Boost Instagram Ad ROI With OnSpot Audience Targeting

Instagram has enormous reach—90% of users already follow at least one business (EmbedSocial). With billions of users logging in daily, it has become the most popular platform for sharing photos and videos, and sponsored content is now seamlessly integrated into feeds, Stories, Reels, and even search results. These placements create enormous opportunities for brands if they can reach the right audience.

That’s where the challenge lies. Instagram’s native targeting options are limited to broad demographics and interests, forcing marketers to gamble on reach without precision. OnSpot solves this gap by delivering cookieless, behavioral data into Instagram campaigns, making it possible to cut through the noise, reach high-intent users, and prove ROI. Below are some key trends to keep an eye on–and how OnSpot can support your Instagram strategy.

With the growing popularity of Instagram as an advertising platform, competition among businesses has intensified. This makes it more challenging to stand out and reach your target audience effectively. While Instagram provides targeting options such as geography, demographics, and interests, these parameters are often too broad. OnSpot expands Instagram’s capabilities with audience creation tools built from offline and behavioral data that Meta’s native tools don’t offer.

How OnSpot Expands Instagram’s Targeting Options

OnSpot’s audiences include data points not offered by the major social networks, including past location visit behavior, expanded demographic characteristics, and unique audience extensions that include household members, real-world friends, and lookalikes. These highly targeted audiences are custom-tailored to your campaign needs and can be published to the social platform of your choice for improved performance and response.

Geoframing

The ability to define specific geographic areas relevant to your campaign objectives, at scale. By targeting users within these custom-defined areas, marketers can reach a more relevant audience on Instagram.

Audience Uploads

Use address lists, store locations, device lists, and IP address lists. By utilizing existing data, advertisers can create custom audiences for their Instagram campaigns. This feature addresses the challenge of audience relevance by allowing marketers to target specific addresses, locations, or devices that align with their campaign objectives.

Demographics

Create audiences based on hundreds of household-level data elements. Users can select attributes from an easy-to-navigate menu, enabling the creation of local, regional, and national audiences. This capability helps address the restrictions Meta has placed on targeting a specific demographic on Instagram, allowing advertisers to refine their audience based on various demographic factors.

Instagram Attribution: How to Measure What Matters

Tracking and measuring the effectiveness of Instagram ads can be challenging. While Instagram provides its own analytics tools, tying ad performance to specific conversions or actions taken by users outside of Instagram requires advanced tracking and attribution methods.

Meta’s Ads Manager uses a short attribution window for measuring actions such as purchases tied back to views or clicks. Conversions are only attributed if the action occurs within 1-day or 7-days, depending on account settings. Purchases outside of that window will not be attributed to your ad campaign.

Additionally, Meta’s offline conversion event setup requires you to upload data daily to accurately tie real-world conversions back to your campaign. This process is cumbersome, and the Meta Offline Conversions API will be discontinued in 2024.

OnSpot attribution reporting solves these challenges with:

Foot Traffic Attribution

Measure response to both brick-and-mortar and online visits driven by your Instagram ads.

Custom Lookback Windows

Create attribution windows that align with your sales cycle, not Meta’s limits.

Matchback Reporting

Avoid daily data uploads. OnSpot ties post-campaign purchase data back to the original exposed audience within the time frame you specify.

Advertising to Instagram Audiences Works. We Can Prove it.

Adding the capabilities of the OnSpot Data platform to your Instagram strategy will improve audience targeting, analysis, and reporting for your Instagram objectives. By combining real-world behavioral data with precision attribution, you can ensure your campaigns are seen by the right audiences and measured with accuracy.

Prepare today for tomorrow’s social landscape. Speak with an expert today to explore OnSpot’s suite of solutions for modern marketers.