Brian Cliette

Mastering AOV: A Step-by-Step Guide to Tracking Average Order Value on Instagram Insights

As an experienced digital marketer, I’ve seen firsthand how Instagram Insights can be a game-changer for businesses. It’s a powerful tool that provides valuable data about your audience and how they interact with your content. But did you know it can also help you track your average order value (AOV)?

Understanding your AOV is essential as it gives you insight into your customer’s buying behavior. It’s not just about how many orders you’re getting, but also the value of those orders. In this article, I’ll guide you through the process of tracking your AOV on Instagram Insights. You’ll learn how to use this feature to make more informed business decisions.

Why tracking Average Order Value is important

We’ve all heard that saying, “numbers don’t lie.” When it comes to tracking your business’s success on Instagram, it’s the truth. One key figure to keep an eye on is the Average Order Value (AOV). But why is AOV so crucial? Let’s dive in.

AOV measures the average total of every order placed with a company over a specified period. This metric provides insight into the spending habits of your customers. By keeping track of AOV, companies can understand their customer’s buying behavior in depth. Remember, a higher AOV means customers are spending more each time they make a purchase.

Here’s where Instagram Insights come into play. It’s an incredible tool that uncovers data about your customers’ interaction with your content. You can get a clear idea of what triggers an action from your audience – what gets them to commit to a purchase?

By integrating AOV tracking in your Instagram strategy, you’ll also establish a reliable way to measure the efficiency of your marketing initiatives. While consumer behavior is a complex phenomenon, AOV simplifies it by boiling it down to average spend per transaction.

Furthermore, this handy number can influence your pricing strategy. It might nudge you to implement tactics like upselling and cross-selling to increase your AOV. You might consider introducing bundled items, pushing upgrades, or offering free shipping for a certain order threshold. It’s all about finding new ways to encourage higher spend per transaction.

Here’s the best part – Instagram Insights provides these statistics in real-time, letting you adjust your tactics on the fly. It’s essentially the rear-view mirror reflecting your business performance, keeping the way forward in focus.

Next, we’ll uncover the process for tracking AOV using Instagram Insights, a step towards making your business smarter and well-informed. And remember, it’s not just about tracking, it’s about using that information to tweak, adjust, and grow.

Understanding Instagram Insights

Instagram Insights is a powerful tool that businesses shouldn’t overlook. Provided within Instagram’s professional account type, this analytical feature turns raw data into user-friendly insights about followers’ demographics, behaviors, and interactions with posts and stories.

Insights can break down follower data by factors like age, gender, or location, painting a comprehensive picture of my brand’s audience. For instance, if I find a higher concentration of followers aged 18-24 in New York, I might target more content to that demographic.

It’s also key for understanding follower behaviors such as peak tie periods for engagement or the types of posts which perform best. Performance metrics are crucial. Seeing that static posts perform better than stories, for example, can guide my content strategy.

Perhaps most importantly for our present discussion, Instagram Insights provides key eCommerce data. Yes, this includes your Average Order Value. It’s an integral part of meta-analysis that provides a clearer lens into the financial impacts of my marketing efforts. If the AOV is increasing, I know I’m doing something right – customers are spending more each time they make a purchase.

One thing’s for certain: this is all invaluable data. Implementing Instagram Insights can greatly enhance marketing strategies by providing deep insights into customer behaviors and preferences. By monitoring these metrics, I’m better equipped to make informed decisions and tailor my approach to maximize effectiveness. While it might not be the end-all solution to understanding my audience, it’s certainly a major stepping stone in the right process.

How to access Instagram Insights

Making the best use of Instagram for business requires understanding how to navigate its tools, and Instagram Insights is a gem amongst them. It’s an incredibly helpful platform that allows business owners to keep track of crucial metrics like Average Order Value (AOV) and gain insights into the buyer’s journey.

Accessing Instagram Insights is easy. However, it’s important to note that to access these features, your account must be changed to a business profile. If you haven’t made the switch yet, not to worry. It’s a simple process.

You can switch to a business account by going to your profile and tapping on the hamburger icon in the upper right corner. Then choose setting, account, and finally, switch to professional account. Choose the option for a business account and follow the on-screen prompts to complete the process.

Once the account is switched successfully, you can now access Instagram Insights by going to your profile and tapping on the same hamburger icon at the top of your screen. From there, you’ll find Insights in the drop-down menu.

One click takes you into a world of valuable data about your followers and how they interact with your content. In the Insights section, you’ll see the content, activity, and audience tabs. Here you will find data such as likes, shares, and the average order value that you’re looking to track.

Remember that regularly checking your insights isn’t a once-a-month task — it should be part of your routine. Consistently monitoring your stats helps to quickly identify trends, spot opportunities, and even address issues before they become significant problems.

As you learn to navigate this tool, you’ll find that Instagram Insights is a vital source of information for your Instagram-driven sales strategy. It helps track the overall performance of your campaigns, influence future marketing decisions, and directly impacts your AOV.

Remember, a higher AOV indicates customers are spending more per purchase. So, keeping an eye on this figure should be a priority in understanding your customer’s buying behavior. Continue focusing on strategic tactics like upselling and cross-selling to keep that AOV on the rise and really unlock the full potential of Instagram for your business.

Finding the Revenue Metrics section

Accessing the Revenue Metrics section on Instagram Insights is straightforward. From your Instagram profile, tap on the hamburger icon (three-lined button) in the upper-right corner. Then, tap on “Insights”. From this point, Instagram provides a gamut of information at your disposal.

Instagram’s Activity tab plays a crucial role here. It stacks details that reflect the actions taken on your account and taps into your content’s efficiency.

In the Activity section, you’ll find the Interactions and Discovery subsections. Interactions provide insights into your content’s engagement: likes, comments, shares, and saves. Meanwhile, Discovery shows reach and impressions, offering a glance into your content’s exposure.

However, for AOV data, you need to probe Instagram’s Content tab. This portion allows an in-depth analysis of your posts, stories, and promotions during a certain period.

Under the Content tab, select “See all”. By doing this, you’ll be directed to all the posts you’ve rolled out, sorted by impressions for your stated time frame.

For every post, you can tap on “View Insights”. This feature pulls up detailed information about engagement, number of likes, comments, shares, and the number of times users saved each post. Among these, key metrics include Reach, Impressions, Profile Visits, and Follows. You can use these to understand your audience’s behavior better.

Most importantly, you’ll spot the Shopping feature. Tap on it! It unveils the total number of product opens, product page views, and product button clicks during your defined period.

This information can help you calculate the effectiveness of individual posts or campaigns in driving traffic to your product pages. It’s noteworthy that Instagram does not provide revenue data or AOV directly. You need to combine this data with your website’s sales numbers to calculate AOV.

After all, you cannot manage what you don’t measure. So start! Regularly check the numbers. Identify trends. Spot opportunities. Address issues. Adapt your strategy. Augment your business growth.

Tracking Average Order Value on Instagram Insights

Let’s get into the nitty-gritty of how to track Average Order Value (AOV) using Instagram Insights.

Firstly, you’ll need access to Instagram Insights, which comes with any business account. So, if you’re still using a personal account, it’s high time to switch. Once you’ve successfully switched, you can start delving into your insights by tapping the bar chart icon on your profile page.

But here’s the catch – Instagram Insights doesn’t provide AOV data directly. You’ll need to do a bit of calculation yourself. For this, Instagram provides key metrics like reach, impressions, taps back, and exits, making it possible for you to track AOV indirectly.

Here’s how to go about it:

  1. Identify Total sales and Total orders using Instagram: For this, track all the purchases made directly through the Instagram interface and note the final order values. You’ll have to extract this data manually or use an integrated e-commerce platform.
  2. Calculate AOV: Simply divide the total sales by the total number of orders. This will give you the AOV.

Using the AOV, you can understand how well your pricing strategies are functioning. Insights from Instagram, like profile visits, website clicks, reach, and followers, can help you evaluate the success of different marketing strategies. A rise in AOV combined with an increase in these metrics indicates a successful marketing campaign.

Let’s look at an example. Suppose you’ve made total sales worth $5000 from 100 orders on Instagram. Your AOV would be $5000/100 = $50.

Total sales Total orders AOV
$5000 100 $50

This means that, on average, customers spend $50 on each purchase they make through your Instagram.

To measure the success of Instagram-driven strategies, it’s also recommended to compare your Instagram AOV with the AOV of other channels. This will give you an idea of which platforms are most lucrative for your business.

Using Average Order Value data to inform business decisions

The notion that “data-driven decision making is crucial for business growth” isn’t new. It’s a phrase we’ve heard countless times before. But, how many of us are truly implementing it in our daily operations? Let’s dive into it specifically in the context of Instagram Insights and AOV data.

AOV, short for Average Order Value, is a key performance indicator in ecommerce. By leveraging AOV data from Instagram Insights, you can drive better business decisions. This metric uncovers the average amount spent each time a customer places an order, helping you zero in on the effectiveness of your marketing campaigns.

But it’s not just about the numbers. Scrutinizing metrics such as this gives you important insights:

  • Are the right products being promoted?
  • Are customers finding value in your offerings?
  • Are marketing efforts reaching the right audience?

Answering these questions will ultimately improve the quality of marketing strategies and boost AOV.

Consider a practical scenario. If you observe that your AOV on Instagram is $25, above the company’s average AOV of $20, then it’s evident Instagram is a more lucrative platform for your business. Knowing this, you’ll be able to allocate more resources to Instagram and improve this channel’s performance.

That being said, it’s important to take this data with a pinch of salt. Various factors influence AOV: financial status of the customers, seasonal trends, occasional discounts, etc. Therefore, these insights should be used as an auxiliary decision-making tool to inform and guide strategies rather than as a fixed rule.

Thus, utilizing AOV from Instagram Insights paints a clear picture of your audience’s purchasing habits which are instrumental in steering business decisions. Keep an eye on these metrics; they’re far more than just numbers. They’re the roadmap for the growth of your business, showing where to refine strategies and where to double down.


So there you have it. Tracking AOV on Instagram Insights isn’t just a nice-to-have, it’s a must for any ecommerce business serious about growth. It’s a powerful tool that can help you understand your customers better, fine-tune your marketing strategies, and ultimately, boost your bottom line. Remember, though, that while AOV is important, it’s not the be-all and end-all. It’s one piece of the puzzle and should be used in conjunction with other metrics for a comprehensive view of your business performance. So, don’t just sit on this valuable data – use it to your advantage and watch your business thrive.

What is Average Order Value (AOV)?

Average Order Value (AOV) is a critical ecommerce metric that represents the average total of every order placed with a business over a defined period of time.

How can AOV data from Instagram Insights inform business decisions?

By analyzing AOV data from Instagram Insights, businesses can assess the efficacy of their marketing campaigns, determine if the correct products are being promoted, and establish if customers find value in their offerings.

Why should a company compare Instagram AOV to its average AOV?

Comparing Instagram AOV to a company’s average AOV can help identify which platforms are more profitable for the business, guiding better marketing strategies.

Should a company solely rely on AOV for decision making?

No, AOV should be used as a supportive decision-making tool rather than an absolute rule, as it can be influenced by various factors and should be complemented with other data.

What is the overall message of the article?

The article stresses the importance of regularly monitoring AOV, interpreting the insights to refine marketing strategies, and leveraging this information to drive business growth.

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About me

My name is Brian Cliette; I help brands and entrepreneurs find sustainable paths to sales growth on the social internet.

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