An automation that sends 1,000 DMs sounds impressive. Whether it made money is a different question. Five numbers tell you what is working and what to fix.
The five numbers
| # | Number | Source |
|---|---|---|
| 1 | Reach or views of the post | Instagram Insights |
| 2 | Comments that matched the keyword | Automation tool |
| 3 | DMs delivered | Automation tool |
| 4 | Link taps | UTM analytics or link tracker |
| 5 | Orders, bookings or sign-ups | Store, form, or WhatsApp count |
The ratios that tell the story
- Comment rate = matched comments ÷ views. Measures the offer and CTA.
- Delivery rate = DMs delivered ÷ matched comments. Should be close to 100%. If not, check settings and limits.
- Tap rate = taps ÷ DMs delivered. Measures the message.
- Conversion rate = orders ÷ taps. Measures the page and offer.
Setting up UTM tags
Add tags to every link you send in DMs:
?utm_source=instagram&utm_medium=dm&utm_campaign=reel-green-lehengaShopify, WooCommerce and Google Analytics show orders and visits by campaign. Use one campaign name per reel or automation.
For WhatsApp orders, add a code in the pre-filled message ("Order code G12") so you know which reel sent them.
In DM Flow
Each automation shows how many times it was triggered and how many links were sent, and the Activity log lists every comment with what happened. Contacts show who got the link and whether they follow you.
Reading the numbers
- Low comment rate: the offer is weak or the keyword was not visible. Fix the reel and CTA.
- Low delivery rate: keyword variants missing, account settings, or plan limit. See DM not sending.
- Low tap rate: the message is vague or the button unclear. See DM copywriting.
- Low conversion rate: wrong page, slow page, price surprise, or no trusted payment option.
A weekly review routine
Every week, for each live automation:
- Note the five numbers in a sheet
- Find the weakest ratio
- Change one thing
- Compare next week
Frequently asked questions
What is a good tap rate?
It varies by offer. Track your own over time and improve on it.
Can I see who bought from a DM?
Only if your store records the UTM campaign. Instagram does not report purchases to automation tools.
Should I count follows as results?
If growth is a goal, yes. Track new followers on days the automation was active.
How long before judging an automation?
At least a week, or a few hundred comments, whichever comes first.