Reels Analyser — Independent Marketing Performance Tracking

The Challenge

The client wanted a lightweight tool to track the growth of Instagram Reels reach and independently evaluate the effectiveness of their marketing activities.

The main issue was the lack of an independent historical dataset. The required data had to be collected regularly from Meta and stored over time, making it possible to analyze performance trends rather than relying solely on individual marketing reports.

What We Did

We first configured access to the Meta API and cleaned up the client's connected accounts. During this process, we discovered an old, unused Facebook Page that was still linked to the client's Instagram account.

We then developed a small web application that collected and stored performance data on a daily basis.

In addition to Reels reach, the system tracked 8 additional metrics, providing a broader view of content performance and its dynamics.

We also designed the application to work within Meta's strict API request limits, ensuring that the required data could be collected regularly without exceeding the available quota.

For the client, we built a visual dashboard displaying key advertising and content performance metrics through charts and historical trends.

The Result

The independent data collection confirmed some of the client's concerns: Reels were being published significantly less frequently than expected, and some figures in the marketing reports did not fully match the data obtained directly from Meta.

Based on the more objective picture provided by the system, the client decided to change their marketing provider.

The project also gave the business something more valuable than a one-time audit: its own historical marketing dataset, providing a reliable basis for future decisions and optimization.