In this Article:
| Section | Starter | Growth | Scale |
|---|---|---|---|
| Overview | ✔ | ✔ | ✔ |
| Audience Analytics | ✔ | ✔ | ✔ |
| Post Performance | ✔ (3 months, last 30 posts) | ✔ (1 year) | ✔ (2 years) |
| Reel Performance | ✖ | ✔ | ✔ |
| Story Performance | ✖ | ✔ | ✔ |
| Hashtag Analytics | ✖ | ✔ | ✔ |
| CSV Export | ✔ | ✔ | ✔ |
| Customize Engagement Rate formula | ✖ | ✖ | ✖ (Legacy Enterprise plan only) |
| Analytics time frame (overall) | Up to 3 months | Up to 1 year | Up to 2 years |
A few things to know before you start:
- Instagram Analytics are only available for Instagram Business or Creator profiles
- Audience Analytics require a minimum of 100 followers due to Instagram API restrictions
- All analytics are available on Later for desktop; users on current paid plans also have access to an analytics overview on Later's iOS app
- Instagram Analytics are not available on Android
- Due to API restrictions, only the creator of a collaborative post (not the invited account) can view its metrics
Access Instagram Analytics
From Later for desktop, select Analytics from the left navigation menu, then select your Instagram profile from the dropdown at the top of the page. Navigate between sections using the tabs at the top.
On Later's iOS app (current paid plans only), tap Analytics at the bottom of the screen. The iOS dashboard includes your Profile Summary, Best Performing Posts, and Best Performing Hashtags. You can toggle between a 7-day and 30-day range from the top left. It doesn't include all the sections available on desktop.
Overview
The Overview section includes:
- Total posts on your profile
- Current follower count and following count
- Link in Bio clicks
- Your top 5 best-performing posts (by likes, comments, and Link in Bio clicks)
- Likes, comments, and Link in Bio clicks on your last 30 posts under Post Performance
It also includes these Profile Growth and Discovery metrics: Followers, Views, and Reach.
Engagement Rate Formula
For Instagram posts and Reels: (Likes + Comments + Saves + Shares) ÷ Reach
For overall Instagram engagement rate: (Likes + Comments + Saves + Shares) ÷ (Reach for Reels + Reach for static posts)
Audience Analytics
The Audience tab shows data about your followers, including:
- Followers Online Activity: when your followers are most likely to be active, starting from the first day of your selected week
- Audience Demographics: follower breakdown by gender and age
- Location: where your audience is based, including a country-level breakdown
Post Performance
Post Performance shows detailed metrics for each of your Instagram feed posts. Growth plans and up include detailed per-post charts.
You can filter by post date, Engagement, Followers, Views, Reach, Likes, Comments, Saves, Link in Bio, and Revenue.
- Under Highlights, select up to 3 metrics to display as aggregates across all posts for the selected date range.
- Select Customize Metrics to change which metrics appear.
- Select any post row to view its performance chart over time.
Post Performance data updates for 2 weeks from the date the post was published. After that, numbers in Later may differ slightly from what Instagram shows.
Reel Performance
The Reel Performance tab shows the following metrics for each Reel:
Engagement Rate, Engagements, Views, Comments, Likes, Saves, Reach, Shares.
- Under Highlights, select up to 3 metrics to display as aggregates.
-
Select Customize Metrics to change which metrics appear.
Note: On the Enterprise (legacy) plan, you can also customize the Engagement Rate formula (which metric is used as the denominator) and which metrics are included in Engagements. These settings are configured in the Customize Metrics modal. - Select any Reel row to expand its detailed analytics for the 2 weeks following publication.
Story Performance
The Story Performance tab shows the following metrics for each Story:
| Metric | Definition |
|---|---|
| Views | Total times a Story was viewed |
| Reach | Unique accounts that viewed a Story |
| Replies | Total replies received |
| Back | Times a Story was tapped to view the previous Story |
| Forward | Times a Story was tapped to view the next Story |
| Exited | Times a Story was exited |
| Completion Rate | Percentage of viewers who finished the Story |
| Avg. Views/User | Average number of views per viewer |
Due to privacy laws in certain regions, Instagram doesn't allow Later to track Story reply data sent or received within Europe or Japan. This data is excluded from the Replies metric.
Under Highlights, select up to 3 metrics to aggregate across all Stories in the selected date range.
Select any Story row to view its performance chart. You can see how a Story performed during the 24 hours after it was published.
Hashtag Analytics
Hashtag Analytics covers two areas: Industry Hashtag Trends and Your Detailed Hashtag Performance. Both are available for Instagram profiles only.
Industry Hashtag Trends
This section shows the top 50 hashtags published through Later in your profile's industry, updated weekly.
Top 50 Industry Hashtags shows last week's top hashtags in groups of 10 over an 8-week period. Hover over any line to see rank, usage percentage, and post count. Select a hashtag in the list above the graph to remove it from view.
Last Week's Ranking shows how those hashtags ranked, including whether usage increased, decreased, or stayed the same.
To temporarily view hashtags from a different industry, select Viewing your industry and choose from the list. The view resets when you refresh or leave the page.
Your Detailed Hashtag Performance
This section shows performance data for hashtags used in your posts, based on a maximum of 50 posts from the last 30 days. It includes the first 30 hashtags from each post and its comments. Stats use median values.
Select any hashtag row to view its post performance, usage frequency, and detailed stats.
Link in Bio Analytics
From the Instagram Analytics page, you can track:
- Link in Bio Page Views: total unique times your Link in Bio page was viewed
- Link in Bio Button Clicks: total clicks on all buttons
- Link in Bio Clicks: total clicks on any post in your Link in Bio feed
- Click-Through %: clicks as a percentage of page views
Link in Bio Page Views by Location is available on Growth plans and up. It shows where your Link in Bio page is viewed most, including a country and city breakdown. Unlike other analytics, this data is collected from 12 AM to 12 AM UTC daily regardless of your time zone, and reflects the previous day's data.
For more on Link in Bio Analytics, see Link in Bio Analytics.
Export Analytics as CSV
You can export any analytics section as a CSV file. From Later for desktop, go to the relevant analytics tab, set your date range, and select Export CSV.
Graphs can't be exported as files. For graphs, take a screenshot instead.
For a full list of what can be exported, see Export Later's Instagram Analytics as a CSV.
Limitations and Plan Availability
Instagram Analytics are available on Starter, Growth, and Scale. Key restrictions to know:
- Reel Performance, Story Performance, and Hashtag Analytics require Growth or Scale
- The analytics time frame is 3 months on Starter, 1 year on Growth, and 2 years on Scale
- Instagram Analytics require a Business or Creator profile
- Audience Analytics require 100+ followers
- Link in Bio Clicks and Revenue data is limited to 3 months regardless of plan
- Analytics are desktop-only; a limited mobile overview is available on the iOS app for current paid plans
- Instagram Analytics are not available on Android
If you're on a legacy plan (started before July 1, 2025) and don't have access to a section you expect, see Later's Analytics Data by Plan for legacy plan details or visit the pricing page to compare current plans. To upgrade, see Change Your Later Plan.