If your Instagram ads are reaching people outside your target audience, it could be due to several factors:

1. Location Targeting Signals:

• Instagram uses various signals to determine a person’s location, such as device settings, recent check-ins, or IP addresses.

• These signals may not always be entirely accurate, leading to a small number of impressions outside your selected area. For instance, someone who traveled to your targeted location recently might still see your ad.

2. Organic Reach:

• Ads can sometimes generate organic impressions when users engage with them (likes, comments, shares). If someone outside your target audience interacts with the ad, their followers may also see it.

3. Ad Previews:

• Meta may show previews of your ads to people connected to your business (e.g., employees or followers) for testing or display purposes. These impressions are not counted in your billing.

4. Broad Audience Settings:

• Double-check your targeting criteria. If you’ve used broad targeting options, like "Worldwide" or "Interest-based," your ads may reach a more diverse audience.

How to Improve Targeting Accuracy:

1. Refine Location Targeting: Use advanced settings like "People who live in this location" instead of "People in this location."

2. Exclude Unwanted Areas: Use the "Exclude" option to block specific locations.

3. Monitor Analytics: Regularly check ad performance to identify anomalies and adjust your targeting.

For expert help in managing ad campaigns and fine-tuning your audience settings, explore Social Media Management Services by Embark Growth.