Growth Tracking and Growth Distribution

Growth Tracking is on your main dashboard. It's the central graph showing your performance trends across all four growth goals, with the Growth Distribution doughnut chart sitting alongside it on the right.

The graph shows how your performance across the four growth goals — Awareness, Audience, Engagement, and Conversion — has trended over your selected time period. Each goal has its own colour-coded line:

The total score for each goal over the selected period is shown in the pill badge next to each goal label at the top of the graph.

The Y axis on the Growth Tracking graph is labelled Trends (Baseline = 100).

This means the graph is normalised — the four goals are plotted on a shared scale rather than their raw numbers. This is intentional and important.

The four goals measure fundamentally different things in different quantities. Awareness (reach and video views) will naturally produce much larger raw numbers than Conversion (profile visits and link clicks). If the graph plotted raw numbers, the Awareness line would dominate the chart and the Conversion line would be almost flat — making it impossible to compare trends meaningfully.

By normalising to a baseline of 100, Clue Labs puts all four goals on equal footing. A value of 100 represents your baseline performance for that goal. Values above 100 show growth above baseline. Values below 100 show performance dipping below it. This means you can see at a glance whether Engagement is trending up at the same time Awareness is trending down — regardless of the fact that they're measuring different things in different volumes.

💡 The graph is for reading trends, not comparing raw numbers. Use it to answer: is this goal moving in the right direction? Is it consistent or volatile? Has something changed recently?

Use the time period buttons in the top right of the widget to change the view:

The Growth Distribution doughnut and the KPI totals in the pill badges update automatically when you change the time period.

The numbered indicators along the top of the graph show how many posts were published on each day. Click any point on the graph to drill into that specific day.

When you select a day, the view updates to show:

This is where Growth Tracking becomes a diagnostic tool. If you see a spike or a dip on a particular day, clicking into it shows you exactly which posts were live and which goals were driving the movement. You can see the actual posts that caused a peak in Awareness, or identify a day where Engagement dropped and correlate it with what was published.

The Growth Distribution doughnut sits to the right of the graph and shows the percentage split of your growth across the four goals for the selected time period.

Each segment represents one goal. The percentages tell you where your growth is actually coming from — not where you want it to come from, but where it's been generated in practice.

This is one of the most useful views in Clue Labs for deciding which growth goal to focus on next. A few ways to read it:

​If one segment dominates: Your content is heavily weighted toward one type of growth. This might be intentional — if you've been running an Awareness campaign, high Awareness growth is the right outcome. If it's not intentional, it may signal that your content mix needs rebalancing.

​If Conversion is very small: Your content is generating attention and engagement but not translating it into action. This is common for brands that haven't yet focused a campaign on Conversion — and a signal that a Conversion campaign would have significant impact.

​If the distribution is relatively even: Your content is generating growth across all four goals without a dominant focus. This can be healthy, or it can mean you're not pushing hard enough in any one direction. Compare it with your current campaign goal to see whether the distribution matches your intent.

The combination of the Growth Tracking graph and the Growth Distribution doughnut is the most direct answer to the question: what should I focus on next?

Look at the doughnut for your last 30 days. The smallest segment is typically the most underleveraged opportunity. Cross-reference it with the trend lines — if Conversion is small and its trend line has been flat or declining, that's a clear signal. Create a campaign with Conversion & Lead Generating as the goal and use Next Suggestions to start moving that number.

Conversely, if a goal has a large share of the doughnut but its trend line is declining, you've been relying on it without actively maintaining it. That goal needs attention.

Why are the numbers on the graph different from my Instagram analytics? The Growth Tracking graph shows normalised trend data, not raw platform metrics. The numbers you see in the pill badges are Clue Labs' weighted scores for each goal — not direct copies of your Instagram reach, follower count, or engagement rate. They're designed for trend comparison, not absolute reporting.

Why does my graph look flat for some goals? A flat line near zero usually means that goal has very low activity for your account during that period. For example, if your content hasn't been driving profile visits or link clicks, the Conversion line will be close to zero. This is useful information — it tells you that goal hasn't been generating signals, which may mean it's worth focusing a campaign there.

How far back does my data go? Your Growth Tracking history goes back to when your Instagram account was first connected to Clue Labs.