Meta Rolls Out 'Instagram Follows' Metric for Advertising Reports
Meta has rolled out a new metric called 'Instagram follows' for its advertising reporting system, effective from July 7, 2025. This addition aims to provide advertisers with more detailed insights into their campaigns' impact on Instagram follower growth.
The 'Instagram follows' metric offers a comprehensive view of follower growth, spanning all campaign types and providing data at the campaign, ad set, and individual ad levels. Advertisers can access this data through customizable column configurations in Meta's advertising reports.
The introduction of this metric coincides with broader Meta algorithm updates throughout 2025, which have shifted focus toward engagement signals and audience expansion features. Notably, the 'Instagram follows' measurement operates independently of campaign objectives, making it accessible to advertisers running traffic, conversion, or awareness campaigns.
Advertisers can now track follow data attributed to advertisements, with the metric showing data from July 7, 2025, onwards. The new metric integrates seamlessly into Meta's existing advertising infrastructure, requiring no separate configuration or setup processes.
The 'Instagram follows' metric provides advertisers with valuable insights into their campaigns' impact on Instagram follower growth. By tracking follows that occur after users interact with advertisements across various Meta placements, advertisers can better understand their campaigns' effectiveness in driving audience expansion. This new metric is accessible through customizable reporting columns within the standard Meta Ads interface.
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