How To Measure Instagram Stories Analytics That Are Most Significant


Instagram Stories may be momentary, but that doesn’t mean measuring them is of no real value. More than 500 million active accounts interact with Stories daily, and Instagram Stories analytics provide the tools for brands to figure out how the users are engaging with their content.


Many brands have got the correct formula that has managed to keep their followers from tapping past their content. Moreover, in actuality, one-third of the most popular Stories have been produced by brands as reports from Instagram.


So to understand, we must know how to measure Instagram Stories and which statistics and insights are most valuable when building a strategy for this format, which is gaining so much popularity.


How to Access Your Stories Insights 

Instagram Stories Insights are available up to 14 days after the Stories are published. There are two fundamental ways to access Instagram Stories Insights:


A) From Your Profile 

1. Go to your Profile 

2. Tap the hamburger menu in the upper right corner 



3. Tap Insights

4. Select Content



5. Scroll down to Stories



B) From Your Story

1. Tap on Your Story

2. Click on Seen By

3. Click on the Bar Graph. From here, you can check around between this tab and the views tab, which is marked by an eye symbol.




In the Instagram app, the Stories are available for just 24 hours, but you can view them and their insights in your Archive section. To visit your Archive, go to your profile and click on the clock icon in the upper left corner. Move further and then select the Story which you want to check.



To get access to analytics for Instagram Stories, it is required that you have a business account.

Understanding Instagram Stories Insights


Instagram Stories analytics can be divided into three categories:

  • Interactions
  • Discovery and
  • Navigation

Each section offers a rundown and analysis of different engagements.



The Interaction metric represents the total number of actions people take when they engage with your account in the past week. A list of other parameters follows it. These insights are:


Profile Visits – The number of users who have visited your Instagram profile

Website Clicks – The number of users who have clicked on the website link in your profile



With this graph here, you can see which day of the week has got the most interactions. It also gives you a comparison of the interactions from the last week. It should be noted that the Instagram Insights Section in Stories is limited to past 14 days only. However, with third-party Instagram Insights tools like Hootsuite, Stories analytics are there for 28 days.

Why Interaction metrics are important:

The Interaction analytics helps to measure the viewer engagement with your Stories. Profile visits and positive comments are a credible indicator that viewers are liking your content and would want to know more and share your stories. 


Tip: A better way to improve interaction metrics is by sharing a poll, chats, asking questions, or using the emoji slider sticker. These stickers give users a quick and easy way to engage with your content. it also helps to collect valuable feedback for brands and content creators and provide them a bigger picture if their content is performing or not. 



The Discovery metric represents the number of unique accounts that have viewed your Instagram Instagram Story. Although Instagram signals that this metric is an estimate and may not be accurate.


Impressions: The total number of times your Story was viewed.

Follows: The number of accounts that started following you.


The importance of Discovery metrics:

Discovery and Impressions metrics helps to determine the scope of your audience. Furthermore, these metrics can be used to calculate the rate of engagement with your Stories content.


Not to mention, these stats track how many people are discovering your content. If you are gaining new followers through Stories, that means you’re on the right path with your Brand Awareness.


Tip: Use stickers to increase the discoverability of Instagram Stories. This exercise can help Stories to show up in more searches. It can further aid to be included in more significant stories that are curated around specific stickers.



The Navigation metric helps to understand how users maneuvered through your Instagram stories! Under Navigation, you can see the total number of navigational actions people have taken on your Story.



Back click would indicate the earlier Story was highly relevant to your audience that it was watched again. This is a good indicator that tells you’re creating quality content. 



The number of times someone has tapped to skip to the next part of your Story.


This does not precisely mean that your stories are boring or your content does not resonate with your audience. It’s just that many people generally watch stories with finger already lying at the right edge of the screen in an attempt to speed up the story game. 


If you see the specific stats of my Story here, my Forward number is 37. This number is quite reasonable as there is hardly a need to stay at one Story for 15 seconds.


Additionally, there is no need to worry even if your Forward number is higher. Remember to have an eye on the content you are referring to in the larger picture. The time on Image Story will always be lower as compared to the time on the Video Story.


Tip: To slow people down in your Stories, try including videos regularly. it’s an excellent way to showcase yourself in the video 


Next Story:

The number of times someone has swiped to skip to the next account’s Story.


Ouch, now this hurts bad! Swiping to the next Story means you lost a viewer. 


Here, I’m taking you through these 2 Stories where you can see that the left story performed significantly better overall (which also includes Next Story clicks) that the right story.



The number of times someone closed your Story and returned to their feed. 


Exited also means that you lost a viewer, but this action has nothing to do with you or your content. The reason could be, the person has finished their break time and has to resume work.  Or maybe he/she has arrived at their desired train destination and hence have to quit watching your Stories. Basically, “Exits” are app closed within viewing your Stories.


Why Navigation stats are important: 


Just like interaction analytics, navigation stats also track the actions viewers take on your Stories, but here the impact is less favorable. If a higher number of people are tapping on Forward, Exit, and Skip your Story for the next one, it means that your content is not engaging enough for the audience.  


Tip: Try including a call to action in your Instagram Stories. This will give the audience a purpose to stick with your stories. Make sure that you’re offering engaging photos or videos to your viewers. Consider adding Stickers or text that can hook the audience to take possible action.


Other Important Insights That You Can Measure With Instagram Stories 


How to measure the performance hashtag and location stickers on Instagram


Measuring Discovery on Instagram Stories 


Almost 60 percent of people acknowledge that they discover a new product on Instagram. Now, this plays a very notable role in giving energy to the Discovery feature.


Difference between Impression and Reach metrics
The best way to keep tabs on Discovery is Impressions and Reach. However, there’s a distinguished difference between Impressions and Reach. 


Let me explain this in layman’s terms:

It’s a fact that a single person can view your story multiple times. So, if they view for Story for say 10 times, you will get 10 impressions. Now, when it comes to Reach metric, it means the number of unique people who have viewed the Story, concerning the number of times they saw the Story.


Measuring Swipe Up on Instagram Story

According to brands and publishers, Instagram Story links get 15-25% swipe-through rates. However, Instagram analytics don’t track link clicks. However, the best solution to this problem is to add UTM parameters so you can measure the social media success of the swipe-up feature. These are simple tags attached to a URL – when your link is clicked, the tags are sent back to Google Analytics and tracked.


Currently, the swipe-up link feature is only available to accounts with more than 10,000 followers.

Now that I’ve shared with you what the various Instagram Stories metrics mean, get ready to shine and optimize your Instagram Stories strategy!

So while Instagram Stories analytics provides you with all the valuable data to succeed, it’s your responsibility to keep testing and adjusting your Instagram content strategy!





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