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Instagram Marketing: Is Instagram Analytics Free?

Instagram analytics are an integral part of any Instagram marketing strategy. Instagram marketing can be a bit hit-and-miss without analytics. When it comes to your Instagram marketing strategy, how do you know that it is working? What are your methods for tracking your Instagram performance and improving your content? It is possible to obtain a lot of valuable data and information through Instagram analytics tools in order to understand how your brand is performing on Instagram and how you can improve it.

What is Instagram Analytics?

Instagram analytics is how you understand the performance of your posts and your account overall. Whereas Instagram metrics are individual stats, Instagram analytics help you interpret those stats and see patterns in them. For example, follower count (how many followers you have) is a metric, while follower growth rate (how fast your follower count is growing over time) is analytic.

Looking at your Instagram analytics is one of the best ways to identify failures and successes on your account. By reviewing them carefully, you can get useful feedback to help you improve your social media strategy.

Instagram Insights: Instagram’s Native Analytics

I have great news to share with you. Instagram Insights provides many metrics and insights for free. All you need is an Instagram Business Profile in order to receive Instagram Insights. The graph icon will appear in the upper-right corner of your profile once you have converted to a Business Profile.

1. Overall

On the very top of your Instagram Insights, you will see the total impressions for your account and the change from the previous week. When you swipe the section left or right, you will see the following metrics:

  • Account impressions
  • Get in touch with the account manager
  • Views of profiles
  • Clicks on a website
  • Clicks on calls and emails

2. Top Posts

Following that, you will find a section titled “Top Posts”. In this section, you will find the top six posts from the past seven days, sorted by impressions. If you click on “See More”, you will be able to explore your top posts in greater detail. Click on the sentence “Showing all posts in the past 7 days sorted by impressions” to adjust three stats filters:

  • Photos and videos
  • The number of impressions, reach, engagement, likes, comments, or views (for videos only)
  • 7 days, 30 days, 3 months, 6 months, 1 year, or 2 years

3. Stories

As a next step, you will be able to see insights into your Instagram stories in the “Stories” section.

A story that has been created within the past 24 hours will appear here. The insights for your older stories can be viewed by tapping on “See More.”. You may adjust two stats filters by tapping on the sentence “Showing Impressions of stories posted in the past 7 days.”.

  • Amount of impressions, reach, exits, or responses
  • A 24-hour period, a seven-day period, or a fourteen-day period

You will only be able to access insights from your stories for a period of 14 days following their creation.


In the “Followers” section, you can see the average time your followers are on Instagram on that particular day of the week. The following information is available when you tap “See More”:

  • Count of followers (and number of new followers this week)
  • Distribution of genders
  • Distribution of ages
  • Locations of the highest importance
  • Activity of followers

When combined with your understanding of your followers, your Instagram insights can help you create more valuable and engaging content for your followers.


Following our discussion of the top five metrics to track on Instagram, you may be wondering if Instagram Insights can provide you with the necessary analytics. The depth to which you wish to dive into the data depends on the resources that you have at your disposal. In terms of Instagram analytics, there are both pros and cons to viewing them natively versus through a third-party application.

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