Instagram Insights, available on professional accounts, shows how your content performs and who your audience is. A few numbers matter much more than others.
Account-level numbers
| Metric | What it tells you |
|---|---|
| Accounts reached | How many unique people saw your content |
| Reach from non-followers | Whether you are attracting new people |
| Accounts engaged | How many interacted |
| Profile activity | Profile visits, link taps, button taps |
| Follower growth | New follows minus unfollows |
Post-level numbers
- Saves: people found it useful.
- Shares: people found it worth sending to friends.
- Reels watch time and skip rate: how engaging the video is.
- Profile visits and follows from the post.
Numbers linked to business
Link taps, WhatsApp button taps, call taps and DMs matter most, because they lead to enquiries.
Audience
Check top cities, age ranges and active times. If most followers are not in your service area, adjust content and targeting.
Monthly review
- Note your top 5 posts by saves, shares and reach.
- Find patterns: format, topic, hook.
- Make more of what works.
Calculate engagement with our engagement rate calculator and changes with our percentage change calculator.
Want the full picture? This article is part of Social media marketing: the complete guide, our in-depth guide with everything in one place.
