• Meriem Belhiba

Instagram KPIs All you need to know

Are you striving with instagram KPIs and metrics?

Do you want to grasp each and every metric without falling in the traps of nuances?

Do you know the difference between reach and impressions?

Do you know how to calculate your engagement rate?

Instagram is gradually removing likes from instagram accounts, do you really know what this means for you as a marketer?

If you have no clue about what we are talking about, let’s guide you through the basic instagram metrics you should know about and track, ofc.

Grab your coffee, light your cigarette and let’s get started!

1. Instagram Reach and Impression:

Impression and reach are usually used interchangeably by brand owners and fresher social media managers. It’s one of the commonest mistakes. That’s why we have dedicated a whole article to debunk all the misunderstanding.

So, let's keep it short here!

Reach is one of the core instagram metrics. Reach tells you how many users have delivered your content on their feed.

Reach is the actual number of unique users who have seen your post or story. If your post’s reach is 1500, this means 1500 instagram users saw you post.

Reach rate is reach (number of unique users who saw your content) divided by the total number of your followers. As all rates, reach rate is shown in percentage.

The average reach rate per post is the average reach rate of all your posts in a given or selected time.

In your Instagram growth strategy, reach tells you if your brand is on good track building its awareness or not. An increased reach equates to increased brand awareness. So, dig deeper in your content and optimize it to gain a more interested audience.

Instagram impressions is the metric that tells you how many times your posts reached users independently from any type of interactions be it a click or a like.

Impressions don’t consider unique users. So if one user eyeballed your post 3 times without taking any action, these 4 times are counted as 4 impressions, but one reach.

Increased impressions mean that you’re creating well-tailored content to your target audience. And, that’s why it keeps surfacing their feed.

2. Engagement per follower:

Sometimes marketers and brand owners are tempted to compare their results with their competitors’. Such measurement always leads to false assumptions.

Why are you not supposed to compare your likes to your competitors?

Simply put, because engagement should never be measured by rough like numbers. Engagement depends hugely on two other metrics: follower number and reach. When engagement is measured without putting one of these metrics into consideration, your strategy is taking the wrong path.

Engagement rate: it’s the total of all your likes, comments, and saves divided by the total number of your followers in a given period of time. As rates are always given in percentages, the result is multiplied in 100.

Engagement rate on reach: the same as the engagement rate. Engagement rate on reach is the total of all your interactions (likes, comments, and saves) divided by your reach instead of the number of your followers.

Let’s get a bit into practice!

For instance: You have 1000 followers, but only 1200 have seen your post while 800 have interacted with it. Your engagement rate would be “75/1000” * 100 = 7,5%. You engagement rate on reach would be “75/ 1200”*100= 6.25%.

For example: You have 100 followers, but 150 people have, in fact, seen your latest post that got 20 likes. Traditional “engagement rate” would be 20% for this post, while “engagement on reach” would be perhaps more exact – 13% – if you want to judge the success of your post.

How can you tell if your engagement rate is good enough?

As a rule of thumb, the more followers you have, the lower your engagement rate gets. This applies to most social media metrics in the organic case.

Instagram benchmark can inform you about how high your engagement rate is. Benchmark serves as a good reference that helps you judge your results fairly. You can stack your results to your competitors and analyze it. But, you can also be guided by the sectorial average engagement rate to see if your rates are within the industry’s norms.


If you don’t grow your audience’s number, why, the heck, are you on social media? No one wants to have a show where nobody shows up. It’s the same with Instagram. You’re investing your efforts creating an Instagram content strategy and looking for the latest trends to end up with a humble follower number.

Followers is the number of unique users who are following your account.

Your Followers Growth is the surplus of followers that started following your account in a giving period of time.

Why are followers important?

Followers number can give you a perspective on users who stumbled upon your content and are attracted enough to follow you. It also shows you the worth of your efforts.

Why is followers growth important?

Your followers' growth indicates a lot of insights. If you have a slow followers growth, this may be an alarming message. You need to dig deeper in your instagram content strategy and pinpoint the weaknesses. Maybe you’re not using well optimized hashtags that would help you expand your reach scope? Worse, maybe your content is not well-tailored to your customer’s expectations and needs? Here, your efforts need to multiply to do more experimentation and assess which content resonates the best with your audience.

If you’ve been attracting followers like no one can believe, it’s a good sign. Your content is reaching your target audience and your profile is gaining more visibility and popularity.

But, you need to track the right metric to assess your performance efficiently.

Tracking your followers growth in a period of two months cannot tell you a lot of things if you don’t compare it to your growth in previous months. You can either compare it to your own previous rates or to your competition in the same time span.

This way, you can make sure you have guidance. For example : If your rate is slower than your competition’s, try to scrutinize their content strategy and come up with creative ideas on how to create something similar.

How to calculate your followers growth rate?

Let’s say you have 5,400 followers at the start of August.

At the end of the month you have 5,700 followers. That’s a surplus of 300 followers.

Divide this surplus by the number of followers you had at the beginning of the month. Then, multiply it by 100 to get the percentage.

“300/5400”*100= 5.5%

5.5% is your followers growth rate in the month of August.

Let’s put this in a perspective. Juxtapose your followers growth rate in July and that of August. This way you can understand if your rate is increasing fast or slow.


Compared with comments, likes are much easier to gain. That’s why, comments are a blatant indicator of the worth of your instagram content. If a post triggered comments, whether positive or negative, that means you’ve triggered their attention to leave you a feedback.

Comments number is a good metric to track when you’re working on fostering a loyal community as a goal.

5. Saved posts

Instagram algorithm uses many metrics to help you rank in the explore page and increase your content visibility and popularity. Saved posts is one of those metrics.

If users liked your posts or commented on them, this is a clear sign that they are liking your content. But, if users saved your posts, it’s a blatant sign that your content is helpful in a way or another. Users save posts in order to make it easy for them to remember it and find it whenever they need it.

Why are saved posts an important metric to track?

While other metrics such as likes and comments are considered as social proof, saved posts are deemed the opposite. Unlike likes and comments, users don’t know how many users saved a given post of yours.

With the ever-changing instagram algorithm updates, likes will be, eventually, removed from the public. Instagram started removing likes in many countries like Brazil, Canada, Japan and others. When they are not public, number of likes has no longer social proof value

Together with likes and comments, saves help you calculate your true engagement rate. Pinpointing your most saved posts and scrutinizing them would also help for a more well-rounded picture. These posts will guide you towards a more well-tailored and personalized instagram content strategy.

6. Profile Visits:

Profile visits refers to how many visits your instagram profile page gets in a given period of time. When a user stumbles upon one of your posts on their explore section or on their feed ( whether they are a follower or they find you in the newly launched explore-like feed) and they feel triggered enough to visit your homepage, instagram stores these visits.

What do these visits tell you about?

This very metric reflects the way your content is performing. If it drives enough attention and interest, users will visit your profile and make more steps to know your brand. They can like some of your posts or follow you. If you have a link to your website, they would probably click on it to know more about you.

In other cases, some of your followers may visit your profile after seeing one of your posts and unfollow you. These negative sentiments can be tracked using social media analytics tools.

7. Hashtag Engagement

Hashtags have been very popular since their day one. And, when it comes to instagram content strategy, hashtags are an essential part of it. You need to dedicate some of your time to pick up relevant hashtags and coin some branded hashtags. This strategy would also enable you to follow KPIs based on hashtag performance.

How do you track hashtag performance?

You need first to know which hashtags to follow:

  1. Popular and relevant hashtags used in your caption

  2. Branded hashtags

Each type of hashtags has its own specificity, goal and KPIs.

Your best performed hashtags are those hashtags that made your content visible to users and the hashtags they used to find it. In the Instagram Insights section, you will get a detailed report on how and where your posts were found and which hashtags that were clicked on or looked for in the hashtag search section.

Branded hashtags are hashtags created by brands to expand their community engagement and generate user contents. For instant, you can create your own brand hashtag like #kpeiz or create campaign hashtags like nike’s #youcan’tstopus or mini campaigns like #kpeizglossary.

So, what should you track?

Hashtag performance: pinpointing the most engaged hashtags can guide you towards the hashtags to use and optimize.

Tags on branded hashtags: this will enable you to measure users’ engagement with your campaigns and brands.

8. Clicks:

Email clicks:

This metric shows you the number of taps to email your brand from your instagram account. Email clicks can be converted to rates. Email click rate is the percentage that can tell you more about your success in generating interest and leads.

How to calculate email click rate?

You get your email click rate by: number of taps / number of profile views in a given period of time * 100

For instance: your email got clicked on 26 times while your profile has been viewed 25455 in the last month, 30 days. This makes your email click rate 0.1%

To identify your success, juxtapose your email click rate throughout months in your instagram KPIs sheet and assess your performance.

Website clicks:

This metric tells you the number of people who went straight to your website from your instagram account. This metric is very useful to measure lead generation and know your website traffic sources.

The same as the previous one, you can get your website click rate by dividing the total number of clicks on the total profile visits in a given period.

For instance: if you had 32 taps on your website and you had 32540 instagram profile visits, you have 0.09% website click rate.

Getdirection clicks:

This metric tells you how many users have clicked on your directions to know your location. This can help you a lot if you’re measuring walk-in leads from social media.

Let’s talk now about your getdirection click rate. Like all click rates, you should get your total number of getdirection clicks divided by your total number of visits in the same period of time.

For instance: if you had 18 getdirection clicks and a total of visits of 15085, this makes your getdirection click rate of 0.1%

9. Video views:

If videos are an integral part of your instagram content strategy, then, you should track instagram video KPIs. Video views are usually mistaken for impressions. Thus, we will first identify the difference.

You don’t open any video that pops up on your feed, do you? So do your followers and audience. If one user saw the video without opening it, instagram insights will count 1 impression without adding 1 view to your video views.

This is a difference you should always keep in mind.

Video views is the number of times your video has been viewed in a given date range.

Video rate is this volume of views divided by the number of impressions the video gathered.

Don’t need to say that video rate is more important than video views. And, we can also remind you of the difference between vanity metrics and actionable metrics. While video views are but a vanity metric. Video rate is an actionable metric that will guide you in your KPIs tracking, monitoring and optimization.

Video rate also helps you load with knowing the type of media your audience prefers. It tells you whether you have more success with static images or videos.

10. Mentions:

Mentions are when a user tags a post with the “@” sign followed with your account username like @kpeiz.digital. You would find mentions in your activity “ username mentioned you in a comment”. It can be either a mention in your own posts or a mention in someone’s else. Both ways, you will be informed about how users interact with you and what they think about your brand.

Usually users mention a business instagram account in order to:

  • Thank the brand for the services or goods provided

  • Promote the brand without being paid a penny

  • Give a neutral feedback without sparking a discussion

  • Give a negative feedback or address a problem

  • Vent insults and emotion-driven feedback

  • Usher a communication crisis

While they are usually neglected by brands, mentions are worth tracking and handling. It’s a metric that can tell you honestly what customers and prospects think about your brand, services, products and staff. Mentions give you the chance to foster trust and appreciation with free ambassadors who are in awe with your brand. They also give you a chance to handle negative feedback and effectively solve any viable problem your customers are encountering.

11. Instagram Ads metrics:

Organic metrics and ads metrics are not very different from each other. When you run an ad on instagram, you should pay attention to KPIs like impression, engagement, reach and so on. But, there are also some very media buying metrics you should track and optimize to prepare successful ads campaigns.

What are these metrics?

Clicks: this metric refers to how many clicks your ad received.

Clickthrough Rate aka CTR: This metrics comes in percentages. It’s calculated by dividing the number of clicks by the ad impressions (how many times it was shown).

Cost per Click aka CPC: the amount of money instagram charges you for one click.

Average Cost per Click, aka Avr. CPC: The total cost of your clicks divided by the total number of clicks is your average cost per click. If you had 3 clicks- one costs 0.2$, another one 0.4$ and the third cost 0.3$, meaning 0.9$ in total. This total divided by the number of clicks (3), the average CPC is then 0.3$

Those were the metrics we think you need to grasp to hone your skills in tailoring winning social media strategies.

Now, it’s your turn to share with us which metrics do you keep tracking religiously and why!

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