How To Setup Reports For Instagram Ad Campaigns
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Create Your First Instagram Campaign (The Right Way)

Why you need custom reports for Instagram

Reporting is the secret weapon for Facebook advertisers. Developing proper reports can save you time and improve your ad performance.

But many advertisers aren’t using them properly. Important metrics aren’t included and advertisers miss information from crucial data points. You will miss signs that ads are about to fail, or other leading indicators.

This lesson will give you a better understanding of the power of reports for Instagram. We provide you with four templates you can easily save and replicate, depending on your needs.

How to create custom reports

Creating custom reports is easy.

First, head over to your Ads Manager and navigate to the Reports dashboard. Click on the Columns tab and select Customize Columns.

You’ll now be presented with all the different metrics you can include in your report. In just a moment you’ll get two templates customized for Instagram, so don’t select data points just yet. But after you have selected your data, choose Save as Pre-Set in the bottom corner, name the report, and click Apply.

Report Template #1: Instagram Engagement Report

Why use this report

Engagement is important for Facebook advertising. More shares means more viral leads and actions. It’s also an indicator of relevancy which impacts your costs.

Post engagement is potentially even more important on Instagram than Facebook. High levels of engagement on certain ads can be a leading indicator of the type of content your audience wants to see, which affects relevancy score which in turn affects ad serving and ad costs. This should also tell you what sort of ad creative you want to continue producing, and what to avoid.

It’s important that you monitor engagement level, to see what what type of content is really driving activity amongst your audience — this report makes that simple.

Instagram engagement report for images

To build this report for image ads on Instagram, select the following metrics to include:

  • Results
  • Amount Spent
  • Delivery
  • CPC (link)
  • CTR (link)
  • Post Engagemnt
  • Cost per Post Engagement
  • Reach
  • Impressions
  • CPM
  • Frequency

Instagram engagement report for videos

To build this report for video ads on Instagram, select the following metrics to include:

  • Results
  • Video Views
  • Cost per Video View
  • Avg. % Video Viewed
  • Avg. Duration of Video View
  • Video Views to 25%
  • Video Views to 50%
  • Video Views to 75%
  • Video Views to 95%
  • Video Views to 100%
  • Post Engagemnt
  • Cost per Post Engagement

Report #2: Instagram Conversion Report

Why use this report

At Online Advertising School, we are very focused on conversions. This metric is the lifeblood of your business. Engagement reports are helpful, but you’ll spend the most time analyzing conversion reports.

Our conversion reports help you do two things:

  • Determine which ads are working, and show you immediately what your conversion costs are
  • Provide leading indicators of poor or positive ad performance

Similar to the engagement report, we’ve created two report templates: images and video. The conversions you select will depend entirely on your conversion objective. For example, if you are driving traffic to your site, you should select “View Content” and “Cost per View Content”.

Instagram conversion report for images

  • Result
  • Cost Per Result
  • Value
  • Action
  • Cost Per Action
  • Action Value
  • Link Clicks
  • CPC (link)
  • CTR (link)
  • CPM
  • Relevancy Score
  • Reach
  • Frequency

Why use this structure

This structure is beneficial for 3 reasons:

  1. It provides a detailed understanding of your costs and results without having to scroll
  2. You can quickly see what is driving up your costs, such as low CTR, relevancy score or frequency
  3. It gives you all the information you need to do more detailed breakdowns, such as device, age or gender

Instagram conversion report for videos

  • Result
  • Cost Per Result
  • Value
  • Action
  • Cost Per Action
  • Action Value
  • Cost per Video View
  • Avg. % Video Viewed
  • Avg. Duration of Video View
  • Link Clicks
  • CPC (link)
  • CTR (link)
  • CPM
  • Relevancy Score
  • Reach
  • Frequency

Why use this structure

The report is structured like this for 3 reasons:

  1. The most important part is always conversions. This should lead your analysis, rather than video performance.
  2. We strip out most of the video metrics to give you the exact video data you need for optimization. Cost per video view and avg. % video view will provide information on your ad set performance
  3. Better optimization so you can see if too many of the same people are watching your video (frequency), the quality of the ad and audience (relevancy score) and if the video is costing too much (cost per video view)

Next steps

You now should have 4 report templates created for your Instagram ads: image engagement, video engagement, image conversions, and video conversions.

Once this is done, it’s time to move on to the next lesson where we’ll show you how to structure your Instagram ad campaigns.

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