The Best Instagram Analytics Tools for Your Business

If you're advertising on social media, you will know that it is essential to track campaign performance to determine if the energy and budget you have spent on your campaign are worth it. Instagram analytics tools are useful in showing you which social media goals you've achieved and which you'll need to improve on.

So, which Instagram Analytics tools are most valuable for Instagram Marketers and why you need to use analytics tools?

Why Should You Use Analytics Tools?

Measure Your Marketing Performance

Analytics tools help you track your account’s performance - from your post performance to your profile visibility.

How many clicks did you get? What was your reach within a period? How many likes and comments did your posts get?

Advanced features help you measure more detailed metrics about your marketing.

Get Valuable Insights about Your Audience

To be able to market well, you must understand your target audience and their behaviour.

What time are they online the most? What appeals to them?

You can get all these insights with Instagram analytics tools. That way, you can design your content and posting periods to fit your audiences.

Competitor Research

Listening tools help you to get the latest news and trends in your industry. With these listening features, you can tap into what your audiences are talking about a particular trend to make your decision.

Apart from that, some listening features help you gain insights into some of your competitors’ marketing and strategy. You can incorporate these reports and insights to your marketing

Improve Your Marketing

With the help of analytics tools, you can determine which part of your marketing works and which doesn’t.

By measuring your growth and performance, you can decide on what to stop doing and what to improve on, ultimately increasing your ROI.

Top Instagram Analytics Tools

Instagram Insights

Instagram insights is an Instagram proprietary analytics tool. The tool is easy to use and free. From your Insights, you can get your audience demographics and your posts’ insights.

instagram analytics tools instagram insights

The tool is not as detailed as some analytics tools. However, you can use it to get a quick overview of your marketing performance.


Instagram Insights is free.

How to Use It

To use the Instagram insight tool, you must have an Instagram business profile. That involves connecting your Instagram account to a Facebook business page. To access the Insight on Instagram, go to your profile and click on Instagram Insights.

how to use instagram analytics tool

From here, you can view your content overview and activity with your audience demographics. View a post’s details by tapping the view insight under the post.

how to use instagram analytics tool

Retrieve insights about your audience demographic – age ranges, gender, and active periods from your Instagram Insights. Your activity reveals the actions are taken on your account – profile visits, website clicks, and interaction.

how to use instagram analytics tool


  • Instagram Insights is a great place to get a quick and straightforward report about your Instagram activities.
  • The tool is free.


  • It might not be very useful if you’re looking for a detailed analytics report.


If you’re looking for a more detailed report than what Instagram Insights will give, this is an excellent choice. Not only is Hootsuite a scheduling tool, they also offer a robust analytics tool.

instagram analytics tool hootsuite

The analytics data is broken down into simple graphs, charts, and reports making it easy for beginners to understand.

Hootsuite also offers social listening and competitive analysis tools. You can use this feature to view your social data in a broad landscape.


Hootsuite offers a free limited plan with access to 3 social profiles, 1 user, and 30 scheduled posts monthly. It’s paid plans range from $19/ month to $599/ month. Large corporations can also opt for a customised, Enterprise plan.

Additionally, all the paid plans have a 30-day trial period to test-run the features.

How to Use It

To use Hootsuite’s analytics, you must have an account with Hootsuite. Creating a Hootsuite account is relatively easy; you only need an email account. Also, you can sign up with a social media profile.

From your Hootsuite’s dashboard, click on the Analytics logo in the sidebar and select Instagram Overview. You need to have connected your Instagram account to be able to get insights.


Select your date range on the top right corner to be able to see your metrics. You can see your post Engagement, Post Impression, Post reach, followers, Video Views, and many more.



  • The tool is simple and straightforward to use.
  • You can get more detailed analytics about your account.
  • You can view data from different period ranges.


  • The pricing is quite expensive.

Union Metrics

Union Metric provides free analytics in the form of an account checkup. The tool picks some metrics and posts that it compares with your averages. It then tries to identify patterns and themes from that report.

instagram analytics tool unionmetrics

Besides that, Union Metrics offers a complete set of analytics features that can help you build your daily strategy. You can analyze your post engagement, identify your top content, and discover fans.


Union Metrics offers 3 paid plans ranging from $49 to $199 per month, with a free Instagram account checkup option.

How to Use It

First, create an account with Union Metrics. The Instagram account checkup is free. Although it is limited, it shows some details about your account performance.


The tool takes some metrics like impressions and likes on some posts to compare them with your average. The report shows the number of times you’ve posted in the past month.


It also displays the best time and day to post based on your audience’s activities. The report then shows you how much more engagement that period receives compared to your average.

You’ll also get a detailed report of your hashtags. Apart from that, the tool also gives you an analysis of your average post engagement and your dedicated followers.



  • Provides automatic suggestions on the best time to post based on your audience’s activity.
  • Gives your post’s performance compared to your average and suggests improvement.
  • Graphs are simple to understand.


  • The free version is limited.The pricing is relatively expensive.


Iconosquare is another excellent option to consider when it comes to analytics. It has a free analytics feature; this feature does an audit of your Instagram account. The audit evaluates your account activity and performance in the last 30 days.

instagram analytics tool iconsquare

The tool ensures that your profile is complete and is sticking to Instagram’s best practices. The audit then offers improvement tips.

Apart from that, the paid plans offer full-blown analytics and scheduling for managing your Instagram account.


The tool has a free plan with 3 paid plans ranging from $59 to $139 per month. All paid plans have a 14-day trial period.

How to Use It

To get started, you need to have an account with Iconosquare. They offer a 14-days trial period for all their paid plans.

Their free Instagram audit feature will review your account and tips on improving your performance.


From your tab, you can get an overview of your activity in the last week or month. You can use the tab for content to show distribution, density, tag, geolocation, and filter usage to get more details about your analysis.


Apart from that, the engagement tab shows your growth history, your most popular media, and the source of engagement. The optimisation tab covers the posting times, the average media lifespan, the breakdown of the filter impact, and tag impact.


Additionally, the community tab shows information about your followers and following. You can also view your media, likes, and manage comments.


  • The tool offers a detailed analysis of your account performance and growth
  • Free Instagram audit is an excellent way to see how optimised your account is.
  • You can create a profile cover/widget from the 50 latest photos to showcase your Instagram photos on your website.
  • The graphs are simple and easy to understand.


  • The free version is limited.
  • The pricing is relatively expensive.


Finding the right analytics tool to use for your Instagram marketing can be a lot of work.

A lot of Instagram rules and regulations are in place to moderate third-party integration. This is why not all tools can work for automation and analytics. Besides, using inefficient Instagram tools can make your marketing campaigns more stressful.

This list of Instagram analytics tools will hopefully make it easier for you to track campaign performance, and improve your ROI.

If your business needs help in Instagram marketing, get your free digital marketing consultation with us today!

Heroes of Digital is the top social media marketing agency in Singapore with over 600 clients and we can help improve your business's Instagram, turning it into an excellent marketing machine.

Xavier Tan
Xavier is the Co-Founder of Heroes of Digital. He started social media marketing and SEM long before it became popular in Singapore. His passion is in helping businesses grow through effective lead generation. He has overseen campaigns for Amara Hotel, NTU, Marina Bay, L'Oreal, and 100+ SMEs.
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