How to create monthly Instagram reports for clients? (Free template included)

How to create monthly Instagram reports for clients? (Free template included)

Need help with creating Instagram reports for your clients?

This tutorial shows how to collect all data and create the report without using any paid tools or software. Sure, you could create Instagram reports for your clients much quicker if you used a paid analytics tool like IGBlade pro, but today I’m helping the freebies.

You’ll learn what metrics to include in the report, how to collect these metrics for free and how to present them to your clients.

Think of it as a mini e-book on Instagram growth reports.

Bonus: I've included a free Instagram growth report template for you.

Follow these steps to get a finished Instagram growth report with this tutorial:

  • Step 1: Download the included Instagram growth report template.
  • Step 2: Learn how to find the stats for your Instagram accounts with this tutorial.
  • Step 3: Copy and paste growth data into the report template.
  • Step 4: Use the generated charts in the report template to create an Excel Instagram growth report.

Download the Instagram growth report template here.

The template contains the skeleton of an Instagram growth report filled out with sample data.

Read this blog post to learn how to collect the data of your Instagram account to be copied into the report template.

I highly recommend using Microsoft Excel to view and edit this Template

Note: You might need to do some formatting when pasting data into the Instagram report template.

Why report in the first place?

The purpose of an Instagram analytics report is not only to report on the performance of the account, but to revisit its strengths and weaknesses periodically.

A good Instagram report should have two major sections:

Numbers and explanations

Think of them as the bones and flesh of the report. I prefer to present the numbers on an PDF or Excel, while I do the explanations face to face, with me going through the report in person with the client.

Going through the report face to face is often not possible, though, either because the client lives on the other side of the globe, or they simply don’t have the time for it. In this case, I include the explanations as an attachment to the report.

What Numbers should I put into the Instagram report?

There is a gradient between the amount of effort you want to put in to collecting the different stats and the amount of money you want to spend.

If you want to build a report for free, you’ll have to collect the stats from different sources, then build a report from that.

If you have the means, you can pay for an Instagram analytics tool to get all the data collected and presented in a few clicks.

I’ll focus on how to create a report for free in this blog post. Everybody likes free stuff, and there isn’t much value in explaining how to sign up to a paid service.


Once you have a report ready with numbers and neat charts, the only thing left is to explain them to the layman client, especially if it’s the first time you are showing a report.

I like to summarize the key takeaways from the charts, like:

“We can see that we achieved strong growth this month totalling around 250 new followers, but we still have to work on reaching better engagement rate”


“This post performed best this period, almost doubling on the average engagement rates seen on other posts. We should try replicating its success by posting more similar posts next month.”


“We will reduce the number of accounts followed from 832 to under 100 to maintain the authority of the account.”

Or any other explanation that makes the report feel personal. You get the point.

I prefer to do the explanation part in person, or at least on the phone. If that is not possible, just put the explanation part at the end.

What you’ll need to fetch the Instagram growth data.

Every tool needed to build a report is available 100% free. I’m not talking free trials but free free.

The required tools:
Instagram insights
Optional: is only needed if your Instagram is a personal account. If you have a business account, Insights will suffice.

Let’s go!

First, you need to know what data or KPIs (Key Performance Indicators) you want to include in the report. Some people use different metrics for different clients, but I prefer to keep it simple and use the same KPIs on all my reports.

What you don’t want to do is flood your clients with numbers and endless tables that look confusing.

The Metrics I include in my Instagram growth report:

1. Follower growth chart

2. Followings chart

3. Engagement rate chart

4. Average likes chart

5. Total follower count change

6. Top 3 best performing posts

What are these metrics, and how do I fetch them without any paid tools?

Here's how to collect the data manually, into the Excel template provided.

First, download and open the free Excel template.

Pro-tip: Want to generate automatic PDF reports instead of manual Excel reports? Create a free IGBlade account.

Read on if you want the metrics in an Excel with the possibility of further customizations.

1. Follower growth chart

You can copy-paste the follower growth data from its page and place it into the Report template Excel sheet.

Pro-Tip: If IGBlade does not have data for your account yet, sign up a free account and click the yellow star to add the Instagram account to your favourites.

If you prefer not to use IGBlade, you can also take the growth numbers out of Instagram insights. This only works if you have access to the insights of the business Instagram account.

Instagram growth report followers
How to fetch follower growth from IGBlade

2. Followings chart

Copy-paste the followings data from an IGBlade page like this and place it into the Report template Excel sheet.

How to fetch following change from IGBlade

3. Engagement rate chart

Copy-paste the engagement rate data from this page and place it into the Report template Excel sheet.

How to find engagement rate on IGBlade

4. Average likes chart.

Once you have the follower and engagement numbers in the Excel template, the Average likes should appear.

Average likes are calculated with the following formula:

Average likes per post = Total followers*Engagement rate

5. Total follower count change

Total follower count change for the reporting period is calculated with the following formula:

Total follower count change for the period = Last day's follower count - First day's follower count.

6. Top 3 best performing posts

Go to the posts tab in IGBlade and sort by most likes:

How to sort posts by likes on IGBlade

Add the following filters:

"Posted after last day of the month before last month"
"Posted before last day of last month"

How to filter for last month's posts on IGBlade

Now copy and paste the first three posts (starting from the username) into the Report template Excel Top posts sheet:

How to copy a best post from IGBlade

Resize and move the picture to its position:

How to insert posts into the Report Template

You can add further KPIs

1. Impressions

Total reach for the month can be found on Instagram insights. Copy and paste this number into the Excel sheet.

2. Link clicks

If you have a business Instagram account, your bio link clicks can be taken directly from Instagram Insights.

For everyone else, bio link clicks can be tracked with, or any other free alternatives.

Copy and paste the link clicks into the template

3. Impression to engagement ratio

Once you have a total impressions and engagement rate, you divide them to get the impression to engagement ratio. This shows what percentage of people who saw the post actually engaged with it.

If you do some sponsored influencer posts for the client, you can have a section in the report about it with the following metrics”

  1. Campaign budget
  2. Campaign posts
  3. Engagement rate
  4. Cost per 1000 engagements
  5. Campaign period
Influencer campaign data can be exported from IGBlade Pro if you have a trackable keyword in the campaigns' caption, e.g. "yourbrand"

If you did Ad posts during the period, you can include a separate section on that:

  1. Ad posts
  2. CPM
  3. Impressions

This data can be fetched from the Facebook ad manager.

Pro-tip: You can get an automated daily/weekly/monthly PDF report with most growth  metrics with a free IGBlade account.

Check out an example scheduled IGBlade report here.