Join LinkedIn Learning Instructors for an in-depth discussion in this video Understanding Instagram Ad Metrics, part of 2-Minute Tips for Marketing.
- [Anson] When analyzing the results of your Instagram ad campaigns, there are some important metrics that you'll see in the reports section of Facebook Ads Manager, and it's important to have a clear understanding of what they mean. The first metric I'd like to talk about is the results metric, a results in Facebook Ads Manager is when your ad has been successful after being displayed on Instagram. This will change based on the type of campaign that you're running. If you're running a campaign that's trying to drive traffic to a website, a successful result is when somebody taps or clicks on your advertisement and goes to your website.
In a brand awareness campaign, Instagram will estimate how many people will remember your advertisement at least two days in the future, and that number is displayed in the results column. Either way we look at it, a result is when our advertisement has been successful displayed and the user has engaged with it in the way that we intended. The reach metric in Facebook Ads Manager is the number of unique individuals that have seen our ad on Instagram. So even if somebody has seen our ad multiple times, it's only going to count once, because they're only one person.
An impression is the total number of views that our ad has received, so in the report that we are looking at, you can see that our ad has received 299 impressions, but has only reached 211 people. Cost per result is the average amount of money that we are spending per successful result on Instagram, and again, a successful result is going to depend on the type of campaign that you are running. Next time you take a look at your Instagram advertising data in Facebook Ads Manager, remember to keep an eye on these metrics, because they can be very helpful in determining whether or not your campaign has been successful.