Key Performance Indicators – Instagram

Growth rate

The growth rate does not compare the number of fans at the beginning and the end of a period, but it answers the question “How much had the page to grow in a week on average to get from value A to value B?”. That makes sense, because it gives you a more “stable” impression about the growth without being too vulnerable to sudden spikes or extreme differences.

Example for weekly growth rate:

User A has 2000 followers, when two weeks ago it only had 500. Just the difference is 1500 followers or 300% of the starting value of 500. The calculation of the average weekly growth rate “only” equals to 100%. The user grew by 100% in the first week, which is 500 followers: 500 followers + 500 followers = 1000 followers. For the second week it’s another 100%: 1000 followers + 1000 followers = 2000 followers.


The engagement is calculated by dividing the interactions of users on one day by the number of followers. That includes comments and favorites, the engagement thus shows, how many follower interacted with the posts of a profile. The objective should be to increase this KPI. The higher the engagement with the content of any profile, the higher its reach.

Post Interaction

Number of reactions divided by the posts and divided by the number of followers. An profile with 200 followers gets a total of 30 responses to its 10 posts, then the interaction is 1.5% (30/10/200 = 0.015 = 1.5%).

Profile Performance Index

The PPI shows how many interactions happen on a profile, how engaged the followers are and how fast a profile is growing. The higher it is, the better. A lot of engagement and healthy growth show liveliness and a lot of engagement, which depend on each other. This indicator shows how active an account really is and how strong its ties to the community are. This KPI is especially important to gauge the real „image“ of a profile. A high amount of followers or posts per day aren’t always indicators for a high quality account.

* For some KPIs is shown “n/a”. That’s because there are not enough information available to calculate this value.