Combining Instagram Insights With Google Analytics Data

If you are using Instagram Stories for business, knowing how to measure their efficacy will help you reach your business goals. Instagram and other social media apps provide insights into performance, covering aspects such as impressions, reach and engagement.

Bigstock 205321975

Combining your Instagram Insights data with Google Analytics can give you a better understanding of your Instagram Stories ROI;. Firstly, here is a helpful glossary of frequently used Instagram terminology:


Impressions: The number of times your story has been viewed.

CTR (click through rate): %of viewers who followed through on your call to action to click or tap on a link.

Reach: The number of unique accounts that have viewed your story.

Follows: Number of non-followers who followed you as a result of viewing your story.

Next Story: Number of people who tapped to view the next person’s story

Taps Forward: Number of people who tapped to view your next story.

Taps Back: Number of people who tapped back to your previous Stories.

Exited: The number of times people left Stories feed from your story.

Replies: Number of direct messages sent to your inbox through your story.

Sticker Taps: Number of times someone tapped on the hashtag, mention or location sticker from your story.

Profile Visits: Number of people who have visited your profile from your story.

Swipe-Ups: Number of people who swiped up on your story to follow the included call of action (this is exclusively available to business accounts with more than 10,000 followers).


The benefit of combining Instagram Stories with Google Analytics 

As with other social media platforms, Instagram offers insights and analytics that can measure aspects like engagement, impressions and reach and this information is useful in the context of how the channel is performing but even more useful when the bigger picture is in view. What happens when your audience reach the next part of the journey that takes them away from Instagram? They swipe up and reach your website, but how many will make a purchase or sign up to your mailing list? Analyse the click through rate (CTR) as this will allow you to measure growth on the channel – then Google Analytics comes in. CTR will only get you so far, so combining Instagram Insights with Google Analytics will allow you to see ROI – in short:

Native insights = measuring your impact on your audience + Google Analytics = measuring the impact of your Instagram Stories strategy on your goals. 

Another useful formula to help you work out how many followers are viewing your Stories:

Number of Stories / total number of followers X 100 = View %.


If you would like to know more about how HookedOnMedia can help you make the most out of Instagram for business, please do not hesitate to contact us.