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INSTAGRAM METRICS TO TRACK Impressions Impressions are the total number of times your photo, video, or story has been seen. This number includes users scrolling by in their feed, clicking through your business’ profile to view a photo, or viewing content directly through an Instagram DM. Reach Like impressions, reach also shows the total number of views but rather than calculate it by total eyes on your content, it narrows it down unique users’ views only. On Instagram, these metrics will likely be very similar due to Insta- gram’s lack of in-platform public sharing functionality. Engagements This is the total number of unique accounts that have liked, commented, and saved a particular photo or video. Note that it won’t count multiple comments from the same user, which could happen in the case of giveaways where users tend to post multiple times to better their chances. Engagement Rate Engagement rate is the percentage of followers or viewers that engage with your posts. Generally, if you want to calculate your average engagement rate for Instagram, you would divide the number of likes and comments by your follower count, which will give you a percentage. Follower Growth The native Instagram Analytics in the app will tell you how many new fol- lowers you gained this week, but it doesn’t allow you to view your follower growth over time. Follower growth is how many followers you have gained or lost in a certain amount of time, which is important for understanding how quickly (or slowly) your account is growing. 29 Later & HubSpotPDF Image | INSTAGRAM FOR BUSINESS USING INSTAGRAM STORIES, CAROUSELS, ADS, INFLUENCERS
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