Instagram Ad Effectiveness

Requirements Clarification & Assessment

1. Understand the Business Goals:

   • Awareness: If the primary goal is to increase brand awareness, metrics like impressions and reach are crucial.
   • Engagement: If the goal is to boost user interaction, focus on metrics such as likes, comments, shares, and clicks.
   • Conversions: For direct sales or lead generation, conversion rates and return on ad spend (ROAS) are key.

2. Identify the Ad Type:

   • Determine if the ad is a post ad, video ad, or story ad, as metrics may vary based on format.

3. Stakeholder Identification:

   • Instagram Team: Interested in platform engagement and ad revenue.
   • Advertisers: Focused on conversion rates and ROI.
   • Users: Their experience and engagement levels are critical.

4. Define the User Journey:

   • Users see the ad, interact with it, and ideally convert by making a purchase or signing up.

5. Determine the Context:

   • Consider geographic, demographic, and psychographic factors that might influence ad performance.