How do you measure the results of your Instagram ad campaigns?
Instagram is big and getting bigger.
Recently, social media marketing master Jay Baer said he believes Instagram may soon eclipse even Facebook in terms of usage.
Start with your advertising goals
- ·Profile visits
- Website traffic
- Promotion views
Reviewing your Instagram Ad Reports
Performance: Results, Reach, Impression, Cost Per Result, Amount Spent, Ends, Relevancy Score, Frequency, etc.
Delivery: Reach, Frequency, Cost per 1,000 people reached, Impressions, CPM.
Engagement: People Taking Action, Reactions, Comments, Shares, Link Clicks, Page Likes, CPC etc.
Video Engagement: Impressions, 2s Continuous Video Views, Cost per 2s views, 3s Video Views, Cost per 3s Video Views, 10s video views, Cost per 10s views, etc.
App Engagement: Mobile App Installs, Mobile App Actions, Cost per Mobile App Install, etc.
Carousel Engagement: Reach, Frequency, Impressions, Clicks, etc.
Performance and Clicks: Results, Reach, Frequency, Cost Per Result, etc.
Cross-Device: Reporting Starts, Reporting Ends, Website Conversions, Mobile App Installs, etc
You can get even more granular information if you use the “Breakdown” view, like this:
How to create a custom Instagram Advertising Report
How to use the information in your Instagram reports
- Which ad types perform best or worst
- Which ad creative (by headline, image, ad copy, hashtags) perform best or worst
- Which times of day your audience is active, or when you get the most engagement, so you could use Instagram’s dayparting options
- Which demographic settings perform best or worst
- Which countries and locations perform best or worst
We assume that Facebook’s ad serving algorithms are optimizing our campaigns for the actions defined in those goals… but have you ever actually tested that? Maybe what works for their algorithm doesn’t work for your particular campaign. The results of a test like that might be surprising.
Now you’re armed with an incredible amount of information – but only the right information for you.