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Adriel Glossary
Instagram KPIs

Instagram KPIs

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Adriel Glossary
Instagram KPIs

Instagram KPIs

Understanding Instagram KPIs

Instagram KPIs (Key Performance Indicators) are metrics used to measure the effectiveness of Instagram marketing strategies, both for organic content and paid advertisements. They are crucial for businesses with an Instagram presence, as they provide insights into how well their content resonates with the audience, the performance of marketing campaigns, and the overall engagement on the platform.

Understanding these KPIs helps businesses refine their strategies, optimize their content, and achieve better results from their Instagram activities.

Two Main Types of Instagram KPIs

KPIs for Instagram Ads

KPIs for Instagram Ads are metrics specifically designed to evaluate the performance of paid advertising campaigns on Instagram. These indicators help businesses understand the return on investment (ROI) of their ad spend, audience reach, and the effectiveness of ad content.

KPIs for Organic Instagram Account

KPIs for organic Instagram accounts focus on measuring the performance of non-paid content. These metrics provide insights into audience engagement, content reach, and the growth of the account's follower base.

That being said, let's look into 5 key KPIs to track for each.

5 Instagram Ads KPIs

Cost Per Click (CPC)

โ€Cost Per Click measures the cost incurred for each click on an ad. It's a crucial metric for businesses to track because it helps in budget management and assessing how effectively the ad drives traffic.

A low CPC value indicates cost-effective ad spending, which could be due to effective targeting or compelling ad content. Conversely, a high CPC might suggest higher costs for engagement, potentially due to less relevant targeting or less engaging ad content.

Conversion Rate

โ€The Conversion Rate indicates the percentage of users who take a desired action after clicking on an ad. This KPI is vital for businesses as it assesses the ad's effectiveness in achieving specific marketing goals.

A low conversion rate may signal that the ad is not effectively persuading users to take the desired action, such as making a purchase or signing up. On the other hand, a high conversion rate demonstrates that the ad successfully converts viewers into customers or leads, reflecting effective ad content and targeting.

Click-Through Rate (CTR)

โ€Click-Through Rate measures the ratio of users who click on an ad compared to the total number of users who see the ad. Tracking CTR is important for businesses as it indicates how compelling and relevant the ad is to the audience. A low CTR suggests that the ad may not be engaging enough to encourage clicks, while a high CTR indicates effective ad content and targeting that resonates with viewers.


โ€Impressions count how many times an ad is displayed. This metric is important for businesses to track because it provides an understanding of brand exposure and reach. A low number of impressions might indicate limited visibility, while a high number of impressions suggests that the ad is reaching a wider audience, increasing brand awareness.

Engagement Rate

โ€The Engagement Rate measures the level of interaction (likes, comments, shares) with the ad. It's a crucial metric for businesses as it indicates how well the content resonates with the audience.

A low engagement rate may point to content that is not effectively engaging viewers, while a high engagement rate signifies content that successfully captures and holds the audience's attention.

5 Organic Instagram Account KPIs

Follower Growth Rate

โ€The Follower Growth Rate tracks the rate at which a business gains new followers, reflecting the appeal and reach of its content. It's an important KPI for businesses as it indicates the effectiveness of their content strategy.

A low growth rate might suggest content that is not resonating with the target audience, while a high growth rate indicates content that is attracting and retaining followers.

Engagement Rate

โ€The Engagement Rate for an Instagram account measures interactions (likes, comments, shares) relative to the follower count. This KPI is significant for businesses because it reflects how engaging the content is to the audience.

A low engagement rate can indicate content that fails to connect with followers, whereas a high engagement rate shows content that successfully engages and resonates with the audience.


โ€Reach measures the total number of unique users who see the content. For businesses, this metric is important as it shows how far the content is spreading beyond the immediate follower base. A low reach may indicate limited content visibility, while a high reach suggests effective content distribution, reaching a broader audience.

Story Views

โ€Story Views count the number of views on Instagram Stories. This KPI is key for businesses as it gauges the impact of this specific content format. Low story views might suggest content that is not capturing the audience's interest, while high story views indicate engaging and compelling story content.

Save Rate

โ€The Save Rate measures the frequency with which users save a post. It's an important metric for businesses as it indicates the value and relevance of the content to the audience. A low save rate can suggest content that is not considered valuable enough to be saved for later reference, while a high save rate shows that the content is perceived as valuable and worth revisiting.

How to Measure Instagram KPIs

You can track both Instagram Ads and organic KPIs in real-time on Adriel. All you need to do is:

  1. Grab this Meta Ads dashboard template or Instagram organic dashboard template. Free for 14 days!
  2. Connect your Instagram Ads account or organic account from a drop-down menu.
  3. Sit back and relax as your data flows automatically onto the dashboard. Start tracking your KPIs in real-time.

Tips to Improve Your Instagram KPIs

To enhance your performance on Instagram and boost your KPIs, consider implementing the following strategies:

Creating Engaging Content

The foundation of success on Instagram lies in creating visually appealing and compelling content that resonates with your target audience. Invest time and effort in curating high-quality posts that evoke emotions and encourage interaction.

Utilizing Instagram Stories and IGTV

Instagram offers various features such as Instagram Stories and IGTV that allow you to share immersive, temporary, and long-form content. Leverage these features to diversify your content strategy and engage your audience in new and exciting ways.

Influencer Partnerships and Sponsored Posts

Collaborating with influential personalities on Instagram can significantly expand your reach and enhance your credibility. Partnering with relevant influencers and investing in sponsored posts can help you increase brand awareness, drive engagement, and attract new followers.

In conclusion, Instagram KPIs are valuable metrics that can provide insights into the effectiveness and impact of your social media marketing efforts on this popular platform. By understanding and monitoring these KPIs, you can optimize your strategies, improve your performance, and achieve your marketing goals on Instagram.

Track Instagram KPIs in real-time on Adriel's Instagram dashboard template.

Or, book a demo with a product specialist and we'll help you set up the perfect dashboard.

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