Instagram Metric Glossary For Your KPI Sheet

    May 16 2018

    One of the most essential elements of tracking your success on social media is not only seeing where you are growing, but also spotting what areas need work, and how you can continue growing beyond the progress and growth that you've already made. The only way to continue succeeding on Instagram, especially today where we're fighting against algorithms, is to continue pushing yourself and seeing what other methods can only move your content forward. The key element to this is to create a Key Performance Indicator (KPI) spreadsheet and track your metrics to see how your Instagram can improve, what numbers you need to focus on, and what goals you should set for yourself to continue improving. But what metrics do you need to track to create an effective KPI sheet and track your growth and set goals? Below, we break down all of the Instagram metrics you should be watching, what they mean, and how you should track these numbers periodically. Also, these metrics will come in handy especially when you need to figure out what good engagement is and how you need to improve on it. Track them all for yourself with our free KPI spreadsheet that you can download below!

    Instagram Reach

    This is the actual number of people that have seen your post on Instagram, including followers and those who don't follow you who discovered your post via profile tags, location tags, hashtags, or just by tapping into your profile. In your Instagram Insights on the Activity tab (if you have a business account), this number is right under the Discover section. Here, you can see your weekly as well as daily reach.

    Reach Rate

    This is the number of people that have seen your post vs. your follower rate. To calculate your reach rate, it's best to view the weekly reach as that will tell you how you're doing on a weekly basis.

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    Impressions are the number of times your posts (be it video, photo, or story) have been seen. This number will always be higher than the reach, because there could people that you reached that decided to view your posts or stories multiple times. Say that you had a reach of 15k and all of them only viewed your story once, you would have 15k impressions. If everyone decided to watch your story twice, you would have 30k impressions (and so on, and so forth).

    Engagement Rate

    This is the rate of the total amount of engagements on a post (comments, likes, and saves) divided by the number of followers you have. You can find your engagement when looking at a specific post and tapping on View Insights button below your photo. Over time, especially with the algorithm being put in place, content creators have seen a decline in this rate. This has resulted in them churning out more content that is focused on TRULY engaging their audience. We've touched base on the formula to find the engagement rate previously, but to jog your memory a bit, here it is:

    • Individual Post Formula
      [(Total likes + Total comments + Total saves) / Total followers] x 100 = Engagement Percentage Rate
    • Profile Average Formula
    • Add the total engagement (comments, likes, and saves) of your first nine posts on your feed and divide them by 9 to get your average comments and likes = X
    • Use the same formula using x as your average comments and likes for your nine posts: [(X/9)/ Total followers] x 100 = Engagement Percentage Rate
    • Here is the formula in practice for an example post:
    • Likes = 2,015
    • Comments = 71
    • Total saves = 124
    • Total followers: 27,783
      ([(2015+71+124)/9]/27,783) x 100 = 7.55Your engagement rate for this sample post is 7.55%.

    Instagram Metric Glossary For Your KPI Sheet - PLANOLY - 5

    Engagement on Reach

    Another number to note that is more realistic based on reach is engagement on reach. For this number, add up your total engagements on a post and divide it by your total reach, all of which you can find under the View Insights button under a post. Here's a sample below:

      • Likes: 2015
      • Comments = 71
      • Total saves = 124
      • Total reach = 13,951

    [[(2015+71+124)/13,951] x 100 = 15.84 Your engagement on reach is 15.84%. While this number may be higher than engagement based on following, it is important to set goals on how you can improve your engagement based on following. Target more of your followers and create content that engages them to become active followers.

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    Instagram Metric Glossary For Your KPI Sheet - PLANOLY - 4

    Follower Growth (Increase or Decrease)

    Naturally, we always want our followers to grow. This metric tracks the percentage of followers you've grown (or lost) over a period of time, based on comparing a previous following. Say last week you had 10,000 followers (A) and you've grown to 11,500 followers (B). The percentage indifference will let you know how much you've grown. Here's how you can find out: A = new follower number B = old follower number

    [(A-B)/B]x100 = Follower
    13.04 Based on this formula, you can see you've grown 13.04%. Now you can use this for your own following!

    Profile Visits

    This is the number of visits on your Instagram profile. You can find this in your Instagram Insights, under Activity. Instagram Insights does part of the work for you and compares the visits difference on a weekly basis so you can keep track of them on your KPI sheet.

    Website Clicks

    This is the number of clicks made to your website via your Instagram profile in your link in bio. (This does not include swipe up links in stories.) Since you can only have one link that you can put in your bio, you can maximize the amount of drives that you can drive to specific blog posts and websites, including your shoppable Instagram posts through and ShopLink Embed.

    Tags on Brand Hashtag

    If you've established a hashtag for your profile and want to continue building your community, a branded hashtag is essential. When looking at a hashtag, you will see the number of media created under the hashtag, and that wil the amount of tags on your brand hashtag.

    Live Views

    This is the amount of views you gather from your Instagram Live sessions. When you finish your live session, you will see the total amount of viewers you had throughout the duration of your session.

    Story Views

    In your Instagram Insights, under Content, you will see how many users saw each of your stories during their 24 hour lifetime. Now that you know some of the key metrics for you to keep track of, now it's time to start tracking them to track your growth and set goals that will not only improve your numbers, but also help you create even better and more effective content.

    download our free KPI spreadsheet here!


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