Analytics for Instagram Stories: Key KPIs for Business Development

February 27, 2023 by No Comments

Almost 70% of Instagrammers see stories on a daily basis. Consider that this equates to almost 500 million regular consumers.
If you want your Instagram stories to become viral, you need to make them compelling within the first 24 hours. At that period, your company may collect useful data through analytics that can be used to increase engagement and brand exposure.

Understanding Instagram Story Statistics

Instagram metrics are only available to those with a Business or Creator account. If you have one of these, all it takes to view your stats is a click or two.

To access your Stories, visit your profile and press “insights” next to the arrow next to Story Highlights.

By default, Instagram’s built-in analytics feature will only display you statistics from the previous week. Altering the range, though, is simple. Dates between “yesterday” and “the last two years” are acceptable.

A few Important Instagram Story Metrics and Their Significance

Now that we understand how to get at analytics, let’s take a look at some key indicators for businesses to pay attention to.

These measurements fall into three broad classes: discovery, Interaction, and Navigation. 


To some it may come as a surprise, but research indicates that the vast majority of consumers prefer things they find on Instagram stories.

If your intended audience doesn’t come across your profile on their explore page, don’t worry; you may still contact them through your story. The following measures are useful for exploration:

The amount of people that saw your profile is known as its “reach.”
In this context, “impressions” means the total number of times a certain story was read.
While fewer people are reading your tales, there may be problems you have to fix before they can be shared again. In order to increase exposure, it is important to analyse data and sort articles based on impressions.

Follow the patterns and figure out what makes certain material successful while others fail. You can spice up your Instagram posts by experimenting with Instagram Stories.

It’s up to you now to decide whether or not to put more effort into the pieces of content that are generating more engagement, or to rework the ones that are underperforming.


Executives think that higher levels of customer involvement lead to greater customer loyalty, higher revenue, and higher profitability.

You should investigate the following types of interaction metrics:

  • Follows
  • Tape Stickers
  • Interactions
  • Pageviews for a Product
  • Pageviews on a Product Database Based on a Tag’s Name
  • Destination Profiling
  • Replies
  • Views on Online Content
  • Shares
  • Make Contact, Send Messages, or Request Directions

In order to measure progress towards objectives like increasing engagement or interactions, use the aforementioned measures. Yet, with so many options for engagement metrics, it’s important to have obvious calls to action.

Facebook’s (now Meta) business statistics show that increasing the visibility of calls to action increases conversion rates.


Your brand may improve its content by learning what works and what doesn’t. These and other insights are available via navigation metrics.

There may be a need for a new content strategy if people are skimming your narrative, leaving the app, or losing interest.

In contrast, positive feedback in the form of back taps indicates that your stories are appreciated and should be continued. In summary, the following are the key navigational metrics to keep an eye on:

The percentage of readers that touched the “next story” button after reading yours.
The number of times readers went back to the previous article by tapping the “back” button.
The percentage of people that tapped away from your content after it was over.
Taps on the story’s back, forward, next story, and exit buttons, as well as the cumulative quantity of these taps, make up navigation metrics.

Assessing Interest with Instagram Analytics for Stories

There are three indicators of how popular your Instagram story is among Instagram users. This includes the Swipe-up to expand, the Reply button, and the Touch the Sticker option.

Replies Count

The quantity of responses to your tale is the amount of activity that ends up in your mailbox. Brand engagement is increased when Instagram Stories include commenting.

With this indicator, you may determine what kinds of material are most popular with your audience.

These kinds of interactions keep your Instagram Stories at the top of your audience’s feeds and can even result in the acquisition of new followers without you doing anything at all.

Swipe-Ups Counted

Include links to blog articles, product sites, landing pages, and more in your tales. When they are present, readers may access the article’s clickable links by swiping up from the bottom of the screen.

Users’ “thumbs up” actions may be counted to determine popular topics.

If your percentage of swipe-ups is low, you might consider including text at the bottom of the screen that prompts users to swipe up.

Quantity of Sticker Clicks

Calls to action (CTAs) in the form of clickable stickers are highly effective. It might be a hashtag, a location, or the username of another user.

You can see how many times your stickers were tapped in your Instagram story stats.

Sticker Taps are an excellent metric for gauging the interest in and success of your Stickers and the overall material you’re sharing. On the other hand, if it’s low, you may want to consider strategies for raising participation.

Finding Out When Your Instagram Story Viewers Are Most Active

After 24 hours, Instagram stories disappear forever. To maximise exposure and participation, tales must be optimised.

One effective tactic is to find out when time of day your target audience is most likely to be online and focus your efforts then. Naturally, we will employ analytics to raise awareness of our articles.

Here’s how we may get a glimpse into the behaviour of our followers:

  • Discover New Perspectives
  • To view your “following,” select the “audience” menu option.
  • Flip between several times of day to pinpoint the peak.