Channel metrics measure the performance of your entire channel during the selected date range, including any new activity on posts published before the selected date range.
Instagram offers channel metrics natively in the Overview section of its Insights tool. Many of these metrics are also available in Measure, as well as additional metrics that aren't available natively.
In this article, learn more about Instagram channel metrics and why Measure's results may differ from Instagram's native reporting.
In this article:
Network rules
How much historical data is available for Instagram channel metrics?
When you connect an Instagram channel for the first time, Measure will backfill all channel metrics from the past 365 days except for the following:
- Fans
- Fans by country
- Fans by age and gender
- Fans online by hour (backfills the past 30 days)
How often are Instagram channel metrics refreshed?
Instagram channel metrics receive a data refresh once every 24 hours at 7AM UTC.
Do Instagram channel metrics include paid data?
Unless otherwise specified as a paid or organic metric, all Instagram channel metrics are delivered as a combined total of paid and organic data that cannot be broken down.
Metrics rules
* = Metrics available in Measure but not natively
| Metric | Definition | Widgets |
| Carousel likes* | The number of new likes on your carousel posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Carousel reach* | The number of people who viewed at least one of your carousel posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Carousel shares* | The number of times people shared your carousel posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Channel profile views | The number of times people viewed your profile during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Comments* | The number of new comments on your posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Comments by media type* |
The number of new comments on your posts during the selected date range, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
| Direct messages* |
The number of messages sent to your channel during the selected date range, both from new and existing conversations. This metric does not include Story mentions or Story replies. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engaged users (daily)* |
The number of people who engaged with your channel during the selected date range. A person who engages with multiple posts or in multiple ways will still only be counted once per day. Types of engagement include: likes, comments, shares, and saves. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engaged users rate* |
The ratio of engaged users to reach during the selected date range, represented as a percentage. Formula: (Engaged users / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engagement rate* |
The ratio of new impressions to new engagements during the selected date range, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Impressions) x 100 Note: For now, the Instagram API does not offer impressions as an independent metric. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engagement rate (reach)* |
The ratio of engagements to reach during the selected date range, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engagement rate (reach) by media type* |
The ratio of engagements to reach during the selected date range, represented as a percentage and broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Breakdown |
| Engagements* | The number of new reactions, comments, shares, and saves on your posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engagements by media type* |
The number of new reactions, comments, shares, and saves on your posts during the selected date range, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
| Fan decrease* | The number of people who unfollowed your channel during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Fan increase | The number of people who followed your channel during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Fans | The number of people who followed your channel as of the selected end date. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Fans by age & gender | The number of people who followed your channel as of the selected end date, broken down by age and gender (male, female, unknown). | Demographics |
| Fans by country* |
The number of people who followed your channel as of the selected end date, broken down by country of origin. Only the top 45 countries are included. |
Geographics |
| Fans online by hour* | The times of day that your channel's fans are most active on Instagram, broken down by hour (PST/PDT). | Breakdown |
| Follower reach* | The number of followers during the selected date range who viewed at least one of your posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Frequency* |
The ratio of impressions to reach during the selected date range, represented as an average. Formula: Impressions / Reach |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Impressions | The number of times people viewed your posts during the selected date range. This metric includes views on Reels and Stories. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Incoming private messages* |
The number of messages sent to your channel during the selected date range, both from new and existing conversations. This metric includes Story replies and Story mentions. Formula: Story replies + Story mentions + Direct messages |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Likes/reactions* | The number of new likes on your posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Likes by media type* |
The number of new likes on your posts during the selected date range, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
| Net new fans |
The difference between fans gained and fans lost during the selected date range. This metric will be a negative number if you lost more fans than you gained. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Non-follower reach* | The number of non-followers who viewed at least one of your posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic comments |
The number of new comments or replies on your posts during the selected date range. Formula: Comments - Paid comments |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic engagements |
The number of new engagements on your non-promoted posts during the selected date range. Formula: Engagements - Paid engagements. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic engagement rate (reach) |
The ratio of organic engagements to organic reach during the selected date range. Formula: 100 * Organic engagements/Organic reach |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic likes |
The number of new likes on your non-promoted posts during the selected date range. Formula: Likes - Paid likes |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic reach (daily) |
The number of people who viewed at least one of your non-promoted posts during the selected date range. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This means a unique user may be counted multiple times if they view your content on multiple days, giving Measure a higher number than Instagram's. To avoid this effect, please use organic reach (daily) avg., which shows your channel's average reach per day instead. Formula: Reach - Paid reach |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic saves |
The number of times people saved your non-promoted posts during the selected date range. Formula: Saves - Paid saves |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic shares |
The number of times people shared your non-promoted posts during the selected date range. Formula: Shares - Paid shares |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid engagement rate (reach)* |
The ratio of paid engagements to paid reach during the selected date range, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid engagements* | The number of new reactions, comments, shares, and saves on your promoted posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid likes* | The number of new likes on your promoted posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid comments* | The number of new comments on your promoted posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid reach (daily)* |
The number of people who viewed at least one of your promoted posts during the selected date range. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This means a unique user may be counted multiple times if they view your content on multiple days, giving Measure a higher number than Instagram's. To avoid this effect, please use paid reach (daily) avg., which shows your channel's average reach per day instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid saves* | The number of times people saved your promoted posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid shares* | The number of times people shared your promoted posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Photo/video comments* |
The number of new comments on your photo and video posts during the selected date range. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel comments instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Photo/video engagement rate (reach)* |
The ratio of engagements to reach on your photo and video posts during the selected date range, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel engagement rate (reach) instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Photo/video engagements* |
The number of new reactions, comments, shares, and saves on your photo and video posts during the selected date range. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel engagements instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Photo/video likes* |
The number of new likes on your photo and video posts during the selected date range. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel likes instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Photo/video reach* |
The number of people who viewed at least one of your photo or video posts during the selected date range. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel shares instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Photo/video saves* |
The number of times people saved your photo or video posts during the selected date range. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel saves instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Photo/video shares* |
The number of times people shared your photo or video posts during the selected date range. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel shares instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Profile CTA clicks* |
The number of clicks on your profile's contact info or call-to-action buttons during the selected date range. Formula: Profile directions taps + Profile phone taps + Profile message taps + Profile website taps |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Profile CTA clicks by type* |
The number of clicks on your profile's contact info or call-to-action buttons during the selected date range, broken down by type. Types of CTA clicks include: Website, Business address, Call, Email, or Text |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Profile direction taps* | The number of taps on your profile's directions link during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Profile message taps* | The number of taps on your profile's message link during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Profile phone taps* | The number of taps on your profile's phone number link during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Profile website taps* | The number of taps on your profile's website link during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reach (daily) |
The number of people who viewed at least one of your posts during the selected date range. This metric includes views on Reels and Stories. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This means a unique user may be counted multiple times if they view your content on multiple days, giving Measure a higher number than Instagram's. To avoid this effect, please use reach (daily) avg., which shows your channel's average reach per day instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reach by follow type* | The number of people who viewed at least one of your posts during the selected date range, broken down by followers and non-followers. | Breakdown |
| Reach by media type* |
The number of people who viewed at least one of your posts during the selected date range, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
| Reel comments* | The number of new comments on your Reels during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reel engagement rate (reach)* |
The ratio of reach to engagements on your Reels during the selected date range, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reel engagements* | The number of new reactions, comments, shares, and saves on your Reels during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reel likes* | The number of new likes on your Reels during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reel reach* | The number of people who viewed at least one of your Reels during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reel saves* | The number of times people saved your Reels during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reel shares* | The number of times people shared your Reels during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Saves* | The number of times people saved your posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Saves by media type* |
The number of times people saved your posts during the selected date range, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
| Shares* | The number of times people shared your posts during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Shares by media type* |
The number of times people shared your posts during the selected date range, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
| Stories* |
The number of Stories published during the selected date range. This metric does not include Stories that are re-shares of content by other Instagram accounts. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Story comments* | The number of new comments on your Stories during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Story engagement rate (reach)* |
The ratio of reach to engagements on your Stories during the selected date, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Story engagements* | The number of new reactions, comments, shares, and saves on your Stories during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Story likes* | The number of new likes on your Stories during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Story reach* | The number of people who viewed at least one of your Stories during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Story shares* | The number of times people shared your Stories during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Story mentions* | The number of times people tagged your channel in their Stories during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Story replies* |
The number of replies to your Stories during the selected date range. This metric does not include replies to Stories that are re-shares of content by other Instagram accounts. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |