Meta introduces Instagram follows metric for ads reporting

Meta has introduced a new metric called "Instagram follows" to its advertising reporting system, according to digital marketing expert Bram Van der Hallen. The metric became available in select advertiser accounts on July 7, 2025, representing a significant expansion of Meta's attribution capabilities across its advertising ecosystem.

The Instagram follows metric allows advertisers to measure the number of follows their Instagram profile receives that can be attributed to their advertising campaigns. This measurement spans all campaign types and provides data at the campaign, ad set, and individual ad levels through customizable column configurations in Meta's advertising reports.

Van der Hallen noted that the metric shows follow data attributed to advertisements starting from July 7, 2025. The timing coincides with broader Meta algorithm updates that have shifted focus toward engagement signals and audience expansion features throughout 2025.

Technical implementation and measurement scope

The new metric integrates directly into Meta's existing advertising infrastructure without requiring separate configuration or setup processes. Advertisers can access the Instagram follows measurement by customizing their reporting columns within the standard Meta Ads interface, similar to how other attribution metrics are displayed.

According to available documentation, the metric tracks follows that occur after users interact with advertisements across Meta's placement inventory. This includes interactions from Facebook Feed, Instagram Feed, Stories, Reels, and Meta's broader Audience Network placements where Instagram profile promotion occurs.

The measurement operates independently of campaign objectives, meaning advertisers running traffic campaigns, conversion campaigns, or awareness campaigns can all access Instagram follow attribution data. This universal availability contrasts with some Meta metrics that remain restricted to specific campaign types or optimization goals.

Relationship to profile visit campaigns

The Instagram follows metric provides enhanced insight for advertisers already using Instagram profile visit campaigns. These campaigns, designed to drive traffic to Instagram business profiles, can now measure conversion rates from profile visits to actual follows.

Van der Hallen indicated that the metric enables calculation of profile visit to follow conversion rates, providing a clearer picture of how profile traffic translates into audience growth. This measurement addresses a long-standing gap in Meta's attribution capabilities, where profile engagement remained difficult to quantify beyond basic traffic metrics.

The development builds on Meta's broader measurement framework that has undergone significant changes throughout 2024 and 2025. While Meta deprecated over 100 unique metrics from its Ads Insights API in October 2024, the company has simultaneously introduced new measurement capabilities focused on business outcomes.

Attribution methodology and data accuracy

Meta's Instagram follows metric uses the company's standard attribution windows and methodologies. The system attributes follows to advertisements when users complete the follow action within designated timeframes after ad interaction, consistent with other conversion tracking on the platform.

The metric appears in advertiser reporting alongside traditional performance indicators such as clicks, impressions, and cost-per-result calculations. This integration allows advertisers to evaluate follower acquisition costs and identify which creative assets, audience segments, or campaign configurations drive the most effective audience growth.

Early user feedback suggests the metric provides reliable attribution for follows occurring directly after ad interactions. However, the system's handling of organic follows that may be indirectly influenced by advertising exposure remains unclear based on available information.

Creative testing and optimization opportunities

Marketing professionals have identified the Instagram follows metric as particularly valuable for creative testing initiatives. The ability to measure follower acquisition at the individual ad level enables detailed analysis of which creative elements, messaging approaches, or visual styles generate the most audience growth.

This granular measurement supports A/B testing methodologies where advertisers can compare follower acquisition rates across different creative variants. Such testing was previously difficult to execute due to limited attribution visibility for Instagram profile engagement.

The metric also supports optimization of creative production workflows. Advertisers can identify high-performing creative elements that drive follows and incorporate those elements into future campaign development, potentially improving overall audience acquisition efficiency.

Integration with Meta's measurement ecosystem

The Instagram follows metric launches alongside other measurement enhancements Meta has introduced during 2025. These include content-level controls and API integration updates that affect how advertisers access and analyze campaign performance data.

Meta's approach to metric development appears focused on business outcome measurement rather than traditional engagement indicators. The Instagram follows metric aligns with this strategy by providing direct measurement of audience acquisition, which represents tangible business value for brand building and customer acquisition efforts.

The timing of the Instagram follows metric introduction also coincides with Meta's broader shift toward AI-powered optimization features, including Value Rules and enhanced bidding controls. These developments suggest Meta is providing advertisers with more sophisticated tools for campaign management and performance analysis.

Campaign objective implications

While the Instagram follows metric works across all campaign types, its availability does not currently extend to campaign optimization. Advertisers cannot yet optimize campaigns specifically for Instagram follows, meaning the metric serves as a reporting tool rather than a bidding objective.

This limitation mirrors Meta's historical approach to new metrics, where measurement capabilities typically precede optimization features. The company often introduces tracking for new business outcomes before developing algorithmic optimization around those outcomes.

Industry observers expect that Instagram follow optimization may become available in future updates if advertiser demand and metric reliability meet Meta's criteria for campaign objective expansion. Such development would require significant algorithmic work to balance follower quality with acquisition volume.

Impact on Instagram marketing strategies

The Instagram follows metric enables more precise measurement of brand awareness campaigns that aim to grow Instagram audiences. Previously, advertisers could only measure traffic to Instagram profiles without understanding how that traffic converted to actual follows.

This measurement capability supports more accurate return on investment calculations for Instagram audience building campaigns. Advertisers can now calculate cost-per-follow metrics and compare the efficiency of different campaign approaches for audience acquisition goals.

The metric also provides insights into audience quality by enabling correlation analysis between follower acquisition and other business outcomes. Advertisers who track both follows and subsequent conversion events can evaluate whether advertising-driven followers generate more valuable long-term engagement.

Data availability and historical reporting

Meta has confirmed that Instagram follow data is available starting July 7, 2025, but historical data prior to that date cannot be retrieved through the new metric. This limitation affects advertisers who want to compare current performance against previous periods using consistent measurement methodology.

The July 7 start date appears tied to technical implementation rather than arbitrary timing. Meta's attribution systems required modifications to capture and process Instagram follow events within their existing measurement infrastructure.

Advertisers planning to use the Instagram follows metric for performance evaluation should establish baseline measurements from the July 7, 2025 implementation date forward. This baseline will become essential for future campaign optimization and strategic planning.

Platform ecosystem considerations

The Instagram follows metric represents part of Meta's continued development of cross-platform measurement capabilities. While the metric specifically tracks Instagram profile follows, the measurement occurs within Meta's unified advertising ecosystem that spans Facebook, Instagram, Messenger, and Audience Network placements.

This cross-platform approach reflects Meta's strategy of treating Instagram and Facebook as interconnected rather than separate advertising environments. Advertisers can run campaigns across both platforms while measuring Instagram-specific outcomes like profile follows.

The development also indicates Meta's commitment to Instagram as a key component of its advertising business. Enhanced measurement capabilities for Instagram-specific outcomes suggest the platform remains a priority for advertiser feature development and investment.

Timeline

• July 7, 2025: Instagram follows metric data becomes available in select Meta ad accounts, providing attribution for profile follows from advertising campaigns
• October 30, 2024: Meta deprecated over 100 unique metrics from Ads Insights API while developing new measurement capabilities
• October 2, 2024: Meta released Graph API v21.0 and Marketing API v21.0 with various metric changes and feature updates
• September 16, 2024: Facebook Ads introduced new location targeting features expanding audience reach capabilities
• February 18, 2025: DoubleVerify launched content-level controls for Meta platforms with enhanced brand safety tools
• January 26, 2025: Meta simplified Instagram and Marketing API integrations replacing legacy objects with new counterparts

PPC Land explains

Instagram follows metric: The new measurement capability tracks Instagram profile follows attributed to advertising campaigns. This metric operates across all campaign types and provides granular data at campaign, ad set, and individual ad levels. Unlike traditional engagement metrics, it specifically measures audience acquisition as a business outcome, enabling advertisers to calculate direct return on investment for Instagram audience building initiatives.

Meta Ads reporting interface: The centralized dashboard where advertisers access campaign performance data across Meta's platforms. The interface allows customizable column configurations, enabling users to select which metrics appear in their reports. The Instagram follows metric integrates seamlessly into this existing infrastructure, appearing alongside traditional performance indicators like clicks, impressions, and conversions.

Attribution: The methodology Meta uses to connect Instagram follows with specific advertising interactions. The system employs standard attribution windows to determine when follows can be credited to advertisement exposure. This process ensures accurate measurement while accounting for the typical delay between ad interaction and follow completion, providing reliable data for campaign optimization decisions.

Campaign types: The various advertising objectives available within Meta's platform, including awareness, traffic, engagement, conversion, and app promotion campaigns. The Instagram follows metric works universally across these objectives, meaning advertisers can measure follower acquisition regardless of their primary campaign goal. This universal compatibility distinguishes it from some metrics that remain restricted to specific campaign types.

Profile visit campaigns: A specific campaign objective designed to drive traffic directly to Instagram business profiles. These campaigns previously lacked clear conversion measurement, making it difficult to assess their effectiveness. The Instagram follows metric now enables advertisers to calculate conversion rates from profile visits to actual follows, providing crucial insights into campaign performance and audience engagement quality.

Ad placements: The various locations where advertisements can appear across Meta's ecosystem, including Facebook Feed, Instagram Feed, Stories, Reels, and Audience Network properties. The Instagram follows metric captures follow attribution from interactions across all these placements, providing comprehensive measurement regardless of where users first encounter the advertising content.

Creative testing: The practice of comparing different advertisement variations to determine which elements drive superior performance. The Instagram follows metric enhances creative testing by enabling precise measurement of how different visuals, messaging, or formats impact follower acquisition. This granular data helps advertisers optimize their creative production and improve audience building efficiency through data-driven design decisions.

Business outcomes: Measurable results that directly impact company objectives, such as audience growth, lead generation, or sales conversion. Meta's focus on business outcome measurement reflects a shift away from vanity metrics toward actionable performance indicators. The Instagram follows metric exemplifies this approach by tracking tangible audience acquisition rather than less meaningful engagement signals.

API integration: The technical framework that allows third-party tools and platforms to access Meta's advertising data programmatically. Recent API updates have simplified integration processes while deprecating legacy endpoints. The Instagram follows metric benefits from these improvements, ensuring reliable data access for advertisers using external analytics tools and custom dashboard solutions.

Optimization capabilities: The algorithmic features that automatically adjust campaign delivery to improve performance against specified objectives. While the Instagram follows metric currently serves as a reporting tool, future optimization capabilities may allow campaigns to bid specifically for follower acquisition. This potential development would represent a significant advancement in Meta's audience building tools for advertisers.

Summary

Who: Meta (Facebook, Instagram parent company) introduced the metric for advertisers and digital marketers using Meta's advertising platforms

What: A new "Instagram follows" metric that tracks and attributes Instagram profile follows to advertising campaigns across all campaign types and levels

When: The metric became available starting July 7, 2025, with data attribution beginning from that date forward in select advertiser accounts

Where: Available through Meta Ads reporting interface as a customizable column option, measuring follows across Meta's entire placement inventory including Facebook and Instagram

Why: To provide advertisers with better attribution visibility for Instagram audience acquisition, enabling measurement of profile visit campaign effectiveness and cost-per-follow calculations for improved ROI analysis