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Background: My start-up, is in the beauty space, and collaborating with influencers is a leading acquisition for us. We're having difficulty measuring conversions from a beauty blogger's Instagram picture of our product - Instagram app disables clicks from any URL.

The funnel I’m trying to measure looks like:

1 blogger posts 1 Instagram picture –> # of impressions –> # of site visits driven –> # of converted sign ups –> # of converted sales.

Many thanks!

  • SC

    Shana Carp

    over 5 years ago #

    Hey Ruby, it sounds like best way to do this is a combination of working with your influencers to get some sort of tagging with bit.ly system going in the matching text with utm paramters in the link.

    From there, because of how this is going to work, my suggestion is you get someone good at modeling to come in and talk to you about how you are doing your analytics. You should switch to a multi-touch approach as if you are doing a large number of print ads (which is pretty standard for modeling instagram, because of the issue you are seeing). Instead of trying to figure out how many conversions you are getting from Instagram, you'll be figuring out how many conversions you'd approximately not be getting if you'd not be getting if you ignored the channel.

    I'm going to connect with you on linkedin. This is semi-old school, but it works fairly well, and it basically simplifies the answer in a way that you can get consistent results that answers the questions you're asking

  • AL

    Angelo Lirazan

    over 5 years ago #

    What are your conversions are you trying to count exactly? Are they e-commerce conversions? If so, coupon codes are one way to go.

    • SC

      Shana Carp

      over 5 years ago #

      Then they lose money and brand equity

    • RZ

      Ruby Zhang

      over 5 years ago #

      Yes, eComm conversions exactly. I'm against using coupon codes for the reasons below from Shana.

      The funnel I'm trying to measure is:

      1 blogger posts 1 Instagram picture --> # of impressions --> # of site visits driven --> # of converted sign ups --> # of converted sales.

      However, the problem begins at Step 2 and 3 ( impressions to site visits driven), because Instagram app disables all clickable links. I cannot measure the funnel directly without leaky data.

      Any tips?

  • AA

    Anuj Adhiya

    over 5 years ago #

    1 question and 1 comment

    Instead of Instagram, why not Pinterest?
    You'd be able to link the pix to bitly links and get a very clear picture of conversions

    Check out this post to see how IKEA hacked IG to be able to get to clickable URLs: http://growthhackers.com/ikeas-russian-agency-found-an-extrodinary-way-to-hack-instagrams-tagging-feature-to-create-a-microsite-inside-instagram-itself/

    This post may be useful as well: https://blog.kissmetrics.com/instagram-for-ecommerce-sales/

    Lastly, have you checked out http://keyhole.co/features?
    Tool for tracking campaigns on social media - including IG.
    Tells you reach, exposure, activity, top contributors etc

  • SM

    Stuart McKeown

    over 5 years ago #

    It's fairly impossible to do this without a specific strategy, we work with a LOT of people who use instagram for competitions. In that scenario we can match up users that have liked/commented on a specific post vs those that purchase.

    But without those mechanisms the best way is probably vanity URL's in side the photo. So for example at the bottom of the photo you may have a URL like: http://vainpursuits.com/instagram

    Then you can set a utm_source=instagram & redirect those users to your homepage or page of choice.

    That way sales in Google Analytics should be tagged to this source.

    This method is how people measure ROI from TVC's (well, how the smart people do it).


  • AL

    Austin Lilley

    over 5 years ago #

    Are people finding you from the pictures by searching your logo or URL? Do you know?

    What you can do is create unique URLS for each image and apply UTM tracking in Google Analytics that identifies the image and influencer that shared the content.

  • TM

    Tom Masiero

    over 5 years ago #

    I'm actually building a product right now that addresses this very issue. https://sasquatch.io

    Instagram has incredible engagement but does it cross over into sales?

  • WG

    Werner Geyser

    almost 5 years ago #

    Hi Ruby,

    None of the answers really answer your question directly. The issue is that Instagram does not allow links from individual posts and therefore you would not be able to track a specific post all the way through to sales.

    I would suggest during the 'promotion' period - you have the influencer/blogger add your url to their bio/profile. (They can have their own url as well as Promo: yoururl.com)
    Here you can create a vanity url through a URL shortener and using utm tracking you will be able to measure the results from that campaign directly translating into sales on your e-commerce store.

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