Measuring the effectiveness of targeted advertising on Instagram depending on the goal

Author of the article

Nikita Guzeria, marketing manager at VAU Agency

It's not enough to just launch an ad, it needs to be properly evaluated and, if necessary, optimized. Read on to find out how to do it efficiently and not just for show.

Thanks to it, you can understand the situation in the niche, spy on mechanics, ideas for content, get acquainted with the audience, etc. SMM is no exception!

And now to the metrics.

RECOGNITION

To be remembered and recognized, you need to be seen a lot and often. The KPIs for the Recognition goal are as follows:

Reach.
Impressions.
CPM (cost per 1,000 impressions).
Frequency.

A few words before we begin. I'll go on to tell you what metrics to track for each goal, but you may wonder “where to look for them?” You'll find them in your ad account:

FOR EACH ADVERTISING GOAL, THE SET OF METRICS FOR MEASURING EFFECTIVENESS WILL BE DIFFERENT. THE MOST COMMON ADVERTISING GOALS ARE AS FOLLOWS:

Recognizability.
Transitions to the site.
Applications.
Subscribers.

TRANSFERS TO THE SITE

If your main landing page is a website, you will want to send traffic there. The effectiveness will be measured in:

Number of clicks. CPC (cost per click).
CTR (click-through rate).
Frequency.

APPLICATIONS

You can collect requests for a product or service in different ways: through a form on your website, a lead form on Facebook, and direct mail on Instagram. You can also use messengers, but this is not so common. Keep track of the following indicators: