Metrics and Insights for Stories

Use this course to:

  • Find insights for organic Stories on Instagram and Facebook.
  • Find insights for ads in Stories on Instagram and Facebook.

Insights for organic Stories

Use the Facebook or Instagram Insights tool to access these metrics for each individual organic story:

  • Impressions – Total number of times your post or Story was seen
  • Reach – Number of unique accounts who saw your post or Story
  • Replies – Number of times people sent messages through the Send Message option on your Story
  • Exits –  Number of times someone swiped from one of your Stories to someone else’s story, or returned to their feed.

Note: Insights on Stories are only available for media created during the past 14 days.

Businesses without Instagram Insights can get access by converting to a business account. Learn how to convert your Instagram profile into a business account in our Instagram for Business course or by visiting Help Center.

To view insights on your Instagram Stories:

  1. Go to your business’ profile.
  2. Tap on the charts icon in the top right.
  3. Scroll down to the Stories section.

Watch the video to see how to access and view insights for your organic Stories.

Insights for Facebook Stories

To view insights on your organic Facebook Story:

  1. Go to your Page on desktop.
  2. Click the Insights tab (for some people, this will be under the More tab).
  3. Click on Stories to view insights on Stories posted within the past 14 days.

Insights on mobile

Soon you’ll also be able to check Stories insights on your mobile Facebook app under the insights tab of your Page.

Insights for ads in Stories

To see insights for your ads in Facebook, Instagram and Messenger Stories, go to Ads Manager and select the chart icon.

From there, you’ll be able to see insights on the performance of your ad in Facebook, Instagram or Messenger Stories, including reach, impressions and video metrics just like you would for video posts.

Key takeaways

  • For organic Stories you can quickly see insights on impressions, reach, replies and exits from your Facebook Page or from your Instagram business profile.
  • For deeper campaign insights into ads in Stories, go to Ads manager.

Keep learning

This is the fifth lesson in a series about Stories across the Facebook family. Please explore the others to learn more.

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