Meta introduced a new 'Instagram follow' metric that enables advertisers to create additional custom metrics for better campaign insights. Examples of these custom metrics include:
- Instagram follow rate: calculated as Instagram follows / Instagram profile visits
- Cost per Instagram follow: calculated as Amount spent / Instagram follows
These insights are accessible immediately, even without optimizing specifically for Instagram follows. However, the 'Cost per Instagram follow' metric is particularly useful when optimizing for 'Instagram profile visits'. Both 'Instagram profile visits' and 'Instagram follows' metrics can be added and viewed at the campaign, ad set, and ad level without the need to run ads specifically for Instagram profile visits.
