Instagram Analytics

Track your Instagram performance, measure engagement, and see what your content earned on its own next to what your ad budget bought — all in one place.

→ Accessing Instagram Analytics
→ Key metrics available
→ Organic vs paid data
→ What splits on Instagram
→ Content and Ads tables
→ Audience Insights
→ Numbers that look odd but are correct
→ Why Reach metrics can differ from Instagram's
→ Reports, exports and share links
→ Competitors
→ Pricing

Accessing Instagram Analytics

Instagram Analytics needs a professional account — business or creator — connected to Planable through the Meta integration. See Connect an Instagram account for the connection steps.

If your Instagram account was connected without going through the Meta integration, you can authorize it from inside Planable to enable Analytics.

Once it's connected, go to the Analytics tab in your workspace to start tracking your posts' performance.

Key Metrics Available

Instagram Analytics in Planable gives you insights into:

• Follower Growth – Monitor your audience increase or decrease.
• Number of Posts – Total count of published posts in the selected period.
• Reach — how many people saw your content. At page level, reach splits into organic and paid, using the same breakdown you'd see in Meta Business Suite.
• Views — how many times your content was seen. At page level, views split into organic and paid, following Meta's own wording and layout.
• Engagement – Likes, comments, shares, and saves.
• Top-Performing Content – Identify your best-performing posts based on engagement and reach.

For how Instagram fits into the rest of the dashboard, see Planable Analytics.

Organic vs paid data

Where you run ads on Instagram, Analytics separates what your content earned on its own from what your budget bought — at page level, on individual posts, and in your reports. Three words do most of the work:

• Organic — a post you published with no ad money behind it.
• Boosted — a post you published organically and then put budget behind. It has an organic half and a paid half. In the Content table it carries a Boosted tag and expands into From organic and From paid rows.
• Paid, or advertised — ads that never went out on your account as a normal post, often called dark posts. You won't find them in your content calendar. They live in a separate Ads table.

In the charts, the toggle reads Both / Organic / Paid. "Paid" there means every ad-driven result — boosted posts and dark posts together.

Connecting your ad account

Paid data needs a Meta ad account. Connecting the Instagram account isn't enough — page insights and ads data come from two different places, and Planable needs permission to both. Instagram uses the same Meta connection as Facebook Analytics, and each surface is enabled separately in the product.

Until you connect one, Analytics shows a Connect your Ad account card in the row of metric cards at the top, sitting in the slot where Ad spend will live. Hover it for a short explainer, or dismiss it with the X. If you already have an ad account connected, you won't see the card at all — your paid data syncs on its own.

You can connect more than one ad account per page. A dropdown next to the date picker switches between All ad accounts and a single one. If an ad account's connection expires, Analytics shows a reconnect prompt rather than serving you stale spend figures.

For the full walkthrough, see How to connect an ad account.

What you'll see once you're connected

• An Ad spend card joins the metric cards at the top.
• Charts gain the Both / Organic / Paid toggle. On Both, bars stack in two colours with an Organic / Paid legend.
• Recent days are drawn as hatched Incomplete data bars. Ad data arrives with a lag, so judge trends on data that's at least a few days old.
• Your ads efficiency is charted too — CPM, CPC and CTR, plus total spend.
• The Content table shows your own posts, with a Boosted tag and an expander on the promoted ones.
• A second Ads table lists your advertised content. Those rows aren't clickable — there's no Planable post behind them to open.
• Cost metrics — Spend, CPM, CPC and CPE — appear wherever spend does. They only ever apply to boosted and paid content, never organic.

What splits on Instagram

How much of the breakdown you get depends on what Meta's API gives us. Here's where Instagram lands:

Two of those are worth stating plainly, because the charts look broken otherwise. Engagement at page level doesn't split — even though the post modal does show organic vs paid engagement for an individual post. And followers at page level don't split either, so the follower chart stays a single series no matter which side of the toggle you're on.

One more thing to know about reach: Meta's breakdowns don't always add up, and paid reach sometimes comes back higher than the total reach for the same day, which isn't possible. When that happens, Planable caps paid reach at the day's total. On those days the paid figure is deliberately conservative — worth remembering if you're reconciling against Ads Manager to the digit.

Content and Ads tables

The Content tab gives you a breakdown of all your published posts along with their performance data.

It also highlights your top-performing content, so you can see which types of posts resonate best with your audience.

Posts you've put budget behind carry a Boosted tag and expand into From organic and From paid rows, so you can see which half of the result your budget paid for.

You can also analyze each post separately, reviewing key metrics such as views, engagement, likes, comments, shares and saves. On a boosted post, the modal splits Views and Engagement into organic and paid.

Below the Content table, the Ads table lists advertised content that never went out on your account as a normal post. Those rows aren't clickable — there's no Planable post behind them to open.

Audience Insights

This section gives you an overview of your Instagram audience's demographics.

• Followers Location: A heatmap shows where your followers are most active, with Top Countries and Top Cities highlighting key regions.
• Gender & Age Distribution: See the gender ratio of your audience and their age breakdown to understand who engages with your content.

Numbers that look odd but are correct

A few things in the organic vs paid view surprise people the first time. None of them is a bug:

Why Reach metrics can differ from Instagram's

Your reach in Planable won't always match the number Instagram shows you, because the two count unique viewers over different windows of time and process the data in different timezones. For the full explanation, see Instagram Reach.

Reports, exports and share links

In the report editor, General details holds a Data breakdown selector — Total, Organic or Paid — which sets what data the whole report is built from. Below it, a Report ad account dropdown scopes the paid figures to all your ad accounts or a single one.

Both options are available for reports built on a single page. Cross-channel reports show blended data. Reports also remember which ad accounts they cover, so a saved report or a downloaded PDF shows the same numbers as it did when you built it.

The Content CSV export includes your paid columns and advertised rows, with a Source column marking each row Organic or Advertised. Paid figures in the export are summed over the date range you exported, not over all time.

For the step-by-step walkthrough, see Creating customizable reports in Planable Analytics.

Competitors

You can benchmark your Instagram professional account against competitors from the Competitors tab in Analytics. Track up to 5 competitor profiles with a comparison table (followers, posting activity, and average engagement), a follower-growth and engagement trend chart, and each competitor's top posts — plus CSV export. Competitor data syncs daily.

See Competitor analytics for the full guide.

Pricing

Planable Analytics is available as an add-on for your workspaces and is billed separately from your main subscription.

• $14 USD/Workspace/Month
• $140 USD/Workspace/Year

The organic vs paid breakdown is included — everyone with access to Analytics has it, with no second add-on to buy.