Knowing how to track traffic from Instagram is one of the best ways to find out if your marketing efforts are converting your followers into website visitors!
When used right, Instagram can be a powerful tool for guiding your followers from your feed to your website. Which can mean big improvements to your website’s readership stats or online sales.
But the link in your bio is the one and only permanent, external link to drive more traffic from your Instagram to your website. That’s why it’s so crucial to monitor the clicks and visits that URL generates over time!
To help you get set up, we’re going to show you different ways to optimize the link in your bio so you can start to track traffic from Instagram!
How to Track Traffic From Instagram
With over 500 million daily users, Instagram is a great way for businesses to connect with new audiences, introduce products, and most importantly, drive more sales!
But measuring your success on Instagram is much more than tracking likes and comments. If you really want to understand how your content is performing, it’s important to understand how each post is converting!
While Instagram Insights has become quite developed over the past few years, you might have noticed there’s no way to track the outbound traffic from your bio link in the app.
So while you may know how many people have viewed and engaged with your Instagram posts and stories, you can’t track or measure how many of these followers went on to click the link in your bio and visit your website.
That’s why if you’re looking to track traffic on Instagram and understand how your followers are clicking through to your website, you’ll want to look outside ofInstagram’s in-app analytics.
This information is crucial for your marketing strategy — it can help you determine if your audience is engaging with your posts and interested in learning more about the products you’re showcasing on your feed.
In this section, we’ll walk through how to set up a trackable link for your Instagram bio and the different tools you can use to track traffic from Instagram:
Use Inflated Direct Traffic
The most popular way to define “direct traffic” is to describe it as the visitors who come to your website directly or, in other words, arrive at your website by typing the domain into their address bar. Direct traffic also originates from bookmarks.
Direct traffic is good news for your website because it means people are choosing to visit it without of their own free will, unlike being prompted by a search result listing or a social media post.
Who knows? They may be stopping by to check out your blog or simply reference some information on your website.
However, when traffic from other sources is not properly tracked it can get pooled into the “direct traffic” group in your reports by mistake. This leads to inflated direct traffic numbers, which make analysis a bit more difficult.
Using Google Analytics to Track Traffic From Instagram
If you’re not familiar with Google Analytics, it can sound intimidating at first. But don’t worry — with just a few clicks, you’ll be tracking traffic from Instagram with ease.
To figure out how much traffic you’re generating from Instagram, you’ll want to start by setting up your own unique tracking URL. Once this is set up, Google Analytics will start pulling in the data every time someone clicks on the link in your bio.
To get started, you’ll want to set up UTM tagging. UTM is short for “Urchin Tracking Module”. To put it in easier terms, a UTM is the piece of unique code you’ll add on to the end of your URL. With UTM tagging, you can make sure Google Analytics is tracking your Instagram traffic with complete accuracy.
Setting Up UTM Tracking in Google Analytics
UTM is short for “Urchin Tracking Module”. It can definitely seem scary at first, but it is extremely helpful to you as a marketer. Without them, you will find yourself struggling to track the results of your Instagram campaigns within Google Analytics.
Although you will be able to see the results of your paid Instagram campaigns within the Facebook Ads Manager, if you want to track traffic coming from your bio link or if you want to compare an Instagram campaign to a campaign found within your Google Analytics dashboard, UTM tagging is basically the one and only solution to achieve those goals.
First, decide what website or specific webpage you want to send your followers to. It’s best to send your audience to a website they can take a “next step” — whether that’s signing up for a service, making a purchase, or to simply continue the conversation.
For example, if you running a new campaign and want to get more sign-ups, you can send them to a landing page on your website:
Next, Google Analytics lets you tag your URL with the following three campaign parameters and their values. You can add parameters (such as utm_source, utm_medium, and utm_campaign) to a URL to capture reporting data about the referring campaign.
For example, the following link would allow you to identify the traffic to techshawe.com that came from Instagram, as part of a particular campaign:
Note: Google Analytics is case sensitive so make sure you’re consistent in naming your sources!
Combine Referrals in Google Analytics
If your website uses Instagram to drive traffic to your website and then you use Google Analytics to analyze the traffic, you might begin to notice that the traffic is split.
That’s because Instagram sometimes divides traffic between instagram.com and l.instagram.com. If a user passes through Link Shim before they get to your website, the letter “L” will appear in front of Instagram, and Google Analytics will treat that as a separate traffic source. It’s not the end of the world, but it can make tracking a bit more difficult.
Google Campaign URL Builder to Create Custom URLs
Feeling confused? Not to worry!
Luckily, Google has created a Campaign URL Builder to do all the work for you! Google’s Campaign URL Builder allows you to easily add campaign parameters to URLs so you can track custom campaigns on your Google Analytics Dashboard.
All you have to do is fill out the form, and Google will create a custom URL you can add to the link in your bio:
Lastly, you’ll want to make sure to shorten your URL before adding it to your bio. Long URLs often look spammy, so it’s important to make it short to keep your bio looking “clean”.
Next, just click “Convert URL to ShortLink”, and Google will automatically redirect you to Bitly and create a simplified link. You can then copy and paste to the shortened link in your bio!
Now you’re all set! Once you’ve added the link to your bio, you can start to track traffic from Instagram on your Google Analytics Dashboard! To view your analytics, head to your Google Analytics profile and click “Acquisition” in the left menu:
Next, select “Campaigns” then “All Campaigns” to see how much traffic and revenue is coming from each individual UTM tag.
Recombine The Data
In many cases, you may feel that having your traffic split between multiple referrers when it is, indeed, coming from one source hinders your marketing efforts and the accuracy of your analytics.
If that’s the case for you, don’t worry. You can actually re-combine the referrals by using a Search and Replace the filter in Google Analytics.
To do this, first ensure that you have an unfiltered view for every property in your dashboard. Keep in mind that a filter is irreversible and, once you apply one, you aren’t going to be able to unfilter the data. If you want to proceed, head to your Admin section and select the view that you’d like to filter.
Click “Filters” in the column.
Click “+Add Filter” and give the filter a name you’ll remember, like “All Instagram Traffic”
Set the filter type to “Custom” and choose the “Search and Replace”
Now, to configure your filter, use these options:
Select “Campaign Source” for the Filter Field
In the Search String field, enter (.*\.|^)?[I|i]nstagram($|\.com)
In the Replace String field, enter Instagram
If you want to clean up your Facebook referrals too, use (.*\.|^)?[F|f]acebook($|\.com) in the Search String field and Facebook in the Replace String field.
You can click the “Verify” button before you save to quickly see how it will work. If you get a message that reads “This filter would not have changed your data” it just means that no matching data was found in the 7-day sample Google Analytics will pull to use for verification.
Now click the save button and apply the filter to all of your data. Sked Social can help you set up your UTM tagging automatically so that you can begin enjoying cleaner, more accurate reports. If you’re unsure how to do this, book a one-on-one session with one of our customer support representatives.
If Instagram Analytics is an overwhelming topic for you, you’ll be happy to hear that Sked Social is making insights and reporting easier than ever with an Analytics Dashboard.
If you’re looking to carve out hours in your social media workflow, sign up for Sked’s 7-day trial. Our all-in-one Instagram scheduler allows you to automatically post images, carousels, Stories, videos and more. Tag locations, users and products and manage all your hashtags in one place to save 5+ hours every week
Track Traffic from Instagram with Linkintree Analytics
If you’re posting to Instagram multiple times a day, it’s not realistic to constantly change the link in your Instagram bio. And with Instagram’s algorithm determining which posts you see in your feed, you want to ensure that your followers are able to find links for every Instagram post, not just your most recent one.
Luckily, Linktree now helps your followers find exactly what they’re looking for from your Instagram feed! Whether you’re sharing a link to your latest blog post, editorial content, or a new product line, Linkin.bio makes it easy to link individual Instagram posts to any URL.
You can also now add multiple links to each Linkin.bio post, meaning that you can give your followers multiple options to choose from while they’re scrolling through your feed.
Plus! Linktree analytics allows you to track traffic from Instagram, which gives you detailed data about page views and click-through rates from the link in your bio.
Ready to jump into your Linkin.bio analytics and track your Instagram traffic? First, go to your Instagram Analytics Dashboard in Later:
From your Analytics dashboard, you can select a date range and get an overview of the performance of your Linkin.bio over time. From the dashboard, you can see:
- Total number of clicks (the total number of times someone clicked on any post in your Linkin.bio page)
- Total number of views on your Linkin.bio page (the total number of times the Linkin.bio page was viewed – unique views)
- The click-through percentage between the number of views your linkin.bio page receives and the number of clicks on your page
Start by tracking the total number of visits, clicks, and average clicks per post coming from your Linkin.bio page with your Later Analytics. Then use Google Analytics to track the revenue and sales coming right from your Instagram!
You can also take a deep dive into which of your posts are performing the best by toggling to the Performance tab of your Later Analytics. Track the total number of clicks each of your posts get on your Post Performance page.
Note: If you have multiple links set up for one Linkin.bio post, this will display the total number of clicks those links have received!
Now it’s easy to plan, schedule and track traffic from Instagram all from one place! By using Later’s all-in-one marketing platform you’ll have a better view of your Instagram marketing strategy as a whole.
Ready to drive and track your traffic from Instagram? Learn more about how Linkin.bio works in this video!
How To Optimize Your Instagram Marketing Strategy
Tracking your Instagram traffic is one of the best ways to grow and inform important changes to your account!
While your analytics dashboard will provide you with the data, it’s up to you to keep testing and tweaking your content strategy. Testing different types of content on your Instagram feed can help you identify trends, monitor “wins,” and create a fine-tuned Instagram strategy that truly resonates with your audience.
When viewing your analytics, look at the post with the most clicks and see if there’s a correlation between the number of clicks and the product, content you shared, or the type of caption you used. This information should give you some guidance on how to optimize your future Instagram posts to get the most engagement!
And don’t forget to regularly check in on your Later and Google Analytics and record how well your Instagram content and bio link is working for your marketing strategy.
With the link in your bio driving more sales and traffic from your Instagram to your product pages, it’s important to monitor the clicks and visits your link generates over time. That way you can see if your audience is engaging with your posts and interested in learning more about the products and content on your feed.
If you can truly understand how your content performs by tracking Instagram traffic over time, you’ll have the right tools and insights to develop a content strategy that works for your business!