Conversion link

A trackable DM link is a link you send in an Instagram DM that records who clicked it before it opens the page. In Inrō it is the Conversion link step: it sends a link card, logs each click against the contact, and moves your scenario on depending on whether they clicked.

What happens when someone taps the link?

The step sends a card with a title, an optional description and image, and one button. The button goes through Inrō's tracked redirect: the click is recorded against the contact, then they land on your page.

On the way, Inrō adds tags to the destination URL:

• utm_source=instagram and utm_medium=inro_link
• utm_campaign named after the scenario or campaign that sent it
• utm_content and Inrō's own reference tags, so the visit can be tied back to the conversation

A parameter you already put on the URL keeps your value. To plan your own tags first, use the free UTM link generator.

How does a conversion link branch your scenario?

The step has two branches:

1. When link is clicked: runs when the contact taps the button.
2. If link hasn't been clicked after: runs at the end of a wait, only if there was no click.

A new step waits 3 days by default; set the wait in seconds, minutes, hours or days. Use the second branch for a short reminder. A click after the wait still counts and can still start the clicked branch.

This is how a comment-to-DM automation follows up with people who asked for the link but never opened it. To branch on a typed answer instead, see wait for reply.

Where do you see who clicked?

On the Conversion links page. Each link shows Sent and Clicked counts, and Sent by lists the scenarios and campaigns using it. In scenario metrics, every click on a conversion link counts as a conversion.

To act on the clicks, use the Clicked conversion link contact filter. It finds everyone who clicked in a date range, or clicked one particular link, so you can send them a DM campaign.

The click rate on comment-to-DM flows is 18.6% in Inrō production data, counted on the people who enter the flow rather than on one step's Sent. The DM click-through rate entry explains why the two bases differ.

Is a trackable DM link the same as an ig.me link?

No. An ig.me link points the other way: it opens a DM thread with you. Make one with the free Instagram DM link generator. A trackable DM link leaves the DM and tells you what happened next. More flow building blocks are in the Inrō automation glossary.