BySeptember 21, 2016 5 Comments

As a marketer on Instagram, you have more than likely been wondering if there are any benefits to paying for analytics to keep an eye on your performance and growth as your business progresses on the platform. And the truth is, apart from tell you which analytics platform is better than another, no one actually ever tells you how to use them so that YOU get the most added value from them.

In this guide, we’re going to walk you through using a combination of Instagram Insights and analytics platform, Iconosquare, to help you get all the information you need about your account.

So, are you ready to step-up your performance on Instagram?


Instagram Insights

If you’re using Instagram for business purposes, the chances are you’ve been approved for a Business Profile (and if you haven’t got yours yet, don’t worry – they’re still being rolled out gradually). A Business Profile looks like this:


Apart form the ‘Contact’ button and the company address in the bio, the profile page doesn’t look a lot different to a normal Instagram profile. Except for the fact that the Business Profile also includes a hidden stash of juicy information for marketers to get their teeth into: Instagram Insights.

Insights are stats regarding your Instagram account. Instagram provides businesses with the following Insights about their account:

  • Impressions this week
  • Reach this week
  • Profile views this week
  • Clicks to website this week
  • Information on top posts
  • Information on followers

insights   mediainsights   topposts

This kind of information is valuable if you’re an Instagram marketer. Having said that, the graphs and charts provided by Insights are unfortunately not extremely accurate: we don’t get the exact number for each bar on the age range chart for example, and we can’t modify the date ranges and have to make do with “this week”. Furthermore, the fact that these Insights are only available on mobile limits us somewhat in terms of visualization of the data.

 followers2   followers1


Iconosquare Analytics

“Paying attention to your insights from tools like Iconosquare & IG Insights will help you have more success on Instagram. Knowing when your target audience is actively on Instagram helps you stay top of mind & get the attention of those you are meant to serve & do biz with.”

Sue B Zimmerman – Instagram Expert & Business Coach

Iconosquare can offer an array of analytics and marketing insights into your Instagram account. Why do you need it as well as Instagram Insights? Here are just a few reasons why Iconosquare is your ideal analytics companion:

A desktop platform

Iconosquare is at home on your desktop. This simple difference makes visualizing all your data in a large screen possible, and comfortable.


Custom time period selection

Iconosquare allows the selection of a custom time period on most of its features, meaning you can get info on a particular day/week/month in the blink of an eye.


Follower growth

Everyone loves seeing their community grow. With Iconosquare you can see that evolution at the drop of a hat. You can find out how many followers you gained and lost on specific days/weeks/months, and even go back in time and check out your historical data!


Community location

Thanks to geolocated media, Iconosquare can tell you where in the world your followers are. Need to know who’s the most influential of your followers? We can tell you that too!



“When it comes to growing an Instagram account you need to be able to measure whats working. We’ve used Iconosquare to be our number one tool for analytics to grow our Instagram account from 0-850k+ followers in 18 months.”

Nathan Chan – CEO & Publisher, Foundr Magazine

Best time to post

Iconosquare gathers data from your Instagram activity to tell you on which days and at which times you’re getting the most engagement on your posts. Your experiences will guide you; you will see what’s actually working and learn from it.

Engagement rate

Iconosquare shows you your engagement rate as a percentage instead of a number. This gives you a clear vision of how well you’re performing, at a glance.


Hashtag tracking

Tracking hashtags can help you to see how well your business’ hashtag (or any other hashtag you’re interested in) is faring on Instagram. You will find out the most influential Instagramer to have used it, the evolution in number of posts, the most liked media, location of the users who have posted, and so much more. You can even compare hashtags with one another to see which is more popular, identify the most influential users using the hashtag and feast your eyes on the most engaging posts.


Competitors Benchmark

Much like the tracking of hashtags, the Competitors Benchmark feature will allow you to track certain users other than yourself. Get insights on your competitors and any other account you’d like to get a deeper understanding of (like their engagement rate, average number of likes/comments, posting habits, etc.) and benchmark your business against them!



Exports and reports

With Iconosquare, export your data at your leisure: so handy if you’re needing to create reports for your boss or if you just want to dig deeper into your insights. You can even sign up to daily, weekly or monthly email reports which send a personalized overview of your performance straight to your inbox (and your boss’ if you wish!).



“Understanding our Instagram audience is essential to our growth as a brand. Analytics on Iconosquare help us learn not only who our key demographics are but also when and how our content resonates with them. This allows us to constantly optimise our messaging and continuously learn from our own content. Beyond analytics, the select features that allow us to follow certain people give us the ability to be deeply engaged with our dancers whilst still following a broader network.”

Ally Deacon – Social Media Specialist, The Australian Ballet

Iconosquare & Insights: Perfect Allies

The thing you need to bear in mind is that most of the information provided by Insights is separate to the kind of info you can find on analytics platforms. Only Instagram can provide you with this very particular information about your account, as 3rd party access to Instagram’s API was recently limited. The stats provided by Insights are incredibly limited when compared to the scope of historical, specific data you can get your hands on with an analytics platform like Iconosquare. Getting the best of both worlds would mean combining the two.


Instagram Insights are particularly helpful in terms of demographic data and being able to compare engagement in relation to reach and impressions. Combined with Iconosquare’s ability to track follower growth over time and daily reporting capabilities, using the two analytics tools together helps us to best understand how to position our best content in front of the right audience at the right time.”

Elle Drouin – Content Marketing Strategist, Wonderfelle Media



Our final word: While Instagram Insights offer snapshots of really valuable, day-to-day information about your Instagram account, Iconosquare completes that offer by providing you with an historical, specific report of your performance on the platform.

If you really want to go pro on Instagram, we would definitely recommend using these services as a combo!

You can also check out this tutorial on how to boost your community engagement with the help of Iconosquare analytics! Let us know if it helped you!


Thanks for reading guys! We’d love to get your feedback on this blog post: Did these tips help you to better manage your Instagram analytics?

Emily Lydon

Author Emily Lydon

Emily is an Inbound Marketer for Iconosquare, based in the Limoges office. She loves all things social and revels in keeping on top of the social media marketing game by writing for the blog. She’s also a bit obsessed with sushi, gin and Netflix.

More posts by Emily Lydon
  • This is absolutely remarkable – what a brilliant why to dive into data, extract relevant information to advertisement/marketing initiatives, and grow the follower base!

  • Chris

    I’m curious on the insights what count’s as a week. Is it Monday to Monday, or is the insights from seven days ago until the moment you’re checking it. Seems like this would change the way the insights are useful.

    • Emily Lydon

      Hi Chris – you can check your Insights for the past 7 days, 30 days, 3 months, etc. from the day you’re checking. So it’s not a calendar week as you say from Monday to Sunday 🙂

  • Emna

    Thanks for the article. I’m curious about the video insights: do you have an idea of the average time watched by users on instagram videos ?

  • Can you customize the date range for website clicks with Iconosquare’s platform? Instagram Insights only includes “clicks to website this week”.

Iconosquare: the #1 marketing platform for Instagram

Access Instagram insights, manage and schedule your content, and research the best hashtags and influencers with Iconosquare.