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Social Media Manager's Guide to Instagram Analytics (+ what to put on analytics report)

#Social Media Marketing
2025-04-18 16:128 min read

Content Introduction
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This video addresses a common issue among social media managers: misinterpreting Instagram insights, which hinders their ability to track results effectively. The presenter, Mel, shares a detailed guide on correctly analyzing Instagram analytics to improve performance for both themselves and their clients. The video outlines key steps, such as utilizing third-party software for deeper insights, tracking outbound traffic, and creating side-by-side comparisons of monthly data to identify trends. Additionally, Mel discusses the importance of custom UTMs to monitor traffic sources effectively. Viewers are encouraged to engage with the content by liking, commenting, and subscribing for more valuable insights into social media management.

Key Information

  • Almost all social media managers misinterpret their Instagram insights, which hinders their ability to see actual results.
  • The speaker shares a step-by-step guide on how to correctly read Instagram analytics to yield better outcomes for themselves and their clients.
  • They emphasize the importance of hooking up an Instagram account to third-party software for better analytics and data access.
  • The video outlines several crucial steps, including tracking traffic out of Instagram, using custom UTMs for tracking, and creating monthly comparisons to understand trends.
  • Utilizing tools like Bitly for link tracking can provide insights on where traffic comes from, which is essential for optimizing social media strategies.

Timeline Analysis

Content Keywords

Instagram Insights

Many social media managers are misreading their Instagram insights, which stops them from seeing actual results. This guide provides a step-by-step approach to properly reading Instagram analytics to achieve better outcomes for themselves and their clients.

Social Media Management

The speaker, Mel, operates a successful social media agency and provides guidance for other managers, particularly in understanding and utilizing Instagram analytics effectively for their clients.

Reporting Tools

Using third-party software for analytics is crucial since Instagram's native data is limited. Recommendations include using platforms like Agora Pulse for in-depth reporting and insights that go beyond Instagram's default offerings.

Custom UTMs

To track traffic effectively, creating custom UTMs is essential. This allows managers to analyze where traffic is coming from and how many clicks each link receives, particularly when utilizing shorteners like Bitly.

Monthly Data Tracking

Creating side-by-side monthly comparisons in tools like Excel helps track insights over time. This method allows social media managers to observe trends and patterns in performance, providing a realistic view of social media efforts.

Related questions&answers

Why are many social media managers reading their Instagram insights incorrectly?

Many social media managers are not interpreting the data correctly, which prevents them from seeing actual results.

What is the first step to understanding Instagram insights?

The first step is to connect your Instagram account to a third-party analytics tool that provides more comprehensive data than Instagram alone.

What kind of data can third-party tools offer for Instagram insights?

Third-party tools can provide analytics, insights, and data over longer time frames, helping you to make informed decisions.

Why is tracking traffic out of Instagram important?

Tracking traffic out of Instagram is crucial because it shows how well you're driving traffic to websites, lead magnets, or other platforms, which is often a goal for social media managers.

How can custom UTMs help in tracking traffic?

Custom UTMs allow you to track where traffic is coming from and how many clicks each link gets, giving you a clearer picture of your marketing effectiveness.

What is the importance of creating a side-by-side month comparison for Instagram insights?

Creating a side-by-side comparison helps to identify trends over time, enabling managers to understand which strategies lead to increased engagement or traffic.

What is a common mistake made by social media managers regarding performance metrics?

A common mistake is focusing only on the overall insights provided by Instagram, such as reach percentages, without analyzing the underlying details that affect performance.

How can one effectively use insights to tailor content strategy?

By regularly analyzing the performance of posts and metrics, managers can adapt their content strategy based on what resonates best with their audience.

What tools does the speaker recommend for social media management?

The speaker recommends using tools like Agora Pulse for analytics, along with Bitly for tracking custom links.

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