Instagram Analytics in Publlish
A complete guide to Instagram analytics in Publlish: reach and impressions, follower growth, engagement rate, Reels and Stories analytics, hashtag performance, audience demographics, best time to post and post-level metrics.
Publlish's Instagram analytics show how your account, your Reels, your Stories and every individual post are performing — and how this period compares to the last one.
Go to Analytics → Channels → Instagram to open it.
Requirement: Instagram analytics work with Instagram Business and Creator accounts connected through a Facebook Page. Connecting Instagram →
Account Header
The header shows your account at a glance:
- Followers
- Avg Eng Rate
- Period Reach
- Media Count (posts published in the period)
Account Overview KPIs
Six KPI tiles summarise the period, each with its change versus your comparison period:
- Reach — unique accounts that saw your content
- Impressions — total times your content was displayed
- Engagement Rate — engaged accounts ÷ reach
- Saves — a high-intent signal that people want to come back to your content
- Profile Visits
- Net Followers
Reach and Impressions
The Daily Reach & Impressions chart shows unique reach (deduplicated) against total impressions for each day, for both periods. A widening gap between the two lines means people are seeing your content more than once.
Follower Analytics
- Follower Growth — your total followers over time, both periods
- Weekly Gains vs Losses — new followers gained and followers lost each week. Spikes in losses after a particular post are worth investigating.
Engagement
- Engagement Rate (Daily) — engaged accounts ÷ reach, day by day
- Daily Accounts Engaged — unique accounts that liked, commented, saved or shared
- Engagement Breakdown — how your engagement splits across likes, saves, comments, shares and profile taps
Content Type Performance
See how each format performs on average — Reels, Carousels, Static Posts and Stories — with average reach, engagement rate and number of posts. Publlish highlights the winning format so you know what to make more of.
Reels Analytics
- Reels Plays (per Reel) — your top Reels ranked by plays, Period A vs Period B
- Avg Watch Time Trend — the average seconds watched per view, day by day
- Reel Reach per Reel — unique accounts who saw each Reel
- Engagement Breakdown (Reels) — likes, comments, shares and saves on Reels
Stories Analytics
- Stories Published, Avg Story Views, Completion Rate and Exit Rate
- Story Impressions & Reach — per story, both periods overlaid
- Story Navigation Behaviour — taps forward, taps back, exits and replies
- Story Exit Rate per Story — exits ÷ reach (lower is better)
- Link Sticker Clicks — clicks on your story link stickers
Note: Instagram only makes Stories data available for 14 days after posting. Publlish captures it within that window, so comparisons only include stories captured while connected.
Profile Actions (Business Accounts)
The Action Clicks Comparison chart shows taps on the contact buttons on your profile — Website, Email, Call, Directions and Text — for Period A vs Period B. This is where you see whether Instagram is driving real enquiries.
Hashtag Performance
See which hashtags drive the most reach and engagement. Sort the table By Avg Reach, By Eng Rate or By Frequency. Publlish also suggests Recommended Hashtags based on your best performers, and a mix of niche and broad tags to try. How hashtags work in Publlish →
Audience Demographics and Best Time to Post
- Age, Gender, Top Countries and Top Cities of your followers
- Best Time to Post — a heatmap of when your followers are online by hour and day, with your peak windows highlighted
Audience demographics and best time to post →
Post Performance and Content Library
- Top Posts table — your top 10 posts by engagement rate, with date, type, reach, impressions, likes, comments, shares, saves, engagement rate, profile visits and follows. Period B values show beneath each metric.
- Content Library — every post as a card. Filter by All, Reels, Photos, Carousels, Videos or Stories.
Click any post to open full post analytics: performance vs your account average, derived metrics (reach rate, save rate, share rate, profile visit rate, follow-through, virality score, watch efficiency for videos), engagement velocity over the first 7 days, and top comments. Post-level analytics →
Frequently Asked Questions
Can I see analytics for a personal Instagram account? No. Instagram only shares analytics for Business and Creator accounts. Switch your account type in the Instagram app — it's free.
Why can't I see Stories older than 14 days? Instagram only makes Stories data available for 14 days. Publlish captures stories while your account is connected, so keep Instagram connected to build your history.
What's a good Instagram engagement rate? It varies by industry and account size. The most useful comparison is against your own history — use period comparison to track whether your rate is improving. Industry benchmarks in Publlish are coming soon.
Why do Profile Actions show zero? Profile action buttons (Website, Email, Call, Directions, Text) are only tracked for Business accounts that have those buttons set up.