Now that Instagram is pushing more advertising into their service, they have added some new analytics tools for advertisers so they can get more details into how their ads are performing.
The new analytic tools are not available to new advertisers at this time, only previous and current advertisers, however Instagram plans to make it available to more advertisers later this year. They are currently testing it with “big brands”.
The new tools are designed to make sure the quality of ads on Instagram are high as the photo-sharing service brings on more advertisers. “The doors are definitely open for large brands. We’re talking to many more brands. Our hope is that these tools help us scale to work with more advertisers,” Mr. Kanter said.
Mr. Kanter declined to specify how many advertisers have run campaigns, or how many campaigns they’ve run. He said the number of advertisers is “in the dozens” and includes Taco Bell, Ben & Jerry’s and Hollister.
Instagram currently has three analytics related tools for advertisers, Account Insights, Ad Insights and Ad Staging. Unfortunately, the tools are only available on the desktop version of Instagram.
This tool is similar to the familiar Facebook Page Insights tool, that allows advertisers to track all organic (non-paid) activity such as impressions, reach and engagement. It also includes audience demographic information such as age, gender, languages and “top countries”.
The ad insights tool covers the same as account insights, but for paid activity from Instagram advertising. It enables tracking on all advertiser campaigns including budget information and paid reach.
The ad staging tool is a tool that allows advertisers to see creatives, manage uploads and more for everything related to paid promotion prior to it being launched to users. Instagram’s team currently reviews all advertising before it goes live.
Importantly, the Ad Staging tool unshackles marketers from having to create Instagram campaigns on their smartphones by allowing them to upload content from their desktop computers. “The big marketers we work with are still operating on desktop,” Mr. Kanter said. “Asking a large business to think about ad campaigns and operate entirely on mobile is pretty challenging.”
The three new tools are now available to select advertisers and is expected to have a wider rollout later this year.
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