Impressions on Instagram: Understand this Metric In-depth


The impressions on Instagram are part of a set of key metrics for the success of the performance of a brand in the social network, read ahead for full details.

Read: How to Create your Brand Stickers for Instagram

Although considered a “vanity metric” by many professionals – not directly related to conversion – it reveals data about brand visibility on the social network, important information for those who are investing in branding and want to understand the delivery of their posts.


But to assess its true impact on a brand’s results, this metric needs to be analyzed in conjunction with the other indicators. It sounds simple, but it beats the brain several times!

So in this post, we’ll talk specifically about impressions on Instagram: what they are, how to view them, and why they track them in-network reports.

What are impressions on Instagram?

Before explaining what impressions are, let’s clear up a classic question: What is the difference between impressions, reach, and views, which also appear in performance reports?

Impressions: Report the total number of times a profile or post (in Feed or Stories) has been viewed to users within a given time period.

Reach: Counts only the number of unique users reached. If a person saw your post 5 times, Instagram counts 5 impressions and only 1 range.

Views: These are unique to videos and stories, and reveal how often content has been viewed. Instagram considers 1 view when the video posted in the feed has been viewed for at least 3 seconds. In the case of Stories, there is no such rule of time. If the user views the content for 1 second already counts in the metric.

Could you understand the difference between them? In practice, it is all very similar. But, depending on brand goals, each metric yields a different insight into your marketing strategies.

How to See Impressions on Instagram?

Instagram metrics are only available for business Instagram profiles so here we need to know how to see impressions on Instagram. If your brand still has a personal profile, migrate to a business profile as soon as possible to view performance data and be able to make ads on the social network.

Once you have created your business account, you should go to Instagram Insights. This tab is only available on the mobile app, so it’s no use searching for it through the browser, ok?

In the app, go to the menu in the upper right corner of the screen and select “Info.” There you will find all the metrics available on Instagram, divided into three sections: “Content,” “Activity,” and “Public.” You can find impression data on Instagram within the first two sections.

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Under “Activity,” the metrics report overall profile data. Impressions are within “Discovery,” they reveal the total number of times all your posts have been viewed within the selected time period.

In Content, you can see detailed metrics for each feed, Story, or video post. Here you can find out how many times each post has been viewed.

To view impressions of feed posts, select the post that you are interested in viewing the data, and tap View info at the bottom. Okay, you can now see the impressions of the post.

Now to see the Stories post impressions, select the Story, which you are interested in viewing the data, and drag up. Instagram will show the total number of impressions for this post and that’s all about how to see impressions on Instagram.

Is it worth following the impressions of Instagram?

The impressions metric on Instagram can be considered an empty number, right? The amount of impressions of a post does not even guarantee that the user actually saw the content, but it has its value.

In fact, impressions alone do not reveal the success of a strategy. Therefore, it is necessary to analyze this metric in context, that is, in conjunction with other indicators that correspond to the objectives of the brand.

If the goal is to generate brand awareness (visibility and brand recognition), prints can be analyzed along with the range data and reveal if the post had a good delivery.

Let’s say, for example, that the post had a significant number of impressions, but not so much, meaning that the same people saw the same post multiple times. This can be positive, as a brand recall is likely to be higher among these people, although it has not reached so many people. But if your goal with the media reached, that could be a point of attention.

Now if the goal is engagement, it’s important to relate impressions to interactions (like, comment, click, etc.). You can then identify the engagement rate against the number of impressions and compare against the history of other brand posts.

When it is intended to generate leads or sales with Instagram, impressions should be related to conversion data. This way, you can identify, for example, how often the post needs to be delivered to reach your conversion goal.

Keep in mind that the most notable thing is not knowing how to identify or extract the data, but defining the focus.

With well-defined goals, you can make this information useful for your marketing strategies.