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Ultimate Guide to Instagram Analytics

When it comes to digging into your Instagram metrics, it may not always be clear where to start or even which are the most important. Luckily, there's only a few key metrics to start measuring your performance
Virginie Dardenne
Last Updated
October 22, 2021


Head over to lesson 5 of this section about Social Media Analytics to find out how Willow allows you to easily monitor your performance cross-channel in one sleek overview, using:

  • both the important standard key metrics such as Reach and Engagement,
  • as well as our very own Social Health score to make sure you maintain consistency and variation at a high level!

Why it's important to track the right analytics on Instagram

Instagram has been the fastest growing big social media network for a couple years now (if you disregard hyped networks like Clubhouse or others). Throughout its lifespan, it has evolved from the place-to-be for photographers and visual designers, to an allround visual platform for basically anyone. And that includes B2B companies. If you have products to sell, Instagram is an absolute must to showcase them and set up links to either your e-commerce environment or website.

But there's another opportunity for B2B companies that has grown in importance throughout the years. Two words: Employer. Branding.

What are the top metrics to track on Instagram


Most businesses choose Instagram to promote their brand because it is considered to be one of the social media platforms with a high engagement rate. But surprisingly, about 70% of Instagram posts go unnoticed. This makes tracking your engagement metrics important for the better success of your business. This metric speaks of the engagement rate of your content in relation to your follower count.

It is indicative of the fact that how well your audiences are able to get engaged with your content posted on Instagram. The engagement level of your audience can be reflected in the form of likes, shares, and comments on your Instagram posts.

📊 Engagement Rate = Total Engagements / Number of followers

The total engagement can be calculated by the total number of likes, comments, saves, clicks over a given period of time. Dividing the total engagement by your total follower count will give you a rate that reflects the engagement level of your Instagram posts.

Focusing on this metric will help in keeping track of your overall performance and getting an idea about the type of content that engages your audience the most.


This metric tells you about the number of people who viewed your content. Reach is the number of unique users that saw your Instagram post or story on any given day. The Instagram analytics dashboard provides reach for your account posts.

Reach helps to know how popular your posts are. If you have higher reach on your posts or hashtag it means that users with a good number of following are interacting with your brand.


Regardless of your post's likes or comments: if it is able to create impressions, it is successful up to a certain point. Impressions is the number of views on your post even by the same users.

Impression means the number of times your posts were shown to users.

💡 If your impressions are higher than your reach, it’s a sign that your audience is viewing your content multiple times.

You can check reach and impressions in Instagram analytics which Instagram provides by default for Instagram Business profiles.

You can find them under the Insights tab on your Instagram business profile or menu.


Increasing the number of followers can be a powerful way to boost your visibility in terms of Reach and Impressions.

💡 When you're just starting out, don't expect your Instagram Business Page to grow in followers just by the mere fact of posting good content. This happens rarely.

Start by boosting the number of followers by manually inviting them. And by asking your employees or colleagues to do the same - if you're co-managing the account.

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