Board path
Campaigns & labels > Instagram > Instagram
Why use this board
Use this board to track Instagram campaign and label performance; measure tagged posts and initiatives for client or leadership reports.
Board controls
-
Content Labels: Select Content label.
-
Filter by profiles or profile labels: Select Profiles or Profile Labels. In order to use another filter type, please delete the current one and add a different filter type.
-
Aggregation: Day, Week, Month.
-
Date Range: Defaults to the last 30 days. The board subtitle shows the active range when available.
Metrics on this board
-
Number of content pieces — Content by sentiment
-
Number of comments — Number of comments
-
Number of content pieces — Total content
-
Number of content pieces — Content by profile
-
Average reach per content piece — Average reach per content piece
-
Content impressions — Impressions by media type
-
Content impressions — Number of impressions
-
Interactions — Interactions by type
-
Video views — Video views
-
Engagement rate — Most engaging media types
-
[Likes] — Top content by interactions
-
[Comments] — Top content by interactions
-
[Interactions] — Top content by interactions
-
[Int. per 1k] — Top content by interactions
-
Number of content pieces — Content by media type
-
Interactions — Number of interactions
-
Interactions — Interactions by media type
-
Engagement rate — Engagement rate
-
Story completion rate — Story completions rate
-
Number of content pieces — Content by type
-
Video views — Video views trend
Widgets
Content by sentiment
What it measures: The distribution of all posts published during the selected date range, segregated by sentiment (e.g. positive, negative, neutral, mixed, etc.). Shown as vertical bars — compare categories side by side to see which drives the most volume.
Metrics: Number of content pieces
Visualization: Bar chart
Number of comments
What it measures: The sum of comments on the set of posts published during the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Number of comments
Visualization: Value with change
Total content
What it measures: The sum of admin posts published on selected profiles during the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Number of content pieces
Visualization: Value with change
Content by profile
What it measures: The distribution of admin posts published on selected Instagram profiles during the selected date range, segregated by profile. Shown as vertical bars — compare categories side by side to see which drives the most volume.
Metrics: Number of content pieces
Visualization: Bar chart
Average reach per content piece
What it measures: The sum of lifetime reach for all posts published during the selected date range, divided by the number of posts from the same period. This metric does not include user-generated content. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Average reach per content piece
Visualization: Value with change
Impressions by media type
What it measures: The distribution of lifetime content impressions for the set of posts that were published during the selected date range, segregated by media type (e.g. image, carousel, reel). Note: As of April 21, 2025, Meta will no longer provide new data for Instagram video views and impressions due to metric deprecations. New data will be replaced by the Media views metric, which maps views into impressions and video views. Please refer to Media views for exact figures as shown in Instagram after this date. Shown as vertical bars — compare categories side by side to see which drives the most volume.
Metrics: Content impressions
Visualization: Bar chart
Number of impressions
What it measures: The sum of lifetime impressions collected by posts published during the selected date range, or of video views where impressions do not apply. This metric does not count user-generated content. Note: As of April 21, 2025, Meta will no longer provide new data for Instagram video views and impressions due to metric deprecations. New data will be replaced by the Media views metric, which maps views into impressions and video views. Please refer to Media views for exact figures as shown in Instagram after this date. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Content impressions
Visualization: Value with change
Interactions by type
What it measures: The distribution of interactions (reactions, comments, shares) for posts published during the selected date range, segregated by interaction type. Shown as a breakdown by category — use it when share of the total matters more than exact values.
Metrics: Interactions
Visualization: Pie / breakdown
Video views
What it measures: The lifetime number of views for videos published during the selected date range. Instagram considers a video as viewed when it was watched for 3+ seconds. Note: As of April 21, 2025, Meta will no longer provide new data for Instagram video views and impressions due to metric deprecations. New data will be replaced by the Media views metric, which maps views into impressions and video views. Please refer to Media views for exact figures as shown in Instagram after this date. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Video views
Visualization: Value with change
Most engaging media types
What it measures: Engagement is calculated as the sum of interactions (reactions, comments, and shares) with a post divided by the number of followers a profile has at the time of the post, and multiplied by 1000. Data is segregated by media type (e.g. image, carousel, reel, etc.). Shown as vertical bars — compare categories side by side to see which drives the most volume.
Metrics: Engagement rate
Visualization: Bar chart
Top content by interactions
What it measures: A detail view of posts published during the selected date range that received the highest amount of lifetime interactions (e.g. reactions, comments, shares) compared to other posts from the same period. Shown as ranked content cards — use it to see which individual posts drove the metric.
Metrics: [Likes], [Comments], [Interactions], [Int. per 1k]
Visualization: Content card
Content by media type
What it measures: The distribution of posts published on selected profiles during the selected date range, segregated by media type (e.g. images, carousels, reels). Shown as vertical bars — compare categories side by side to see which drives the most volume.
Metrics: Number of content pieces
Visualization: Bar chart
Number of interactions
What it measures: The sum of lifetime interactions (e.g. reactions, comments, and shares) for the set of content published during the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Interactions
Visualization: Value with change
Interactions by media type
What it measures: The distribution of interactions (reactions, comments, and shares) for posts published during the selected date range, segregated by media type (e.g. image, carousel, reel). Shown as vertical bars — compare categories side by side to see which drives the most volume.
Metrics: Interactions
Visualization: Bar chart
Engagement rate
What it measures: Post-level engagement rate is calculated as the sum of interactions (likes and comments) per day, divided by the number of followers on that day, and, finally, by the number of posts published on that day. The final engagement rate figure is obtained by calculating the average of all the engagement rate values for all of the days that are being analyzed. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Engagement rate
Visualization: Value with change
Story completions rate
What it measures: The percentage of times a story impression was not interrupted by an exit, tap back, or tap forward. Completion rate relates to stories published during the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Story completion rate
Visualization: Value with change
Content by type
What it measures: The distribution of content published by your profile during the selected date range, segregated by content type (e.g. posts, stories, comments, etc. Shown as vertical bars — compare categories side by side to see which drives the most volume.
Metrics: Number of content pieces
Visualization: Bar chart
Video views trend
What it measures: An overview of the lifetime number of views for videos that were published during the selected date range, segregated by publication date. Instagram considers a video as viewed when the user watched it 3+ seconds views. Note: As of April 21, 2025, Meta will no longer provide new data for Instagram video views and impressions due to metric deprecations. New data will be replaced by the Media views metric, which maps views into impressions and video views. Please refer to Media views for exact figures as shown in Instagram after this date. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Video views
Visualization: Bar trend