Instagram Profile Audit Checklist

An Instagram audit tells you why a profile isn't growing or converting. Most accounts have obvious problems — an unclear bio, no call to action, inconsistent visual style, or posts that attract reach but not saves or website clicks. This checklist surfaces those issues systematically.

The audit covers five areas: Profile Setup (bio clarity, link in bio, profile photo, category, contact info), Content Quality (grid consistency, caption quality, format mix, use of features like Reels and Stories), Engagement Analysis (engagement rate versus industry benchmarks, comment quality, DM responsiveness), Growth Metrics (follower trend, reach trend, profile visit rate), and Conversion Signals (bio CTA, link click rate, story swipe-up usage).

Each section has a 1–5 scoring rubric so you can produce a total score that's comparable across time or across client accounts. There's also a priority fix section at the end where you note the top three changes most likely to move results.

The checklist can be completed in under two hours using Instagram's native Insights — no paid tools required.