Instagram Ads + Go Fig

Marketing

Integrate Instagram advertising data with Go Fig for visual marketing ROI analysis.

Instagram Ads is a primary acquisition channel for consumer brands, DTC, and creator-led businesses, and it sits inside the same Meta Business Manager as Facebook Ads but reports on a different set of placements, creative formats, and engagement signals. Finance typically gets the spend number but not the creative-level or placement-level detail needed to tell the CMO which Reels, Stories, or Feed placements actually returned margin. Go Fig connects via the Meta Marketing Graph API, lands Instagram-specific placements (Feed, Stories, Reels, Explore, Shop), ad set, ad, and creative-level spend and performance in your Financial Intelligence Graph, and joins it to booked revenue from Shopify, Stripe, or your accounting system. Celeste and your AI financial analysts can then produce placement-level ROAS, creative-format CAC, and a blended Instagram plus Facebook view that consolidates the Meta line item in the marketing budget. iOS 14.5-era attribution gaps are handled explicitly by joining first-party revenue data to Meta-reported conversions.

Connect Instagram Ads See All Integrations

Key facts

API: Meta Marketing Graph API
Grain: Campaign, ad set, ad, creative, placement
Attribution windows: 1d/7d/28d click, 1d view
Placements: Feed, Stories, Reels, Explore, Shop
Multi-account: Business Manager native

SOC 2 Type II · All integrations

What you can do with Instagram Ads data in Go Fig

Placement-level ROAS

Break Instagram performance out by Feed, Stories, Reels, Explore, and Shop so finance can see where creative dollars are actually returning margin, not just which campaign the spend sat under.

Creative-format CAC

Compare static versus carousel versus Reels on CAC and payback, joining Meta-reported conversions to real revenue from Shopify or Stripe for honest creative economics.

Instagram plus Facebook consolidated view

Roll Instagram placements up with Facebook placements into one Meta view for the CFO, then drill back down to placement-level detail when the CMO asks why Reels outperformed Feed.

Data available from Instagram Ads

Go Fig extracts and normalizes the following data from your Instagram Ads account:

Campaigns, ad sets, ads

Creative metadata (images, videos, copy)

Spend, impressions, reach, frequency

Clicks and click-through rate

Conversions (on-platform and CAPI)

Placement breakdown (Feed, Stories, Reels, Explore, Shop)

Video views by quartile

Engagement (likes, comments, saves, shares)

Audience and demographic breakdown

Shop and checkout events

Story completion rate

Reels plays and watch time

How to connect Instagram Ads

Authenticate with Meta Business Manager

Click Connect Instagram Ads in Go Fig to trigger Meta Business Login. Select the Business Manager containing your Instagram-linked ad accounts and approve the read-only scopes. Instagram-specific accounts are typically the same Ad Account entities as Facebook, so one OAuth exposes both.

Select placements and attribution windows

Meta defaults to 7-day click plus 1-day view, but many finance teams want to compare at 28-day click to align closer to revenue. Go Fig pulls multiple attribution settings so Celeste can report both alongside actuals from your accounting or revenue system.

Choose reporting grain

Decide how granular Instagram reporting needs to be: campaign (fast, minimal rows), ad set (most common for finance), ad (creative comparison), or placement (Feed vs Stories vs Reels vs Explore vs Shop). Daily spend grain is the default. Hourly is available for performance teams running aggressive budget shifts.

Join to revenue for true ROAS

If Shopify, Stripe, or an accounting connector is live, Go Fig ties Instagram spend to booked revenue via Meta Conversions API events, UTM-on-campaign matching, or customer-email match for Advantage+ Shopping. The output is blended CAC, placement-level ROAS, and a payback curve that finance can defend.

Authentication: OAuth 2.0 via Meta Business Login, the same flow as Facebook Ads. Scopes requested are ads_read and read_insights, scoped to specific Ad Accounts inside a Business Manager. A single Meta OAuth can expose both Instagram and Facebook placement data because Meta bills them as one line.

Common Questions About Instagram Ads Integration

How does Go Fig handle iOS 14.5+ attribution gaps on Instagram?

iOS privacy changes cut view-through conversion reporting and degraded click attribution across Meta properties, including Instagram. Go Fig pulls Meta's attributed conversions and joins them to first-party revenue data from Shopify, Stripe, or your CRM so finance sees realized revenue on the Instagram line, not just Meta's self-reported number. The gap between the two is surfaced explicitly, many brands see 20 to 40 percent under-reporting from Meta post-ATT, and Go Fig quantifies it for you.

Can I separate Instagram spend from Facebook spend?

Yes. Meta bills Instagram and Facebook together at the campaign and ad set level, but placement breakdowns distinguish them. Go Fig ingests the placement dimension so you can filter, group, and attribute strictly to Instagram placements (Feed, Stories, Reels, Explore, Shop) even when the campaign served across both families. This is the grain finance typically wants for channel-mix decisions.

What is the lookback for Instagram Ads historical data?

Meta's Marketing API supports up to 37 months of historical data. Go Fig typically backfills 24 months for year-over-year comparisons. After backfill, the default sync cadence is every 4 hours, with hourly available for performance-focused accounts. Data is stored permanently in your Financial Intelligence Graph after ingestion.

Does Go Fig support Instagram Shop and checkout events?

Yes. Instagram Shop purchase events and checkout completions flow through the Meta reporting API and are captured by Go Fig. For brands using Shopify as the merchant of record behind Instagram Shop, the Go Fig Shopify connector provides the matching order-level revenue, so checkout-to-cash economics are visible in one view.

How is Reels performance measured differently from Feed?

Reels has its own engagement signals (plays, watch time, audio interactions) that Feed does not produce in the same way. Go Fig ingests the full Reels insight set alongside the standard performance metrics so Celeste can answer questions like 'what is the median watch time on Reels that converted versus Reels that did not' and use watch-time as a leading indicator of ROAS.