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Nerve Centre KPIs · Audit Profile · Sentiment Settings Organic Instagram matters to a merchant when it builds audience and feeds the store. This audit answers: (1) is the token/account healthy, (2) is engagement and posting cadence holding, (3) is reach and the follower base growing, and (4) is the channel actually driving storefront sessions and revenue via the analytics sibling.

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What this audit checks

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Authentication & access

  • Access token valid (auth on /me) and not expired
  • Account is professional (Business/Creator) - required for insights
  • instagram_manage_insights scope granted (else reach/views cards degrade)

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Engagement & content

  • Engagement rate below 1% (content not resonating)
  • Engagement rate dropped > 30% vs prior period
  • No post published in 14 days (cadence collapsed)
  • Content-type mix over-concentrated (e.g. no Reels while Reels out-reach static posts)

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Audience & reach

  • Reach dropped > 20% vs prior period
  • Follower base flat or declining over 30 days
  • Profile views down vs prior period (discovery slowdown)

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Cross-channel: social-to-commerce (the killer area)

  • Instagram/social sessions (analytics sibling) trending down
  • High-engagement posts not translating into storefront sessions (link/CTA gap)
  • Social-attributed revenue down vs prior period
  • Top traffic-driving posts identified - amplify candidates (sibling analytics)

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Data sources

  • GET https://graph.instagram.com/me - Auth + account type + followers/media counts
  • GET https://graph.instagram.com/me/media - Recent posts: type, timestamp, likes, comments, permalink
  • GET https://graph.instagram.com/me/insights - Reach / profile views / accounts engaged (only with insights scope)