How to measure Instagram content's effect on sales
Likes and story views do not show which content brought sales. A few simple changes make the path from post to request traceable.
Pick the right measure
Engagement is a supporting signal, not the result. The result is a purchase message, request or order you can attribute to a specific post or campaign.
Tag every link
Tag the bio link, story links and links sent in messages with separate UTM parameters so you know where each request came from.
- One link per campaign.
- Consistent names for source and medium.
Record purchase messages
Part of a page's sales happens in direct messages. A simple record of which content the customer saw first builds valuable data.
Plan, test, compare
Publish on a plan, change one variable at a time and compare with the previous period. That shows which kind of content really works.
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