Instagram Metrics

We distinguish between absolute, daily and weekly growth.

If not said otherwise, we use “Growth” as the average weekly growth rate of a profile. The growth rate does not compare the number of fans at the beginning and the end of a period, but it answers the question “How much had the profile to grow in a week on average to get from value A to value B?”. That makes sense, because it gives you a more “stable” impression about the growth without being too vulnerable to sudden spikes or extreme differences.

Example for weekly growth rate:

User A has 2000 followers, when two weeks ago it only had 500. Just the difference is 1500 followers or 300% of the starting value of 500. The calculation of the average weekly growth rate “only” equals to 100%. The user grew by 100% in the first week, which is 500 followers: 500 followers + 500 followers = 1000 followers. For the second week it’s another 100%: 1000 followers + 1000 followers = 2000 followers.

The engagement is calculated by dividing the interactions of users on one day by the number of followers. That includes comments and favorites, the engagement thus shows, how many follower interacted with the posts of a profile. The objective should be to increase this KPI. The higher the engagement with the content of any profile, the higher its reach.

Number of reactions divided by the posts and divided by the number of followers. An profile with 200 followers gets a total of 30 responses to its 10 posts, then the interaction is 1.5% (30/10/200 = 0.015 = 1.5%).

The PPI shows how many interactions happen on a profile, how engaged the followers are and how fast a profile is growing. The higher it is, the better. A lot of engagement and healthy growth show liveliness and a lot of engagement, which depend on each other. This indicator shows how active an account really is and how strong its ties to the community are. This KPI is especially important to gauge the real „image“ of a profile. A high amount of followers or posts per day aren’t always indicators for a high quality account.

Impressions:

Total number of times this profile has been seen

Reach:

Total number of unique accounts that have seen this profile

Email Contacts:

Total number of taps on the email link in this profile

Phone Call Clicks:

Total number of taps on the call link in this profile

Text Message Clicks:

Total number of taps on the text message link in this profile

Get Directions Clicks:

Total number of taps on the directions link in this profile

Website Clicks:

Total number of taps on the website link in this profile

Profile Views:

Total number of unique accounts that have viewed this profile within the specified period

Impressions:

Total number of times the media object has been seen

Reach:

Total number of unique accounts that have seen the media object

Engagement:

Total number of likes and comments on the media object

Saved:

Total number of unique accounts that have saved the media object

Video Views:

Total number of times the video has been seen