Track individual Instagram posts

Tag your organic Instagram Stories, Reels, and posts so Prism shows visits and orders for each one, under Meta Organic - Instagram - Post.

Prism can break your Meta Organic - Instagram traffic down to the individual post, Story, or Reel - so you can see which piece of content actually drove visits and orders. This works for Facebook posts, WhatsApp broadcasts, and email links too; Instagram is just the most common case.

There is one thing you have to do, because Instagram itself never tells your store which post a click came from: put a distinct tag on each post's link. Once you do, the post shows up as its own row when you expand Instagram in the Attribution table.

The tag

Add three UTM parameters to the website link you share from a post:

Parameter	Value	Why
`utm_source`	`instagram`	Required. This is what puts the visit on the Instagram row.
`utm_medium`	`social`	Required. Marks the link organic. Never use a paid medium like `paid_social` on an organic post.
`utm_content`	the post's key (below)	Required. One distinct value per post / Story / Reel.

Optionally add utm_campaign=<a grouping> (for example monsoon_car_care) if you want to group several posts under one initiative. It does not replace utm_content.

What to put in `utm_content`

Content type	`utm_content`	Example
Reel	`reel_<shortcode>`	`reel_DAbC123xYz`
Feed post / carousel	`post_<shortcode>`	`post_C9kLmN0pQr`
Story	`story_<yyyymmdd>_<slug>`	`story_20260925_rat_demo`
Generic bio link	`bio`	entry point only - the originating post is unknowable

The shortcode is the id in the post's permalink: instagram.com/reel/DAbC123xYz/. Copy it exactly, including capital letters - Prism uses it to build an "open on Instagram" link back to the post. Stories have no durable public id and expire, so give them a dated slug instead.

Full example, dropped into a Story's link sticker:

https://www.mayonauto.com/products/rat-repellent?utm_source=instagram&utm_medium=social&utm_content=reel_DAbC123xYz

Rules that decide whether the data is any good

One post, one tag. Never reuse a tagged link across posts.
Never change a post's tag after publishing - a changed key splits the post's history into two rows.
Letters, digits, _ and - only. The tag is a label for a piece of content: never put a customer name, email, phone number or id in it. Prism discards values that look like personal data, and discards (does not shorten) tags longer than 150 characters.
Check that the tags survive. Tap the published link on a phone and confirm the address bar still shows all three utm_ parameters. Link-in-bio tools and redirects are where tags silently disappear.
For a Reel-to-DM flow ("comment RAT and I'll DM you the link"), the DM link carries the Reel's tag.
Do not hand-type links. Use a link builder - even a locked spreadsheet - or a short-link tool with UTM templates, as long as the final landing URL still carries the parameters.

Tag your Meta ads too

Prism no longer treats Instagram's own fbclid click id as proof of an ad, because Meta adds it to organic clicks as well. So a Meta ad with no URL parameters is now counted as Meta Organic. Make sure every Meta ad carries a paid utm_medium (for example utm_medium=paid_social) or an ad id parameter (ad_id, adset_id) so it lands in Meta Ads.

How to read the report

Open Attribution, find the Meta Organic row, expand it, then expand Instagram. Each tagged post is a row with its visits, attributed orders, and revenue.

The numbers show visits through that post's link and orders credited to it under your selected attribution model. It is not a measure of how many people saw the post.
Someone who watches a Reel, opens your profile, and taps the generic bio link shows under bio, not the Reel.
Two taps from the same person within about 24 hours count as one visit, credited to the earlier post.
Not tagged is everything on Instagram without a tag, including all activity from before you started tagging.
Post-level conversion rate divides orders in the date range by visits in the date range. They are not always the same shoppers, so it can read above 100% on a small post.

Limits

Tags apply from the day you start using them. Older, untagged posts cannot be reconstructed - Instagram does not pass the post identity to your store, and there is no way to recover it after the fact.
A generic bio link, or a link whose parameters were stripped by a redirect, lands in Not tagged.
The same identity and attribution limits as the rest of Prism apply: cross-device and cookie-cleared visits may not stitch together.

A per-post discount code (for example "use RAT10") is a good complement: it attributes through Prism's discount-code channel mapping and catches buyers who saw the post but never clicked the link.