Instagram Analysis - Overview July 30, 2025 13:41 Updated Discover metrics that help you initiate the analysis of your Instagram pages. When accessing Proprietary Metrics, you can get an overview of the performance of your proprietary pages connected to the tool. This area is the Overview and initiates the Proprietary Metrics module of your research. Attention! This area presents the proprietary publications of the connected page through analysis graphs. If you delete the publications from your page, the collected data will no longer be displayed. Instagram Go to the Overview on the sidebar: Top Menu Here, you can analyze the network data within the selected date range, as well as change the update time for the metrics. 1. Compress filter The filter visualization can be hidden by this action. 2. Automatic update You can choose the data update interval displayed on the page. Data can be updated in cycles of 3, 6, 15, 30 minutes, or 1 hour, depending on the number of clicks on the icon: To deactivate, simply click until automatic updates are turned off. 3. Filter Here, you select the period in which publications and other interactions are included. Before proceeding with the analysis, an important point to consider: this area shows the comparative percentage based on data provided by Instagram. This means that when selecting a specific date in a filter, a comparison will be made with the equivalent value of days in the previous month. Example: Previous period Period analyzed Difference 03/31/21 to 04/30/21 05/01/21 to 05/31/21 37,092 37,760 668 (1,80%) Note that the analyzed period spans 30 days. Therefore, the previous 30 days will be compared, and the difference in the results will generate a percentage presented just below the main value. 3.1 Followers Total number of followers for the page within the analyzed filter period. 3.2 Engagement Index Instagram does not have the option to share publication through the social network. Therefore, the calculation for this metric is: Likes + Comments x 1.5) / (Average Timeline Reach x Timeline Posts) Note: the option to "repost" - in other words, reposting an Instagram post - is not considered for this metric. Reach data is extracted from the "Average Reach per Publication" section in Overview. The value presented in the "timeline" (which considers only publication and carousels) should be inserted in place of "reach" in the formula. 3.3 Posts Number of publications made during the filter period, divided into: 3.3.1 Total Total volume of publications. 3.3.2 Timeline Only organic posts that have been displayed on the timeline of the network. Note: within publications on the timeline, Reels are included, counted alongside images and videos published in the selected period. 3.3.3 Dark posts Paid or boosted posts. 3.4 Stories Total quantity of stories. 4. Average Reach per Publication Takes into account the Total Reach divided by the number of filter publication. This value is displayed in the system so that you can find out, on average, what the reach of each filter publication was. The Average Reach represents the number of people who came into contact with a publication on your page. In the case of this metric, if a user saw the same publication 6 times, it will be counted as a unique user. 5. Average Impressions per Publication When dealing with "Impressions," it counts how many times your content appeared on a user's screen (considering unique users) within the filter period. The average impressions will follow the following calculation: Average Impressions = Total number of impressions / Number of publications in the period Note: in the case of stories, it would be the quantity of stories published in the period. The average will take into account the impressions of the following types of publications: 5.1 Timeline Average impressions for each organic publication, i.e., unpaid, during the filter period. 5.2 Stories Average impressions for each story published during the filter period. Note: This metric considers only organic data. 6. Interactions Track the engagement of publications during the filter period through the following metrics: 6.1 Total Sum of all interactions across all posts from the selected period returned by the API.Note: interactions from Reels are also counted at this stage, provided their values are returned by the API. 6.2 Likes Number of likes given on publications. 6.3 Comments Number of comments made on publications. 6.4 Video Views If the published content is a video, observe the number of views by users. Note: when posting videos in carousel format (a type of content that allows the insertion of more than one video or photo in the same post), the video is counted on the platform only with likes and not with views. Therefore, view information is not displayed in this area, due to Instagram API limitations. 6.5 Saved Posts You can check how many times publications have been saved by the user, according to the filtered period. The saved post remains only on the social network. 7. Stories Just like in Publications, the number of stories is also tallied based on the filter period and divided into: 7.1 Impressions Number of times the story was displayed to page users. 7.2 Responses Number of responses made to the story, through Direct Message. 7.3 Exits A number of times users interrupted the display of the story, exiting before finishing viewing. 7.4 Return Taps A number of times, a user viewed the same story again. 7.5 Advance Taps A number of times, a user advanced to the next story, without finishing viewing the previous one. 8. Reels Reels are short videos that combine audio, images, and various effects. They are recorded vertically and can be found in the feed of the network's publications, in Stories, and in a dedicated tab for this format. 8.1 Total interactions Sum of the total likes, comments, and saves. 8.2 Likes Number of likes given on Reels. 8.3 Comments Number of comments made on Reels. 8.4 Saved Number of Reels publications saved. 9. IGTV It is possible to access some specific metrics for the IGTV feature, which is a video publishing format on Instagram. It is important to note that this format does not differ from videos published on the network. 9.1 Posts Total page publications according to the analyzed filter period. 9.2 Average impressions Just like the standard calculation for impressions, the metric remains: Average Impressions = Total number of impressions / Number of publications in the period 9.3 Average Reach The displayed value takes into account the Total Reach divided by the number of IGTV (video) publications in the filter. 10. Profile Visits Visit metrics are important to track how many people accessed the profile and which links were most accessed in your business profile, as well as providing other specific data about clicks. For this metric, both page followers and non-following profiles are equally counted. 10.1. Profile Visits Total Total number of people who accessed the Instagram profile. 10.2 Website Clicks Total number of times users accessed the website link displayed on the profile. Important! In the field displaying the number of website clicks, it is necessary to emphasize that this metric pertains to the total number of clicks and not the number of clicks per user. 10.3. Phone Clicks Total number of times users clicked on the phone number link available on the profile. 10.4. Address Clicks Total number of times users accessed the link with the location available on the profile. 10.5. Email Clicks Total number of times users clicked on the email link displayed on the profile. 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