See your Instagram analytics

Business Benefits

Use data to optimize your Instagram marketing strategy.


Navigate to Facebook Ads Manager and click Breakdown > By delivery > Platform. Check the Instagram campaign performance data in the Instagram rows.

Click on Ad Sets to see the same data breakdown on the ad set level. Look at Ad Sets Results and Cost per results columns to identify the best performing Instagram campaigns.

On your Instagram account page, go to Insights, tap the bar graph icon in the top right-hand corner, and select Insights. Go to the Follower section to see a breakdown of your followers by gender, age group, and location, and activity.

The two graphs on the bottom show which day and which time of the day your followers are most active. Use this data to inform your campaign decisions, for example, target specific age groups and schedule ads at specific times of the day.

Sort your recent posts based on metrics such as Comments, Reach, and Saves to understand some aspects of the performance of your Instagram posts like engagement, reach, and lasting inspiration.

In Instagram Insights, scroll down to Content you shared and tap the arrow > next to your recent posts.

  • Comments, Follows, Likes, and Post Interactions, will help you understand which of your posts generate engagement.
  • Reach and Impressions will help you understand how well many users you reach with your best posts.
  • Saves will help you understand which posts provide lasting inspiration.

Identify the posts with the best results and use the insights to improve your Instagram strategy, for example, publish the type of content that resonates well with your audience.

Sort recent stories based on metrics such as follows and reach to understand some aspects of the performance of your Instagram stories, such as engagement and reach.

In Instagram Insights, scroll down to Content you shared and tap the arrow > next to your recent stories.

  • Follows and Forwards can help you understand which of your stories generate engagement.
  • Reach and Impressions can help you understand how well many users you reach with your best stories.

Use the insights to inform your content strategy for new stories, such as create stories similar to the ones that performed well.

Check the Product page views and Product button clicks in the Instagram Shopping metrics to understand the performance of the posts with tagged products.

In Instagram Insights, scroll down to Content you shared and tap the arrow > next to your posts or stories, and click on the post or story with tagged products.

If the number of product page views is significantly higher than product button clicks, your product presentation might not be compelling to users and consider changing the way you present your products. For example, use different pictures, write a more compelling text or communicate a special offer in the copy.

Check the goal completions and goal conversion metrics in your Google Analytics to understand how Instagram traffic contributes to your business goals and compare it with other traffic sources.

Log in to Google Analytics and Go to Acquisition > All traffic > Source/medium. Find Instagram on the list of traffic sources.

Check the percentage values in the Users column to understand what share of your website visitor come from Instagram. Use the insights to understand how important Instagram is compared to other traffic sources. Scale your Instagram efforts if it generates a lot of conversions and a good conversion rate.