers
  • Followers growth

Instagram Stories Metrics

  • Story impression
  • Story reach
  • Tap forward
  • Exits
  • Replies
  • Story retention rate

IGTV Metrics

Instagram Reels Metrics

Instagram Audience Metrics

  • Gender
  • Age
  • Location
  • Followers evolution
  • Language distribution


Metrics Explained


Impressions refer to the total number of times your Instagram content (photo, video, carousel, story, reels or IGTV) has been displayed. It also includes the posts which didn’t receive likes or comments. Looking at the data, you can analyze how well you’re promoting your content on Instagram.


Reach measures how many unique users have seen your Instagram content (photo, video, carousel, story, reels or IGTV). 

Average engagement rate per post by followers

Engagement rate divides the average engagement by the number of followers the page has and multiples everything 100. 

Here are the industry standard guidelines for engagement rates of an account:

  • Less than 1% = engagement rate is low
  • Between 1% and 3.5% = average or good engagement rate
  • Between 3.5% and 6% = engagement rate is high
  • Above 6% = engagement rate is very high

Once you calculate your engagement rate, you can check how well your account is performing and which types of content will help you get better results. You can calculate on our site. Click here! 

Followers Growth

Follower rate gives you an idea of whether or not your content is reaching new people and catching their attention. However, though it may add brand credibility, having a lot of followers doesn’t shed much light on the health of your marketing campaigns.

What’s more important in determining your Instagram performance is the way your follower count changes over time. Calculating your follower growth is simple. Take the number of new followers from the beginning of the month, and divide it by the number of followers you had at the start of the month.


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