San Francisco, California–Instagram ad analytics are getting more robust as the Facebook property attempts to prove its worth to brands and marketers. The photo and video sharing social media site announced on its official blog that it will offer a suite of new tools for businesses using the platform for advertising.
“We’ve heard from brands that having more insight into how people engage with and respond to their photos and videos is an important part of evolving creatively. We’re excited to announce that over the coming weeks and months, we’ll begin rolling out a new suite of tools to help brands better understand the performance of their paid and organic content on Instagram,” the company wrote.
Instagram will offer an “ad insights” feature which gives marketers the ability to better understand their ad campaign impact and what activity is being generated. This particular tool tracks performance in real-time and delivers figures about sharing, engagement, and reach.
More Instagram Ad Analytics Tools
Another tool, called “account insights,” will provide companies with information about any non-paid proprietary or shared content businesses post through the service. The reason for the introduction of such analytics is to give brands and marketers a deeper understanding of the audiences using the photo and video site. A third tool, called “ad staging,” gives marketers and brands the ability to preview how their content will appear before going live.
The tools are reserved only for companies which purchase ads on Instagram, making such data unavailable to entities which are not paying for ad space. The company explains the new features are based on feedback gathered from brands and marketers already using the service. For the past six months, the digital company has been taking note of what matters most to its paying customers.
Currently, there is no self-service ad purchasing feature on the network, but companies can work with salespeople. Previously, ad analytics were only available through manual request. The company states that it might make these tools available to all users in the future but is presently focusing on its clients.