Meta introduces a new metric for ad reporting on Instagram: the number of followers gained from ad campaigns.
Meta, the parent company of Instagram and Facebook, has introduced a new metric called "Instagram Follows" in its advertising reporting system. This metric, available starting July 7, 2025, provides advertisers with valuable insights into audience quality by enabling correlation analysis between follower acquisition and other business outcomes.
The "Instagram Follows" metric measures the number of follows an advertiser's Instagram profile receives that can be attributed to their advertising campaigns. This data spans all campaign types and provides information at the campaign, ad set, and individual ad levels. The metric operates independently of campaign objectives, making it a versatile tool for advertisers.
One of the key benefits of the "Instagram Follows" metric is its integration with Meta's existing advertising infrastructure. It does not require separate configuration or setup processes, making it easy for advertisers to implement. The metric is available through Meta Ads reporting interface as a customizable column option.
The "Instagram Follows" metric also enables the calculation of profile visit to follow conversion rates, offering enhanced insight for advertisers already using Instagram profile visit campaigns. Advertisers who track both follows and subsequent conversion events can evaluate whether advertising-driven followers generate more valuable long-term engagement.
Meta's development of the "Instagram Follows" metric is part of its continued development of cross-platform measurement capabilities. The metric measures follows across Meta's entire placement inventory, including Facebook and Instagram, reflecting the company's strategy of treating Instagram and Facebook as interconnected rather than separate advertising environments.
It's important to note that the "Instagram Follows" metric is a reporting tool rather than a bidding objective. Optimization for Instagram follows may become available in future updates. Historical data prior to July 7, 2025 cannot be retrieved through the new metric.
At present, Meta is the sole provider of the "Instagram Follows" metric, with no public information indicating that other advertising partners are currently using or planning to adopt this metric. However, the introduction of this metric underscores Meta's commitment to Instagram as a key component of its advertising business.
In conclusion, the "Instagram Follows" metric offers advertisers a valuable tool for understanding the impact of their campaigns on follower acquisition and long-term engagement. By providing insights into audience quality, this metric can help advertisers make more informed decisions and optimize their campaigns for success.
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