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With Later’s Instagram Analytics, you can monitor trends in your Instagram’s overall performance, measure weekly and monthly growth, and discover which of your posts are driving the most engagement. Plus, if you’ve designed a shoppable Instagram feed with Linkin.bio, you can track the total number of visits and clicks to your website from Instagram!
Important:
- Analytics availability depends on your plan
- If you upgrade your plan, your data will take up to 24 hours to appear
- Analytics are available for Instagram business and creator profiles only
- Due to API restrictions, Audience analytics are only available for profiles with more than 100 followers
- All analytics can be accessed from app.later.com on desktop
- Users on current paid plans also have access to an analytics overview on Later's iOS app
- Instagram analytics aren't available on Later's Android app
- CSV file export is available to users on Growth plans and up
- Due to API restrictions, only the creator of a collaborative Instagram post (not the invited account) can view metrics for co-authored posts
Access Instagram Analytics
Desktop
You can view your Instagram analytics from app.later.com on desktop as follows:
- Select Analytics from the left navigation menu
- Select your Instagram profile from the dropdown menu at the top of the page:
From there, you can navigate between sections using the buttons at the top of the page:
iOS
Users on current paid plans have access to some Instagram analytics on Later's iOS app to track your most important metrics on the go. Tap Analytics at the bottom of screen on the iOS app to access the mobile analytics dashboard.
The Analytics Overview on iOS contains your Profile Summary (including followers, reach, and engagement), Profile Interactions (including profile views and website clicks), Best Performing Posts, and Best Performing Hashtags. You can toggle between a 7-day and 30-day time range from the top left.
Android
Instagram analytics aren't currently available on Later's Android app.
Overview
The Overview section includes:
- Total number of posts made on the profile
- Current follower count and the number of accounts you follow
- Linkin.bio clicks
- A highlight of your top 5 best performing posts with the number of likes, comments, and Linkin.bio clicks
- Number of likes, comments and Linkin.bio clicks on your last 30 posts under Post Performance
Plus these additional insights:
Profile Growth & Discovery
- Followers
- Impressions
- Reach
Profile Interactions
- Profile clicks
- Website clicks
You'll also receive an extra engagement rate figure in your top 5 performing posts area:
Engagement Rate Formula
The engagement rate formula for Instagram static posts, including Multi-Photo (carousel) posts, is:
(Likes+Comments+Saves) ÷ Reach
The engagement rate formula for Instagram Reels, including video feed posts, is:
(Likes+Comments+Saves+Shares) ÷ Reach
For your overall Instagram engagement rate, the formula is:
(Likes+Comments+Saves+Shares) ÷ (Reach for Reels + Reach for static posts)
Audience
Followers Online Activity
Take a look at your followers online activity to determine when they're most likely to engage with your content. This will start on the first day of the week you selected in Settings.
Audience Demographics
Understand your audience demographics based on gender and age:
Location & Language
See where your audience lives and what languages they speak:
Post Performance
See the performance details of your posts. Growth plans and up can see post performance from the last 1 year, including detailed charts for each post, while Starter plans can see post performance for the last 3 months.
Filter by:
- Post date
- Engagement
- Followers
- Impressions
- Reach
- Likes
- Comments
- Saves
- Video views
- Linkin.bio
- Revenue
Under Highlights, you can select 3 metrics to highlight, aggregated across all posts for the date range selected. Select Customize Metrics next to the date picker to change which metrics are displayed here:
If you're on an Enterprise plan, you can also customize the Engagement Rate formula (which metric is used as the denominator) and which metrics are included in Engagements. These can be customized from the Customize Metrics modal if you select those engagement metrics to display.
Click anywhere in the row of a post to view performance charts for each post.
Reel Performance
If you have an Instagram business or creator profile, you can view the following stats for your Reels on the Reel Performance tab:
- Comments
- Likes
- Saves
- Reach
- Initial Plays
- Total Plays
- Shares
Under Highlights, you can select 3 metrics to highlight, aggregated across all posts for the date range selected. Select Customize Metrics next to the date picker to change which metrics are displayed here:
If you're on an Enterprise plan, you can also customize the Engagement Rate formula (which metric is used as the denominator) and which metrics are included in Engagements. These can be customized from the Customize Metrics modal if you select those engagement metrics to display.
If you click on a row in the Reels Performance tab, it will expand to display more detailed Analytics for that Reel for the past 2 weeks.
Story Performance
See these performance details for your Instagram Stories over time:
- Impressions: Total number of times a story was viewed
- Reach: Number of unique accounts that viewed a story
-
Replies: Total number of replies a story received
Note: Due to privacy laws in certain regions, Instagram doesn't allow Later to track data for Story replies sent or received within Europe or Japan. This data will be left out of the 'Replies' number you see in Later.
- Back: Total number of times a story was tapped on to view the previous story
- Forward: Total number of times a story was tapped on to view the next story
- Exited: Total number of times a story was exited
- Completion Rate: Percentage of users that finished viewing a story
- Avg. Views/User: Average number of views per user for a story
Hashtag Analytics
Hashtag Analytics are available for Instagram profiles only. They include Industry Hashtag Trends and Your Detailed Hashtag Performance.
Industry Hashtag Trends
Industry Hashtag Trends shows you the top 50 hashtags published through Later for your profile’s industry. You can also temporarily view the top hashtags in any other industry.
Important:
- If you haven’t completed your profile, you’ll be prompted to complete it before you can see your Industry Hashtag Trends
- Your Industry Hashtag Trends are based on the industry you choose for your Instagram profile. If you’re not in the right industry, you can change your industry once every 30 days from Social Sets & Access Groups
- Hashtag data is taken from post captions published through Later
Top 50 Industry Hashtags
See the top 50 hashtags published last week through Later in your profile’s industry.
- Last week’s top 50 hashtags are shown in groups of 10 over an 8-week period
- Hover over a line in the graph to see details, including rank, usage, and the number of posts in your industry that have used that hashtag
- Click on a hashtag in the list above the graph to remove it from the graph
Last Week’s Ranking
See how the top 50 industry hashtags ranked last week.
- Hashtags are ranked in order of usage
- Usage tells you the percentage of posts in your industry with that hashtag
- The arrow shows if the hashtag’s usage has increased, decreased, or stayed the same
How to View Hashtags from Another Industry
- In Industry Hashtag Trends, click Viewing your industry
- Browse the list of industries and select one you want to temporarily view industry hashtags for
- You’ll see top hashtags for the selected industry until you refresh or leave the page
Your Detailed Hashtag Performance
Your Detailed Hashtag Performance shows you the performance details for hashtags from your posts.
- A maximum of 50 posts will be displayed for the last 30 days.
- This includes the first 30 hashtags from each post and its comments.
- Hashtag stats are based on the median of the data collected.
Click the anywhere in the hashtag's row to view a hashtag's post performance, usage frequency, details, and stats.
Linkin.bio Analytics
Track the performance of your Linkin.bio for Instagram through Linkin.bio Analytics.
Linkin.bio Interactions
See how many times your Linkin.bio page is viewed and how often your posts are clicked through.
- Linkin.bio Page Views: The total number of unique times your Linkin.bio page was viewed
- Linkin.bio Button Clicks: The total number of clicks on all of your Linkin.bio buttons
- Linkin.bio Clicks: The total number of times someone clicked on any post in your Linkin.bio page
-
Click-Through %: The percentage of clicks on your Linkin.bio page against the number of page views
Linkin.bio Page Views by Location
See where your Linkin.bio page is viewed most, so you know where your audience is taking the most action and clicking the link in your bio. We’ll also show you a list of countries and cities with the most Linkin.bio page views. Data from the map shows unique Linkin.bio page views from the previous day.
Missing some of your Analytics data? Check out this guide on why that might be.