The new metric 'Instagram follows' is being rolled out to more Meta ad accounts, allowing advertisers to customize their Meta ads reports to include this data. This metric tracks the number of follows gained on an Instagram profile attributed to ads, available at the campaign, ad set, and ad level. Although direct optimization for Instagram followers isn't yet possible, advertisers can now identify which ads convert users into followers, providing valuable insight into audience interest.
The metric has been visible in some accounts since July 7, 2025. Additionally, when running 'Instagram profile visits' ads, advertisers can analyze the conversion rate from profile visits to follows, offering deeper understanding of ad performance. Further tips on using this metric will be shared in future posts.
