How to Use Google Analytics to Measure Instagram

Using Google Analytics to Measure Instagram is a great way to link engagements to sales.

Instagram provides the most engagement out of all the social networks I use. As soon as I post an image, I immediately check the number of engagements.

I find myself holding my cell phone glaring at the number of likes growing in real-time.

It’s very addicting.

I’m sure you can attest to this habit and use it as a way to measure your Instagram activity.

When attributing these engagements to conversions, there is a better way to measure Instagram.

If you use Google Analytics for measuring your website’s online traffic, you can certainly use Google Analytics to measure Instagram engagements as well.

But the first thing you must do is determine your reason for using Instagram and set your KPIs.

Here’s what can you measure?

Typical Instagram metrics includes:

  • Follower growth (measuring the impact of the campaign on the Total followers for the official account)
  • Total likes
  • Total comments
  • Total hashtag mentions
  • Total engagements in competitions e.g. entries
  • Unique participants in competitions
  • Visitors to a website or campaign site – traffic and referrals being generated from social media and other sites to help you evaluate your visitors.
  • Sales linked to Instagram through Google Multi-Channel Conversion Reports to measure this.

Using Google Analytics to measure Instagram

 

Tip: Use attribution reports in Google Analytics to measure Instagram contribution. They are the easiest way to find the impact of Instagram on leads and sales. You can review ‘last click’ conversions and also ‘assisted conversions’ where a visitor is referred from Instagram initially, but generates a lead or a sale on a later visit referred from other media such as search.

In essence, you are searching for which channel (i.e.Instagram) is converting your customers.

For instance, consider Instagram a “channel” referenced in this video:

Find through Conversions > Attribution

Google Analytics Reporting

Google Analytics Social Media Reports (available from Traffic Sources > Social) and Multi-Channel Funnel feature (shown in video) can help you isolate the contribution you are getting from Instagram.

Tip: Look at trends to set targets to grow the Total visits and sales from the channel. Show the ‘last click’ conversions from each network that lead to conversions on the visit. You can also see where conversions may have been influenced based on previous visits from social networks by viewing ‘assisted conversions’.

Ultimately, comparing the relative Total visits and assists from different social networks can help you decide where to best put your efforts.

To get an even more accurate view of Instagram conversions, the Google URL builder tool can help you tag your links before posting them in your Facebook or Twitter updates.


  • Vivek G Maudgalya

    Very informative piece of blog. Many are still amateurs in using Instagram and measuring website traffic. It’s a great insight indeed. Thanks for sharing.

  • Vivek G Maudgalya

    Very informative piece of blog. Many are still amateurs in using Instagram and measuring website traffic. It’s a great insight indeed. Thanks for sharing.

  • Vincent Anthony Di Nino

    What’s the easiest way to get instagram traffic to show up in your google analytics report? Often times it does not show up at all and is instead in the “Direct” traffic bucket.

    • I agree with you I think that’s the main issue you have to deal with when discussing Instagram and how to measure its impact via Google Analytics. You have two options: either create a campaign link via the link building tool or build a specific LP for Instagram users. I’ve gone with campaign link, the only issue is that it’s long and not visually pleasing, and thus that means you have to use a link shortener, which then brings up a new issue: for branding reasons you’ll want to use a branded shortened link, which will cost you some bucks.

      Sorry for hijacking the comment section Juntae, just been researching this today and I felt like sharing my two cents, though I never, ever, do that, ha.

  • Vincent Anthony Di Nino

    What’s the easiest way to get instagram traffic to show up in your google analytics report? Often times it does not show up at all and is instead in the “Direct” traffic bucket.

    • I agree with you I think that’s the main issue you have to deal with when discussing Instagram and how to measure its impact via Google Analytics. You have two options: either create a campaign link via the link building tool or build a specific LP for Instagram users. I’ve gone with campaign link, the only issue is that it’s long and not visually pleasing, and thus that means you have to use a link shortener, which then brings up a new issue: for branding reasons you’ll want to use a branded shortened link, which will cost you some bucks.

      Sorry for hijacking the comment section Juntae, just been researching this today and I felt like sharing my two cents, though I never, ever, do that, ha.

  • 1stDoor

    Awesome article Juntae.

  • 1stDoor

    Awesome article Juntae.

  • Mariano Torres

    Hi Juntae! When you talk about conversions in Instagram, which are the links that you are counting? The only link i Know that could be attributed to Instagram is the one in the bio, Am i Right? Cheers!

    • Hi Mariano! Yes you are correct. A trick is to create a custom link and switch it based on an image/campaign you are wanting to track. I hope that helps! Thanks for reading.

      • This would mean that your campaign would be time based rather than object/image based, correct? The time between bio edits represents the life of the campaign. Am I understanding this correctly? btw: Your title graphic has a type-o “anlytics” 🙂 Thanks For the post it is very timely for what I’m working on.

        • Time is not a factor. You campaigns are based on the unique URLs placed in the bio section. Just remember to replace the links for each campaign. Thanks for noticing the error in the image. It’s updated.

        • Hi everyone, we’ve developed a tool that is specific to Instagram that does allow for image based attribution and no bio link changing. We are in beta now with various types of Instagram accounts, but feel free to sign up for our release: linkinprofile.com. I am happy to share some of our beta results as well (teaser: pretty awesome engagement and CTR)

  • Mariano Torres

    Hi Juntae! When you talk about conversions in Instagram, which are the links that you are counting? The only link i Know that could be attributed to Instagram is the one in the bio, Am i Right? Cheers!

    • Hi Mariano! Yes you are correct. A trick is to create a custom link and switch it based on an image/campaign you are wanting to track. I hope that helps! Thanks for reading.

      • This would mean that your campaign would be time based rather than object/image based, correct? The time between bio edits represents the life of the campaign. Am I understanding this correctly? btw: Your title graphic has a type-o “anlytics” 🙂 Thanks For the post it is very timely for what I’m working on.

        • Time is not a factor. You campaigns are based on the unique URLs placed in the bio section. Just remember to replace the links for each campaign. Thanks for noticing the error in the image. It’s updated.

        • Hi everyone, we’ve developed a tool that is specific to Instagram that does allow for image based attribution and no bio link changing. We are in beta now with various types of Instagram accounts, but feel free to sign up for our release: linkinprofile.com. I am happy to share some of our beta results as well (teaser: pretty awesome engagement and CTR)

  • Pingback: Social Selling »()

  • Pingback: Social Selling »()

  • Pingback: SEM | Pearltrees()

  • Pingback: SEM | Pearltrees()

  • Pingback: Artikler om måling funnet i PLN | oysteinlindbjor()

  • Pingback: Artikler om måling funnet i PLN | oysteinlindbjor()

  • Pingback: Hvorfor virksomheter burde bruke måling | oysteinlindbjor()

  • Pingback: Hvorfor virksomheter burde bruke måling | oysteinlindbjor()

  • Humayun Kabir

    Insightful, without measuring ROI marketing is nothing! thanks for the great article.
    https://www.upwork.com/freelancers/~019ee7ab8756169c72