Facebook has expanded its measurement options for advertisers for the Instagram app and its Facebook Pages, highlighting the growing significance of Instagram for its overall ad revenue. Late last week, the social media network announced the addition of account analytics for Instagram and advanced analytics for its Pages.
With 80% of all Instagram accounts now following a brand, marketers are keen to explore how consumers interact and engage with Stories.
The expanded analytics tools provide an insight into whether Instagram users who comment or like posts have higher retention rates, compare lifetime values of engaged users and enable advertisers to create segments to analyse the value of posts.
Additionally, app marketer can learn whether their Instagram audiences overlap with people downloading their app.
Meanwhile, Facebook advanced Page analytics dives deeper into exploring user actions taken on a Page including post impressions, Page unfollows/follows and likes/unlikes.
Page admins will be able to make use of the expanded Page analytics via the Facebook Analytics dashboard to compare audience engagement actions and demographics.
Facebook added that both additions would be rolling out over the coming months.