Instagram Stories Analytics: How to Measure the Metrics that Matter (1/2)

Last Updated on July 8th, 2020 at 12:08 pm

Instagram Stories Analytics

Stories disappear after 24 hours. However, with a solid understanding of Instagram Stories analytics, you possibly can ensure they’ve lasting influence.

For brands, the potential influence of Instagram Stories is proven. One-third of the most-viewed Stories are from businesses. More importantly, 39% of individuals say Instagram Stories have led them to become keener on a brand or product.

Besides, with top of the feed placement, Swipe Up capability, and interactive stickers, Instagram Stories are a primary channel for brands to drive consciousness, traffic, sales, and engagement.

Discover ways to measure Instagram Stories analytics and which metrics to trace so you possibly can optimize Stories to attain your targets.

How to view your Instagram Stories analytics

There are a few methods to check analytics for Instagram Stories. We break them down below. However, ensure you have a business or Creator account. Without one, you can’t access to analytics.

How to view Instagram Stories analytics

  1. From the Instagram app, go to your profile.
  2. Choose the menu icon within the upper right corner.
  3. Tap Insights.

Instagram menu

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  1. Scroll down to Stories.

Instagram Stories Insights content tab

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  1. Choose See All to see the Stories posted over the previous 14 days.

Instagram stories insights showing reach for last 3 posts

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  1. Choose an interplay, akin to Reach or Follows, for an overview of how many actions have been taken throughout your Stories.

"Select interaction" option in Instagram stories analytics

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  1. Tap on a personal story and swipe up to see its analytics.

See All tab on Instagram Stories analytics

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  1. To see the outcomes of a poll or different sticker actions, click on the eye icon beside the insights icon (it seems like a bar chart). poll results for an Instagram Story

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How to view Instagram Story Insights in Creator Studio

When you run a business or Creator account, you can also check Instagram Story analytics in Creator Studio. This selection is useful for individuals who desire a desktop. However, the main benefit of Creator Studio is that it records all-time Instagram Story analytics. So you don’t have to fret about the 14-day window.

  1. Go to Creator Studio. In case you haven’t executed so yet, add your Instagram account by clicking the Instagram logo within the center of the header.

Creator Studio menu

  1. Click on Content material Library. Then choose the Stories tab. Sort by post status and time-frame.

Content library posts

Source: Creator Studio

Tip: From this dashboard, you’ll be able to monitor post status, when it was posted, and its total reach. This overview is an effective place to identify below and over-performing Stories.

  1. Click on on a story to see more details. When you ran a poll or used an associated sticker, you gained’t see response details here. Solely fundamental Interaction and Discovery metrics are viewable.

Story post details

Source: Creator Studio

How to view analytics for Instagram Stories in Commerce Manager

Businesses that use Instagram Checkout can also monitor analytics for shoppable Instagram Stories in Commerce Manager. Right now e-commerce features are solely obtainable to pick accounts.

  1. In Commerce Manager, click on Insights from the left-hand menu.
  2. From this tab, obtain a detailed CSV spreadsheet with insights on your shoppable Instagram Stories.

Along with commonplace Instagram Story analytics, you possibly can monitor Product Page Views and associated metrics. Many of those commerce insights are in development—so expect more particulars to roll out quickly, especially with Instagram’s launch of shops.

Understanding Instagram Stories analytics

Instagram Stories Insights are split into three categories: Discovery, Navigation, Interactions.


  • Attain: The number of accounts that noticed your story. This determine is an estimate.
  • Impressions: The overall variety of instances your story was viewed (including repeat views).

Why discovery stats matter: Individuals use Instagram to find brands. And 62% of individuals surveyed by Facebook say they’re more excited about a brand or product after seeing it in Stories.

Compare reach and impression numbers to your follower count to gauge how much of your viewers are watching your Stories.

Tip: Add stickers to spice up the discoverability of your Stories. Once you use a hashtag or location sticker, your story is more prone to seem in Discover or the sticker’s larger story. When you run a small business, use the Support Small Business, Gift Cards, or Food Orders stickers.

Instagram Stories with stickers on them

Source: Instagram


  • Forward Taps: Variety of instances somebody tapped to the following story.
  • Back Taps: The number of instances somebody tapped back to see the previous story.
  • Next Story Swipes: The variety of instances somebody swiped to the following story.
  • Exit Story Taps: The number of instances 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 present to you what’s working and what isn’t. If a variety of viewers exit or skip to the following story, it signs your content material isn’t capturing consideration. Back taps, then again, recommend your story shared content material or information people wished to see twice. This may also be one to save to your Instagram Story highlights.

TipKeep Stories short and sweet. Individuals aren’t searching for long-form content material here. A 2018 study by Facebook IQ discovered that Story advertisements carried out greatest at 2.8 seconds per scene.


  • Profile Visits: The variety of instances your profile was seen by somebody who viewed your story.
  • Replies: The tally of people that responded to your story.
  • Follows: Variety of accounts that adopted you after viewing your story.
  • Shares: The variety of instances your story was shared.
  • Website visits: The number of people that clicked the link in your profile after watching your story.
  • Sticker Taps: The variety of taps on the location, hashtag, point out, or product stickers in your story.
  • Calls, Texts, Emails, Get Directions: Tallies the number of people who took one among these actions after viewing your story.
  • Product Web page Views: Variety of views your product pages acquired through the product tags in your story.
  • Product Web page Views per Product Tag: The variety of views of a product page for each product tag in your story.
  • Interactions: The overall count of actions people took after viewing your story.

Why interaction stats matter

In case your targets embrace engagement or different actions, interplay stats assist you to measure your success in attaining them. If your aim is to get more followers, evaluate Profile Visits with Follows. Did you need your story to drive site visitors to your website? Website visits will present to you the way it fared.

Tip: Persist with one, clear call-to-action that aligns together with your targets. Emphasize your CTA with branded stickers, or inventive that emphasizes it. Facebook knowledge discovered that highlighting CTAs drives considerably more conversions for 89% of the research examined.

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