Example of the funnel

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If all the links are in order, you create a product feed in Facebook, for example. You do this in the business manager via resources → catalogs. It is very important that the catalog is owned by the business page. If the catalog is in the name of an external party, for example an agency, it will not work and the approval for Instagram Shopping will not take place. To find out whether the catalog is in the correct management, check the heading 'Owned by' in the business manager under catalogs.

4. Ready for approval?
Approval is in principle automatic, if all settings are correct. Approval can take up to 1.5 weeks. If approval takes longer than this, it is useful to take action yourself. You can contact Facebook via e-mail, for example.

Consistently tag products
Make sure you always tag the products, so that people no longer have to search for your product on the website or via Google. The chance that people will drop out at that moment is much greater. So consistently tag all products that are visible in the feed. You can also tag old posts, but note that you cannot tag people and products at the same time.

Make Product Tagging Measurable
Have you been tagging products consistently, but are you curious about what this actually yields? Up until now, it has not been possible to export the results of Product Tagging within Instagram. There is only an option to view the results of Product Tagging via smartphone in the Instagram app. Because the number of clicks on products from Instagram Product Tagging contains a lot of relevant information, it is very interesting to make Instagram Product Tagging measurable. Visitors arrive at the website via product tagging, which is measured via Google Analytics.

results product tagging instagram

Separate feed with tracking codes
First, you create a separate feed for Instagram Product Tagging, which is also only used for that. In the next step, you will provide UTMs, which only apply to Instagram Product Tagging. If you also use the same feed for Facebook Shopping, the measurements will be mixed up.

Add tracking codes to product URL
To make traffic from Product Tagging measurable, you want to add tracking codes to the feed. This can be done using UTMs. You add UTMs to the product feed so that you can measure traffic in Google Analytics. You paste UTMs behind the URL of each product in the feed. UTMs normally contain the source (Instagram), the medium (shoppable), campaign (Instagram product), a term (title of the product) and content (id of the product).

Example of UTM: https://www.imps-elfs.com/baby-50-104/8 ... 6-0102-555

You can manually add the UTM to the feed, but this is a lot of work. It is best to use a feed management tool, such as Channable. Via the Channable program (see image) you can easily add a UTM, whereby the values ​​'term' (title of the product) and 'content' (id of the product) are dynamically determined per product.

Instagram Product Tagging in Google Analytics
Instagram Product Tagging in Channable

After a few days you will see in Google Analytics (source= Instagram, medium=Shoppable) exactly which products were clicked. You can even see how much was converted based on Instagram Product Tagging or whether Instagram Product Tagging was an important touchpoint for a conversion path.

Using data for other channels
Users who clicked on the products via Product Tagging and ended up on the website have a higher level of involvement with the product. You capture these users in a target group and then use this target group list in other channels, such as Google Shopping or SEA . In this way, you make smart and innovative use of data from Instagram.

Enrich Google Shopping campaigns
Export the product data (such as product ID) from Google Analytics and use it to create a separate Google Shopping feed. Products that have been viewed a lot from Instagram will receive a higher priority in the Shopping campaigns. In addition, you can choose to approach these users again from an RLSA shopping campaign with previously viewed products. RLS campaigns use remarketing lists for search ads, b2b email list which adjust the campaign with search ads for people who have previously visited your website. This means that you only target people who are familiar with your brand or company and no other target group. You use RLSA for search-related campaigns such as SEA & Shopping. Now a branded search term can contain other shopping results for users who have actively clicked on products from Instagram.


Instagram Product Tagging → clicks on product → visits webshop in Instagram app → searches for product via Google → retargeting via Google Shopping & high priority Google Shopping → conversion on landing page → end of funnel.

Advantages
If you use the data for your Shopping campaign, the CTR (clickthroughrate) will increase. There is also a big chance that there will be an increase in the conversion rate of the Shopping. Furthermore, the costs per click can decrease.

Respond to developments in online shopping
Online shopping continues to develop in 2019. In March, the new feature 'Instagram Checkout' was launched, where the user can buy products via Instagram. At the moment, the new feature is only available at large companies in the USA. It is not yet certain whether this functionality will come to Europe, but if it does, it is good to be fully prepared: make sure your company has the basics in order for Product Tagging. Fix the approval, tag products consistently and make it as easy as possible for your potential customers!