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Instagram

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Instagram

DirectionDestination
Environment
Web
Capability
Cohort Activation
SDK RequiredYes
Product(s) RequiredCore Platform

Activate Permutive cohorts to Instagram for custom audience targeting via the Facebook Pixel integration.

Setup

Troubleshooting

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Overview

Instagram advertising is powered by the Meta ecosystem and uses the Permutive Facebook Pixel integration. There is no separate Instagram integration required.
Instagram targeting is powered by the Permutive Facebook Pixel integration. No separate Instagram integration is required.
This integration is a Destination:
  • Destination: Permutive sends cohort membership data to Facebook via the Facebook pixel, which can then be used for Instagram advertising campaigns.
Use cases include:
  • Target Instagram users with ads based on Permutive cohorts
  • Retarget users who visited your website on Instagram
  • Build custom audiences for Instagram campaigns using real-time cohort data
  • Create lookalike audiences for Instagram based on Permutive cohorts

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Environment Compatibility

EnvironmentSupportedNotes
WebYesVia Facebook Pixel integration
iOSNo—
AndroidNo—
CTVNo—
API DirectNo—

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Prerequisites

  • Facebook Pixel Integration: The Facebook Pixel integration must be set up and configured in your Permutive workspace. Instagram targeting uses the same Facebook pixel infrastructure.
  • Facebook Business Manager Access: You must have access to Facebook Business Manager to create and manage audiences for Instagram campaigns.
  • Instagram Business Account: Your Instagram account must be connected to Facebook Business Manager. You can link your Instagram account by navigating to Business Settings > Instagram Accounts in Facebook Business Manager.
  • Meta Pixel Installed: The Meta (Facebook) pixel must be installed and active on your website to collect cohort data.

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Setup

1

Set Up Facebook Pixel Integration

Instagram targeting uses the Facebook Pixel integration. Follow the complete setup guide in the Facebook integration documentation.This includes:
  • Verifying the Meta pixel is installed on your site
  • Adding the Facebook Pixel integration in Permutive
  • Configuring your Facebook account type (Core Setup or Non-Core Setup)
  • Enabling cohort activations to Facebook
2

Link Instagram Account in Facebook Business Manager

  1. Navigate to Facebook Business Manager
  2. Go to Business Settings in the menu
  3. Select Instagram Accounts from the left sidebar
  4. Click Add and follow the prompts to connect your Instagram Business Account
  5. Confirm that your Instagram account is linked and shows as active
3

Create Instagram Ads Using Permutive Audiences

  1. In Facebook Ads Manager, create a new campaign or edit an existing one
  2. In the Audience section, select Custom Audiences or Lookalike Audiences
  3. Choose audiences that were built from Permutive cohorts (these are custom audiences created from the Facebook pixel events that Permutive sends)
  4. In the Placements section, ensure Instagram is selected as a placement option
  5. Continue with your ad creative and campaign settings
Custom audiences built from Facebook pixel events can take 24-48 hours to populate after the integration is enabled.

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Troubleshooting

If Instagram is not available as a placement option when creating campaigns in Facebook Ads Manager:
  • Verify that your Instagram Business Account is properly linked to Facebook Business Manager (Business Settings > Instagram Accounts)
  • Ensure your Instagram account is a Business Account, not a Personal Account
  • Check that your Facebook Business Manager account has the appropriate permissions for the Instagram account
  • Confirm that your ad campaign objective supports Instagram placements (some campaign objectives may have limited placement options)
If issues persist, refer to Meta’s documentation on Instagram placements.
Instagram campaigns use the same custom audiences as Facebook campaigns. If your Permutive-based audiences are not populating:
  • Check the Facebook integration troubleshooting section for guidance on custom audience population
  • Verify that pixel events are firing correctly using the Meta Pixel Helper Chrome extension
  • Allow 24-48 hours for custom audiences to populate after the Facebook integration is enabled
  • Confirm that your custom audience definition in Facebook includes the correct pixel events (PermutiveSegmentEntry or PermutiveSegmentEntry_<CohortCode> depending on your account type)
Since Instagram targeting relies on the Facebook Pixel integration, any pixel-related issues will affect Instagram campaigns. For troubleshooting:
  • Review the complete Facebook integration troubleshooting guide
  • Common issues include:
    • Facebook pixel not properly installed on your website
    • Incorrect Facebook account type configuration (Core Setup vs Non-Core Setup)
    • Cohort activations not enabled for Facebook in the Permutive dashboard
    • Third-party cookie blocking affecting match rates
Match rates for Instagram audiences depend on Facebook’s ability to match website visitors to Instagram users. To improve match rates:
  • Ensure users are logged into Facebook/Instagram when visiting your site
  • Review Facebook’s Event Match Quality metrics in Facebook Business Manager
  • Consider implementing Facebook’s Conversion API for server-side data transfer (contact Permutive Support for guidance)
  • Note that third-party cookie blocking can significantly impact match rates