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OpsTower Docs

Facebook & Instagram Connection

The Facebook & Instagram connection integrates your Facebook Page (and optionally linked Instagram account) with OpsTower via OAuth. Agents can pull posts, page-level insights, and Instagram media analytics.

Prerequisites

Section titled “Prerequisites”

You need a Facebook Page that you manage. If you also want Instagram analytics, your Instagram Business or Creator account must be linked to your Facebook Page.

Token Handling

Section titled “Token Handling”

This connection uses a Page Access Token, which does not expire. Unlike other OAuth connections, you will not need to periodically re-authorize.

Setting Up the Connection in OpsTower

Section titled “Setting Up the Connection in OpsTower”
  1. In OpsTower, navigate to Connections in the sidebar.
  2. Click Add Connection and select Facebook & Instagram.
  3. Click Connect with Facebook to start the OAuth flow.
  4. Authorize OpsTower and select the Facebook Page you want to connect.
  5. You will be redirected back to OpsTower with the connection active.

What Agents Can Do

Section titled “What Agents Can Do”

Facebook Page

Section titled “Facebook Page”
  • List page posts — pull recent published posts with engagement summaries (likes, comments, shares)
  • Get post insights — retrieve detailed post metrics (impressions, engaged users, clicks, reactions)
  • Get page insights — query page-level metrics over time (impressions, fans, page views) with day, week, or 28-day periods

Instagram (when linked)

Section titled “Instagram (when linked)”
  • List media — pull recent Instagram posts with captions, media types, likes, and comments
  • Get media insights — retrieve detailed media metrics (impressions, reach, saves, shares) that vary by media type (IMAGE, VIDEO, REEL, CAROUSEL_ALBUM)
  • Get account insights — query account-level metrics (impressions, reach, follower count, profile views) with day, week, or 28-day periods

Use Cases

Section titled “Use Cases”
  • Social attribution: Correlate a high-engagement Facebook post or Instagram reel with a traffic spike in your analytics
  • Content strategy: Compare engagement across content types and platforms to understand what drives business outcomes
  • Audience growth: Track page fan growth and Instagram follower trends alongside product metrics