Instagram Insights is an analytics tool that provides data on follower demographics and actions, as well as your content. This information makes it easy to compare content, measure campaigns, and see how individual posts are performing.

To access Instagram Insights, you need a business account. If you convert a personal account to a business account, you’ll see Insights for any content that’s posted after you make the switch. If at any point you switch your business account back to a personal one, you’ll lose all of your Insights data.

You can find Insights data in three different places in the Instagram app.

  • To access Insights from your account page, tap the bar graph icon in the upper-right corner of the screen.
  • To see analytics for an individual post, navigate to the post and tap View Insights in the bottom-left corner.
  • To see data for a story, open the story and tap the names in the bottom-left corner.

The Insights homepage shows a summary of data for the content you’ve posted in the last 7 days. In the top section, find out how many total followers you have and how many you’ve gained in the past 7 days.

You can also view how many total posts you have on your account and how many you’ve added in the previous week.

Scroll down to see a series of bar graphs that reveal the total impressions, reach, and profile views for the past 7 days. Swipe to view website clicks and call-to-action button clicks (Call, Email, Directions).

Instagram Insights is a free tool for analyzing your content without leaving the app. The data you find helps you learn more about your audience, what content is engaging them, and how your images and ads are performing. Use this valuable information to guide the type of content you create for your audience and when you publish it.