InstagramListsInstagram Stories Analytics: How to Measure your Performance, Metrics, & Insights

Nowadays, platforms like Instagram, Facebook and Twitter form the majority representation of social media for brands and marketers.

If you aren’t doing the ads on Instagram stories, reels and Twitter fleets in the first place or consider them as the starter package for advertising and reaching the audience, are you even being heard?

Nearly 90% of marketers consider Instagram to be the most suitable and strategically important platform for influencer marketing and branding. Instagram was quoted mentioning that over 39% of users on-site took more interest in a brand or product after seeing it on the stories. Users agree that Instagram stories are a content format that has bought families, friends and businesses closer to their other counterparts. While brands can easily spot their target audience, customers can know about the different offers and products that they might have missed otherwise.

Instagram Stories Analytics

Instagram stories analytics were found to be very appealing to the brands because they presented real-time facts related to the concerned customers. Due to the disappearance of content after 24 hours, the format of Instagram stories creates a sense of being prepared all the time that brings in the originality and authenticity of the creator/brand. Customers who come across this content on stories tend to believe in them due as they appear more natural and trusted.

How to view Instagram stories analytics and insights?

As a brand it is important and a mandate to own a business or creator’s profile so as to view the Instagram stories analytics and get access to all performance measuring metrics and insights.

Here are the steps that can lead to the stories insights page on Instagram:

  1. Go to the profile on Instagram
  2. Click on the three lines menu option on the top right
  3. Select the Insights option from the drop-down list
  4. Under the option of content, browse into the stories posted
  5. Filter options to See all to see content posted in the last 14 days
  6. Select the desired interaction like reach, follows, replies, clicks etc. as per need to analyse accordingly
  7. Click on the particular story required for analysis
  8. All insights will be available when swiped upwards
  9. Users can click on the eye icon on the side to study the results of a poll or other sticker actions in form of a horizontal bar graph.

Instagram Stories Analytics

In order to access these insights from the Creator studio, brands need to know certain facts that will support their causes.

Instagram Stories Analytics

So, firstly for users who prefer completing tasks on their desktop and find it comfortable to study the insights in this manner can easily use the Creator studio. Secondly, here the Instagram stories analytics for all the times is recorded properly hence, no need to worry about the 14-day window available in the application.

  1. Log in to the Facebook Creator studio and add the business profile by clicking on the Instagram logo on the centre
  2. Click on Content Library to see all the posts and content published
  3. From the options for videos, carousels, photo, IGTV etc. click Stories
  4. Filter the post status and time frame to get the desired content analysis
  5. The presentation on the dashboard can help users analyse the underperforming and performing content on stories before they proceed to isolate and study the content in particularInstagram Stories Analytics
  6. To view basic interactions and discovery, click on the story to see the kind of content published, stickers or polls that helped etc. for a more detailed report on its performance

The 3 main segments of Instagram Stories Analytics

Let us learn more regarding the three main parts of the Instagram stories analytics and insights that include Discovery, Interactions and Navigation. It simplifies the kind of data insights that users are interested in examining for their strategies and campaigns.


We often tend to confuse two important terms in social media marketing, they are, Reach and Impressions. Brands must keep a close tab on these two particular metrics that can assist them in the future creation of spectacular marketing campaigns and impressive strategies for social media.

Reach: it is a metric that measures the estimated amount of accounts that saw the story posted

Impressions: it shows the total number of times the story was viewed including the repetitions by users/audiences

Instagram Stories Analytics

When both the metrics are studied carefully and matched, the actual number or per cent of the audience watching the story can be easily found. As stats already state that over 62% of people took interest in products and brands after they came across the stories, it is one major factor influencing the market.

Brands can experiment with stickers, mentions and tagging features on Instagram stories in order to be more discoverable and be easily found by more audiences. The space for discovery increases with good story creation itself. The stories may appear in the explore page of the user or the larger sticker stories thus be more available.


Everything around audience engagement, communication and contact can be traced with the help of Interactions metrics. For example, if a brand wants to analyse the traffic driven to the website then the option of website visits can provide the details. Similarly comparing the profile visits to the followers can help improve ideas on increasing the following online. There are several parameters using which a brand can shape its strategy to advertise or create content around the relevant concepts that are well perceived by the audiences.

Instagram Stories Analytics

Discussing a few metrics here:

Profile visits: Total number of times the profile was visited by someone who has also viewed the story

Replies: it is the total number of people who have responded to the story posted

Follows: total number of new accounts that followed your brand/profile after watching the story

Shares: number of times the story was shared by the audience who watched it

Website visit: total number of people who clicked on the website link or link provided on the profile after viewing the story

Sticker taps: it is the number of time the location, mentions, hashtags or product stickers were tapped on the story posted

Calls, Texts, Emails, Get Direction: a tally of the number of people who undertook these provided actions after seeing the story

Product Page Views: the total number of views that the brand’s product page received through product tags mentioned in the posted story

Product Page Views per Product Tag: the total of views on the product page for each single product tag in the story

Interactions: the total count of actions people took after watching the story


The metrics that work under this segment are one of the most essential and key factors behind Instagram stories analytics. They are best known for providing insights on the overall performance of the story based on the taps and views of audiences. It studies the way people consume the content on the story by making it easy to deduce the right formula for more visits, follows, engagement etc.

Instagram Stories Analytics

For example, if people are tapping back on the story, it indicates that the content might be interesting thus, more complete views and re-watches whereas if people are skipping the same it may mean that the content needs improvisation.

Here are the key factors influencing navigation insights for Instagram stories analytics:

Forward taps: number of times the viewers tapped to the next story

Backward taps: the total times someone tapped backwards to view the previous story

Next story swipes: number of times someone swiped past all the stories and went to the next one

Exit story taps: total number of times someone exited your story

Navigation: the overall actions including all above information under one aggregated dashboard


This blog is a basic introduction to Instagram stories analytics where brands and creators can analyse their story content performance to amplify the positive effects on them. Here we have discussed the major parts of the analysis deck that provides important data and insights for future references, strategizing campaigns and other marketing plans. Instagram story is a wonderful feature that all brands must be encouraged to try as it is easy to use, understand and study as well as provides the most useful outcomes for the company.

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How to use Instagram Tagging to Increase Reach & Followers?
Instagram Growth Strategy: How to grow following on Instagram quickly
LinkedIn Stories: Everything you need to know about the content format

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Salorita Mohanty

Peppy, chirpy, sane in her way. Sucker for wild travels & treks. Fond of murder mystery and non-fictional books. Open politics enthusiast and an agnostic atheist. Looks for wackiness in normalcy, adulting at her own pace!

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