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Pathmatics Blog

Instagram Analytics Tool, Pathmatics Explorer & European Expansion

June 29 2020 by William Merchan

Today, Pathmatics is expanding its digital advertising library to better support marketers and advertisers in following the latest digital trends , while keeping a close eye on competitors. Pathmatics Explorer will now offer coverage for Instagram insights in the US, and paid Facebook insights in France and Italy.

Social media is set to see even more digital ad investment in 2020, especially as companies do away with in-person marketing activations in favor of online targeting and engagement. As this transition takes place, there will be a continual need for ad tracing, understanding the right social ad mix and spend, and transparency — that’s where Pathmatics can help.

US: Paid Instagram data insights

Pathmatics’ new Instagram analytics tool features analytics for thousands of advertisers, including paid posts and stories. Users can access Instagram advertisers’ spend, impressions, creatives, and geographic heat maps detailing high-spend cities and states, dating back to April 15, 2020. 

Instagram is the fastest growing social platform globally, and it has become a core digital gathering place for brands and their audiences in the pandemic era. In the next two years, eMarketer expects advertisers to spend $76 billion on the platform in the US, and the user base is expected to grow to 122 million. 


Pathmatics Instagram data is collected through an opt-in panel of mobile Instagram users. The data shows that top spending categories for Instagram data since mid-April are, respectively,  consumer packaged goods; retail; and fashion, style & beauty. The top advertiser on Instagram falls in line with that trend: Pathmatics marketing intelligence data reveals that Procter & Gamble spent over $42 million on Instagram in less than two months. 

Top 10 Advertisers by Spend*

Rank Advertiser Ad Spend (USD)
1 Procter & Gamble $42.3 Million
2 Amazon $15.4 Million
3 The Hershey Company $13.6 Million
4 Hulu $11.9 Million
5 Disney $10 Million
6 Wayfair $9.7 Million
7 Wish.com $9.4 Million
8 Home Box Office Inc. (HBO) $8.9 Million
9 Samsung $8.7 Million
10 Mondelez International $8.3 Million

*Top advertisers from April 15 - June 7, 2020

Italy, France: Facebook data insights

Pathmatics users will also now have greater visibility into thousands of advertisers on opt-in, panel-based Facebook data across both Italian and French markets, including ad creatives, impressions, spend, and targeting, dating back to January 1, 2018.

Top Advertisers in France by Spend**

Rank Advertiser Ad Spend (USD)
1 Spotify $6.5 Million
2 Zalando SE  $6.3 Million
3 Unilever $5.2 Million
4 Free SAS $5 Million
5 Le Monde.fr $4.1 Million

**Top advertisers from Jan 1 - June 9, 2020

Top Advertisers in Italy by Spend**

Rank Advertiser Ad Spend (USD)
1 Zalando SE  $5 Million
2 Just Eat $4.5 Million
3 Vodafone $4.2 Million
4 Netflix $3 Million
5 Telecom Italia Sparkle S.p.A. $2.4 Million

**Top advertisers from Jan 1 - June 9, 2020

Pathmatics previously launched coverage for paid Twitter insights, Facebook ad insights for the United Kingdom and Germany, and separately, Facebook ad insights for Canada. alongside its existing social offering, which includes Facebook, Twitter, and YouTube insights.

About Author
William Merchan

William Merchan is a data science, marketing analytics, advertising technology and startup veteran. He currently serves as chief revenue officer at marketing intelligence company Pathmatics, where he is responsible for brand growth and awareness. Previously, William built products and grew teams at DataScience.com, MarketShare and Yahoo!. He holds a BS in Business from the University of California Berkeley and an MBA from the Kellogg School of Management at Northwestern.

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