How to use it
- Open the post in Instagram and its insights. Copy the likes, comments, saves and shares. Shorthand like 12.3K works.
- Enter your follower count. If you have them, add the post’s accounts reached and, for a Reel, its views.
- Untick any interaction you don’t want counted. Some reports use only likes and comments; ticking the same boxes makes your number comparable with theirs.
- For several posts at once, enter the totals and the number of posts. The rate by followers becomes an average per post.
The formulas
- By followers: (likes + comments + saves + shares) ÷ posts ÷ followers × 100. Common in creator reports because a follower count is public.
- By reach: interactions ÷ accounts reached × 100. Only the account owner can see reach, and it shows how the people who actually saw the post responded.
- By views: interactions ÷ views × 100. Useful for Reels, where views are the natural measure.
What Instagram counts
| What | Rule | Source |
|---|---|---|
| Interactions | Instagram's own total is likes, saves, comments and shares, minus unlikes, unsaves and deleted comments | Instagram API: media insights |
| Reach | Unique accounts that saw the post at least once. Instagram marks it as an estimate. | Instagram API: media insights |
| Views | The number of times the post was played or shown | Instagram API: media insights |
Checked against each platform’s own help and developer pages in October 2026.
Why tools give different numbers
One tool counts only likes and comments; another adds saves and shares. One divides by followers; another by reach or views. Some average per post, others divide totals. None of them is wrong, which is why we show the formula next to every result. Pick one and use it every time you compare.
Engagement measures how people responded, not whether a post did its job. If the goal was visits, tag the link in your bio with the UTM builder and count the clicks.