Have you reviewed the terms under the “Insights” tab on Instagram or other Analytics tools on websites such as Later or Planoly and immediately got confused? Trust me, I’ve been there! Sometimes, the terms and the charts seem like gibberish. When I first joined Instagram on my planner account, I had no idea what terms or insights were important. So let’s chat about that! Here are a few Instagram analytics terms you should know! These terms are helpful for any social media platform, but let’s focus on Instagram.
(This post originally appeared on our owner’s (Imani’s) personal blog. You can find the original post here. Minor changes were made to clarify details in the post.)
IMPRESSIONS & CONTENT INTERACTIONS
Later defines “impressions” as the “total times all your posts and stories have been seen” over the selected period of time.
Impressions data is important because it shows you how many people have viewed your content on Instagram. Why should you care about how many people view your content? There are a few obvious answers to that question. But here is something you should also consider. This data can help you identify content trends. Once you review your impressions data (and compare that to your content interactions), you can recognize trends and make changes to your social media strategy as needed.
Later calculates “engagement” as (likes + comments)/followers. There are plenty of resources out there that discuss engagement rates, including what constitutes a “good” engagement rate.
What you need to know is that your engagement rate is an essential piece to your analytics bread and butter. Reviewed your engagement analytics will show you what content is popular (useful, shareable, relatable, etc.) to your audience. If one category of content has consistently dismal engagement rates, this trend will let you know that you need to revisit and revamp that category of content.
Per Later, “website clicks” means exactly what you think it means: the number of accounts that clicked your Instagram bio link.
The “website clicks” data is incredibly important to me right now. As of the date of this post, I have less than 10,000 followers on Instagram. I don’t have the “Swipe Up” feature on Instagram stories. Therefore, any time I ask my Instagram audience to read something outside of Instagram, I have to ask them to click the link in my bio. It’s a simple step; but clicking a link in a bio is less convenient than swiping up in Instagram stories. (For those of you who are newer to the world of social media marketing, the term for this language is referred to as a “call to action.”) Website clicks are essential for me. This data shows me how well I am encouraging my audience to take action leading them away from Instagram. One day we’ll chat about why this is important. For now, just know that this data is important and you should review it regularly.
Have you read the post about organic Instagram growth? If not, check it out here!
Do you struggle with understanding some Instagram analytics? Let’s chat below!