6 ways to measure your Instagram marketing performance

6 ways to measure your Instagram marketing performance

Do you need a better methodology to report your communication activity on Instagram?

Throughout this article, you will learn how to combine data provided by Instagram and other complementary tools to get a complete picture of how your presence is performing.

1) Compare your engagement rate compared to competitors

After converting your account to Instagram business profile , you will have access to many statistics related to your Instagram posts.

However, some data is accessible to everyone, without even being the administrator of the account, namely the number of:

  • likes
  • comments
  • subscribers

It is therefore possible, to a certain extent, to get an idea of ​​the percentage of people paying attention to content distributed by an account, while keeping in mind the possibility of buying false followers or the presence of unwanted robots.

According to Iconosquare , the average engagement rate of an Instagram account is 4.7%, which can give you a good level of comparison.

If you want to quickly calculate the engagement rate of your account as well as that of your competitors, I invite you to try the Influencer Earnings Calculator tool which will quickly give you this percentage on your 12 last publications.

2) Determine the hashtags that significantly increase the coverage of your publications

Using the right hashtags in your Instagram posts & Stories is an essential technique to increase visibility.

However, determining which keywords are generating you the most notoriety is often a mystery if you don’t regularly analyze your performance.

Also, if you use the maximum of 30 hashtags per post, you might legitimately wonder which ones are really useful in your marketing.

Instagram stats are a good place to start measuring how well your hashtags are performing for your business account.

Start by analyzing the individual statistics of your posts: in the “Discovery” section, the number of impressions will be divided into multiple categories, including a line specifically reserved for hashtags.

The data will inform us of the number of impressions generated thanks to the hashtags added in the caption, but this remains aggregate information: you do not know which hashtags represent the highest percentage of this number.

Then you can use the free Instagram Checkup Tool by Union Metrics to find out which hashtags are potentially responsible for increased engagement.

3) Identify the publications that are doing well

Creating content for your social networks doesn’t have to be a chore: detecting the photos / videos that are performing well will make it easier for you to produce the editorial calendar for the next few weeks.

An easy way is to go to Instagram Insights (account statistics).

Simply click on the three bars located at the top right of the “Profile” page of the application:

Then, in the list, click on “Statistics”:

You will then have to click on the first “>” at the level of “Content that you have shared”:

You will then be able to sort the publications according to different metrics, namely:

  • Cover
  • E-mails
  • Comments
  • Recordings
  • Impressions
  • Interactions
  • Like
  • Shares
  • Text messages
  • Profile visits
  • Successful subscribers
  • Calls
  • Clicks to website

You can also sort by date & type of publication.

Once you have identified the posts that are most popular with your audience, try to understand how you might use these successes for your next photos & videos.

4) Take an interest in the behavior of Instagram visitors on your site

If you have a website, make sure you’ve set up Google Analytics correctly and left enough time to collect visitor data.

Once connected to the online tool, you will be able to generate a report showing you exactly the number of pages visited by Instagram users.

Click on “Behavior flow” in the “Behavior” section:

Then click on the little wheel next to “Campaign” then select from the list “Source”:

Then complete the module as below with the expression “l.instagram.com”:


You will then get the Visitor Behavior feed from the links you have served on your Instagram account.

5) Analyze the performance of your Instagram Stories

Instagram Stories are used by over 500 million users around the world on a daily basis.

If you’ve never observed the statistical performance of your Stories, now is the time to get started.

To access these, click on the 3 lines at the top right of your profile (as if to access the statistics of your publications), then click on the “>” as below:


You will then get the option to sort the Stories by:

  • abandons
  • subscribers won
  • calls generated
  • clicks on a link
  • clicks to the website
  • cover
  • emails
  • impressions
  • routes
  • shares
  • replies
  • feedback
  • next story
  • next
  • texting
  • profile visits

When you look at these statistics, try to learn from them.

For example: are viewers more likely to leave your Story if you post more than 5 pieces of content simultaneously? Do they skip to the next Story if you put too much emphasis on your products?

The idea is to better understand the expectations / desires / interests of your audience in order to reshape your content strategy .

6) Watch the evolution of the number of subscribers

This indicator is essential to know if all the work you do ensures the smooth development of your community.

To calculate this growth, you can do it very well by hand or go through free tools like Squarelovin to get a quick overview of how your audience size is changing.

With this tool, you can go back up to 30 days free of charge to find out the number of subscribers gained or lost.


To go further:


Trainer & social-media consultant, I am the author of the” Box tools of the Community Manager ”published by Editions Dunod. I have trained several thousand employees in the professional use of social networks since 2011.

Join me on Twitter and Instagram .

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