Connect Data from Instagram to Tableau

You can get your Instagram data into Tableau to make more informed business decisions. This simple and quick guide gives you easy instructions on how you can extract your data from Instagram and then analyze it in Tableau. Our Instagram to Tableau connector allows you to access your Instagram Business data so you can easily manage various media objects, view metadata, and comments, and get reliable insights and metrics, such as reach, impressions, follower-like ratio, and likes. Integrate your Instagram with Tableau to turn your Instagram data into actionable insights.

Instagram is a very popular and free image and video-sharing app from Facebook. With over one billion active users, Instagram is a leading social media platform. Instagram offers businesses a wide range of incredibly powerful marketing tools. The app is available on Android, Apple iOS, and Windows Phone. Instagram allows people to upload photos and videos to the service and also share them with their online followers or with a specific group of friends. You can choose from different types of ads, like photo ads, carousel ads, video ads, and stories ads. Users can also view, like, and comment on posts shared by their friends on the app. An Instagram account collects data in an Instagram API data warehouse. Companies often have to extract that valuable data for analysis in their business intelligence tools.

Tableau is a business intelligence platform and visualization tool that helps anyone see and better understand their data. People love using Tableau because it allows you to take raw data and turn it into charts, graphs, dashboards and reports that share insights and tell a story.

Extracting data

Before loading your data into Tableau, you will have to prep it first. If you don't already have a data structure in which to store the data you retrieve, you'll have to create a schema for your data tables. Then, for each value in the response, you'll need to identify a predefined datatype (INTEGER, DATETIME, etc.) and build a table that can receive them. Instagram API documentation should tell you what fields are provided by each endpoint, along with their corresponding datatypes.Complicating things is the fact that the records retrieved from the source may not always be "flat" – some of the objects may actually be lists. In these cases you'll likely have to create additional tables to capture the unpredictable cardinality in each record.

Preparing data

You have three options for extracting data from Instagram. 1- You can retrieve data programmatically through the Instagram API. It is available to all users who use the platform. Follow the API documentation, and you will enjoy access to endpoints, like impressions, CTRs, and CPC. You can access the API through the SDKs which Instagram offers. Officially, the platforms support SDKs for PHP and Python, while there’re also a number of SDKs (community supported) for languages such as R, Ruby, and JavaScript. Data will be returned in either CSV or XLS format, and when your report is ready based on the request you may access it from a URL. 2- You can export a report that you have created and saved. 3- You can use a tool like Improvado. By leveraging Improvado, you can easily and quickly integrate, connect, and see all your Instagram data flow seamlessly into your desired visualization tool or database. Improvado does not require any technical skills to operate. You can sync your data over with just a few clicks.

Loading data

If you would like to analyze Instagram data in Tableau, you will have to convert it into a format that Tableau can read. You can import data from excel files or text files and PDFs, but the most suitable practice is to create a data warehouse that has all the data, and then to connect your data warehouse to Tableau. To import your data from an MS excel file, click on "Microsoft Excel" present under the connect tab. This will open a new dialog box so that you can easily navigate to your Excel file in the machine from which you would like to import your Instagram data. Now, click on the file and then click ‘Open.’ In case there is more than one sheet in your MS Excel workbook, all of these workbooks will be automatically imported, and they would be listed as sheets on the left-hand side panel of Tableau. Once you have loaded your Instagram data, Tableau offers an option to locally cache your data to expedite queries. There are almost no restrictions on how you import any type of data into Tableau. Tableau has many options to represent data in various views, applying filters, formatting, drill-downs, creating sets, performing forecasting, and generating trend lines. If you have used Pivot Tables in MS Excel, then the Tableau report building process will feel quite familiar. You will have to select the columns and rows desired in the resulting data set, and the aggregate functions used in order to populate the data cells.

Keeping data up to date

If you've made it this far, congrats! You probably have written a program or script to extract your data and move it into Tableau. Now it's time to think about how you will keep this data up-to-date by loading updated or new data. Of course, you can just replicate all your data every time you have updated your records, but that would be extremely manual and time-consuming. Luckily there is a better way. The key is building your script so that it can sense incremental updates made to the data. Thankfully, Instagram’s API results allow you to identify those records which are new since the last update you made (or since the most recent record you have copied). Once you have taken new data into consideration, you can easily set your script either as a continuous loop or cron job to pull down new data as soon as it appears.

The Easiest And Fastest Way To Do It

If all this sounds a bit overwhelming, don't worry -- there is an easier way to get this done! Thankfully, products like Improvado were developed to move data from Instagram to Tableau automatically. Using Improvado, you can easily combine the most crucial and relevant data from your social media ad campaign into a dashboard. You can then connect this data to Tableau.