Top Tips to Understand Instagram Metrics and KPIs

Learn about Instagram's key metrics to improve your profile and enhance your engagement

Instagram is crucial to creating a community but did you know that it has a tool to review the statistics of your posts and even of the users who follow you? The analysis and interpretation of these numbers will help you understand your post engagement and how to improve it.

If you ignore the stats, you lose a great deal of Instagram’s potential. That’s why digital strategist Juanmi Díez (@juanmidiez) has shared these key tips to help you understand, improve, and grow your followership.

What are metrics and KPIs?

If you are looking to collect information on Instagram that will allow you to see if what you are doing is right or wrong, you will need to pay close attention to the values that the network provides.

The main two are: metrics, values such as number of customers or sales; and KPIs. KPI stands for Key Performance Indicators that help you evaluate your strategies (profitable customers vs. customers, plan-related sales). These vary according to your business objective or personal objective and in relation to the social media network where you launch your campaign.

Why monitor them?

It’s important to follow KPIs as they are of great value to your brand and remind you that quality and quantity is not the same.

For example, if your objective is to grow your brand awareness. the metrics will show you the number of visits and followers, while the KPIs will show how many people visit your website or profile. If you want to increase quality interaction, the metrics will give you the number of times a post was shared. KPIs will focus on the engagement score, which is based on the amount of activity and interaction it led to.

Therefore, metrics give you general information, measuring your post results by quantity:

- Ad impressions
- Fans
- Engagement
- Visits
- Number of channels viewed before conversions.

Meanwhile, KPIs contain more specific percentage and numbers (i.e. the quality of your interactions):

- Number of clients
- Customer cost
- Earnings
- Average transaction value
- Repetition of purchases

If you want to know more about Instagram tools for selling your brand professionally, Juanmi Díez’s course, Introduction to Instagram Business, is ideal for you. He will share all the necessary tools for your Instagram marketing strategy.

You may be interested in:

- Instagram Strategy for Business Growth, a course by Dot Lung
- Introduction to Digital Marketing on Instagram, a course by Otman Amesnaou
- Visual Storytelling for your Personal Brand on Instagram, a course by Marioly Vázquez