Many platforms can have different methods of measuring social metrics. On Dovetale in Campaigns Reporting, the following metrics are described in more detail below!

Instagram Terminology

Reach: The number of unique users that saw your Instagram post or story on any given day

Unless you’re putting some serious spending behind your Instagram posts, you probably won’t have every single one of your followers see your content. And even with some serious spend, it’s unlikely that you’ll reach all of your followers. That’s why reach is important. Reach tells you how many unique users are served your content. Try to maximize this metric to increase brand awareness.

Impressions: The number of times your content, whether a post or a story, was shown to users

While commonly confused with reach, impressions are the total number of times your content could have been seen. If your impressions are higher than your reach, it’s a sign that your audience is viewing your content multiple times. Look for posts with a high impressions-to-reach ratio for an indicator of what’s performing well.

Instagram Stories

Taps Backward: The number of times your audience tapped back to go to a previous story

This may mean that your content was engaging enough that the user wanted to see it again. However, it could also be a sign that any copy you’ve included in your story is too long to read in the time given. Look through stories with a large number of taps back to ensure there’s not too much copy.

Taps Forward: The number of times your audience tapped forward to go to the next story

This can be an indicator of your story not resonating with your audience or being too lengthy, if it’s a video. Review the stories with the most number of taps forward to identify common themes, like length, copy, or content.

Replies: The number of times a user swipes up on a story and replies to you

Replies can be a goldmine! Users who reply to stories may be passionate about your brand and have great feedback to share. Replies will begin a DM conversation between you and the user, so it’s a great time to engage with your audience.

Exits: The number of times a user swipes down to exit out of story mode and go back to the previous screen

An exit means a user has decided not to make it all the way through your Stories. You’ll want to keep this number low.

Viewers – The specific users that have seen a particular post on your story.

Next Story – The number of taps to the next account’s story.

Have questions? Feel free to reach out to support@dovetale.com any time!