Instagram Insights

Overview tab

Metric

Definition

New Followers

The total number of brand new followers during the selected time period

Engagement rate per post

The average engagement rate per post for all posts made during the selected time period.

Engagement is the sum of likes, comments, and saves of that post. Rate is engagement divided by the number of followers at time of posting.

Reach

Total number of times the IG user’s media objects (i.e. posts, stories, and promotions) have been uniquely viewed during the time period selected. Includes ad activity generated through the API, Facebook ads interfaces, and the Promote feature.

Average Engagement

The sum of likes, comments, and saves of all posts divided by the number of posts made in the selected time period.

Average Impressions

The sum of all impressions of all posts divided by the number of posts made in the selected time period.

Average Likes

The sum of all likes of all posts divided by the number of posts made in the selected time period.

Average comments

The sum of all comments of all posts divided by the number of posts made in the selected time period.

Email contacts

Total number of taps on the email link in the IG user’s profile during the selected time period.

Profile visits

Total number of users who have viewed the IG users profile within the specified time period.

Website clicks

Total number of taps on the website link in the IG users profile during the specified time period.

Followers over time

Net total number of followers added per day over the specified time period.

Best Times to Post

BTTP is calculated based on when the IG users followers are online. Time zones displayed are for the local time zone (as specified for the Sked account) and the top 3 time zones of the followers.

Content tab

Hashtag performance: Metrics are calculated based on all posts containing the specific hashtag. For example, if #hashtagA and #hashtagB are used in 5 posts and 3 posts respectively, then metrics for each hashtag will be calculated based on those specific posts. If #hashtagA and #hashtagB are used in exactly the same 7 posts, then the metrics for each hashtag will be identical because the specific posts are exactly the same.

Average daily impressions: The average number of daily impressions per day. Impressions are the total number of times the IG user’s media objects (i.e. posts, stories, and promotions) have been viewed. Includes ad activity generated through the API, Facebook ads interfaces, and the Promote feature. Does not include profile views.

Average Daily Reach: The Average reach per day. Reach is the total number of times the IG user’s media objects (i.e. posts, stories, and promotions) have been uniquely viewed during the time period selected. Include ad activity generated through the API, Facebook ads, interfaces, and the Promote feature.

Audience tab

Metric

Definition

New Followers

The total number of brand new followers during the selected time period

Reach

Total number of times the IG user’s media objects (i.e. posts, stories, and promotions) have been uniquely viewed during the time period selected. Includes ad activity generated through the API, Facebook ads interfaces, and the Promote feature.

New followers over time

The total number of brand new followers during the selected time period.

Profile visits

Total number of users who have viewed the IG users profile within the specified time period.

Website clicks

Total number of taps on the website link in the IG users profile during the specified time period.

Stories tab

Metric

Definition

Average impressions

Total impressions divided by number of Story posts

Average reach

Total reach divided by number of Story posts

Average completion rate

Completion rate averaged by number of Story posts. The completion rate is defined as 1 minus the Exit Rate, where Exit Rate = (taps_forward + exits + taps_back) / impressions

Average number of replies

Total replies divided by number of Story posts

Number of stories

Count of story posts

Facebook Insights

Overview tab

Metric

Definition

Total Page Likes

The total number of people who have liked your Page

Page impressions

The number of times any content from your Page or about your Page entered a person’s screen

Engaged users

The number of people who engaged with your page. Engagement includes any click

Post clicks

The number of times people clicked anywhere in your posts without generating a Story

Comments

The total number of comments

Shares

The total number of shares

Followers over time

Assuming this is gross new followers, not net of unfollows?

Page views

The total number of times a Page has been viewed by logged in or logged out people.

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