Instagram Rolls Out Deeper Analytics for Advertisers
Instagram launched a suite of deeper analytics for advertisers on Thursday that are targeted to offer greater visibility into how their campaigns are performing on the network.
The new metrics, like impressions, reach and engagement, will provide data to marketers almost in real time. The program is being rolled out to Instagram’s several dozen ad partners, including Levi’s, Hollister and Taco Bell. The Facebook-owned photo platform plans to roll out the program to all potential advertisers in the coming months.
The desktop-based dashboard leverages Facebook’s demographic information to let advertisers see an age- and sex-based breakdown of users who are interacting with branded messages. In a staging area, marketers can also see how an ad will look on Instagram on a mobile phone.
The metrics are not only for advertising, but for organic posts as well. Advertisers can get a detailed view of all the ads and posts they have previously filed, which they can sort by impressions, likes and chronology. Another option lets marketers see a raw data feed, which they can use with custom data-sorting systems.
Advertisers won’t necessarily be able to adjust ad campaigns on the fly said Jeff Kanter, product manager for Instagram. For instance, they won’t be able to double down on an execution’s placement if it’s getting an unusual amount of interaction, like they can on Facebook.
“The idea is to see which types of creative are working best,” he added.
Instagram started running ads in October with a handful of advertisers. The latest tools are a response to demands from advertisers.
“Our goal is to give brands the tools and insights they need to be really effective on Instagram,” Kanter said.