Wondering what does all that data mean? The table below explains the meanings of each Instagram analytics data we presents you in Planly. Please keep in mind that there could be some differences between the Planly and Instagram Insights explanations. To limit the technicalities, we try to focus on more user-focused words than the description Instagram uses for developers.
To make thing super clear, we will go over the metrics by each tab.
Overview tab
Posts | The total number of posts that are visible to internet users. This excludes the posts you archived form your profile. |
Followers | The total number of Instagram users that follow your page |
Following |
The total number of Instagram accounts that you follow |
Profile reach | The number of unique users that saw your Instagram post or story over the given time. |
Profile Impressions |
The number of times your Instagram post and story are shown to Instagram users. |
Profile views |
The number of times your Instagram page has been viewed over the given time. This includes Instagram logged-in users and internet users that are not logged in to Instagram. |
Website clicks |
The number of times users clicked from your Instagram page to the link in your bio. |
Location clicks | The number of times users clicked from your Instagram page to your given location link. |
Best performing posts | Overview of the 5 most engaged posts shared in the last 3 months. Best performing posts shows the Engagement rate and reach of each post given in the table. |
Audience tab
Audience by gender | The percentage of your followers by their gender. |
Audience by age |
The percentage of your followers by their age is based on their gender classification. |
Top countries | Countries with the most followers. |
Top cities | Cities with the most followers. |
Audience engagement | Hourly active status of your followers across weekdays. |
Posts tab
Engagement rate |
The sum of likes, comments, and saves divided by reach. Instagram does not provide this metric. We estimate this metric based on the given data by Instagram. |
Engagement | The sum of likes, comments, saves. For album posts this metric is estimated as the sum of likes and comments. This is how Instagram estimates the Engagement for album posts. |
Impressions |
Total times a post has been seen. |
Reach | Total unique accounts that have seen your post. |
Shares | The number of shares of a post. |
Saves | The number of saves a post. |
Video views | The total number of times a video has been seen. For album posts, it is the sum of views of all the videos within the album. |
Reels tab
Engagement rate | The sum of likes, comments, and saves divided by the reach |
Comments | Total comments a post received |
Likes | Total likes a post received |
Plays |
Total times a reel was viewed after the first impression. The metric excludes replays. |
Reach | Total unique accounts that have seen your post |
Saved | The number of saves a post. |
Shares | The number of shares of a post |
Total interactions | Total likes, saves, comments, and shares on a reel, minus the number of unlikes, unsaved, and deleted comments. |
Stories tab
Impressions | Total times a story has been seen. |
Reach | Unique accounts that viewed a story. |
Replies |
Total replies on a story. |
Taps back | Total taps back to view the previous story. |
Taps forward |
Total taps forward to view the next story. |
Exit | Total times the story was exited without completing it. |
Completion rate | Percentage of viewers that finished the story till the end. Completion rate = (Impressions - Exits)\Impressions |