Instagram recently updated the way it reports metrics for Reels. If you've gone looking for an "Impressions" number in your Reel's insights and couldn't find it — that's completely normal. Here's what you need to know.
What Changed on Instagram
Instagram now uses Views as the primary metric for Reels, replacing the separate "Impressions" label. The two metrics are now equivalent for Reels:
What You See in Instagram | What It Means |
Views | The total number of times your Reel was displayed on screen. This is equivalent to what was previously called Impressions. |
Accounts Reached | The number of unique accounts that saw your Reel. This is equivalent to Reach. |
Note: This change applies to Reels only. If you post Instagram feed posts or Stories, you will still see a separate Impressions metric in those insights.
Where to Find Your Reel's Views
To find your Reel's performance metrics in the Instagram app:
1. Open the Instagram app and navigate to your profile.
2. Tap on the Reel you posted.
3. Tap View insights (shown below the Reel).
4. Under the Overview tab, you will see your Views, Accounts Reached, Average Watch Time, and Follows.
Your Views count is the number you'll use for Impressions when submitting your metrics to GRIN.
How to Enter Your Reel Metrics in GRIN
When you manually upload your Reel's metrics on your Live Site, you may see separate fields for Views and Impressions. Since Instagram now reports these as the same number for Reels, here's what to do:
GRIN Field | What to Enter |
Likes | Your Reel's Like count from Instagram insights |
Comments | Your Reel's Comment count from Instagram insights |
Shares | Your Reel's Share count from Instagram insights |
Views | Your Reel's Views count from Instagram insights |
Impressions | Enter the same number as Views — Instagram no longer provides a separate Impressions figure for Reels |
Note: If your Instagram account is connected to GRIN, your metrics may be pulled in automatically. If you don't see your Reel's data or it appears incomplete, you can always add or correct metrics manually using the steps above. For help uploading metrics, see our article Uploading Instagram and Facebook Stats.
Frequently Asked Questions
Why does GRIN show an Impressions number for my Reel if Instagram doesn't?
If you haven't manually provided an Impressions figure, GRIN uses an algorithm to estimate this value based on your profile, historical content, and engagement data. This estimated number helps brands get a complete picture of your content's reach even when the platform doesn't provide it directly.
Will this affect my reporting or payments?
This is purely a metric naming change on Instagram's side. It does not affect how your content is tracked, how your work is evaluated, or any payments. If you have specific questions about your deliverables or contract, reach out to the brand you're collaborating with directly.
I submitted a screenshot of my Reel insights but Impressions didn't populate. What should I do?
Because Instagram's Reel insights screen no longer shows an "Impressions" field, screenshot parsing may not capture a value for this metric. If that happens, use the Manual Entry method and enter your Views count in both the Views and Impressions fields.