Navigating Instagram metrics in 2024: what matters most

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The Instagram metrics you need to track in 2024

To create a successful Instagram marketing strategy, it's important to track its performance at different stages.

Not everyone knows where to start when it comes to metrics. With the help of Instagram insights, you will have the opportunity to understand the basic needs of your audience, as well as determine how many followers are interested in your content. With this, you will be able to develop the right page promotion strategy to achieve certain goals.

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What are Instagram insights, and why is it important?

Metrics are the main performance indicators of your Instagram account. They also show the Instagram audience’s interest in your product, make it possible to track the number of website visitors and interact more closely with them.

Each brand sets its own individual goals, so we must remember that page testing metrics may differ in each case. But once you determine the main directions of promotion, it will be easier for you to track goals and correctly create a working strategy.

Also, Key Performance indicators (or KPIs) can be useful for marketers. This will allow you to create your own communities on a specific topic, where only interested audiences will be present. That’s why today Instagram is the best platform for promoting a business.

Key indicators that are recommended to be monitored on the platform:

• audience demographics;
• follower growth;
• target audience coverage;
• number of link-in-bio clicks;
• engagement rate of the audience.

Today, the platform offers several ways to conduct accurate analytics and create reports. You can use either external social media analytics tools or internal ones. Instagram Insights is an internal one. This is a great way to see Instagram analytics of followers' actions on your page, view information about posts and the account as a whole. It will provide an opportunity to obtain visual data on the effectiveness of marketing. The software will provide you with complete information for the past 12 months, filtering data by category.

What product will allow viewing the effectiveness of your hashtag use to understand which ones are most effective? What can provide information on which hashtags received the most likes or comments? Of course, it’s the Pygma service! It can automatically create popular captions and hashtags based on your content.

Such a generator will save time and help you make better use of this social networking tool. And this is just one of the many useful features that are available to users of this platform. There is nothing better than being in control of the entire process and not wasting a lot of time, effort and nerves. Check out this miracle right now, because the service is available for a completely free seven-day period.

There are also external resources such as Brandwatch. It will allow receiving more extensive data on the strategy for promoting your Instagram account on the network. The tool will also provide detailed reports, saving you time.

As you can see, today there are many tools that will help you conduct Instagram analytics. With clear metrics across different promotion categories, you can build a more successful strategy and increase its effectiveness.

Over time, the information received will give you an understanding of what direction you should develop in. You can experiment with different types of content and track the results using all kinds of Instagram analytics tools.

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How to check your Instagram metrics

If you have a business account on the platform and have more than 100 followers, then getting analytics data is simple. It's important to remember that statistics are not available to those who use a PC. In this case, you will have to install the app on your smartphone or other mobile device.

In the application, click on the Professional dashboard (located under your bio).

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This social media's statistics offer the ability to track performance across different categories. Among them are:

• Impressions. It will show you the number of times your posts, stories, reels, videos or live videos were on screen, including ads. This is useful in that it will give the business owner an understanding of what kind of content the public likes the most;
• Reach. It will show the number of unique accounts that have seen your content, at least once, including ads. Content includes posts, stories, reels, videos, and live videos;
• Accounts engaged. This is the number of accounts that have interacted with your post. Post interactions include likes, saves, comments, and shares. This number can be turned into an engagement rate percentage by dividing your Accounts engaged by your Reach, then multiplying the result by 100. This number will let you know what percentage of people who saw your content interacted with it;
• Total followers. Will help you track the decrease or increase in followers for the publication of certain content or promotion. Such data is important to understand what content attracts audiences more. Sprout will help you receive reports. It will show you comprehensive information for a specific period of time;
• Comments. Indicates the appeal of the content to the audience. Positive or negative indicators will help you understand the impact that this or that information has on followers and makes them leave comments. Sprout can also help here, doing all the analytics work for you;
• Hashtags. They are the most reliable way to maintain business dynamism. Using the right hashtags that are directly relevant to your business can increase your engagement rate and reach. Instagram offers the opportunity to include up to 30 hashtags in each post.

Do you want to create hashtags that will immediately find your post, story or reel? Entrust this task to Pygma. And now you don’t have to look through a lot of information every time for various requests. This service adapts instantly and produces excellent results. And it is constantly being improved, taking into account all your wishes;

• Referral traffic. This information will help you understand how many people are visiting your page from other sites. This may be facilitated by a link posted by you or your followers on the network or a third-party resource. Such data can be checked using Google Analytics;
• Instagram Stories. It will allow you to understand how interesting the public is to your stories posted on this social media. Today, this is one of the most important promotion strategies.

Having in hand accurate data on the effectiveness of your business promotion strategy, you can judge its progress over a given period of time, assessing the prospects of each plan.       

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How to know what Instagram metrics to monitor

When conducting analytics and analyzing your business on Instagram, you need to remember that the number of followers and likes does not necessarily tell about your success on the platform. But sometimes such data can be useful in creating an overall picture of a product's promotion.

It's more important to focus on data that is directly related to your business goal. They will help you understand the effectiveness of your particular strategy. So, for example, if you want to increase the number of conversions or site visits, it's worth paying attention to your page visits and the audience's bio. 

The AI copilot, which is available on the Pygma service, will help you understand the complexities of this process and tell you at the initial stages how to attract the public to your account. Making your business more profitable is now much easier.

To increase company recognition, you need to focus on reaching your audience. And if the goal is engagement rate, you need to monitor the number of comments, likes, Instagram stories or posts.

Since every business on this social media is unique, tracking rates may vary. The main thing here is to first determine your goals and track the information that corresponds to them.

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Instagram metrics you need to track

There are specific metrics to track at every stage of business promotion. They will give the most effective indicators of the success of your selected promotion strategy. At the same time, marketers note that only those analytics are important that directly correspond to your goals.

For example, if you use the platform to increase sales, then data on website conversion and the number of clicks on your products is important. If you want to successfully advertise a training course, you should pay attention to the audience engagement rate in your posts when doing analytics.

There are many Instagram metrics available today. The difference between them is that some allow you to get the most accurate information about the strategy, while others don’t say anything. That’s why it’s worth distinguishing between main indicators and metrics to track.

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Impressions

With this tool, you can get information about how many times your content has been viewed. This will allow you to understand which posts your audience likes the most and what information they want to see. But if the ads or content on Instagram are intrusive, it can have a negative impact and reduce conversions.

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Followers and their growth rate

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This is a simple but very important indicator for assessing the effectiveness of the strategy used. The number of followers indicates your Instagram performance. The more followers you have, the more audience coverage you can achieve. The public engagement rate will allow you to receive more likes and comments on your posts.

Follower growth rates will show you an objective assessment of the health of your resource. It’s worth tracking follower count over a certain period of time, taking into account the overall base. If your total followers increase every month, then you are doing everything correctly. But when the percentage of the indicator decreases every month, then the strategy needs to be reconsidered and adjustments made to it.

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Audience demographics

You need to understand who your target market is. Knowing your audience will give you the opportunity to develop a more successful strategy, publish posts and Instagram stories that will increase traffic and purchases. This will allow you to delve deeper into the topic, attracting others who have similar thoughts as you.

There are some good built-in social media analytics tools that will allow you to see the age of your audience or gender, as well as their cities or countries of residence. Some can show the exact follower count in a given country.

To benefit from this information, create a target audience based on this. You can change the style of video or image content to make it more appealing to specific audiences.

If your brand has popularity among a certain demographic group, you can change your content strategy to make it more relevant and appealing to them.

Understanding what the average age of your target audience is, what language they speak and where they live will allow you to focus on creating a target product and use it as a guide in the future to change the tone and style of videos or pictures with texts, making them more attractive for a certain followers' category.

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Clicks on page

It will help you understand how many people came to the site with your products based on advertising from Instagram. But such a metric can be important for some channels and be completely useless for others. Everything depends on your goal.

For example, if you want to increase traffic, sales, or website conversion, then you need to pay attention to the number of clicks on a web resource. If you want to create a community on Instagram and increase the awareness of your business, then you need to monitor traffic on the platform.

Statistics show that it's better to use this social media to create your own community in it rather than for the main sales channel. If you notice that you have a lot of visitors to your web resource and the number of sales is constantly increasing, then you should not ignore Instagram as a way to increase conversion or traffic. In the event that the number of site visitors does not increase, you need to change the call to action or links to the resource.

Social media offers its users built-in tracking tools for Instagram analytics. For this, you can also use Google Analytics.

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Public Reach

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This indicator is not the main one for most marketers, but it can be used to understand how high a brand’s awareness is and how much hype it creates. This Instagram metric will allow you to know the number of unique accounts that have seen your content, at least once, including ads. Content includes posts, stories, reels, videos, and live videos. Instagram also offers built-in analytics tools that will show general statistics.

This indicator will provide information about how much content and its type is displayed in the feed of other platform users. The statistics are influenced by several factors. For example:

• interaction with content after viewing it;
• what time of day the content was viewed;
• how long the user spent watching the content.

Applying the technique will help you understand how engaging, timely, and popular your posts are.

If your content is viewed by a large percentage of individuals, this indicates that people are interested in them, and they are willing to spend their time getting acquainted with them. It also means you are doing everything right. But when the reach of a post decreases, it's important to pay attention to the hour the content is published, choosing a time when followers are online.   

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Web resource traffic

No social media exists in a vacuum, including Instagram. The number of visits to your page on the platform directly affects the follower count in your app or website. If you want more customers to view your content, subscribe to you, and download your app, then you need to use various social media analytics tools.

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Among them are:

• Google Analytics. You can accurately track the number of resource visits using this tool. You need to go to the “Attracting traffic” tab on the site and view the required data;
• Instagram Insights. It's available only if you have a business account and 100 followers or more. You can also use data collected through Instagram Insights. To do this, go to the tab in your profile “External Links”;
• Hut suit. Instagram account users receive an additional tool for tracking links using this application. All product information will be displayed on your personal page, and you can include it in reports. The version is free;
• External links in posts. By receiving reporting on specific posts on your page, you can track what results your external link brought you. For example, if you're selling a new product and using new content to sell it, you can compare your post to previous ones to understand its effectiveness by asking people to click on a link in your bio. Using a product like this will allow you to understand which products are most common among your audience. Instagram metrics give you unlimited possibilities in terms of creating an optimal strategy, so don’t be afraid to experiment;
• Link click history. Every day, Instagram is viewed by millions of visitors. By testing your strategy, you will be able to understand how many users clicked on the link to your product advertisement. Clickable links in your Instagram bio will help you attract more visitors to your site. This is helpful when you have an online store or a new product. You must remember that such statistics will only be available to you when you use an external link in your Instagram bio;
• Instagram Reels. Instagram Reels is the best and fastest-acting feature of the platform. They will allow you to increase the reach of your Instagram audience faster than a regular post. There are different ways to measure its performance. To check the insights of a Reel you can go to the "View insights" tab on a reel you posted. This feature will give information about views, comments, likes, saves, etc. When receiving data, it's worth determining which posts are the most popular and what made them so. Further strategy needs to be developed based on the obtained indicators
• Content you shared. You can see which posts performed the best based on reach, engagement, or shares.
• Messaging conversations started from ad. You can see it if you click on an icon that says “view insights.”under any post you run an ad on. Shows how many users shared your link with their friends when you ran promotions on the page;
• Saves. They will let you know who added your page to their bookmarks.

All the Instagram metrics presented here are worth tracking regularly along with other data to determine the effectiveness of your marketing strategy on the Instagram platform. It's important to take into account the overall picture of the data, rather than focusing on individual indicators. This approach to the problem will allow you to implement your plans and achieve your goals.

Constantly increase your presence on Instagram using various tools that allow you to closely interact with your followers. The integrated use of different analytics tools will provide the opportunity to obtain the most accurate data and quickly adjust the strategy based on it.

Understanding what attracts the attention of your audience the most will give you the opportunity to understand which direction would be best to move in and what content to prepare to develop your community on Instagram.

You know who to turn to keep up with current news and topics. Of course, to Pygma! This AI will monitor the Internet and social networks daily to provide you with the most useful information. And you can use it to keep your audience happy.

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How to track and report Instagram analytics in 2024

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After we have identified the main indicators that will help track the chosen marketing strategy, we need to understand how to properly carry out such work and what tools are best to use. 

The depth of the obtained Instagram analytics is based on how deep and accurate the data the user wants to get, the number and type of tools used for this. Each option, whether built-in or external, has its advantages and disadvantages.

Native Instagram Analytics

Pros:

• fast access to information;
• the freedom of action;
• attractive design;
• intuitive planning.

Cons:

• limited date information;
• some options don’t work correctly;
• used only on mobile gadgets;
• To determine trends, data must be recorded manually.
• Built-in Instagram analytics.

Pros:

• reports can be obtained based on the data entered;
• the ability to receive a report on certain dates;
• PC access available;
• numerous Instagram metrics;
• easy to understand diagrams and graphs.

Cons:

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To gain access to all features of the Instagram analytics tool, payment for services will be required;

• you need to be registered on Instagram;
• to view all the key Instagram metrics data, you need to use external tools.

By putting into practice the advice and recommendations given in the article, you will be able to quickly determine your goals and create the optimal and most effective marketing strategy. It will allow you to quickly promote your business online and increase sales.

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