Measuring and analysing your Instagram advertising is a key step in understanding your audience and how to reach them efficiently and effectively. Imagine you post once a day for a whole year without having a clear understanding of who your audience is, what content do they respond to best, what time of the day is best to post and so on – you would have no data to base any of your advertising on and would therefore not be reaching your objectives. Measuring past campaigns is after all just as important as planning for your future ones.
Using Facebook’s Ad Manager, you are able to see data and create reports based on your Instagram ads. A number of different metrics can be analysed including (but not limited to):
- Reach: The number of people your ad was shown to
- Frequency: The average number of times your ad was served to each person
- Impressions: The number of times people viewed a product from your catalogue in an ad
- Clicks: The total number of clicks on your ad
- Cost-per-click (CPC): The average cost you’ve paid per click to website
- Cost-per-thousand impressions (CPM): The average cost you’ve paid to have 1000 impressions on your ad
- Post engagement: The number of actions related to your page’s posts as a result of your ad
- Clicks to play video: The number of clicks to play a video as a result of your ad
- App installs: The number of app installs as a result of your ad
- Cost per app install: The average cost for install of your app as a result of your ad
When logging into the Ad Manager, you’ll see an overview of all the campaigns you currently have running. This is a good platform to check at least once a day to gain an overall understanding of how each of your campaigns are running based on metrics such as results, reach, cost, amount spent and campaign end date. You’ll also be able to see the total amount spent in the past 7 days.
If you’re ever unsure what any of the terms are referring to, hover over the “i” icon for more information.
On a weekly and monthly basis, it is important to run reports to analyse your data for the past week or month. By doing so, you will be able to make informed decisions about future Instagram advertising efforts and ensure you are reaching your target audience in the most effective way. Analysing your data can also help in setting and managing your advertising budgets.
Analysing data can be a confusing and daunting part of the advertising process but is vitally important. If you need help measuring and analysing your Instagram campaigns Click Here and someone from360DMG will contact you about how we can help your business, get in contact with us today!