Threads insights: how to open them and read every metric

Threads insights: the short answer

Threads insights are the analytics screens Threads gives your account for free. In the app, go to your profile and tap the Insights icon in the top left. On threads.com, click Insights in the left menu. To check a single post, open it from your profile and tap the view count at the top of the screen (Instagram Help Center).

The profile screen covers views, viewers, net followers and interactions over 7, 14, 30 or 90 days (@threads), plus an Audience tab with demographics and the hours your audience is online. Every post gets its own page with views, unique viewers, profile visits, follows, the follower vs non-follower split and the places people saw it. Since the September 2026 redesign, both screens open with a short summary from Meta AI about how the post or the profile did (help page, Engadget).

Platform-wide numbers, such as monthly users and Threads vs X, are in our Threads statistics guide.

How to see Threads insights on mobile and web

Insights launched on the web in August 2024 (Meta) and reached the iPhone and Android apps that October. The button has moved since then. The October 2024 announcement put it in the top right, the current help page says top left, so older tutorials send people to the wrong corner.

In the app

1. Tap Profile.
2. Tap the Insights icon in the top left. This opens profile insights.
3. For one post, tap the post on your profile, then tap the number of views under "Thread" at the top. This opens post insights.

On the web

Open threads.com on a computer and click Insights in the left menu, or type threads.com/insights in the address bar (@threads, July 2025). On the web you can also pin insights next to your feeds: open Insights, click Options in the top right and choose Add as column.

What every metric in Threads insights means

All definitions below come from Meta's help page. Meta notes that some of these metrics are estimated or still in development, so small day-to-day jumps aren't worth worrying about.

Post insights

Profile insights

The Overview tab shows views of your posts in the chosen period, unique viewers, net followers (new follows minus unfollows and people who left Threads), interactions and a sortable list of your threads. Meta's help page counts likes, replies, reposts and shares as interactions. The July 2025 update splits the chart into likes, replies, reposts and quotes (@threads).

The Audience tab splits viewers into followers and non-followers and adds countries, cities, age, gender, top interests and communities, and most active times. Those times use your current time zone and the last 30 days of data, which makes them a better guide to posting hours than any general chart.

Where views come from: Home, Profile, Activity, Search

Home is the screen where you switch between the For You feed (accounts you follow mixed with recommended ones) and Following (help page on feeds). Meta's insights page doesn't say which feeds count, so Home most likely covers both, without a split. Read it next to the non-follower share: a big Home slice with mostly non-followers means the feed recommended your post, and a big Home slice with mostly followers means your own audience saw it and it went no further.

Profile means views that happened on your profile page. People open your profile after a good reply or post and scroll what's there. An older post with a large Profile share is doing the job of a pinned introduction.

Activity is the tab with notifications about likes, replies, follows and mentions (help page). Views from there usually mean someone opened a notification: a person you mentioned, quoted or replied to.

Search covers search results. Views from topic tag pages most likely land here as well, since Adam Mosseri said when tags launched that "the tag view is the search view" (Mosseri). Search views are the source you can steer with wording, so use the words your audience would type.

Instagram and Facebook appear in the source list @threads described in July 2025, because Meta says eligible Threads posts can be recommended to people on those apps (Meta).

A worked example (invented numbers, for illustration):

• Post A: 4,200 views, 80% non-followers, 70% from Home, 12 profile visits, 1 follow.
• Post B: 900 views, 35% non-followers, 30% from Search, 40 profile visits, 9 follows.

Post A won on reach. The feed pushed it to new people, but almost nobody wanted more of you afterwards. Post B reached a fifth of the audience and brought nine times the follows, because it got found by people looking for the topic. If you're building an audience, write more of B.

How to read the numbers

Start with your own baseline. Threads already does part of this: "views over time" compares each post with the median of your last 10. Use medians for anything you calculate yourself, so a single viral post doesn't drag your average up.

Engagement rate by views is the most useful ratio for single posts:

(likes + replies + reposts + quotes) ÷ views × 100

Say a post has 120 likes, 18 replies, 4 reposts and 2 quotes on 3,400 views. That's 144 interactions, or 4.2%. Replies per 1,000 views come out at 5.3. The Threads engagement rate calculator does this for you and also gives the rate by followers.

Buffer publishes two outside benchmarks from its customers' posts, and they measure different things. The 2026 content-format study gives median engagement rates on Threads by format: 5.55% for video, 4.55% for images, 2.79% for text, 2.34% for posts with links (Buffer, 2026). The 2025 engagement report gives an average engagement rate of 4.51% for Threads across a year of posts, counted as interactions ÷ impressions (Buffer, 2025). Treat both as a rough range.

If your goal is growth, follows per 1,000 views says more than engagement rate. In the example above, Post B earned 10 follows per 1,000 views and Post A earned 0.24. A sorted column of that one ratio across a month of posts tells you which formats bring followers.

Watch the non-follower share over several weeks. If it stays near zero, your posts aren't being recommended beyond your followers. Check Account Status first (our Threads shadowban guide shows where), then the growth guide for what to change.

Don't over-read small accounts. On a post with 300 views, one extra reply moves the engagement rate by a third of a point. Compare groups of five or ten similar posts instead of single ones.

What insights don't tell you

Insights describe each post. They don't know why you wrote it. Threads can't tell that Post B was a how-to list with a question at the end, or that you wrote it for beginners, so the "why" part of the AI summary is limited to what the numbers show. The fix is to label your posts yourself (format, angle, hook) in a spreadsheet and compare medians per label once you have a few of each.

Replies are the other blind spot. If you grow by answering other people's posts, as Mosseri has recommended, insights won't group your replies by approach. You'd have to log which ones started a conversation and which ones got ignored. The reply guy strategy guide has a simple weekly sheet for that.

If you post and reply through Replyvero, its Results tab does this labeling for you. When you press Refresh, the extension opens your own Threads profile in its tab and reads your follower count plus the likes and replies on the texts it sent or published. It then shows median replies and likes by post format, by audience lens and by reply type. It only suggests a winner once at least two groups have three or more measured texts each, because one lucky post isn't a pattern. It doesn't see views, so keep Threads insights open for reach.

Replies are drafts by default and wait for you to send them. Optional autopilot sends without approval. Threads' Terms of Use restrict automated access, so any automation carries a risk of restrictions at any pace. Replyvero's limits lower that risk without removing it. See pricing.

Threads profile views and who viewed your profile

Three different numbers have "profile" in the name, and blog posts mix them up:

1. Profile visits, in post insights: how many times people opened your profile from that post.
2. Profile views, in the sources list: the share of a post's views that happened on your profile page.
3. The views user metric in the Insights API, which Meta's developer docs describe as "the number of times your profile was viewed", while the help page describes profile-level Views as views of your posts. If a third-party dashboard shows "profile views", ask which one it means.

Threads doesn't show who viewed your profile. Every metric on the help page is a count, a percentage or an aggregate split. The only names you get belong to people who interacted: View activity under a post lists who liked, reposted and quoted it, and replies are public (help page). The API returns the same aggregate metrics, so an app that promises a list of your profile visitors has no official data to show you. If it also asks for your Threads password, close it.

The September 2026 redesign: AI summaries, still no link clicks

On September 8, 2026, @threads announced a revamp of insights meant to show "what's working with your threads, or not, and why" (@threads). Connor Hayes, head of Threads, wrote that the old version told people what happened but not why. The new one explains what drove each post's result, adds audience metrics and shows how much of your reach came from followers vs people who haven't followed you yet.

Engadget quoted one of the AI summaries: "This post got about 8 times more views than your recent posts, and reach was higher too" (Engadget). The panel now labels numbers as higher, lower or typical compared with your recent posts. Link-click stats, added in 2025, aren't part of it. According to Engadget, Meta removed them some time before the update, and it isn't clear exactly when. A Meta spokesperson said the company was "exploring" the feature. As of October 2026 the API docs still list a clicks metric.

Treat the AI summary as a reading of your own numbers: it compares you with your recent posts. Don't expect it to explain how ranking works. Meta's feed system card is still the best public description of that, and our Threads algorithm guide goes through it.

Threads Insights API for tools and dashboards

Most people never need the API. It's useful if you want daily snapshots older than the app's 90 days, or Threads numbers next to other channels in one dashboard. Everything below is from Meta's Insights API docs and changelog, as of October 2026.

Access needs the threads_basic and threads_manage_insights permissions, and it reads only the authorizing user's own data. Since September 2025 profiles without a linked Instagram account can use the API too, and since January 30, 2026 they also get followers_count and follower_demographics.

Media insights (GET /{threads-media-id}/insights) return views, likes, replies, reposts, quotes and shares. Views and shares are marked as in development. On a root post, replies count the whole thread, while on a reply they count only direct replies. Nested replies' own metrics aren't included.

User insights (GET /{threads-user-id}/threads_insights) return views as a daily time series, plus likes, replies (top-level only), reposts, quotes, clicks per URL, followers_count and follower_demographics. Demographics need at least 100 followers and take one breakdown at a time: country, city, age or gender.

The date range defaults to yesterday through today if you leave out since and until. The earliest accepted timestamp is April 13, 2024, and Meta only guarantees user insights from June 1, 2024. Store your own copy every day if you want a long history.