12 Best Instagram Analytics Tools in 2026 (Tested)

Based on our testing of 13 Instagram analytics platforms, Metricool is the best Instagram analytics tool for most brands because it combines a free plan, multi-network dashboards, and competitor tracking from about EUR 16 per month (billed annually).

Instagram looks very different from the app this guide first covered. Meta replaced Impressions with a single Views metric, and the API changes of late 2024 cut off a whole class of older tools.

For brands trying to grow this year, Instagram analytics tools remain essential. There’s still a dizzying amount of options available, ranging from Instagram’s free tool to enterprise platforms with price tags well past a thousand dollars a month.

Many of these analytics platforms have basic Instagram stats like growth, reach, engagement, and audience demographics. However, the prices climb if you want customized reports, competitor benchmarks, longer history, and all-in-one dashboards.

We went back through our original list, dropped two tools that no longer exist in their old form, and added two newcomers. In this guide, we’ll walk you through the key features, pricing, and drawbacks of each one, so you can find the right fit for your brand.

Key Takeaways 🔍

• Metricool is our top-rated pick, pairing scheduling and analytics in one dashboard, with a free plan and paid tiers from about EUR 16 per month (billed annually)
• Prices span free to enterprise: Instagram Insights costs nothing, Rival IQ starts at $239 per month, and Brandwatch is quote-based, with contracts typically landing around $50K a year
• Instagram Insights only holds about the last 90 days of data, so long-term trend work needs a third-party tool or your own data warehouse
• Choose Rival IQ for competitor benchmarking, the role Socialbakers filled in our 2019 list before it became Emplifi
• Two 2019 picks are gone: Social Report was wound down, and Socialbakers now sells as Emplifi, an enterprise suite starting at $1,249 per month

How We Chose These Tools

We went hands-on with all 13 platforms for this update: we connected an Instagram Business account, ran each tool’s reports, and compared how they handle Instagram’s Reels-and-Views era. Prices are what each vendor charged when we re-tested in October 2026, and every price below shows its billing basis, because annual and monthly rates can differ by roughly 25%.

These are the top Instagram analytics tools for businesses looking to take their Instagram game to the next level.

Instagram Analytics Comparison Table

Take a look at our top picks side by side to see which one fits your workflow:

	Metricool	Iconosquare	Later	Sprout Social	Rival IQ
Best for	Best overall value	Analytics-first on a budget	Entry-level analytics plus scheduling	All-in-one for social teams	Competitor benchmarking
Starting price	About EUR 16/month (billed annually)	EUR 9/month (billed yearly)	$18.75/month (billed yearly)	$79 per seat/month (billed annually)	$239/month (billed monthly)
Free plan or trial	Free plan (1 brand, 30 days of analytics)	Free plan (2 profiles)	None listed	30-day free trial	None listed
Analytics history	30 days on Free, longer on paid plans	1 month on Free, 1 year on Launch	3 months to 2 years by plan	Not published	6 to 24 months by plan
Competitor tracking	5 profiles on the Free plan	Included, capped by plan	Scale plan only	Included	Core focus, 10 to 40 companies
Recommended for	Solo brands and small teams	Agencies on a budget	Creators starting out	Dedicated social media managers	Share-of-voice reporting

Top 3 Side by Side

Our Top 12 Instagram Analytics Tools

1. Metricool
2. Iconosquare
3. Later
4. Sprout Social
5. Rival IQ
6. Instagram Insights
7. The Data Warehouse Route
8. Zoho Social
9. Hootsuite
10. Keyhole
11. Facelift Data Studio (formerly Quintly)
12. Brandwatch

1. Metricool

Affordable All-Rounder with Competitor Tracking

Metricool is new to this guide, and our pick for the biggest riser in the category since 2019. It puts Instagram and your other networks in one dashboard, with scheduling built in.

Metricool punches above its price on competitor tracking. The Starter plan lets you follow up to 100 competitor profiles, a level of benchmarking that other tools on this list lock behind much pricier tiers. Advanced handles up to 50 brands and adds approvals, custom reports, and API access for agencies.

Summary: If you’re looking for the most competitor tracking per euro, start here. Plans:

• Free: EUR 0 (1 brand, 20 posts/month, 5 competitor profiles, 30 days of analytics)
• Starter: from about EUR 16 to 20/month, depending on billing period
• Advanced: from about EUR 43 to 53/month
• Custom: quote-based

Annual billing saves up to 24%, and exact prices vary by currency.

2. Iconosquare

Cost-Effective Analytics with Extras

Iconosquare offers Instagram analytics like Later, plus social listening so you can see how frequently your brand is mentioned.

Iconosquare offers customizable dashboards too, so you can see exactly the data that matters.

You can understand when your audience is online and see the detailed impact your Stories and Reels are having. Iconosquare also provides hashtag tracking, audience demographics, and competitor analysis that helps marketers quickly compare growth and set goals.

We were also impressed with the feature that enables scheduling and exporting of presentation-ready reports. Great for keeping stakeholders aware and involved.

What users say: Users report frequent disconnections, and small agencies say the five-profile cap on lower plans fills up fast.

Summary: Iconosquare is a light but strong competitor with other (pricier) analytics tools that also offer publishing and community management. Plans, billed yearly:

• Free: EUR 0 (2 profiles, 1 month of analytics)
• Starter: from EUR 9/month
• Launch: from EUR 33/month (5 profiles, 1 user, 1 year of analytics)
• Scale: from EUR 69/month (20 profiles, 3 users, 2 years of analytics)
• Custom: from EUR 116/month

There’s a 14-day free trial with no card required.

3. Later

Entry-level Analytics with Scheduler

Later is a favorite Instagram scheduler that also offers Instagram analytics, and it now covers Threads too.

You can view your growth over time, your most engaged hashtags, and discover the best times to post. On the entry plan, don’t expect a ton of flexibility with metrics; custom analytics, benchmarking, and a Meta Ads integration are reserved for Scale.

Influencer platform Mavrck acquired Later in April 2022, Mavrck itself was rebranded as Later Influence in January 2024, and Later bought creator-commerce platform Mavely in early 2025.

What users say: Basic and entry-level on the cheapest plan.

Summary: A good choice if you want a low-cost analytics tool that offers content scheduling and basic hashtag analysis. Plans, billed yearly:

• Starter: $18.75/month (1 social set, 1 user, 3 months of analytics)
• Growth: $37.50/month (2 sets, 2 users, 1 year of analytics)
• Scale: $82.50/month (6 sets, 4 users, benchmarking, 2 years of analytics)

Monthly billing costs more. This is still a great entry-level tool for a startup or small-medium business.

4. Sprout Social

Powerful All-In-One

Sprout Social is popular with everyone from small brands to large enterprises. It’s targeted at social media managers who need to create custom reports and manage several accounts with an all-in-one solution.

Sprout has all the expected Instagram reports and data like top posts, best hashtags, audience engagement graphs, Reels performance, and demographics.

What’s more sophisticated is that you can compare competitors’ growth and engagement to your own, starting on the Professional plan. Premium Analytics and Listening cost extra.

If you handle multiple channels like LinkedIn and Facebook, you can view reports all in one place without switching accounts.

What users say: They like the polished reports, but pricing is a repeated complaint, since the bill grows with every seat you add.

Summary: Sprout Social is a robust and popular choice for dedicated social media managers who have the budget and time to use all of its features. Plans, per seat per month, billed annually:

• Essentials: $79 ($99 billed monthly), 5 profiles
• Standard: $199, 5 profiles
• Professional: $299, unlimited profiles and competitor insights
• Advanced: $399
• Enterprise: custom pricing

There’s a 30-day free trial with no card required.

5. Rival IQ

Competitive Benchmarking

Rival IQ is also new to the list, and we added it to take over the competitor-tracking role Socialbakers held in our 2019 version. You set up “landscapes” of competitors (unlimited on every plan) and compare their social performance side by side. Hashtag analysis is included on every tier too.

With 12 or 24 months of data on the upper plans, you can benchmark seasonal campaigns against last year.

Summary: A strong pick for marketers who report on share of voice and need competitor benchmarks that Instagram Insights can’t provide. Plans, billed monthly:

• Drive: $239/month (10 tracked companies, 6 months of data, 1 user)
• Engage: $349/month (20 companies, 12 months, 2 users)
• Engage Pro: $559/month (40 companies, 24 months, 5 users)

Annual billing takes 15% off. There’s a 14-day free trial with no card required.

6. Instagram Insights

Free, Easy, and Basic

Instagram’s native (free) analytics tool is still a solid first option if you don’t want to pay for advanced reports or don’t know what you need yet. Instagram Insights now lives in the in-app Professional Dashboard and in Meta Business Suite on desktop, and it requires a Business or Creator account.

Quickly see reach and engagement for your recent posts, Stories, Reels, and Live videos. Also, discover what content snags the most profile views, website clicks, and follows.

On 21 April 2025, Instagram replaced Impressions and Plays with a unified Views metric across all formats, so year-over-year charts that mix the two won’t line up.

Get to know your audience at a glance with data on demographics, geography, and the times your followers are most active. Trial Reels (public professional accounts with 1,000+ followers) test a Reel on non-followers first, the closest native feature to an A/B test.

Many account-level views cover only about the last 90 days, with no competitor data and no multi-year trends, though Meta Business Suite exports to a spreadsheet.

What users say: Basic and helpful. Limited date range.

Summary: Instagram Insights is an easy-to-use tool that any professional account user should know. It can help you decide the types of data and reports you need as you start looking for more advanced, paid options. Free.

7. The Data Warehouse Route

Sophisticated Social Media Marketing

A data warehouse is still the most powerful way to analyze social data, though you assemble it yourself: pull your Instagram data through Meta’s API, load it next to your other sources, and query it with SQL.

Meta shut down the Instagram Basic Display API on 4 December 2024, so automated access now runs through the Instagram Graph API (or the Instagram API with Instagram Login), and both require a Business or Creator account.

You can call the API with your own scripts, or let an ETL tool do it. Fivetran is the managed option, and Airbyte is the self-hostable open-source alternative. dbt then models the raw tables for your dashboards.

From there, analysts can see which hashtags drive the most Views, compare Reels against carousels over years rather than 90 days, and mix and match data sources. Your marketers and analysts will be able to track the full customer journey from Instagram all the way through to your website and CRM.

Summary: Skip it if nobody on your team is comfortable with SQL and pipelines. For teams that are, it’s the only option here with no history limit, at the cost of warehouse and ETL bills plus engineering time.

8. Zoho Social

Budget Instagram Scheduler Great for Agencies

Zoho Social is known for its scheduling and monitoring tools, but also offers helpful and relevant Instagram analytics reports.

An alternative to Hootsuite and Sprout Social, Zoho Social’s pricing plan may be its most effective draw. You pay by brand, not each individual social profile. A free plan covers 1 brand and 6 channels, and Agency plans cover 10 or 20 clients.

For this reason, it’s better for social media management agencies handling multiple brands who are looking for team management tools, competitor, keyword, and hashtag monitoring, and analytics all in one place. If your company already runs on Zoho apps, it slots straight in.

What users say: Users say competitor and demographic analytics could be more detailed, and reporting feels thin on the lower plans.

Summary: Cheaper, all-in-one alternative to Hootsuite with less advanced reporting. Standard runs about $10/month billed annually ($15 monthly); see Zoho’s pricing page for the full tier list. There’s a 15-day free trial with no card required.

9. Hootsuite

Tried and True Instagram Champ

Hootsuite is still one of the main names in social media analytics. It’s the big platform (along with Sprout Social) on the block, and it has moved firmly upmarket since this list first ran.

Hootsuite has all the standard Instagram analytics reports you’d expect. You’ll see overall growth, average engagement, and Reels performance, and you can customize the data across multiple channels and campaigns.

The old $29 starting plan is gone, and the cheapest tier now costs $99 per user per month.

What users say: Rather surprisingly, despite the solid analytics, some say Hootsuite feels dated compared to other tools offering similar reporting. Users also complain about price increases and free trials converting to paid plans without clear notice.

Summary: One of the most trusted Instagram analytics tools out there, if you can justify the per-user cost. Plans, billed annually:

• Standard: $99/user/month (up to 10 accounts)
• Professional: $199/user/month
• Advanced: $399/user/month
• Enterprise: custom pricing

Monthly billing costs more. There’s a 14-day free trial with no card required.

10. Keyhole

Hashtag Tracking, Now with a PR Angle

Known for its hashtag tracking and campaign reports, Keyhole has changed hands since 2019. Muck Rack closed its acquisition on 31 August 2024, and Keyhole now sits inside Muck Rack’s social listening offer for PR teams.

Hashtag analytics are still Keyhole’s main feature. It also offers sentiment analysis so you can understand your audience’s emotions about specific topics, plus an influencer dashboard.

You can identify your most engaged hashtags and easily compare them to your competitors. Keyhole does social listening too, so you can analyze the volume of branded keywords and mentions during specific campaigns and promotions.

Keyhole no longer publishes pricing, and sales now runs through Muck Rack. Expect roughly $179/month for Professional (3 trackers), $539/month for Corporate, and $999/month for Enterprise, with a 14-day trial and no free plan. That’s a long way from the $44 starting price we listed in 2019.

Summary: If you’re looking for hashtag tracking and campaign listening, especially for a PR or comms team, Keyhole is still a strong option. Expect to talk to sales.

11. Facelift Data Studio (formerly Quintly)

Advanced KPIs and Datasets

Facelift Data Studio, the tool long known as Quintly, is popular among companies that require advanced, custom analytics across all their social media accounts. Usually profiles with tens of thousands of followers and beyond.

Here it’s all about the data, not scheduling or community management. Facelift acquired Quintly in August 2022 and has since rebranded it as Facelift Data Studio, still served from the quintly.com domain, on its own or as part of the wider Facelift suite.

This tool’s features include tracking competitors, followers, reach, Stories, and sentiment analysis, with deep benchmarking and custom dashboards on top. Also, you’ll see detailed metrics on what makes top posts successful.

Facelift Data Studio is the tool for Instagram deep diving, and today it’s aimed squarely at enterprise teams and API-first data users. This is a true analytics tool with sophisticated metrics.

Summary: The product Quintly built its name on remains excellent analytics. Deep insights aren’t cheap. Pricing is effectively quote-based; expect a starting point of roughly EUR 300/month, close to the $300 we listed in 2019.

12. Brandwatch

Sophisticated Social Listening

Popular for its well-known social media listening capabilities, Brandwatch offers expensive, but powerful analytics about your Instagram and other social media accounts.

Cision, which bought Falcon.io in January 2019, announced its $450 million acquisition of Brandwatch in February 2021. In May 2022, Falcon.io merged into Brandwatch as Brandwatch Social Media Management.

That suite is split into eight modules. Measure and Benchmark handle your Instagram reporting and competitor comparisons, while Listen covers the consumer intelligence Brandwatch built its name on.

What users say: They love all the data, but users report APIs that don’t always pull correctly, metric labels that differ from network to network, and some plans capped at 20 benchmark channels.

Summary: Brandwatch is useful for businesses and enterprises hungry for lots of data, social media monitoring, and powerful reports. It comes at a high price. Brandwatch doesn’t publish pricing; expect contracts of about $50,000 a year. If you can stomach that, this well-respected analytics tool may be for you.

Final Thoughts

Instagram is still a social media champion, but measuring it now means Reels, the Views metric, and a professional account for any API access.

Two names from our original list are gone: Social Report became Fanbooster and was later wound down, with socialreport.com now pointing customers to Sendible, and Socialbakers rebranded as Emplifi in 2021 and is now an enterprise suite starting at $1,249 a month.

With so much Instagram competition, building your following requires more than daily posting and basic hashtags. Instagram now requires strategy and metrics to match. Start with the free Insights dashboard, add Metricool, Later, or Iconosquare when you need longer history, and reach for Rival IQ, Facelift Data Studio, Brandwatch, or your own warehouse when benchmarking and custom analysis become the job.

Whether it’s a full all-in-one solution you’re looking for, or you need some essential insights into your audience, including these Instagram analytics tools in your social media strategy this year will help your brand flourish.