Decoding Instagram Performance Metrics: Your Key to Success

Instagram performance metrics are the analytical tools and data points that provide invaluable insights into the performance and impact of your presence on one of the world’s most popular social media platforms, Instagram.

Published: November 15, 2023

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In the dynamic landscape of social media marketing, these Instagram performance metrics serve as a compass, helping businesses obtain a comprehensive view of how well your Instagram strategy is working, shedding light on crucial aspects such as audience engagement, content effectiveness, and overall growth.

By delving into the realm of Instagram performance metrics, users can decipher which posts resonate with their audience, optimize their content strategy, and ultimately achieve their goals. Understanding and harnessing the power of Instagram performance metrics is not just a choice, but a necessity for those striving to make the most of this dynamic platform!

How can I view my Instagram performance metrics?

In order to view your Instagram performance metrics, you will need to switch to a business or creator account:


Step-by-step Instructions

Step 1: Go to your Instagram “Settings and privacy”

Step 2: Scroll down and tap on “Account type and tools”

Step 3: Select “Switch to Professional Account”

Step 4: From there, you should select which category you believe your account comes under.

Step 5: Choose between either a “Business” account or a “Creator” account, depending on what you feel that your account falls under.

Step 6: Instagram will give you options to add details about your business (you can do this now or save it for later)

Step 7: You will now have a professional dashboard!

You’re professional dashboard will give you insights into your audience, post performance, and much more, making it simple to track and improve your Instagram presence.

How to Access Instagram Performance Metrics:

On mobile:
On mobile, open the Instagram app and go to your profile. Tap on the three horizontal lines in the upper right corner, then select “Insights”. Here you will find a user-friendly interface with all the Instagram performance metrics you need, including impressions, reach, engagement, and more. This gives you real-time data at your fingertips so that you can monitor and adjust your content strategy on the go.

On desktop:
On desktop, log into your Instagram account through a web browser and navigate to your profile. Click on the “Insights” tab located just below your bio to access a dashboard of Instagram performance metrics. Here you can explore data on your posts, stories, and audience demographics, providing a detailed overview of your account’s performance.

Key Instagram Performance Metrics to Track:

Follower growth:

Follower Growth Rate is THE MOST IMPORTANT Instagram performance metric you need to track.

Follower growth on Instagram represents the rate at which your follower count increases over time. It’s essential to track follower growth because it provides a clear indicator of your account’s overall popularity and reach. Monitoring this helps you understand the effectiveness of your content, engagement tactics, and outreach efforts, so that you can make informed decisions to maintain and accelerate your growth (like by adjusting your content timetable or content themes).

The average Instagram account see’s a follower growth rate of 1.69% each month. At Proper Video, we aim for a 2% – 5% follower growth rate month-on-month.


Impressions show the total number of times that your content has been displayed on users’ screens. This is a crucial Instagram performance metric to track as it helps you gauge the reach and visibility of your posts, allowing you to see the effectiveness of your content strategy.


Reach shows the total number of unique users who have viewed your content. This provides insights into how many people your posts are actually reaching, helping you understand the size of your audience. By monitoring your reach, you can tailor your content to engage a wider audience and create a greater brand awareness.

Impressions vs Reach: For simplicity let’s say 1 user (person) has seen the same post twice. You’ll have a reach of 1 but 2 impressions.

4. Engagement:

Engagement encompasses the interactions users have with your content, including likes, comments, shares and saves. It is crucial to track this performance metric because it reflects the level of interest and interaction your posts generate. This allows you to assess the effectiveness of your content and see what resonates with your audience. If you see low engagement rates, this may signal the need for adjustments in your content strategy.

A good engagement rate on Instagram is between 1% and 5%.

Click-through rate:

Click through rate on Instagram is the percentage of users who click a link that you have shared in your posts or stories. Tracking this is essential because it measures the effectiveness of your call to action and your ability to drive traffic beyond the Instagram platform. By monitoring CTR, you can refine your content strategy and optimise your links to achieve your specific conversion goals.

Hashtag performance:

Hashtag performance refers to how well the hashtags you include in your posts or stories Are driving visibility and engagement. It is crucial to track this because it directly influences your contents discoverability by a wider audience. By knowing which hashtags are most effective, you can refine your hashtag strategy to improve your posts reach and engagement and boost your Instagram presence.

Profile visits:

Profile visits represent the number of times users have viewed your Instagram profile. It is important to track this because it provides insight into the curiosity and interest your content generates. By monitoring profile visits, you can gauge the effectiveness of your content in driving user engagement and tailor your profile to make it more enticing.

Story metrics:

Story metrics on Instagram encompass a range of data related to the performance of your Stories, including the number of views, interactions (replies, reactions, shares), and exits. It’s vital to track Story metrics because they offer real-time insights into how engaging and relevant your temporary content is to your audience. By monitoring this Instagram performance metric, you can adapt your content strategy, adjusting your Stories to resonate better with your audience and create more engaging content.

Feedback and comments:

Feedback and comments on Instagram represent the responses and interactions your posts receive from your audience. Positive comments and constructive feedback indicate that your content is generating a connection and sparking conversations, leading to increased loyalty and brand advocacy. Furthermore, comments serve as a direct channel for communication with your audience, allowing you to address questions, concerns, and build a more personal relationship.

Why should I invest in Instagram marketing?

Investing in Instagram marketing is a strategic move for businesses and individuals alike. With over 33 million users in the UK of varying ages, Instagram offers a vast and diverse audience ready to engage with your brand or content.

Its visually-driven nature allows for creative storytelling and brand promotion, making it an ideal platform for showcasing products and services.

Instagram’s robust advertising tools and precise targeting options enable you to reach the right audience at the right time, maximising your return on investment.

Furthermore, its continuous evolution with features like Instagram Shopping and Reels (which have a higher average reach rate than normal posts) keeps it relevant and offers fresh opportunities for growth. In a digital age where visual content and community-building are paramount, Instagram marketing is a powerful tool to foster brand awareness, drive conversions, and build lasting connections with your audience.

What are 3 tips I can use to improve my Instagram content?

In order to achieve your goals, you also need to optimise your Instagram content. This can help you to see your reach, engagement and followers grow, ensuring that your efforts on the platform are effective and aligned with your objectives.

Tip 1: Know your Audience

Understanding your audience is crucial. Use Instagram’s performance metrics to research the demographics and behaviours of your audience. Tailor your content to resonate with them, and use Instagram performance metrics to track which posts perform best so that you can adjust your strategy accordingly. Instagram is a dynamic platform, so you should be flexible and adapt to your audience’s changing preferences.

Tip 2: Consistent Branding

Maintain a consistent style and tone in your posts. Use a cohesive colour scheme, filters and branding elements to make your profile visually appealing. Consistency helps reinforce your brands identity and makes your content instantly recognisable. Not only this, but posting consistently has also been proven to lead to a 50% bigger engagement rate!

Tip 3: Engage and Interact

Encourage engagement by asking questions, running polls and using interactive features like Story polls or questions. Respond to comments promptly and authentically. Engaging with your audience creates a sense of community and loyalty.


In conclusion, delving into the world of Instagram performance metrics unveils a treasure trove of insights that can significantly elevate your presence on this influential social media platform.

Through the lens of these metrics, you will gain a deeper understanding of your audience, the impact of your content, and the effectiveness of your engagement strategies.

It will help you to make informed decisions, optimise your content, and achieve your goals. As Instagram continues to evolve, staying attuned to these Instagram performance metrics is not merely an option; it’s a necessity for anyone aiming to navigate the dynamic landscape of social media successfully.

So, let your Instagram journey be guided by the wisdom these Instagram performance metrics provide, and watch as your profile flourishes in the digital realm.

Happy tracking!

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