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Understanding Instagram’s Built-In Analytics

Running your Instagram like a business is a great way to boost your growth and create an account that can actually bring in money. But one simple step that so many people pass over is converting their account to a specific business account. The benefits of this kind of account on Instagram far outweigh the possible downsides.

Follower Analytics

The biggest and most useful advantage of switching to a business account is the access you gain to the built-in analytics on the platform. These analytics enable you to peek into the minds of your followers, allowing you to better tailor your content to them.


The first dataset you get access to is the demographics of your followers. Knowing exactly who your audience is means you’ll be able to effectively tailor your content just for them - resulting in higher engagement on your account. 

  • Location - the built-in analytics will tell you where most of your followers are located. Knowing this information means you’ll know what time zones they’re in, what holidays they celebrate, and what cultural points you need to consider. 
  • Age - you’ll also know the age groups of your followers through these analytics. This can be incredibly helpful, especially if you discover you have a lot of younger followers. You’ll need to tailor your content appropriately. No cursing or adult content should be on your feed if your audience is made up mostly of pre-teens!
  • Gender - maybe not as essential as the other statistics, but knowing if you’re attracting more men or women can help when working with brands. Many brands will specifically target one gender or the other, and if you can show that most of your audience matches theirs - they’ll be more inclined to work with you.



You’ll also be able to see what times and days your followers are most active. This information is invaluable when crafting your content strategy. Even though Instagram no longer runs its feed in chronological order, posting at the right time still makes a big difference.

If you receive high levels of engagement in the first 15 minutes of posting an image, Instagram views your content as good quality and will show it to more people on your behalf. So knowing when your audience is most likely to be around means you can time your posting perfectly for maximum effect.

Content Analytics

Knowing data about your followers is very important, but the content you put out there is what brings in those followers. So, having access to detailed information about your content is also incredibly helpful. 


  • Likes - you can see exactly how many people have liked your image, as well as easily comparing it to other images you’ve posted. Being able to see this side by side will help you to see any similarities in your most popular content.
  • Comments - in a similar vein to your likes, tracking your comments can help you to judge which images of yours are most popular. And, comments can be much more beneficial for your account than simple likes. Comments show a real interest in your content from your followers, so tracking these is great for growing your account.
  • Impressions and Reach - a lot of people get these two statistics confused, but the simple explanation is this: impressions are the total number of times your post has been seen, and reach is the total number of accounts that have seen your post. So your impressions will be higher than your reach as one account may have seen your image more than once.

Top Performing Posts

The in-built analytics tool will also show you which of your posts are generally performing best. They will combine reach, impressions, and engagement to see which posts are bringing you the most success. 

Using this tool will help you understand what works and what doesn’t when it comes to your content. By seeing your posts arranged in order of success, you will be able to spot what similarities all your successful, and not successful, posts have in common. 


Profile Analytics

Finally, you can look into analytics that are based on your profile and account as a whole. Combining these analytics alongside your follower and content analytics helps to give you a well-rounded approach to your content planning.

While these analytics are a little limited compared with some other social networks, they can still be incredibly useful for growing your account. 

  • Follower growth - this will show you how your follower count has changed over time. It can be very easy to focus solely on this number as it’s the first thing many people notice when they go to your profile. But remember, it’s more about attracting the right kind of followers than just sheer numbers. As long as you see some nice steady growth here, that’s what really matters.
  • Website clicks - with a business account, you’re able to include a link to your blog/ website/ store right there in your profile. This is a great opportunity to turn those Instagram followers into customers, so tracking how many people are clicking through to your website is a super useful tool to have access to.
  • Profile views - you’re also able to see how many people have visited your profile. While this may not seem like an important metric to track, unless you have over 10k followers, this is the only place you can place a live link on the platform. (Those with 10k and more can also use the “swipe up” feature in their Stories). So, seeing how many people are visiting your profile each week can help you to understand what kind of content is converting into leads.

Which analytics should I focus on?

There’s a lot of data available to you with a business account, and it can be difficult to know which areas you need to focus on. Depending on your goals, different analytics will be more important to you over others.

Goal-based analytics

  • I want to grow my audience - If you want to grow your audience on Instagram, then you should focus most on followers, likes, impressions, reach, top posts, active hours, and active days.
  • I want to promote team culture - If you want to promote team culture, then you should focus on story impressions, profile views, locations, comments, and top followers.
  • I want more engagement - If you want to increase the amount of engagement on your Instagram, then you should be focusing on comments, saves, engagement, website clicks, and top followers.

Tracking these analytics is only as useful as you allow it to be though. Without solid goals in place, then you have nothing to measure the analytics against. So, once you’re familiar with all the analytics on offer, start building a plan and detailed goals for your account so you can really get the most out of them.