What are the key metrics to track for Instagram? 📱

Growth -

  1. Number of active users.
  2. Number of hours an active user spends on Instagram
  3. Number of business accounts created per day

Performance -

  1. Increase in the number of engagements in the top engaging posts for the day/week.
  2. Number of paid promotions availed per day.
  3. Sentiment analysis of posts on #instagram
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Procedure Followed:
1.) Describe the product
2.) Product Goals
3.) User-Journeys
4.) Metrics
5.) Prioritizing Metrics

Product :
Instagram is a social networking app made for sharing photos and videos from a smartphone.

Product Goals:

1.) Become a primary social-media app for sharing photos and videos.
2.) Become the primary platform for a user for getting a daily dose of what going on in the lives of their friends through Instagram stories
3.) Provide a great platform to influencers like actors, artists, musicians, Vloggers etc. to easily reach out to their audience and also serve as a channel for paid-promotions
4.) Provide a platform to advertisers for launching successful Ad-campaigns in the form of native Ads, showing up in Instagram feed and stories.

Typical User-Journey

    1.) Launch the app
    2.) Check-out stories
              2A.) React to a story with an emoji or a reply
              2B.) Come Across a native Ad. and tap on the Ad and land on the advertisers' website
[A native Ad is a type of Ad that appears as a part of the feed, not as a separate Ad]

    3.) Scroll through the feed
          3A.) Like or Comment on a feed
          3B.) Come across a native Ad. and tap on the Ad and land on the advertisers' website
4.) Tap on the search icon
          4A.) Go through insta-reels
          4B.) Scroll through recommendations and land on different pages and profiles
5.) Go through the inbox

Looking into goals of the app, success metrics should be metrics of engagement and monetisation

**Engagement: **
1.) # stories being viewed / # DAU
2.) Avg. Session-length
3.) # impressions per session( # of pics or videos a person comes across in a session)
4.) Avg. no. of likes per session( total # likes/total # of sessions for a day)

1.) # Taps on native Ads / # of native Ad impressions for a day
2.) # of likes on native Ads

Prioritizing Metrics
out of given 6 metrics, 2 metrics can be taken as best success metrics for Instagram
1.) # impressions per session( # of pics or videos a person comes across in a session)
2.) # Taps on native Ads / # of native Ad impressions for a day

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First, let’s define growth and performance for Instagram.

What does Growth mean for Instagram?

  1. New User growth (MAPs i.e. Adoption, D30, D60 Retention etc. for users)
  2. Revenue (Advertising). There could be n number of metrics IG would be tracking here. Ex - Revenue per dollar spent for an advertiser, Monthly IG spends per business account (RoI and impact)
  3. And many more. Growth could be looked at depending on the strategic end goal for Instagram and certain quarterly agendas.

Now, what is performance for Instagram?

  1. User experience metrics - Play store reviews, CSAT
  2. Technical health KPIs - We could also look at app load times, feed impression loads, API call timeouts, crashes, etc. (# of issues in a week)
  3. And many more depends on what performance means i.e. performance of what? Examples could be Activation (onboarding performance) or Acquisition Campaign performance.

Let’s do a qualitative breakdown – in IG, there is now DMing, (social) commerce, and Stories. These are all powered by the graph that you build, and the value of these features is dependent on connecting with people you care about, and engaging with their content. DMing, commerce, Stories esp recs and discovery are powered by user follows and friend’s tastes.

Since feed is still visually the primary content surface (though likely not the most media posted there compared to stories), the retention metric of MAP (monthly active people) defined by app opens and feed consumption still holds. What would be impactful to growth / performance - let’s assume for retention of new people our hypothesis is that the permanence of feed posts guarantees that we can have more content to show new people, whereas the ephemerality of stories means that often new people who signed up and had a ‘sparse’ friend graph did not have meaningful stories inventory until they were on the platform for a while.

Ideally when you get a question like suggest metrics for x and y. Try to define x and y with the interviewer - before jumping on your answer / suggestions.

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