How to View Insights From Your Instagram Stories


If you are using Instagram business profile and want an easy way track the data behind your Stories, a feature right on the platform can help! Insights give users the ability to review analytics, optimize story posts, and increase your brand's visibility right in the platform! Find out how to take advantage of this valuable data below. 

Haven't converted your account to a Business Profile?

Here's how:

  1. Make sure your profile is set to Public -- you cannot make the switch with a private account
  2. Go to your profile and tap the gear shift icon
  3. Tap Switch to Business Profile
  4. When prompted, select the Facebook Page you'd like to associate with your Business Profile with. If you don't have a Page, you will get the option to create one. 
  5. Review and edit any contact information on the Set Up Your Business Profile page, and tap Done.

Now, you'll now have access to Instagram Insights.

View Insights from your Instagram Stories

It's no secret that Instagram Stories have become an essential tool for brands to add some authenticity to their content. While 300 million people are consuming Stories, you need to know what's working and how your audience is reacting to those Stories.


First, tap the Insights icon on the top right of your Instagram business profile. Scroll down to the Stories section and you'll be able to see data for older stories, or from ones that have not yet expired. Insights from your Stories will be available for up to 14 days after they're created. Next, we'll dive into each specific Insight you can explore. 

Impressions & Daily Reach

Impressions represent how many times your Story has been seen. Keep in mind that Instagram only counts your entire Story having received one impression even if you have multiple photos or videos added. Reach tells you how many unique users saw your story on any given day. A good indicator that your Story is performing well is a high impressions-to-reach ratio.

Taps Forward / Taps Back

Taps Forward indicate the number of times someone taps to skip to the next piece of Stories content. This can represent that either your content (video) is too lengthy or the content isn't engaging. Taps Backward indicate the number of times your audience taps to go back to a piece of Stories content. This may be a reflection that your media was engaging enough for someone to view again, or maybe they missed a CTA.


The Replies insight reflects the number of times your audience sends messages through the "Send Message" text box on your Story. These DM's are associated with your story and hang out in your DM inbox, making it a great time to engage with users.

Swipe Away / Exits

Swipe Away indicates the number of times a user swipes to skip to the next account's Story, not to be confused with 'tap forward' which skips to the next piece of your content. Exits represent the number of times someone leaves the Stories section entirely to return to their feed. This means a user has decided not to make it all the way through your Story. 


Have questions about setting up a Business Page on Instagram? Shoot us an email! We're here to help!

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