Over the past few weeks, we've given you the 411 on Instagram advertising and showed you how to easily post from both the mobile app and Facebook's ad manager. But what happens when your colleagues or your boss ask you how well your advertising performed?
Let's dig into measuring your ad results, so you know what to do more of (or less of) next time.
Let's measure what matters
When you set up your ad, you choose a specific objective, such as brand awareness or video views. The key metrics that you'll measure are determined by that objective.
If you chose Brand Awareness on the app, or any of the Awareness goals via Facebook, you'll want to look at:
Reach - This tell you how many people potentially saw your ad.
Impressions - This tells you how many times your ad appeared on the screens of your target audience. It may have appeared multiple times for the same person.
If you chose Engagement on the app, or any of the Consideration goals via Facebook, look at:
Liked and comments - This tells you how many people expressed interest in your ad on Instagram.
Visits - This tells you how many people visited your profile page after viewing your ad to learn more about your business.
If you chose Conversions on the app or any of the Conversion goals via Facebook, look at:
Website clicks - This tells you how many people visited your website after viewing your ad or profile.
Lead generation - This shows how many people gave you their email address or other information to continue interacting with you in the future.
There are more numbers to review that are interesting, but they may not all be vital to showing you whether or not your ad was a success. Consider the most important metric to your business, based on what will help you achieve your business goals.
If sending people to your website so they will buy your product is the most important thing you need to do, tracking website clicks is the most important metric for you. If your ad got lots of likes and comments but very few people clicked to go to your website, that's not such a successful ad, even if it makes you feel good! Rethink your visual and copy, or rethink your targeting, and try again.
Speaking of website clicks, you may find that Instagram is not the most successful channel for driving traffic to your website, because Instagram users don't tend to leave Instagram all that often once they're in scroll mode. If you find after multiple tests that you just can't seem to get people onto your site from Instagram, consider how this platform might still be beneficial for brand awareness or influencer outreach. Create and promote content on Instagram that a customer will appreciate and find inspiring, funny, or educational, so you can build a connection with that customer over time.
Those memorable, positive associations with your brand and company story can lead to later success. A potential customer who sees you there will be more likely to remember you when they also see you on another platform, like Google Ads or in an email newsletter.
Anyhoo, follow the steps below to view your ad metrics either on the Instagram app or via Facebook ads:
View metrics in the Instagram App
Click your profile icon in the lower right side of your feed.
Click the three lines in the upper right corner of your profile page.
Click the Insights, then click content, and scroll down to Promotions.
View metrics via Facebook's ad manager
Click Ads Manager from the right sidebar on your main feed.
Hover the cursor over the campaign name and select "View Charts."
Explore the charts that include data regarding performance, demographic, and placement. Click Placement and look for Instagram. Depending on the objective you chose, you'll see different results.
You can see more Instagram metrics by, in the table at the bottom, clicking Breakdown and Placement from the list.
Need more detail on which social media metrics are the most important to track? Use our handy guide.
And, if you want to know even more about Instagram analytics in general, here's a very long, very detailed guide.