As you gather leads through Instagram and transfer them to Perfex, there’s no method to tie each lead to a unique ad. Furthermore, when leads turn into customers, you can’t track them back to a specific Instagram campaign.
Without tracking, measuring the success of your Instagram ads is difficult, so you can’t identify which ads drive leads and customers. This may result in spending on ads without any clarity on their effectiveness.
Luckily, there’s an effective way to connect every lead with the specific Instagram campaign, ad set, and ad that originated it.
Let’s go through the process step by step!
How to Track Instagram Ads in Perfex
Step 1: Add Leadsources in the head tag of your website
Step 2: Add the UTM parameters to your Instagram ads
To capture Instagram ad data, add UTM parameters to your ad URL, including campaign, ad set, and ad details. Use this structure:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The final URL should take this form:
https://www.yourdomain.com/?UTM_medium=paidsocial&UTM_source=instagram&UTM_campaign=campaign-name&UTM_term=ad-set-name&UTM_content=ad-nameNote: Leadsources gathers all lead source data, regardless of UTM parameter usage, ensuring that every lead is fully tracked.
Step 3: Add the hidden fields in your form
Hidden fields in forms aren’t visible to users but still gather and save submitted information.
Leadsources retains lead source information in the hidden fields of your form. When a lead submits the form, these fields are automatically populated with data from Instagram ads.
Leadsources is designed to work with all popular form builders. For comprehensive steps on adding hidden fields to your form, please refer to this guide.
Step 4: Capture the Instagram ads data in Perfex
When users select your ads and arrive at your site, Leadsources pulls the Instagram campaign, ad set, ad data, and additional information.
The hidden fields in your form receive Instagram ads data from Leadsources.
Consequently, after submitting the form, you can review the Instagram ad data and lead details in Perfex (This requires establishing a connection between your form and Perfex).
How does Leadsources work?
Whenever a visitor lands on your site, Leadsources fetches Instagram ad data and places it in the hidden fields of your form. After submission, this information is sent to Perfex, including the lead data you've captured (such as name and email).
Leadsources documents all the lead source information connected to every lead:
| Lead source data | Fetched automatically |
| Channel | ✅ |
| Source | ✅ |
| Campaign | ✅ OR use UTM_campaign |
| Content | UTM_content parameter is required |
| Term | UTM_term parameter is required |
| Landing page | ✅ |
| Landing page subfolder | ✅ |
The table above indicates that in cases where UTM parameters can't be utilized—like organic sources such as Google search or Instagram bio links—Leadsources successfully fetches certain lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Unlike other platforms, Leadsources is capable of tracking lead sources across every marketing channel, both organic and paid.
Pick a channel to see the lead source data that Leadsources embeds in your form.
Performance reports: Lead, sales, and revenue by source
Monitoring Instagram ads data through Perfex enables you to create performance reports, for example:
- Leads, sales, and revenue by channel
- Leads, sales, and revenue by source
- Leads, sales, and revenue by campaign (aka. Instagram campaign)
- Leads, sales, and revenue by term (aka. Instagram ad set)
- Leads, sales, and revenue by content (aka. Instagram ad)
This helps you reallocate your Instagram budget in response to the campaigns, ad sets, and ads that bring in the most leads, sales, and revenue.
Let’s investigate various reports that you can generate:
1. Lead source reports
Create performance reports that illustrate the number of leads sourced from:
- Channel
- Source
- Campaign (aka. Instagram campaign)
- Term (aka. Instagram ad set)
- Content (aka. Instagram ad)
- Landing page
- Landing page subfolder
Example #1: Leads by channel
This report provides insights into which channel generates the largest volume of leads.
Example #2: Leads by Instagram campaign
Now you can direct your attention to a particular lead source (e.g., Instagram) and measure how many leads are generated by each Instagram campaign.
Example #3: Leads by Instagram ad
After discovering the Instagram campaign that delivers the highest lead volume, you can evaluate which specific ad group or ad is generating those leads.
2. Sales and revenue source reports
After identifying the Instagram campaign, ad set, and ad that produce our leads, we need to investigate if these leads are turning into sales and revenue.
To facilitate this process, link your leads to a CRM like Perfex. This connection enables the tracking of sales and revenue across different channels, sources, Instagram campaigns, ad sets, ads, landing pages, and their corresponding subfolders.
This data allows you to reshape your Instagram ad strategy, focusing on the channels, sources, campaigns, ad sets, and ads that have resulted in the most significant sales and revenue.
It's possible to generate different sales and revenue reports, including:
- Sales and revenue by channel
- Sales and revenue by source
- Sales and revenue by campaign
- Sales and revenue by term (e.g., Instagram ad set)
- Sales and revenue by content (e.g., Instagram ad)
- Sales and revenue by landing page
- Sales and revenue by landing page subfolder
Example Scenario:
| Channel | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average Order Value | $150 | $100 |
| Revenue | $750 | $600 |
Upon launching ads on Google and Instagram, the preliminary "Leads by Channel" report illustrated that Social Paid ads (Instagram) outperformed Search Paid ads in lead generation.
However, after investigating sales and revenue data in Perfex, you realized that the Search Paid channel was responsible for higher revenue with a smaller lead count compared to the Social Paid channel. Thus, you modified your budget to allocate more resources to the Search Paid channel.
