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Measure: Instagram Analytics

Definitions overview of all metrics used in the Instagram dashboards.

Cheyenne V. avatar
Written by Cheyenne V.
Updated yesterday

This article will cover:


Instagram Overview

METRICS

DEFINITION

FREQUENCY OF UPDATES

TOTAL FOLLOWERS

Lifetime: Total number of unique users following the Business Account.

Up to 24 hours

Time of connection forward, no historical data.

WEBSITE CLICKS

Total number of taps on the website link in the Business Account's profile.

Up to 24 hours

TOTAL POSTS

The total number of brand posts within the specified date range, including feed posts, stories, and reels.

Up to 6 hours

TOTAL IMPRESSIONS

Total number of times the media object has been seen. Impressions Include organic and promotions.

Up to 24 hours

PROFILE VIEWS

Total number of unique users who have viewed the Business Account's profile within the specified period.

Up to 24 hours

TOTAL ENGAGEMENT

The total number of times users liked, commented and saved your posts, videos, or reels. This includes organic activity only. Values are attributed to the post date. Engagement includes organic only.

Up to 24 hours

TOP PERFORMING POSTS

Analysis of top and bottom brand posts published within the specified date range.

Up to 6 hours

POST ENGAGEMENT RATE (List view)

(Engagement / Impressions)*100

Engagement includes organic only, while Impressions Include organic and promotions.

Up to 6 hours

FAN COUNT LINE GRAPH

The number of new people who have followed your Business Account.

Up to 24 hours

CONTENT BREAKDOWN

The total number of Handle posts within the specified date range, broken out by type (Carousel Album, Image, Reel, Story, Video). Post impressions are the total number of times the objects (i.e. posts, stories, and promotions) have been viewed, including activity generated by an ad. Does not include profile views

Up to 6 hours

DEMOGRAPHICS

Age and gender breakdown of the users who follow your brand.

Up to 48 hours

TOP PERFORMING STORIES

Analysis of top and bottom brand stories published within the specified date range.

Up to 6 hours

Time of connection forward, no historical data.

STORY COMPLETION RATE (List view)

((Impressions - Tap Forward - Tap Backs - Exits)

/ Impression)*100

Up to 6 hours

Time of connection forward, no historical data.

TOP PERFORMING REELS

Analysis of top and bottom brand reels published within the specified date range.

Up to 6 hours

REELS ENGAGEMENT RATE (List view)

(Saves + likes + comments * 100) / plays

Metric is estimated and in development.

Up to 6 hours

AUDIENCE LOCATION

The countries of the Business Account's followers. This does not include the current day's data.

Up to 48 hours

AUDIENCE ONLINE

The number of people who liked your Page and when they are online in PST/PDT.

Up to 48 hours

Time shown in PDT/PST.


Instagram Competitive Benchmarking

METRICS

DEFINITION

FREQUENCY OF UPDATES

AUDIENCE GROWTH

The difference in page fans during the selected time period. This difference is calculated as the page fan count at the beginning of the compare period, subtracted from the page fan count at the end of this time period.

24 hours

ENGAGEMENT RATE

The average number of interactions (comments, likes) per post, per follower, on all posts published during the selected time period, expressed as a percentage.

24 hours

PAGE PERFORMANCE BREAKDOWN

Analysis of the top performing pages by page and post performance.

24 hours

MESSAGE BREAKDOWN TYPE

Total number of posts broken out by page and message type.

24 hours

ENGAGEMENTS BREAKDOWN

Total number of engagements broken out by page and engagement type.

24 hours

TOP PERFORMANCE POSTS

Analysis of the top and bottom performing page posts published within the selected time period.

24 hours


Facebook and Instagram Paid Performance

METRICS

DEFINITION

FREQUENCY OF UPDATES

IMPRESSIONS

Impressions are the number of times ads from the selected campaigns were displayed to a user during the reporting period.

24 hours

CPM

Cost per Impression. The average cost per 1000 impressions across selected campaigns.

24 hours

TOTAL ACTIONS

The total number of actions that people took after seeing your ads. Actions include engagements, clicks, or conversions.

24 hours

CPA

Cost per Action. The average cost per action across selected campaigns.

24 hours

CLICKS

The total number of times users clicked on your ads driven by selected campaigns.

24 hours

CPC

Cost per Click. The average cost for a single click across selected campaigns.

24 hours

WEB CONVERSATIONS

The total number of events or conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution. The metric is calculated as the rollup of all the standard and customer conversion events.

24 hours

CPCON

Cost per Conversion. The average cost for a single conversion across selected campaigns.

24 hours

SPEND

The estimated total amount of money you've spent on your campaign, ad set, or ad, during its schedule.

24 hours

FREQ

Frequency. The average number of times each person saw your ad. This metric is estimated.

24 hours

IMPRESSIONS AND REACH BREAKDOWN

Daily exposure of your ads and spend.

24 hours

CONVERSION FUNNEL

Top-down visual representation of awareness (impressions), interest (actions/clicks), and purchase intent (web conversions).

24 hours

ENGAGEMENTS BREAKDOWN

Total number of engagements on your ads broken out by type.

24 hours

AD SPEND BREAKDOWN

Breakdown of your total spend by channel.

24 hours

CONVERSIONS LINE GRAPH

Daily tracking of interest and purchase intent.

24 hours

KPIs vs SPEND BREAKDOWNS

Daily KPI cost analysis of your ads.

24 hours

TOP PERFORMING ADS

Analysis of the top performing ads published within the selected time period.

24 hours

PAID PERFORMANCE BY CAMPAGN ACCOUNT

Analysis of the top performing ads published within the selected time period.

24 hours

OTHERS

There are approximately 80-90 “other” actions that may be rolled up into the other category. This includes things like Mobile app feature unlocks, app installs, app uses, video views, donations, trials started, check-ins, call confirmation clicks, web applications submitted, mobile app subscriptions submitted, game plays, page likes, custom mobile app actions, mobile app starts, web appointments scheduled, mobile appointments scheduled, etc.

24 hours


Learn more about other Analytics:


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