Instagram Stories Statistics: How to View and Analyze

Analyzing Instagram Stories statistics is what every account administrator should do. Otherwise, how to understand if you are on the right path of promotion and if subscribers like what you post in stories.

Stories are a popular and promising format today. If it is not customary to post more than 2-3 posts per day in the feed, then you can post 10 or more stories.

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But quality is much more important than quantity. There is nothing better for promotion than well thought out content. In order not to be mistaken in the selection of materials, it is important to objectively assess which of the previously posted publications were popular with subscribers and which were not. For this, Instagram allows you to view the statistics of the stories. Please note that this feature is only available if a business account or author profile is enabled.

In this article, we will take a closer look at the ways to view statistical data both for a specific publication and for all profile stories. Let’s take a look at each performance metric separately: reach and impressions, responses and navigation.

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How to view Instagram Stories statistics

In order to view the statistics of all stories:

  1. Open the profile and go to the menu (three stripes in the upper right corner). Select Statistics.
  2. You will be taken to the account metrics page. Go to the “Content” tab and scroll down to the bottom to see the “Stories” section. Click the All> button.
    Story statistics
  3. So you’re on the Story Data page. By clicking on the links highlighted in blue, you can select the required indicator, as well as the period for which it needs to be tracked. You can also view general information about the types of statistics by clicking on “Get to know the statistics”.
    Analyzing Instagram Stories

You can familiarize yourself with the following content assessment criteria:

  • Impressions and reach
  • Navigation: forward, backward, exits, next story
  • Answers

The time interval for tracking the indicator can be selected:

  • 24 hours
  • 7 days
  • 14 days

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How to view statistics for an individual story

Instagram also allows you to evaluate the effectiveness of an individual story. How to do it?

  1. On the Story Data page, click the post you want to view metrics for. When it expands to full screen, slide your finger up.
    How to view statistics for an individual story
  2. All the same indicators will be displayed, but for a specific history.
    Analyzing Instagram Stories

If the listed data is not enough, you can use third-party services for collecting statistics on your account. Such as Popsters, Picalytics, FlyStat and others.

They collect deeper statistics and also present clear data visualizations. With their help, you can analyze not only your profile, but also other people’s pages. For example, you can select your most popular stories with one click and compare them with the publications of competitors.

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How to analyze the effectiveness of stories

The engagement of subscribers in viewing your story content is assessed by indicators from story statistics. We have already figured out how to find this data on Instagram. It remains to understand how to draw the right conclusions from them.

Story reach and impressions

Reach – shows how many people have seen your story. If the same user looks at your story 10 times, then here he will still be displayed as one unit. This is the key difference from impressions. Helps to understand “are you visible to the public”. If the coverage has dropped noticeably, it’s time to prepare a set of measures to increase engagement.

Impressions – how many people viewed the post. Counts multiple views by one user. According to most SMM specialists, this is not the most useful indicator.

How to view reach and impressions for all stories over a period and for a specific story:

Story reach and impressions


Under each story there is a window for sending a message to the author in Direct and quick reactions. Replies – shows how many users wrote to you from the post after viewing. The most important indicator for selling business accounts, because “Answer = lead”. Moreover, the number of such actions affects the rating of your profile as a whole.

How to view responses for all stories for a period and for a specific story:

Answers to Stories


Scrolling forward – often indicates that the content seemed uninteresting to the subscriber. But it can be the other way around, if this is an intermediate story among several publications, united by meaning. The viewer may be interested in the sequel. In this case, it makes sense to start making more laconic plots.

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Back to – shows the number of repeated views. Good sign. Mark this content as good.

Transitions to the next story – captures users who “scrolled” the story to go to the posts of the next profile. Says that the story turned out to be uninteresting.

Outputs – shows viewers who have closed the story. It also indicates that the publication did not fulfill its function, did not interest.

The ability to draw inferences from story navigation is very important for evaluating a profile as a whole. Posts in the feed can be assessed only by reach, impressions and actions with them. If the viewer just watched the publication, it will remain a mystery to us how he reacted to it. It is the analysis of user actions with stories that gives complete information, since allows you to track the reactions of even those who have not reacted in any way to the story.

How to view navigation for all stories for a period and for a specific post:

Navigating Instagram Stories

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Analysis of Instagram stories is useful for assessing the current situation and planning further promotion. It is recommended to summarize the results at least once a week and enter the results in the table. This will give you the opportunity to objectively evaluate your content and think over a strategy for its modernization.

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