What's included in the Instagram Business Profiles Report?
Table of Contents
New to Sprout Social? Learn how our Instagram Business Profiles Report fits into our suite of Instagram management tools here.
Sprout’s Instagram Business Profiles Report helps you understand your audience and how they interact with your content. Use this information to analyze your audience and build a publishing and engagement strategy that speaks to your brand’s demographics and drives performance.
Note: You must have an Instagram Business Profile for Sprout to collect most of the data in this report. Read Sprout's Instagram profiles article to learn more.
The top of this report contains three tabs, the Overview, Demographics and Profiles charts. If you're a Premium Analytics user, you'll also see a Benchmarking tab. Click on a tab to access that section of the report.
Customizing the report
Use the filter groups in the Filter Menu to select the profiles you want to view performance data for.
Overview
Performance Summary
This section summarizes your key statistics in the reporting period.
Note: If you’re a Premium Analytics customer, you can click into the configuration menu and select the table icon to filter metrics.
Impressions: The number of times all of your posts, stories, Reels and Instagram Videos were displayed to a user during the reporting period. Does not include profile visitors.
Engagements: The total number of times users liked, commented and saved your posts, replied to your stories, Reels and Instagram Videos, shared your Reels and clicked on your profile links.
Audience Growth
This section breaks down your follower growth during the report period.
Followers: The number of Instagram followers on the last day of the report period.
Followers Gained: The number of Instagram followers gained within the report period.
Followers Lost: The number of Instagram followers you lost during the reporting period.
Note: If you see missing data specifically for Followers Lost contact Sprout Support. Missing data for Followers Lost can happen for a variety of reasons, and Sprout can look into this further to identify the causes.
Publishing Behavior
This section breaks out the media you published during the report period.
Total Published Posts: The number of Instagram posts, stories and reels published by your profile during the reporting period.
Photos: Posts and stories that contain only a photo.
Videos: Posts, Reels and stories that contain only a video.
Carousels: Posts that contain a carousel of photos or videos.
Top Posts
This section shows your Top 3 media in the reporting period based on your Engagement Ratio (Likes, Comments and Follower Count).
Total Engagements: Likes, comments, saves on your post, story or reel during its lifetime. Organic only, does not include paid engagements.
Likes: The number of likes received on your Instagram post or reel.
Comments: The number of comments received or sent on your Instagram post, story or reel.
Saves: The number of times users saved your post or reel during its lifetime. Organic only, does not include paid saves.
Shares: The number of times users shared your content. Instagram shares values include shares for Reels, Stories and Posts.
Outbound Hashtag Performance
This section totals your hashtag usage during the report period and helps you contrast them with hashtags that drew the most engagement.
Most Used Hashtags: The hashtags you used the most on your media during the report period.
Hashtags by Lifetime Engagements: The hashtags that drew the most engagements (likes, comments and saves) during the reporting period.
Impressions
Review how many times people saw the messages that you published during the selected time period. Organic and Paid can be derived by connecting Ad Accounts to Sprout and highlighted in the configuration menu.
Impressions: The number of times all of your posts, reels and stories were displayed to a user during the reporting period. Does not include profile visitors.
Average Daily Impressions per Profile: The average number of times your posts, reels and stories were displayed to a user per day and per profile.
Engagement
This section helps you visualize trends in how your followers engage with your Instagram media. You can filter by Total, Organic or Paid Engagements in the configuration menu. The default value is Organic. Total and Paid can be derived by connecting Ad Accounts to Sprout.
Total Engagements: The total number of times users liked, commented and saved your posts and reels, replied to your stories and clicked on your profile links.
Likes: The number of times users liked your posts.
Comments: The number of times users commented on your posts, stories and reels.
Shares: The number of times users shared your content. Instagram shares values include shares for Reels, Stories and Posts.
Saves: The number of times users saved your posts and reels.
Story Replies: The number of messages received on your stories through the Send Message option.
Engagement Rate
This section helps you measure how engaged people are with your brand. Instagram Engagement Rate (per Impression) is the number of likes, comments, saves and story replies as a percentage of profile impressions. You can filter this widget via the configuration menu and view the chart by Organic & Paid, Organic or Paid. If you're a Premium Analytics customer you can also filter the chart to compare by Organic/Paid.
Stories Performance
Review how people are viewing and interacting with the stories that you published during the selected time period
Stories Sent: The number of Instagram stories you sent during the selected date range.
Story Replies: The number of messages you received on your story during its lifetime through the Send Message option. Organic only, does not include paid replies.
Story Taps Back: The number of times people tapped back during the story's lifetime to see the prior story. Organic only, does not include paid taps back.
Story Taps Forward: The number of times people tapped forward during the story's lifetime to see the next story. Organic only, does not include paid taps forward.
Story Exits: The number of times people exited your story during its lifetime. Organic only, does not include paid exits.
Story Impressions: The number of times your story was displayed to a user during its lifetime.
Average Reach per Story: The average number of unique users to whom your story was displayed during its lifetime.
Benchmarking
If you’re a Premium Analytics customer, you also have access to the Benchmarking tab. This feature gives you insight into how your Instagram performance compares to other Sprout users.
Instagram Benchmarking measures your Engagement Rate per Impression by Month and compares those metrics to the 25th, 50th, and 75th percentile performers on the network. You can also view your current overall ranking, as well as any change from the previous reporting period. Hover over the percentage change and performance ranking metrics to see more detail.
Sprout calculates your network benchmark by ranking Engagement Rate per Impression for all Instagram profiles connected to Sprout. All data is anonymized, and customers will not be able to infer your owned profiles’ rankings.
Note: Benchmarking data ingest occurs over a 24-hour period, meaning that data for the current or previous day may not be complete. For best results, omit the current and previous days from the requested date range.
Demographics
This section helps you understand your typical follower.
By Age: The aggregated age data about your followers.
By Gender: The aggregated gender data based on the gender information your followers provide in their Instagram profiles.
Top Countries: The aggregated location data, sorted by country, about your followers.
Top Cities: The aggregated location data, sorted by city, about your followers.
Profiles
This section enables you to review aggregate profile metrics and easily compare all of your Instagram profiles against each other.
Profile: The profile from which a post originated.
Followers: The number of Instagram followers you had on the last day of the reporting period.
Net Follower Growth: The net number of Instagram followers you acquired during the reporting period.
Messages Sent: The number of Instagram posts and stories you sent during the selected date range.
Impressions: The number of times all of your posts and stories were displayed to a user during the reporting period. Does not include profile visitors.
Engagements: The total number of times users liked, commented and saved your posts, replied to your stories and clicked on your profile links.
Engagement Rate (per Impression): The number times users engaged with your profile or messages as a percentage of impressions. This indicates how engaged people are with your brand.
