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Measure the business impact of Instagram and Pages (beta)

1 November 2018 • Josh Twist

How many times have you shared some new fascinating stats about your Instagram strategy with your team, only to hear: "That's great, but what does it have to do with conversion? How do all these engagement numbers actually relate to revenue?"

At Facebook Analytics, our core quest is to help marketers understand how their content and channel strategies actually drive real business results. As part of that charter, we're excited to announce a major addition to Facebook Analytics: our Instagram account and advanced Page analytics beta! Instagram account analytics are a brand-new addition to our suite, and Facebook Page analytics are expanding to cover all the ways in which people engage with your business through your Page.

How does your Instagram strategy drive business results?

Instagram offers businesses a powerful forum for connecting with customers: 80% of all accounts on Instagram (more than one billion accounts in total) follow a brand (Instagram internal data, March 2017). Thanks to Instagram Insights, you can already see how people interact with your posts and stories – but what do those people do next, and (most importantly) what does it mean for your success?

If Instagram already plays a significant role in your marketing strategy – or you think it should, and you need more data to confirm this hypothesis – Facebook Analytics can help.

To view Instagram and Facebook Page analytics, simply use the tools you already use in Facebook Analytics – such as funnels, segments and omni-channel groups – to:

  • Discover whether people who comment on or like Instagram posts have higher retention rates.
  • Compare the lifetime value of people who interact with your Instagram account to those who don't.
  • Create segments – e.g. all the people who commented on one of your posts – and analyse the value that they bring to your business.
  • Understand how your Instagram audience overlaps with the people downloading your app, or visiting your website or even engaging with your Facebook Page.

Go beyond reactions: Advanced analytics for Facebook Pages

Today, you can already create segments and analyse Facebook Page performance at the post level. Now, beta advanced Page analytics give you a broader view of the impact of your Page by including more valuable events (defined as actions people take on your Page), including post impression, Page follow/unfollow, Page like/unlike and more. You can view and analyse these events with any of the features that you already use in Facebook Analytics.

This means that you can create new audience segments of people who engage in certain ways, track funnel conversion from social engagement to purchase, compare audience demographics by channel and activity, and more.

How do I get access?

We're rolling out access over the next several months. You'll receive an email and a notification in your Facebook Analytics dashboard when these beta features are available in your Facebook Analytics account.

Request access

If you don't use Facebook Analytics yet: Request access, and head to your dashboard if you have the Facebook pixel or SDK installed on your website. You'll be able to see analytics in Facebook Analytics straight away.

Don't have the Facebook pixel or JS SDK installed? Here's how to get started. You won't be able to access Instagram and Page analytics until you've gone through setup.