Metrics for Instagram (Photos, Videos, Carousels)

Views: The number of views of a post or account (view = 3s) 

Impressions: A count of how many times the Instagram post has been viewed for at least 1 second (applies to photos, videos, stories and carousels) 

Reach: How many unique accounts viewed your post on Instagram 

Engagements: Likes + Comments

Likes: The total number of likes on a piece of content 

Comments: The total number of comments on a piece of content 

Saved: The total number of times the photo or video has been saved by a user 

Average Reach/Post: The average number of people who have seen one of your posts for the time period selected 

Engagement Rate: The sum of likes + comments of the post divided by the total followers on the account, expressed as a percentage. 

Frequency: The average number of times each person saw your post. Frequency is calculated as impressions divided by reach. 

View-Conversion Rate: The percentage of served impressions of a video that resulted in a view, 3-SecondViews / Impressions *100 

  

Instagram Stories Analytics

Average Reach (Account Level): Average reach of all stories within the selected time frame

Average Reach Rate:
Reach Rate / Number of Stories in a Date Range. 

Impressions: A count of how many times the Instagram post has been viewed for at least 1 second (note this is equal to a "View" on Snapchat, as they both measure 1 second) 

Peak Unique Reach: The largest number of unique viewers (reach) who watched your story at any time over the time period selected 

Reach (Frame):  Unique accounts who viewed the frame within a story

Reach (Story): Unique accounts who viewed the story

Reach Rate: What percentage of your total audience on your Instagram did you reach with this particular story. The Reach Rate is found by dividing the Reach for any particular story by the total followers on your Instagram. A consistently higher reach rate means your stories are reaching a wider audience on a regular basis.
 

Taps Backward: The number of people who tapped the left side of the screen per frame and per story 

Taps Forward: The number of people who tapped the right side of the screen per frame and per story 

Exits: Exits are the number of people who left your story as the result of swiping left or right to go to the next/previous story or swiped up to exit story viewing mode all together.  

Replies: The number of people who responded to a particular video or picture while in story mode by clicking the send message button in the bottom left hand of the screen. Replies are also the only metric that can be turned off. 

Completion Rate: The % of unique viewers who viewed all frames of your story from the beginning to the end. 

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