List Of Instagram Metrics
Instagram metrics show how your Instagram Business profiles perform. This article lists every Instagram metric you can use in Reports, with the dimensions and filters each one supports.
Who Can Do This?
Instagram metrics are available for the Instagram Business profiles you have connected to Statusbrew.
Instagram Paid Ads metrics need a connected Meta Ads account and a Premium plan or above.
Instagram Metrics (Non-Story)
Non-story Instagram metrics are calculated in US Pacific Time (PST/PDT).
Metric Name | Overview |
|---|---|
Instagram: Followers | Total number of followers distributed by age, gender, & location. |
Instagram: Online Followers | The total number of your followers who were online in the last 28 days. |
Instagram: Views | The total number of times your Instagram content was viewed |
Instagram: Reach | The number of unique accounts that have seen your post/story. Story data does not include highlights, live video stories, or reshares. |
Instagram Profile Total Interactions | The total number of post interactions, story interactions, reels interactions, video interactions, and live video interactions, including any interactions on boosted content. |
Instagram Profile Likes | The number of likes on your posts, reels, and videos. |
Instagram Profile Comments | The number of comments on your posts, reels, videos, and live videos. |
Instagram Profile Replies | The number of replies you received from your story, including text replies and quick reaction replies. |
Instagram Profile Shares | The number of shares of your posts, stories, reels, videos, and live videos. |
Instagram Profile Saved | The number of saves of your posts, stories, reels, videos, and live videos. |
Instagram Profile Links Taps | The number of taps on your business address, call button, email button, and text button. |
Compatible Dimensions
Metric | Supported Dimensions |
|---|---|
Instagram: Followers | Data Sources, City, Country, Gender, Age |
Instagram: Online Followers | Data Sources, Hour of Day, Day of Week |
Instagram: Views, Instagram: Reach | Data Sources, Follow Type, Media Product Type |
Instagram Profile Total Interactions, Instagram Profile Likes, Instagram Profile Comments, Instagram Profile Shares, Instagram Profile Saved | Data Sources, Media Product Type |
Instagram Profile Replies | Data Sources |
Instagram Profile Links Taps | Data Sources, Contact Button Type |
Filters
All Instagram metrics support the same filter: Data Sources.
Instagram Story Metrics
Metrics specific to Instagram Stories performance.
Metric Name | Overview | Time Zone |
|---|---|---|
Views (From Story) | Total times your stories were viewed. | PT |
Reach (From Story) | Unique users who viewed your stories. | PT |
Instagram Story Count | Total stories you have posted. | Local |
Instagram Story Views | Total times a story was viewed. | Local |
Instagram Story Reach | Unique users who viewed a story. | Local |
Instagram Story Total Interactions | Total interactions received on a story. | Local |
Instagram Story Replies | Replies received on a story. If the story was created by a user in Europe or Japan, this value will always be 0. | Local |
Instagram Story Shares | Times a story was shared. | Local |
Instagram Story Link Clicks | The total number of taps on links in your Instagram stories, such as link stickers. | Local |
Instagram Story Follows | New followers gained as a result of a story. | Local |
Instagram Story Completion Rate | Percentage of users who viewed all slides in a story. Calculated using impressions and exits. | Local |
Instagram Story Taps Forward | Times a user tapped forward to see the next story. | Local |
Instagram Story Taps Back | Times a user tapped backward in a story. | Local |
Instagram Story Exits | Times a user exited your story. | Local |
Instagram Story Swipe Forward | Times a user swiped forward on a story. | Local |
Instagram Story Profile Visits | Times your profile was visited as a result of a story. | Local |
Instagram Story Profile Activity Total | Total actions taken on your profile after engaging with a story. | Local |
Instagram Story Profile Activity: Bio Link Clicked | Users who clicked your bio link after engaging with a story. | Local |
Instagram Story Profile Activity: Call Clicked | Users who clicked the call button after engaging with a story. | Local |
Instagram Story Profile Activity: Direction Clicked | Users who clicked the directions button after engaging with a story. | Local |
Instagram Story Profile Activity: Email Clicked | Users who clicked the email button after engaging with a story. | Local |
Instagram Story Profile Activity: Other Clicked | Users who clicked the More button after engaging with a story. | Local |
Instagram Story Profile Activity: Text Clicked | Users who clicked the text button after engaging with a story. | Local |
Compatible Dimensions
Metric | Supported Dimensions |
|---|---|
Views (From Story), Reach (From Story) | Networks, Data Sources, Date, Day of Week, Month, Quarter, Year, Month of Year, Week of Year |
All other Instagram Story metrics | Data Sources, Story, Date, Hour of Day, Day of Week, Month, Quarter, Year, Month of Year, Week of Year |
Filters
Metric | Supported Filters |
|---|---|
Views (From Story), Reach (From Story) | Networks, Data Sources, Day of Week, Month, Quarter |
All other Instagram Story metrics | Data Sources, Story Impressions, Story Reach, Story Taps Forward, Story Taps Back, Story Exits, Story Swipe Forward, Story Shares, Story Replies, Story Completion Rate, Story Profile Visits, Story Follows, Story Total Interactions, Story Profile Activity Total, Story Bio Link Clicked, Story Call Clicked, Story Direction Clicked, Story Email Clicked, Story Other Clicked, Story Text Clicked, Hour of Day, Day of Week, Month, Quarter |
Instagram Paid Ads Metrics
If you connect your Meta Ads account to Statusbrew, you can also analyze the following metrics.
Ad reports are available for Premium plans and above.
Metric Name | Description |
|---|---|
Ad Spend | Total amount spent on your ads. |
Ad Impressions | Number of times your ads were displayed. |
Ad Reach | Total number of unique users who saw your ads. |
Ad Conversions | Number of conversion events attributed to your ads. |
Ad Purchase Conversion Value | Total value generated by purchase conversion events attributed to your ads. |
Ad Clicks | Total number of clicks on your ads. |
Ad Link Clicks | Number of clicks on links within your ads. |
Ad Engagements | Total interactions including reactions, comments, shares, and clicks. |
Ad Engagement Rate (per impression) | The number of engagements as a percentage of total impressions. |
Ad Video Views | Number of times your video started playing. |
Ad ThruPlays | Number of times a video was played to 15 seconds or nearly completed. |
Ad CPV | Average cost per video view. |
Ad CPC | Average cost per click. |
Ad Cost Per Link Click | Average cost per link click. |
Ad Cost Per ThruPlay | Average cost per thruplay. |
Ad Cost Per Engagement | Average cost per engagement. |
Ad Cost Per Conversion | Average cost per conversion. |
Ad Cost Per Person Reached | Cost per 1,000 people reached (Cost Per Person). |
Ad CPM | Cost per 1,000 impressions. |
Ad CTR | Click-through rate; percentage of impressions that resulted in clicks. |
Ad Link Click-Through Rate | Percentage of impressions that resulted in link clicks. |
Ad Video Average Play Time | Average time users spent watching your video ads. (works best with ads dimension) |
Ad Landing Page Views | Number of times your landing page was viewed after clicking on your ad. |
Ad Results | Number of results your Meta ads delivered, counted by each ad set's optimization goal (for example purchases, leads or link clicks). Matches the Results column in Meta Ads Manager. |
Ad Cost Per Result | Average cost per result (Ad Spend divided by Ad Results). Matches Cost per result in Meta Ads Manager. |
Ad Purchases | Number of purchases attributed to your Meta ads, from the standard purchase event. |
Ad Cost Per Purchase | Average cost per purchase (Ad Spend divided by Ad Purchases). |
Ad Results and Ad Cost Per Result match the Results and Cost per result columns in Meta Ads Manager. Ad Conversions adds up every conversion event, so it is often higher than Results or Purchases. Use Ad Purchases when you want the number of sales your ads drove.
When campaigns optimize for different goals (for example one for purchases and one for leads), the Ad Results total adds those different result types together.
FAQs
Which Time Zone Do Instagram Metrics Use?
Non-story Instagram metrics are calculated in US Pacific Time (PST/PDT). Paid ads metrics for Instagram use the same time zone.
Why Don't Ad Conversions Match The Results In Meta Ads Manager?
Ad Conversions counts every conversion event attributed to your ads, while Meta Ads Manager's Results column counts only the event each ad set is optimized for. To match Ads Manager, use Ad Results and Ad Cost Per Result for Facebook and Instagram ads. For sales only, use Ad Purchases and Ad Cost Per Purchase.