Understanding Your Instagram Business Analytics

Photo by  Georgia de Lotz  

Photo by Georgia de Lotz 

Instagram is constantly giving business owners new tools to grow their business and evaluate their marketing. Diving into the data can help make better decisions and help answer questions like the best time to post or target insights like age, geography and of course, what type of content works best.

As an entrepreneur, you’re working hard to create, schedule and post content so understanding how these metrics works in the Insights section of your Instagram for business profile will be just as important as the content.


Activity consists of the interactions and discovery methods that occur on your account. This is made up of:

  • Profile visits: the number of times your profile was viewed

  • Website clicks: the number of taps on the website in your profile

  • Email clicks: the number of taps to email your business

Discovery includes a set of measurements that detail how many people see your content and where they find it which can be broken down by:

  • Reach: the number of unique accounts that have seen any of your posts

  • Impressions: the total number of times all of your posts have been seen


You are also able to measure your posts, stories and promotional content in a variety of ways. Instagram allows you to filter by website clicks, texts, shares replies, reach, profile visits, next story advances, link clicks, follows, directions and more.

These metrics can also be sorted by a 24 hour span, week and 14 days.


Audience data helps you understand where and when your viewers are online and therefore, help you boost your engagement which is always the key to winning with Instagram. The types of data you can understand includes top locations both city and country, age, gender and when a follower is online.

Taking a moment to drill down and look at your data in conjunction with your content will help boost your brand’s individual metrics and goals.

Emerging designer or resource to share? Please contact us at hello@theemergingdesigner.com. Also, be sure to sign up for our newsletter to learn about the latest news, open calls, events and opportunities! Need some guidance? Check out our consulting services.