Most numbers in Insights count either people or times. Reach counts people, each one once. Shown counts every time your post appeared on someone’s screen, so one person scrolling past it twice counts twice.
What each number counts
| Number | What it counts |
|---|---|
| Followers, Following, Posts | What your profile has right now. |
| Profile views | Times your profile was opened. |
| Reach, Reached | People who saw a post, each counted once however often they saw it. |
| Best day’s reach | The most people you reached in a single day. Reach can’t be added up across days, because the same person would be counted again. |
| Shown | Times a post appeared on screen, repeats included. |
| Opened | Times someone tapped to open the post. |
| Engagement | Reactions, comments and shares for every 100 people reached. |
| Net followers | New followers minus people who unfollowed. |
| Plays | Times a video was watched for 3 seconds or more. |
| Avg. watch time | How long a play lasted, on average. |
| Completion | Plays that reached the end of the video. |
| Median stop | The point in the video where half the viewers had left. |
| Returning | Viewers who saw you on more than one day. New viewers saw you on one day only. |
Where it was seen says where people found the post: Home feed, Explore, Your profile, Search, Hashtag, Theater or Stories.
Live and Nightly
Each panel has a small tag. Live numbers change the moment something happens. Nightly numbers are worked out once a night and cover up to the day before. The line above them says how far they go, like Calculated through and a date.
That’s why your follower count can go up while the chart under it stays the same until the next morning.
A dash is not a zero
— means nothing has been counted yet, usually because a post is from today. A 0 means it was counted and nobody did it.
Your own views and opens are never counted.