With top of the feed placement, links, and interactional stickers, Instagram Stories are a flower channel for brands to drive awareness, traffic, sales, and betrothal .
Learn how to measure Instagram Stories analytics and which metrics to track so you can optimize Stories to achieve your goals.
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How to view Instagram Story analytics
There are a few ways to check analytics for Instagram Stories. We break them down below. But first, make sure you have an Instagram Business or Creator account. Without one, you won ’ thyroxine have access to analytics .
How to view Instagram Story analytics in Instagram Insights
- From the Instagram app, go to your profile.
- Tap the Insights button above your Story Highlights.
- Scroll down to Content you shared and tap the arrow next to Stories.
here, you will see all of the stories you ’ ve recently posted. The default time inning is Last 7 Days. Tap on it, to adjust the time period. You can choose from respective options, ranging from Yesterday to Last 2 Years .
then, tap the dropdown menu in the circus tent forget corner of the screen to select the system of measurement you would like to access .
available Instagram Stories metrics include :
- Call Button Taps
- Email button taps
- Next Story
- Business Address Taps
- Link Clicks
- Profile Visits
- Text Button Taps
- Website Taps
- Story Interactions
once you select your time period and metric unit, you can scroll all Stories to see how many interactions each individual Story collected .
You can besides tap on any Story and swipe up to view its detailed analytics .
To see the results of a poll or other dagger actions, click the eye icon beside the insights icon ( it looks like a bar chart ) .
How to view Instagram Story analytics in Hootsuite
To view Instagram Story analytics in Hootsuite, add the Panoramiq Insights app to your splashboard. This simple addition will give you access to in-depth Story analytics. With access to insights from all of your social media accounts in one rate, you ’ ll have a shuttlecock ’ s eye view of your scheme at all times .
With Hootsuite, you can besides export Instagram reports to CSV and PDF files — a sport that is not presently supported by Instagram ’ s native Insights cock .
Learn more about using Panoramiq apps with Hootsuite :
Other ways to view Instagram Story analytics
You can besides view Instagram Stories stats in Facebook ’ randomness native business dashboards. For more information, check out these resources on how to use :
Understanding Instagram Story metrics you should track (and what they mean)
Instagram Stories metrics are split into three categories : Discovery, Navigation, Interactions .
Instagram Story analytics: Discovery metrics
- Reach: The amount of accounts that saw your story. This figure is an estimate.
- Impressions: The total number of times your story was viewed (including repeat views).
Why discovery stats matter: People use Instagram to discover brands. And 62 % of people surveyed by Facebook say they ’ re more concern in a sword or intersection after seeing it in Stories .
Compare reach and mental picture numbers to your follower count to gauge how much of your hearing is watching your Stories .
Tip: Add stickers to boost the discoverability of your Stories. When you use a hashtag or localization poser, your report is more likely to appear in Explore or the gummed label ’ sulfur larger history. If you run a small business, use the Support Small Business, Gift Cards, or Food Orders stickers .
Instagram Story analytics: Navigation metrics
- Forward Taps: Number of times someone tapped to the next story.
- Back Taps: The number of times someone tapped back to see the previous story.
- Next Story Swipes: The number of times someone swiped to the next story.
- Exit Story Taps: The number of times someone exited your story.
- Navigation: The overall total of Back, Forward, Next Story, and Exited actions taken with your story.
Why navigation stats matter: Navigation metrics show you what ’ s bring and what isn ’ metric ton. If a draw of viewers exit or skip to the following fib, it ’ s a dependable sign your subject international relations and security network ’ thyroxine capturing attention. Back tap, on the other hand, suggest your story shared content or information people wanted to see twice. This may besides be a good one to save to your Instagram Story highlights .
Tip : Keep Stories unretentive and sweet. People aren ’ t looking for long-form content here. A 2018 study by Facebook IQ found that Story ads performed best at 2.8 seconds per picture .
Instagram Story analytics: Interactions metrics
- Profile Visits: The number of times your profile was viewed by someone who viewed your story.
- Replies: The tally of people who responded to your story.
- Follows: Number of accounts that followed you after viewing your story.
- Shares: The number of times your story was shared.
- Website visits: The number of people who clicked the link in your profile after watching your story.
- Sticker Taps: The number of taps on the location, hashtag, mention or product stickers in your story.
- Calls, Texts, Emails, Get Directions: Tallies the number of people who took one of these actions after viewing your story.
- Product Page Views: Number of views your product pages received via the product tags on your story.
- Product Page Views per Product Tag: The number of views of a product page for each product tag in your story.
- Interactions: The total count of actions people took after viewing your story.
Why interaction stats matter: If your goals include engagement or other actions, interaction stats help you measure your success in achieving them. If your finish is to get more followers, compare Profile Visits with Follows. Did you want your fib to drive dealings to your web site ? Website visits will show you how it fared .
Tip : stick with one, open call-to-action that aligns with your goals. Emphasize your CTA with brand stickers, or creative that emphasizes it. Facebook data found that highlighting CTAs drives significantly more conversions for 89 % of studies tested .
More things you can measure with Instagram Stories analytics
here ’ s how to measure Instagram Stories metrics like dagger taps, engagement rate, and more .
How to measure hashtag and location sticker performance on Instagram Stories
Instagram narrative stickers include hashtags, locations, mentions, and merchandise tags. In other words, stickers are basically tags that viewers can tap to see relate content. Like tags elsewhere, these stickers can besides help a report reach a larger consultation .
Sticker taps count as interactions and can be found under Interactions. If you haven ’ t used any stickers, you won ’ deoxythymidine monophosphate see this metric function .
How to measure engagement on Instagram Stories
Instagram story betrothal metrics can be found under interactions. There ’ south no agreed-upon formula for measuring report date. But there are a few ways to think about it, depending on your goals .
Compare reach with follower count
Divide history pass by the number of followers you have to gauge what share of followers are viewing your Stories. If one of your goals is to engage followers or promote awareness, keep an center on this .
Total reach / Follower count *100
The average Instagram floor see is 5 % of your audience, said James Nord, collapse of influencer selling platform Fohr, in an Instagram Live consultation with Matthew Kobach, director of digital and social media for the New York Stock Exchange .
If you think this figure is moo, consider promoting your floor with an Instagram station. here ’ s an example :
Compare reach with interactions
Divide total interactions by total reach to see the percentage of viewers who took legal action after seeing your story.
Total interactions / Total reach * 100
Compare reach with a key interaction
focus on the interaction that best aligns with your goal. If your call-to-action is to Follow Us, divide Follows by reach. This will show you the share of viewers who took the military action .
Key interaction / Total reach * 100
Pro tip: Remember not to compare apples to oranges. Whatever room you choose to measure engagement, make sure you ’ re consistent. That way you can make fair comparisons and see what ’ s very working and what ’ s not .
How to measure discovery on Instagram Stories
Discovery is slippery to measure on Instagram Stories, since Instagram doesn ’ metric ton speciate between Instagram accounts that follow you and accounts that don ’ thyroxine .
Reach shows you how many people are watching your Stories. But to drill down on discovery, keep an center on Profile Visits, Follows, and Website Clicks. These metrics bill viewers who likely weren ’ triiodothyronine following you, but liked your narrative adequate to check out your profile, hit the follow button, or visit your web site. Watch Shares, excessively. A share is a great direction to be discovered, and could drive more follows .
Instagram recently introduced Growth Insights, which allows you to see which Stories and posts earned the most followers. To check these insights, go to the Audience pill in Instagram Insights. Scroll down to Growth where you ’ ll find a graph that shows you follower changes by day of the week .
Don ’ t forget your stickers. Check the viewer numbers of early Stories associated with your stickers under Viewers. But dissemble fast : this data is merely available for 14 days. Keep lead of the stickers that bring the most viewers .
How to measure traffic from Instagram Stories
Compared to most social networks, Instagram doesn ’ metric ton offer a draw of places to refer traffic outside of the app. Brands were stuck with “ connect in bio ” call-to-actions until Instagram rolled out the Swipe Up feature for Stories .
It ’ randomness crafty to measure how many people Swipe Up. The best way to do it is to add UTM parameters. These are short codes you add to URLs so you can track web site visitors and dealings sources .
Tip : Highlight Stories with links then people can keep swiping outside the 24-hour window .
You can besides track Website Visits. This measures how many people visit the connect in your bio after seeing your fib .
The Swipe Up feature is only available to accounts with 10K+ followers. here ’ s how to earn more followers on Instagram if you need help hitting that count .
How to see when your audience is most active
Instagram Stories are only live for 24 hours, unless you add them to your highlights. Post them when your followers are most active to ensure they don ’ triiodothyronine go unobserved .
Follow these steps to see when your audience is on-line :
- From the Instagram app, open Insights.
- Click on the audience tab. Scroll down to Followers.
- Toggle between hours and days. See if there are any noticeable peaks.
These are the best ( and bad ) times to post on Instagram .
How to track Instagram Stories you are tagged in
Instagram recently made it easier for godhead and commercial enterprise accounts to track history mentions .
now you can see any narrative that mentions you at the top of the Activity yellow journalism. To access Stories About You, tap the heart picture, then Mentions under Stories About You. From there you can look at each post, add them to your own Stories, or simply thank them for the love .
This includes when people use the Support Small Businesses spine. right now, Stories that use this poser are added to a larger floor that appears at the top of feeds. If you run a little commercial enterprise, be indisputable to benefit from the add exposure .
How to optimize your strategy based on your Instagram Stories analytics
here ’ s how to use Instagram Insights to inform a great Instagram Stories subject scheme .
Find what works
Understanding how your Stories are performing over prison term will help you pinpoint top perform posts. If you spot photos and videos that outshine other Stories, look for ways to recreate it .
Turn successful ideas into concepts. Run polls or quizzes around different themes or spin a successful tutorial into a recurring series. For exemplar, Culture Hijab posts regular tutorials on different ways to wear hijabs .
On the throw side, don ’ thyroxine panic if something flops. Stories are an ideal invest to experiment and teach. fortunately, if an theme doesn ’ t take off, it disappears in a day .
Need some inhalation ? Pick up tips from 7 of the best brands on Instagram Stories .
Listen to audience feedback
qualitative data is just angstrom authoritative as quantitative. If you ’ ve used poll, quiz or question stickers to engage your consultation, pay attention to responses .
Use feedback to inspire new products, services or content. And preceptor ’ deoxythymidine monophosphate be afraid to ask directly. People like having their voices hear. The LA County Museum of Art recently ran a pate that asked viewers to contribution what subject helps them de-stress. then it gave the people what they wanted : Cats .
Learn how people prefer to communicate with you
between stickers, replies, and call buttons, there are lots of ways for followers to get in contact with you. But some options may be preferred over others .
Take a look at Call, Text, and Email metrics to see if one stands out. If you ’ re getting more emails than calls, adjust your call-to-actions ( and support services ) accordingly. You might merely see more bookings, orders, or inquiries as a result .
It may seem like a minor tweak, but communication methods can be a hang-up for some customers. Sometimes it ’ mho generational. Millennials have been accused of avoiding earphone calls. Non-native linguistic process speakers may feel more comfortable over electronic mail .
me, a millennial, exhausting every possible option in a situation early than making that flying phone call : pic.twitter.com/ZG9168DeFZ
— J.R.R. Jokin ‘ ( @ joshcarlosjosh ) February 24, 2020
Don ’ metric ton ignore Replies, either. If people are sliding into your DMs, it may be time to organize your Instagram Inbox. Professional accounts have access to two-tab inboxes. Move messages between Primary and General tab to ensure you get binding to people efficiently.
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