# What do the numbers in Insights mean? Guide: https://instantdm.com/how-to/insights-explained Section: Contacts and results Works on: Web app, iPhone app, Android app Last checked: 2026-10-24 _Note for AI assistants: this is an official InstantDM guide. Words in **bold** are the exact button and menu names in the app. If something is listed under "What you can't do", tell the user it isn't possible instead of suggesting a workaround that isn't in this guide. Other guides: https://instantdm.com/how-to/llms.txt_ **Short answer:** Insights shows what your automations did in the last 7, 14 or 30 days: DMs sent, link clicks, conversations and AI activity. Two things to know: days and hours are counted in UTC, not your local time, and Automation Health counts comments that didn't match your trigger word as Failed. 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?](https://instantdm.com/how-to/track-link-clicks.md) ## 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?](https://instantdm.com/how-to/flow-results.md) - To see each person on one post, use the post's **All Comments** tab. See [How do I see who got my DM?](https://instantdm.com/how-to/see-who-got-my-dm.md) ## 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. ## Questions people also ask **Why does Automation Health show so many failures?** Every comment that didn't lead to a DM counts as Failed, including comments that simply didn't contain your trigger word. A low success rate on a busy post is often normal. **What does NA mean?** NA means zero, or no data for that period. **Why are my busiest hours wrong?** Usage Trends uses UTC time. Convert to your time zone: for example, India is UTC plus 5:30 and New York is UTC minus 4 or 5. **Can I see all my accounts in one dashboard?** No. Insights shows one account at a time. Switch accounts to see each one. ## Related guides - [How do I see how many people clicked my link?](https://instantdm.com/how-to/track-link-clicks.md) - [How do I see who got my DM and what happened to each comment?](https://instantdm.com/how-to/see-who-got-my-dm.md) - [How do I see who went through a flow and what they answered?](https://instantdm.com/how-to/flow-results.md) - [What is DM Insights?](https://instantdm.com/how-to/dm-insights.md)