Devices and Formats (including Social Data)



Our opt-in Instagram panel allows us to track paid mobile newsfeed ads served to real Facebook mobile app users in the US.

 What we capture


Region Data collection start date
🇺🇸  United States April 15, 2020
🇦🇺  Australia April 1, 2022
🇨🇦  Canada April 1, 2022
🇫🇷  France April 1, 2022
🇩🇪  Germany April 1, 2022
🇮🇹  Italy April 1, 2022
🇪🇸  Spain April 1, 2022
🇬🇧  United Kingdom April 1, 2022
🇯🇵  Japan October 1, 2023

Devices and formats

  • Instagram Mobile App

Creative types

  • Reels posts
  • Sponsored Posts, including:
    • Video Posts
    • Photo Posts
    • Link Posts
    • Status Posts
  • Story Posts (Spend and Impressions only)

 What we do not capture

Devices and formats

  • Instagram influencer activity
  • Instagram organic activity


Panel Based Data Collection

Our opt-in Instagram panel allows us to track paid mobile Feed and Stories ads served to real Instagram mobile app users in the US.

Instagram mobile app users organically discover and actively opt in to share data about the Sponsored Posts and Sponsored Stories served to them on their Instagram app.

Our global panels include hundreds of thousands of users, each representing a diverse set of demographic and user characteristics, enabling our panel to have the scale and coverage that represents the US Instagram user population in terms of geo, gender, and age.

Impression, Spend and CPM Estimation

Like Facebook and Twitter – our Instagram spend estimates are derived using industry averages and Facebook’s published numbers regarding Instagram. We apply our sampled data from the panels and estimated CPM rates to calculate impressions and spend, rolling these up by creative, brand and advertiser.

As the quarterly reportings change, our Instagram CPM figures can change. We validate estimates against reliable industry sources who also estimate Facebook CPM and data provided by our customers.


Pathmatics receives the city and state of each panelist when each impression is served.

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