What do the numbers in Insights mean?

Open Insights in the sidebar. Pick 7D, 14D or 30D at the top. The tabs are Overview, Conversations, Link Clicks, Usage Trends, AI Performance and Flows. This page explains the first five. For flows, use the flow’s own contact list (see the end of this page).

All days and hours on Insights are in UTC, not your local time. A DM sent at 1 a.m. in India counts on the previous day.

Overview

• DMs Sent: messages InstantDM sent for you in the period.
• Link Clicks: clicks on your tracked links. If one person clicks three times, that’s 3.
• CTR: Link Clicks divided by DMs Sent, as a percentage. If clicks are higher than DMs, it shows Clicks/DM instead, for example “1.4x”.
• Active Conversations: people who had an active DM conversation with you, as sorted by DM Insights.
• AI Replies: replies written by AI Reply steps in your flows.
• NA means zero.
• Daily DM Volume: DMs sent per day.
• Plan Credits, Top-up Credits, Status, Renews: your plan, the credits left and the renewal date.
• Automation Health: Total Triggered, Success Rate, Successful, Failed and the top Failure Reasons. It covers comment and story automations, not flows. “Failed” means no DM was sent, and that includes comments that didn’t match your trigger word. It shows only when there is data.
• Recent Automations: the latest events with a status such as DM Sent, Completed, In Progress, Waiting, Skipped or Failed. Hover a Failed badge to see why. Click a quick-automation row to open that post’s comment list.

Conversations

Based on DM Insights, which sorts incoming DMs by intent. You’ll see Total Conversations, Unread, High Priority, Followers / Non-followers, Conversation Intents (purchase, collaboration, support and more), Priority Distribution and Top Conversations. Followers / Non-followers is worked out from the top 20 conversations only.

Link Clicks

Total Clicks, Unique Clickers (different people), Top Location, Top Platform (android, ios or desktop), Daily Click Trend, Click Locations, Platform Split, Top CTA Buttons and Top Posts by Clicks. Only links with Track link clicks on are counted. It’s on by default for buttons and off for plain text. See How do I see how many people clicked my link?

Usage Trends

Total Messages, Daily Average, Peak Hour, Usage Over Time, Activity Heatmap (30-min slots) and Peak Activity Hours. These count messages InstantDM sent, not messages you received. Times are in UTC.

AI Performance

Total AI Events, Replies Sent, Tags Applied, Leads Collected, Follow-ups Scheduled, Human Takeover, AI Errors and Error Rate, plus AI Model Usage, Event Types, Top Tags Applied and Lead Data Collected. This only has data if you use AI Reply in a flow.

On the phone app

Open the Dashboard tab on Home and pick 7, 14 or 30 days. It has the same sections: Overview, Conversations, Link Clicks, Usage and AI. The same UTC rule applies.

Good to know

• To see who went through a flow and what they answered, use the flow’s contact list. See How do I see who went through a flow?
• To see each person on one post, use the post’s All Comments tab. See How do I see who got my DM?

What you can’t do

• Change the time zone.
• See sales or revenue. InstantDM counts link clicks, not purchases.
• See several accounts together, or schedule a report by email.