# How to Turn On Insights on Instagram (Step by Step) > Learn how to turn on Insights on Instagram by switching to a Creator or Business account, what metrics you get, where to find them and what to know first. Canonical: https://scheduleforyou.com/blog/how-to-turn-on-insights-on-instagram Last updated: 2026-10-23 Category: Instagram. To turn on Insights on Instagram, switch your account to a professional account (either Creator or Business). Open your profile, tap the menu, go to the account type settings and choose **Switch to professional account**. Insights then appear on your profile as the **Professional dashboard**, and under each new post as **View insights**. There's no separate "Insights" toggle. Insights come with a professional account, and they only start tracking from the moment you switch, so it's worth doing early. ## Quick answer: what you need to know | Question | Answer | | --- | --- | | Is there an Insights switch? | No. Insights come with a professional account | | Which account types get Insights? | Creator and Business | | Does it cost anything? | No, switching is free | | Will I see stats for old posts? | Generally no. Data starts after you switch | | Can I switch back? | Yes, but you lose access to Insights | | Where do I find Insights? | Professional dashboard on your profile, or View insights on a post | ## Creator vs. Business: which should you choose? Both account types give you Insights. The differences are mostly about the tools around them. ### Creator account Built for influencers, artists, public figures and content creators. You get Insights, extra options for organizing your inbox and creator-focused tools. If you're an individual building an audience, this is usually the better fit. ### Business account Built for brands, shops, local businesses and organizations. You can add contact buttons (such as email, phone or directions), connect a Facebook Page and use business tools like shopping features where available. If you're a company or sell products, choose Business. ### Things to check before you switch - **Privacy**: Business accounts can't be private at the time of writing. If your account is private, Instagram will tell you whether the account type you've chosen requires it to be public. - **Category label**: you'll pick a category, such as "Artist" or "Restaurant." You can choose whether it's shown on your profile. - **Third-party tools**: social media schedulers and analytics tools that use Instagram's official API generally need a professional account to connect. You can change between Creator and Business later, so don't overthink the choice. ## How to switch to a professional account Instagram renames and moves menu items between app versions, so the labels below may be slightly different on your phone. The overall path stays similar. 1. Open the Instagram app and go to your **profile**. 2. Tap the **menu** icon (three lines) in the top-right corner. 3. Tap **Settings and activity** (or **Settings**). 4. Look for **Account type and tools** (sometimes under **For professionals** or **Account**). 5. Tap **Switch to professional account**. 6. Read the screens that explain what you'll get and tap **Continue**. 7. **Pick a category** that describes you or your business. Decide whether to show it on your profile. 8. Choose **Creator** or **Business** when asked. 9. Review or add **contact details** if you chose Business. You can skip this. 10. Tap **Done**. You may be prompted to connect a Facebook Page or set up your profile; these steps are optional. If you're on a computer, you can usually find the same option in Instagram's settings on the web, but the app has historically had the most complete set of options. Instagram's own steps are in the [Instagram Help Center](https://help.instagram.com) if the menus look different. ## Where to find Insights after switching Once your account is professional, Insights appear in two main places. ### Account-level Insights 1. Go to your profile. 2. Tap **Professional dashboard** (or **Insights**) below your bio. 3. Choose a time range at the top, then open a section such as views, interactions or followers. ### Insights for a single post, Reel or Story - **Posts and Reels**: open the post and tap **View insights** below it. - **Stories**: open your Story while it's live and swipe up, or open it later from your Archive or Highlights. ## What metrics you get Exact names change as Instagram updates the dashboard, but these are the main types of data available at the time of writing. ### Reach and views - **Views**: how many times your content was displayed or played. Instagram has moved toward views as a main metric across formats. - **Accounts reached**: how many unique accounts saw your content at least once. - **Followers vs. non-followers**: what share of your views came from people who already follow you. ### Interactions - **Likes, comments, shares and saves** on each post and Reel. - **Replies and sticker taps** on Stories. - **Profile activity**: profile visits and taps on your links or contact buttons. ### Reels-specific data - **Plays or views**, **watch time** and **average watch time**, which show how long people stay with your video. - **Skip rate** or similar retention data, which helps you judge whether the opening is working. ### Story navigation - **Forward taps, back taps, next story and exits**. Lots of exits on one frame is a signal to change what's on it. ### Audience - **Follower growth**: follows and unfollows over time. - **Top locations, age ranges and gender**. - **Most active times**: the hours and days your followers are on Instagram. This is the data you need to work out when to post; see our guide to the [best time to post on Instagram on Monday](https://scheduleforyou.com/blog/best-time-to-post-on-instagram-on-monday) for how to use it. Audience details only appear once you reach a minimum follower count (100 followers at the time of writing). ## How far back Insights go Instagram's dashboard lets you choose time ranges, such as the last 7, 30 or 90 days, and in some views a custom range or previous months. Historically, the in-app data window has been around 90 days for many account-level views, but Instagram has extended this in some areas. Check the date range menu in your own dashboard to see what's available. Two practical tips: - **Export or note key numbers regularly.** If you want a long-term record, write down monthly totals or take screenshots, because in-app windows are limited. - **Remember the starting line.** Insights begin when you switch. Posts published before you became a professional account usually won't show data. ## How to use Insights well Turning Insights on is the easy part. Using them to make better decisions takes a habit. 1. **Set a review rhythm.** Once a week or once a month, look at the same metrics in the same way. 2. **Compare like with like.** Compare Reels with Reels and carousels with carousels. 3. **Look at saves and shares**, not just likes. They often show which content people found useful. 4. **Test one change at a time**, such as posting time, hook or format. 5. **Write down what you learn**, so the next month's content is based on evidence rather than memory. For a more detailed framework, read our guide to [content performance analysis](https://scheduleforyou.com/blog/content-performance-analysis). If you plan and schedule your Instagram posts alongside other channels, Schedule For You lets you publish to a connected Instagram professional account from the same calendar as your other platforms, so it's easier to post consistently at the times your Insights point to. ## Frequently asked questions ### Why can't I see Insights on my Instagram account? You're most likely on a personal account. Insights are only available on Creator and Business accounts. Switch to a professional account in your settings, then check your profile for the Professional dashboard. ### Is switching to a professional account free? Yes. Switching to a Creator or Business account doesn't cost anything. Paid features such as boosting a post or running ads are separate and optional. ### Will I get Insights for posts I made before switching? Generally no. Instagram starts collecting Insights from the time you switch. Posts published while you had a personal account usually won't show stats, which is why it helps to switch early. ### Can I switch back to a personal account? Yes. You can switch back from the same account type settings at any time. You'll lose access to Insights and professional tools, and Insights data from your professional period may not be available if you later switch again. ### Why is my audience data empty? Instagram only shows audience details, such as locations, age ranges and most active times, once your account reaches a minimum number of followers (100 at the time of writing). Until then, you can still see stats for individual posts. ### Do I need a Facebook Page to use Instagram Insights? No. You can see Insights without connecting a Facebook Page. Connecting one is optional and mainly useful if you want to manage both from Meta Business Suite or run ads. ## Related - [All guides](https://scheduleforyou.com/blog) - [Pricing](https://scheduleforyou.com/pricing)