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Meta Business Help Centre
Leads, engagement and sales metrics for ads that click to Messenger and sponsored messages
Certain messaging-related metrics, ad campaigns and organic messaging features for businesses and ads delivered to and from Europe and Japan will be unavailable.
Insights can help you learn more about your audience and optimise your campaign's performance while tracking business outcomes and metrics that are important to you.
You may notice some differences in your Facebook Attribution reporting, Ads Manager reporting and reporting for third-party measurement tools due to differences in attribution windows and attribution models.
Metrics for ads that click to Messenger and sponsored messages
The following metrics are available in Ads Manager under the Messaging engagement column for ads that click to Messenger and sponsored messages:
- Messaging conversations started: The number of times that people started messaging your business after at least seven days of inactivity, attributed to your ads.
- Messaging connections: The number of people your Page can send messages to.
- New messaging connections: The number of people that your business added as messaging connections, attributed to your ads.
- New blocked messaging connections: The number of times that people blocked a messaging connection with your business, attributed to your ads.
- Cost per messaging conversation started: The average cost for each messaging conversation started. This metric is calculated as the total amount spent divided by the number of messaging conversations started.
Metrics for leads, engagement and sales campaigns in Messenger
For businesses running a leads campaign for Messenger, booking appointments in Messenger, running CTM campaigns optimised for purchases or running a conversion campaign for Messenger the following metrics are also available using the Customise columns drop-down in Ads Manager.
- Meta purchases: The number of purchases made within a Facebook-owned product (such as Pages or Messenger) and attributed to your ads.This is most commonly reflected after selecting Mark as paid in Meta Business Suite after a purchase event occurs, sharing messaging events through a Meta business tool or using payment features in Thailand.
- Meta leads: The number of lead events within a Facebook-owned product (such as Pages or Messenger) attributed to your ads.
- Appointments scheduled: the number of appointments scheduled within a Facebook-owned product (such as Pages or Messenger) and attributed to your ads.
- Meta checkouts initiated: The number of checkouts initiated within Facebook-owned products (such as Pages or Messenger) and attributed to your ads.
Note: Standard events generated via offline conversions, app events and the Meta pixel can also be found using the customise columns drop-down in Ads Manager. Businesses can also track purchases at a Page level if they are using a third-party app or chat service and have enabled Page-level reporting.
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