Instagram analytics template

Instagram shows you the last few weeks and then quietly drops the rest, which makes any question longer than a month unanswerable. This template keeps a row per post, a row per story, and a row per day, so the history accumulates on your side. Reels, carousels and single images sit in the same table with a type column, which is what turns "reels do better, I think" into a number you can put in front of somebody.

Posts holds one row per post in the grid: the caption, the date it was published, the type (Reel, Carousel, or a single image), the reach, the saves, and an engagement rate as a percentage. Stories tracks different things on purpose: one row per story with frames, views, exits, replies and a completion rate, because where people dropped out matters more there than how far a story travelled. Daily insights is the account-level layer, one row per day of reach, profile visits, website taps and new followers. Audience is a snapshot: followers, the net change, the top country and the top age band on that date.

Try answering a question that spans more than a month inside the app. You can't. Instagram's own insights show a recent window and quietly drop everything behind it, however carefully you scroll. A row per post, a row per story and a row per day fixes that by accumulating: once a daily figure is written down it stays written down. This February lines up against last February instead of against nothing, and a handover no longer takes the account's history out the door with it.

"Reels do better, I think" has ended plenty of meetings without settling anything. A single Type column settles it: reels, carousels and single images live in the same Posts table, so one ranked chart shows saves and engagement rate beside each format: a number you can put in front of a client or a founder rather than a hunch. Stories stay separate on purpose. Their telling numbers are frames, exits and completion rather than reach, and mixing the two would flatten both.

A reach spike without a cause attached is trivia. Reach and growth over time plots daily reach against new followers with your posting dates marked on the same axis, so the spike and the post behind it sit on one chart instead of in somebody's memory. Engagement by post type ranks the formats and lists the strongest few posts of each underneath: that's what makes the chart something you act on, not just something that's true. Both are drawing the moment the workspace opens.

Ask which post type gets the best engagement rate, reels, carousels or single images, and you get the ranking. Ask what reach looked like in the week after your biggest post, and the answer reads the daily rows around that date. "Which posts drove the most profile visits and website taps" sets the post table against the account-level numbers from the same days. And "how many followers did we net last month, and on which days" reads the audience snapshots as a series.

Extend it toward whatever you actually argue about. Link a Hashtags table to posts and you learn which tags travel; a column for the hook, the creator or the campaign works the same way. Describe the change in plain words and Ferra applies it to the structure and to the posts already logged, so a new column never shows up trailing two hundred blank cells.

One account, taken seriously: that's the profile. A creator building an audience fits. So does a small brand, or a social manager whose report covers Instagram specifically rather than everything at once. Posting to several platforms? The cross-platform social media analytics template holds all of them in one model instead.

Nothing here streams live. You import. If your workspace has Ferra's social import enabled, Instagram comes in through it, re-runnable whenever you want fresh rows rather than running continuously. Without it, Instagram's own export or a Google Sheet you already keep is the route, read into the same tables, and that works today. A monthly refresh is enough to keep the daily and audience tables current.