Companies are all-in on Instagram Stories, meaning that measuring your success with Instagram Stories Analytics will be a critical part of your social strategy this year.

However, to create a successful Instagram Stories strategy, you need to have a clear idea of ​​how you can measure your performance.

So how can you tell what works and what doesn't?

In this post we will guide you through it The pros and cons of your Instagram Stories analysis, what each metric means and how you can use this knowledge to improve your Instagram Stories strategy:

Instagram Stories Analytics


  1. Understand your Instagram Stories Analytics
  2. The difference between reach and impressions
  3. How to find the completion rate of your Instagram stories
  4. How to measure engagement with Instagram Stories Analytics
  5. How to measure hashtag and location stickers with Instagram Stories Analytics
  6. How to measure recognition with Instagram Stories Analytics
  7. How to track traffic from Instagram stories
  8. How to optimize your strategy with Instagram Stories Analytics

Understand your Instagram Stories Analytics

Similar to analyzing your Instagram posts and Instagram account, you can find your Instagram Stories analysis by tapping the "Insights" button in the top right corner of your Instagram business profile (if you haven't yet converted to a business profile, learn how this works do it here).

Instagram Stories Analytics

After opening your Instagram Insights, go to the "Content" tab at the top of the screen. Here you can see data for your regular Instagram posts, Instagram stories and all the promotions you have carried out.

Instagram Stories Analytics

If you click the Show All button next to Stories, you can do so Filter out metrics by date Range and type of interaction.

Instagram Stories Analytics

You can also access these insights by viewing an active story. In this way you get a number of important key figures for this story, including link clicks, profile visits, impressions and much more!

Instagram Stories Analytics

And now, with Instagram's Creator Studio, both businesses and developers can access insights into Instagram story growth and create maps New and existing content are changing online.

To access your Instagram Stories analysis on the Creator Studio dashboard, select Content Library, then click Stories. From here you can sort individual story slides by post status, date and range.Instagram Stories Analytics: Creator Studio

To improve the individual metrics for each story slide, simply click the slide to view its analysis:

Instagram Stories Analytics: Creator Studio

Instagram creator profiles also have access to tracking / untracking data. This makes it easier than ever to determine which content is popular with your followers and which isn't.

Previously, influencers searched for follow / unollow data outside of the Instagram app until Instagram's API changes disabled many of these third-party apps.

Influencers also have access to data when their followers are online, growth information, and new discovery data.

Instagram Stories Analytics: Creator Studio

Because reach and engagement for influencers remain a primary concern, growth metrics for Instagram creators give them insights into ways they can better reach their followers.

While many of these analyzes are currently offered in Instagram's business profile, the Creator Studio dashboard makes it easy for users to access their metrics directly from their desktop.

Do you want to optimize your Instagram Stories strategy this year? Take ours Free 45 minute Instagram Stories course to learn how to create beautiful stories and use the latest features.

Below are the different Instagram Stories metrics and how they can help you optimize your strategy:

What's the difference between reach and impressions in Instagram Stories Analytics?

Reach and impressions help you understand the size of your Instagram Stories audience. But what's the difference between them?

To reach is the number of visits a unique account has shown on each slide in your story impressions are the total number of views of your individual Instagram stories.

Impressions go one step lower than reach and provide relevant data, even if someone has seen your story more than once. If your overall impressions are higher than your reach, it means that your story has been repeated several times.

Your impressions are often higher than your reach, but never the other way around.

If you find that your reach is decreasing, you may want to rethink the type of content you're sharing. Don't be afraid to turn things upside down (just be careful when you do this!) To find out what your audience is most interested in.

Fortunately, there are a lot of creative features you can use to improve your Instagram Stories content in the app! Consistent use of these features can add a lot of personality to your stories and help you build a loyal following.

Did you know that Later can also track and measure the performance and analysis of your Instagram stories?

And unlike the analytics in the Instagram app that only save your stories for 2 weeks, With Later, you can analyze Instagram stories worth up to 3 months!

Simply log in to your later account and navigate to the Analytics tab. Here you can see How do your Instagram stories work? Impressions, reach, completion rate, number of responses, and more.

Instagram Stories Analytics

You can also refine your individual stories to learn more about how each story has evolved over time. In order to do this, Simply click the Details button for a graphical representation of your story's performance in terms of impression, reach, and more.

Analysis of Instagram stories

Note: As an Instagram partner, Later uses the Instagram API for all Instagram analyzes that do not contain data for swipe-ups, profile clicks or sticker taps in stories.

Upgrade to a later paid plan for access to Instagram Stories Analytics and all other Pro Analytics functions such as engagement rates, target group analyzes and tracking.

Instagram Stories Analytics: How to find the completion rate of your stories

Instagram Stories analysis also provides data about how viewers interact with your Instagram Stories, so you get important information about how many people are engaging with your entire story.

When you view a single slide in your story, you see a list of metrics, including Forward, Back, Next Story, and Exits.

Instagram Stories Analytics

This kind of engagement data for Instagram story analysis is great for figuring out what types of content are performing best so you can determine which of them should be published more! Each of them means the following:

Tap forward

Tap forward indicates the number of times a viewer tapped the right side of the screen to jump to the next story in the queue. Since a lot of people "type" quickly by watching Instagram stories, typing backwards, next story and exits are better indicators of the performance of your stories.

Instagram Stories Analytics

For example, if you have an Instagram account for an online sneaker shop, you should pay attention to how different types of content behave against each other.

Is your audience most engaged when sharing product photos? Or do you prefer behind-the-scenes footage? Do you swipe away from photos but tap video content?

If you track these types of metrics, you can now find out not only how similar content works, but also how different areas of content work against each other.

Tap backwards

Tap Backward indicates the number of times a viewer tapped the left side of the screen to review the previous story.

Instagram Stories Analytics

This can be a good sign of what is working!

If a viewer types backwards, it may mean that they think it’s worth watching the content again, or that they’ve caught their eye while quickly reviewing their stories. If a post has many setbacks, write down the type of content and continue testing it in your future stories!

This is one of the best ways to unlock new trends and find out what works for your audience.

Next story & exits

Exits is the number of times someone wiped from your story, while the next story shows the number of times the story was tapped on the next account.

Instagram Stories Analytics

While these two metrics are similar, Outputs have a less negative connotation. For example, if someone leaves your story, it may mean the viewer is running out of time to watch stories. If you include a clickable link in your story, it may have been swiped up for more information.

The next story is more an indicator that the viewer has not seen your story and wanted to jump to the next one. You can use this data to determine how long your optimal Instagram Stories posts should last, regardless of whether they are 3 or 13 slides.

These metrics can also be incredibly meaningful and show where you can make improvements to your content strategy to get your audience's attention. If you see a lot of nexts or exits for your stories, you should check the quality of your content.

You always want to create content that's interesting enough to keep your audience going to the end and learn more!

How to measure engagement with Instagram Stories Analytics

Instagram Stories analysis also tracks the types of interactions your Instagram Stories receive. These interactions are divided into swipe-ups and responses.


Last year, Instagram introduced the ability to add links to Instagram stories, and that's a pretty big deal. In fact, it's the first time users have added links to Instagram that aren't the link in their bio! (The feature is currently only available for Instagram company profiles with more than 10,000 verified followers and accounts.)

Instagram Stories Analytics: Swipe-Ups

Regardless of whether you use clickable links to drive traffic to your web campaigns, product pages, or blog posts, you can use the frequency with which users swipe up in your Instagram stories to find out what types of content for which Traffic are best suited.

If your swipe-ups are low, add text that users can "Swipe-up!" or an arrow pointing to the bottom of the screen. There are also cute Instagram Stories GIFs you can use! Your audience may be missing the link and you need to go a little in the right direction:


Similar to engagements for photos and videos, answers indicate how often someone replied directly to part of your story. Unlike comments on a photo or video, however, these replies end up in your inbox and are not displayed publicly.

Instagram Stories Analytics: Answers

Creating Instagram stories that encourage followers to reply is a great way to increase your overall engagement!

Pay close attention to what content will get your audience to connect with you, and continue to use these opportunities to connect with your followers!

These interactions not only help put your Instagram stories at the top of your followers' feeds, they also help build deeper connections with your audience.

Measure hashtag and location stickers with Instagram Stories Analytics

Instagram Stories analysis also shows you the number of sticker clicks, making it easier for you to evaluate their performance in your Instagram Stories! You can see how many people clicked on each sticker. This will help you understand whether they are useful for your audience or not.

Instagram Stories Analytics: Sticker Taps

Instagram has recently expanded the Search & Explore page to include hashtag and location stories. Now if you add a hashtag or location sticker to a story, other users can find it by searching for it on the Explore page. This means that your stories can now be discovered by anyone on the platform!

Measure discovery with Instagram Stories Analytics

If your story is published in a hashtag or location story from Instagram, you can also track the number of viewers who viewed it on the Explore page!

When your story is added to a place's search results, Instagram notifies you by sending a notification, or you can view it at the top of your story. If someone is viewing your story from a hashtag or location page, the name of that page will appear when you look at who saw your story in your Instagram Stories analysis.

You can also see how often your Instagram stories are shared by your followers. If you find that your story contains many releases, you can say with certainty that you have aroused the interest of your followers and should take note of the “shared” content:

Instagram Stories Analytics: Answers

This gives you the opportunity to reach countless new and undiscovered target groups with your Instagram stories. And if they like what they see, they can even follow you!

How to track traffic from Instagram stories

As Instagram stories become more popular, it is important for companies and brands to consider their feeds and stories as two separate platforms. While the strategy and content for your feed and stories should work together, it is important to keep track of traffic and other key KPIs separately to find out what works best for each of these audiences.

Creating traceable links is a great way to keep your analytics separate (and organized) to help you identify them exactly Where does your traffic come from?

Set up UTM tracking in Google Analytics

First you want to set up UTM tagging. UTM is short for "Urchin Tracking Module". To put it more simply: a UTM is the unique code that you add to the end of your URL. With UTM tagging, you can ensure that Google Analytics tracks your Instagram traffic with complete accuracy.

First, decide which website or specific website you want to send your followers to. The best thing to do is send your audience to a website where they can take a “next step” – be it signing up for a service, making a purchase, or simply continuing the conversation.

For example, to run a new campaign and get more signups, you can send it to a landing page on your website:

Next one Google Analytics With this option you can give your URL the following three campaign parameters and their values. You can add parameters to a URL (such as utm_source, utm_medium, and utm_campaign) to collect reporting data about the referring campaign.

For example, you can use the following link to identify traffic to that comes from Instagram as part of a specific campaign:

Note: Google Analytics distinguishes between upper and lower case. So make sure that you name your sources consistently.

Google Campaign URL Builder to create custom URLs

Be confused? Do not worry about it!

Fortunately, Google created one Campaign URL generator to do all the work for you! With Google's campaign URL generator, you can easily add campaign parameters to URLs to track custom campaigns in your Google Analytics dashboard.

All you have to do is fill out the form and Google will create a custom URL for your Instagram stories:

Now you're done! Once you've added the link to Instagram, you can track traffic from every single link in your Google Analytics dashboard.

Fortunately, Later's Instagram Stories Planner lets you create traceable links for your Instagram stories to monitor traffic and sales of Instagram! Later, it's easy to keep an eye on these long URLs so you never have to look for the right link again.

Simply drag and drop stories onto Later's storyboard tool, then rearrange them to match the order and appearance you want.

From here yyou can Add links or captions about your planned stories that will be copied to your phone when you post them.

From there, all you have to do is plan your story Select the time and date from the drop-down menu next to the Save Story button.

And you'll get a notification on your phone when it's time to post!

Schedule Instagram stories Not only do you save time, you can also create better stories by planning your stories in advance using analytics, CTAs, and traceable URLs (which you no longer need to keep an eye on) and optimize for traffic or sales.

Track and measure Instagram Stories Analytics to optimize your strategy

Immersing yourself in your Instagram Stories analysis is more than just figuring out which photo, video or story works best.

Understanding how your content is performing by tracking key Instagram metrics over time is key to developing a content strategy that works for your business!

For example, if you have an Instagram account for an online e-commerce shop, you may want to investigate how different product photos behave against each other. You may have some product photos on a white background, some on a dark background, and others in nature or in the city.

From here you can compare all product shots with your lifestyle content to find out which posts your followers like best!

If you find that your audience is more interested in product content, you can choose to invest more in product photo shoots and reduce lifestyle photo shoots.

Because many factors can affect your daily success, by testing different types of content and Instagram Stories features, you can spot trends, monitor “profits”, and create a well-tailored Instagram Stories strategy that will really appeal to your audience.

Regardless of which category your Instagram account falls into, tracking your Instagram analytics will help you better understand your audience’s desires, improve your content, and ultimately drive more traffic and revenue!

Instagram stories video ideas

Now that you understand what the different Instagram Stories metrics mean, you can optimize your Instagram Stories strategy!

In addition to the metrics above, keep in mind the time of day, the type of content, the length of the story, and other factors that may contribute to the performance of your Instagram stories.

While Instagram Stories Analytics gives you the data, it's up to you to further test and optimize your content strategy!

The later Instagram Stories planner is now available for all paid plans starting at $ 9 a month. Update now to get access or schedule stories!

Written by

Lexie Carbone

Lexie is the director of marketing campaigns at Later. She has helped dozens of brands build their social footprint and take their content strategy to the next level. You can connect to her on Instagram @lexiecarbone.


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