DM click-through rate is the share of people who open a link you sent them in an Instagram DM. In Inrō it is the Clicked count divided by the Sent count on a Conversion link step.
DM click-through rate is the share of people who open a link you sent them in an Instagram DM. In Inrō you work it out on each Conversion link step: divide Clicked by Sent. In Inrō production data, the click rate is 18.6% on comment-to-DM flows and 20.9% on DM keyword flows, counted on the people who enter the flow.
Inrō sends links through its own tracked address, so it records the click before the contact lands on your page. A click counts when a contact opens:
Each contact counts once per message: open the link three times and Clicked goes up by one.
A tap on a button that leads to another step in the flow is not a click: Inrō records it as Converted on that step. A web address pasted into a plain text message is not tracked at all, so a link you want to measure belongs in a conversion link.
Open a scenario from the Scenarios page and choose View insights. A Conversion link step shows Sent, Read and Clicked. Inrō shows counts, not a percentage, so the rate is Clicked divided by Sent for that step.
Click any number above zero to see the contacts behind it. To reach everyone who clicked, filter them with Clicked conversion link in the Inrō contact CRM and follow up with Inrō DM campaigns.
The 18.6% and 20.9% above count clicks out of everyone who entered the flow. A step's Clicked over Sent counts only the contacts that step reached, so the bases differ and the two rates do not compare directly. The shape of the flow moves the result. Across the 798,041 conversations in Inrō's DM Benchmark, flows with the link on message two converted 42% of the time against 29% with the link on message one. One button converted 32% against 2% for three.
Open rate counts who read your DM. Click-through rate counts who opened the link inside it. Conversions are wider: they include a click on a conversion link, a survey answer, a tap on a button in a message and a booking through a Calendly link step. DM open rate covers the step before the click, and funnel drop-off the contacts lost between steps.
To send a tracked link to everyone who comments on a post, set up Inrō comment-to-DM automations, or browse the Inrō glossary of Instagram automation.
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