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[MUSIC PLAYING] Now it's time to learn about one of my favorite parts of having an Instagram business account, the analytics. Let's take a look at what metrics you can track, and then we'll review the metrics that are most important for you. On the first screen, you'll see Activity. And right away, you can see the last seven days of interactions on your posts. Below that is the total number of profile visits in the same time period.
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Scrolling right down the page, you can get to your total reach. Moving to the next tab, Content, you can actually see how individual posts performed, as well as how each story performed. If you've started on advertising, you'll see this under the Promotion tab too. Let's go back up to the top for a second and click on one of your posts. When you click in, you'll see your original post.
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Now you'll also see View Insights in the bottom left of your screen. Click that and pull the numbers right up the screen to make it full screen. Here, you can get a much better breakdown of how the post performed. You can see the actions people take from the post, as well as how many new followers it generated. This section is significant because it lets you know how your discovery efforts are going. Are you using the right hashtags?
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Is pinning your location helping you drive more traffic? As you start your Instagram posting, test out slightly different caption styles or timing. All right. Let's get back to our Insights page. The last tab we can explore is Audience. Along with your current follower count, you get a gender and age breakdown. It's a great way to double check your target audience is represented in your Instagram following. You'll also see locations of your followers by city and country.
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Again, it's not too detailed, but it's still interesting to see where you're getting noticed. And lastly, a graph showing when your followers are most active by time and day of the week as well. These are two very interesting data points that help you cater better to your audience. This is another great test. See if you get more engagement when the data says your followers are most active. Maybe their most active time is also the most competitive.
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Whereas quieter times might offer better impressions and engagement. It's worth testing as much as possible. The Instagram analytics can really help you on your day to day planning. You'll often be able to say what type of content performs well on what days and at what times. You can learn about different ways to drive traffic to your profile page and figure out what type of post garnered the most followers. I hope this module has started getting you to think about Instagram as a sales tool, not just growing your audience, but also pulling followers through the funnel toward conversion.
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By taking advantage of the unboxing experience and delighting customers, you can also turn those one-time buyers into return customers and even brand advocates who share their experience on their own feeds. Now let's head to the final module where I'll teach you about my favorite topic-- influencer marketing.
