Tracking user engagement accurately is key to optimising campaigns and measuring performance. By integrating Instagram DM datasets with the Meta Conversion API, you can capture and attribute conversations started through Click-to-Direct (CTD) Instagram ads, giving you more accurate reporting and a better picture of your return on ad spend (ROAS).

Why It Matters

  • Improved Attribution: Captures and reports Instagram Click-to-Direct conversations as conversion events.
  • Enhanced Reporting: Provides better insights into campaign performance and user interactions.
  • Optimised Campaigns: Supports more accurate return on ad spend measurement and campaign optimisation.
  • Centralised Management: Keeps dataset management within Ad Manager while integrating seamlessly with existing workflows.

How It Works

Create the Dataset

To begin, navigate to the Ad Manager Settings.

In the Meta Conversions section, click the option to create a new dataset.

From the Goal Type dropdown, click Instagram DM.

Then, select your Facebook page and Instagram Account for your dataset. Once created, the dataset will track Instagram DM events whenever a user interacts with a CTD ad, ensuring each conversation is recorded as a conversion event.

Build the Automation

In a Workflow, add the Meta Conversion API action after choosing the appropriate trigger.

Choose the Facebook Page and its linked Instagram account.

Next, select the Dataset ID corresponding to your created dataset.

Keep the default event name (LeadSubmitted) or modify as needed, with options to include Value, Currency, and IGSID mapping.

Once live, every time a user initiates a DM from a CTD ad, the Workflow sends a CAPI event to Meta using the IG DM dataset.

✍️Important Notes

  • You may need to reconnect your Meta account under integrations and complete re-authorisation, as CTD CAPI requires new OAuth scopes.
  • If no Page is connected, you will see the following error: "No Facebook page connected, connect under Integrations settings of the sub-account."
  • If the selected Page has no linked Instagram account, you will see the following error: "No Instagram account associated with the selected page. Learn more." (with a guide for connecting Instagram to Facebook).

Instagram DM datasets within Ad Manager, combined with the Meta Conversion API, give you stronger attribution for Click-to-Direct campaigns. By capturing conversations as conversion events, you get clearer visibility into campaign performance, more reliable data for optimisation, and better ROAS measurement, all while managing datasets directly within Ad Manager.