Connect Instagram to Google Analytics

What you get

Instagram's figures beside GA4's conversions, and a funnel over your own product events narrowed to one campaign, with each placement coded separately.

Setting it up

1. Paste your TikTok account. Epoyo reads what is public and works out what you sell, who buys it and what counts as a conversion. No account is needed for this step.
2. Connect Instagram. Authorise read access to an Instagram account. Epoyo reads followers and interactions at the account level, and views, likes, comments, shares and saves on the individual posts it reads, and cannot publish, edit or delete anything.
3. Connect Google Analytics. Sign in with Google and grant the analytics.readonly scope. Epoyo finds the property from your account summaries rather than asking you to paste an identifier.
4. Give each destination its own code. A single bio link tells you Instagram sent traffic. A coded destination per post is what lets Google Analytics report a conversion your property already records back against the video that caused it.

The part that catches people out

Instagram's in-app browser drops the referrer exactly as TikTok's does, so GA4 shows the same Direct problem. The complication is placement: without distinct codes, a Story, a Reel and the bio link all collapse into one indistinguishable source.

Worth knowing about Instagram

Instagram serves metrics only for business and creator accounts. A personal account will connect without complaint and then report nothing, which is the single most common cause of an empty Instagram row. Instagram also uses an in-app browser, so the referrer is as unreliable as TikTok's.

Worth knowing about Google Analytics

GA4 is a session-level tool. It is excellent at describing what happened between arrival and conversion, and structurally unable to name the video, which is the half a coded destination supplies.