It’s no secret that Instagram has become an increasingly crucial marketing tool for brands and businesses. But for companies hoping to optimize their campaigns, the platform’s relative dearth of data has proven to be a major impediment. Granted, major companies with money to burn have been able to hire expensive analytics vendors to help get around that hurdle – but small and medium-sized businesses haven’t been as lucky. That’s why, starting today, the Facebook-owned platform is beginning to roll out a new dashboard granting businesses insights into their posts, including impressions, reach, and engagement. The new features will also let brands and advertisers see when users saw their posts. Just as importantly, businesses will be able to compare current metrics with those of previous weeks. Instagram is also extending businesses the option to put ad spending behind organic posts that are performing well, either manually picking a target audience or letting Instagram do the targeting itself. And brands will now be able to mark their profiles as businesses. Business Profiles can come equipped with an extended description, as well as information about how to get in touch with the business.