Advertisers of the world rejoice! Thursday, Facebook-owned Instagram released an expanded suite of analytics tools, offering brands a native interface for tracking performance metrics such as reach, engagement, and impressions on both paid and earned media.
Aside from analytics updates, Instagram also introduced their new “ad staging” tool that now allows creative teams to preview and edit ads before they are sent out live to users.
While these changes were likely instated to help prove Instagram’s worth to advertisers, there’s no denying the usefulness of these enhancements moving forward for both organic and paid image updates on the image-sharing platform. Analyzed correctly, these metrics can help brands more clearly understand their Instagram audience, prove social media ROI, as well as see what content users are interacting with more on an regular basis.
This tool is currently only available to marketers that have purchased ads on the platform but this updated interface allows marketers to access analytics in real-time. Until today, Instagram would only send out information to accounts manually upon request.
Metrics still remain unavailable for video content, but are expected to be released in the coming months.