6 Important Instagram Metrics to Track for Better Performance

With over 1 billion monthly users, Instagram remains one of the most powerful platforms for brand awareness, community building, and driving conversions. But with so much content competing for attention, how do you know your efforts are actually paying off?

The answer lies in tracking your Instagram metrics.

In this post, we break down the six most important Instagram metrics every business or creator should be tracking - and how to interpret them to optimise your content strategy.

Why Should You Track Instagram Metrics?

If you're managing an Instagram business or creator account without reviewing your performance metrics, you're flying blind. Tracking the right Instagram analytics gives you insight into:

• What content resonates with your audience
• When your followers are most active
• Where you’re gaining or losing followers
• Which actions are driving website traffic

Ultimately, it helps you focus your efforts on what works - and pivot when needed.

How to Access Instagram Insights

To track your Instagram metrics, you’ll need a Business or Creator account.

To view your metrics:

1. Open the Instagram app and tap Professional Dashboard.
2. Tap See All under Account Insights.
3. Alternatively, go to your profile, tap the menu (☰), and select Insights.

Once inside, you’ll have access to a range of post, story, reel, and account-level data.

1. Impressions

What it measures: The total number of times your content has been displayed on screen.

You can view impressions for individual posts in the Insights tab. If one user views your post three times, it counts as three impressions.

Why it matters: Impressions indicate how visible your content is, even if users don’t engage with it. This metric helps assess your brand awareness efforts.

2. Reach

What it measures: The number of unique users who have seen your content.

Unlike impressions, reach only counts each user once — no matter how many times they see the content.

Why it matters: Reach helps you understand the size of your audience. Comparing reach to engagement can also reveal how effective your posts are at prompting interactions.

3. Engagement

What it measures: The total number of likes, comments, saves, shares, and interactions on your post.

This is a key performance metric because it shows how your audience is responding to your content.

Use this formula to calculate your engagement rate:
Engagement Rate (%) = (Total Engagements ÷ Followers) x 100

Why it matters: A high engagement rate means your content is resonating, building trust, and increasing visibility via Instagram’s algorithm.

4. Follower Growth

What it measures: The net gain or loss in followers over a set period.

Instagram Insights will show you how many new followers you’ve gained or lost each week.

Why it matters: A consistent increase suggests your content and strategy are attracting the right audience. Sudden drops may indicate content fatigue or a mismatch with audience expectations.

Tip: Always look at follower growth in context - for example, after a giveaway or influencer collaboration.

5. Profile Activity

What it measures: How often users interact with your profile, such as:

• Profile visits
• Website clicks
• Call or email button taps

Why it matters: Profile activity indicates how interested people are in learning more about your brand. It’s a strong indicator of intent, often preceding conversions or purchases.

6. Website Traffic

What it measures: The number of users visiting your website via your Instagram profile.

This includes:

• Clicks on the link in your bio
• Link sticker taps in Stories
• Link in DMs (if tracked)

To get deeper insights, use UTM parameters and track performance in Google Analytics.

Why it matters: This metric connects Instagram activity to real business outcomes — like sign-ups, purchases, or bookings.

Final Thoughts

Tracking these six Instagram metrics will give you a solid understanding of how your account is performing and what you can improve.

To recap, the most important Instagram metrics to track are:

1. Impressions
2. Reach
3. Engagement
4. Follower Growth
5. Profile Activity
6. Website Traffic

By analysing these regularly, you can optimise your content strategy, grow your community, and get closer to your marketing goals.

Ready to Level Up Your Instagram Strategy?

Need help turning insights into action? Book a free discovery call with our team at Hive and Co and see how we can help you create scroll-stopping content, boost engagement, and grow your brand with data-led strategy.

👉 Book a discovery call now