If you’re new to data and analytics, figuring out which Instagram metrics to track can seem overwhelming. However, for a successful social media marketing strategy, it is essential to keep track of the performance of your various functions, especially on Instagram. So you can know when to adjust a strategy or when a new idea works. In this article, we’ll explore 6 key Instagram metrics you should be tracking to achieve your goals…
Some Key Data on Instagram
Before we move on, here are some cool Instagram facts you need to check out:
- Every month, Instagram registers 16.6 million Google searches;
- The social network has 4.2 billion likes on Instagram every day;
- On average, Instagrammers upload about 95 million photos per day;
- Video posts get +38% engagement rate compared to image posts;
- Instagram Stories are used by approximately 400 million users every day;
- 72% of Instagram users have purchased a product viewed on the app.
1. Follower Engagement Rate
While engagement is the total number of likes and comments you’ve earned, Instagram’s engagement rate shows the percentage of your followers who react to your posts. Keep track of your Instagram engagement rate by posts and followers at all times, as it tells you what type of content is closest to your user and what they are responding to.
2. Impression Rate or Reach
Impression refers to the number of people who have seen your post. This also includes posts that did not receive any likes or comments. By looking at the data, you can analyze how well you promote your content on Instagram.
Using hashtags especially on Instagram ensures that your content reaches a wider audience, which will improve your impression share. Pay attention to each of your posts and find out which trends are helping to promote your content to your audience.
3. Website Traffic
Like other social networks, Instagram can be a powerful driver of traffic to your website. It is more restrictive than other social platforms to drive traffic to your site as you cannot add clickable links to every post. Instead, the platform only allows a link in the bio, and brands with more than 10,000 followers can add the link to their site.
You can track the number of website visitors from Instagram using Google Analytics, which divides your traffic into default channel groups, one of which is ‘social’. For this :
- Go to “Acquisition” -> “Channels”;
- Click “Social” in your GA account to see which social channels actually drive traffic to your site;
- Track “Goals” in Google Analytics to see if your Instagram traffic is converting to measure the ROI of your social media efforts.
4. Post Link Click-Through Rate
Now that you know how much traffic Instagram is driving to your website, the next step is to determine which links and stories were clicked on.
You can take your Instagram analytics to the next level by creating URLs with UTM parameters that tell your analytics platform where specific profile visits are coming from. These parameters are basically informational tags that you add to your normal URL. Entering UTM URLs manually can be tricky, but there are many simple tools on the Internet that will generate these URLs for you.
5. Instagram Story View
Instagram stories are one of the best ways to build a strong connection with your audience – and tracking the number of views, forward clicks and click back clicks will tell you exactly what’s making an impact.
Each story slide posted to Instagram will have its own metrics, including reactions, impressions, and navigation.
Here are the two main ways to measure the effectiveness of stories on Instagram:
- viewing rate : This metric measures the percentage of people following your stories from start to finish;
- completion rate per story Your slide completion rate measures the percentage of viewers who see the stories in their entirety.
6. Subscriber Growth Rate
This indicator shows whether your number of customers is increasing or decreasing continuously. When evaluating rising (or falling) Instagram followers, context is important, especially if you’re experiencing random spikes or declines due to a specific event like one-time promotions or paid social ads.
Be sure to measure your number of customers over time and take into account examples so that you know what contributes to the increase in customers. Ideally, you see a continuous, gradual development over time, indicating that people like what they see. Additionally, it’s also essential to understand what works and what doesn’t as part of your Instagram social media marketing strategy.
Like it or not, social networks have become more than just a place where you add a few likes and comments that will surely be forgotten. Now, Instagram is one such platform that has captured the hearts of users, what works and what doesn’t, it is a goldmine of information for your digital marketing strategy. Analyzing the right Instagram metrics and gathering all the important data helps you prepare and adapt to anything. So you know what you have to do!
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