Funnel drop-off is the share of contacts who reach one step of a flow and never reach the next, such as contacts who read a DM but never click its link. You find it by comparing each step's numbers.
Funnel drop-off is the share of contacts who reach one step of a flow and never reach the next. In an Instagram DM flow, the steps are messages sent, messages read, links clicked and buttons tapped. You work it out step by step: contacts at a step, minus contacts who reach the next, divided by contacts at the step.
On the Scenarios page, click a scenario's name to open its results on the Insights tab. Each step of the flow carries its own numbers:
Red badges beside a step count Failed and Cancelled runs; a yellow one counts Skipped. A DM campaign has the same view on its own Insights tab. On a scenario, Filter by date narrows the step numbers to a period.
Inrō shows counts, not a drop-off percentage. You compare a step's Sent with its Read, its Read with its Clicked, and one step with the next. A campaign's side panel also gives Opened and Converted as a share of Sent. Two of those rates have their own entries: DM open rate and DM click-through rate.
Click any number above zero to open the list of contacts behind it. Open Read on a step, then Clicked, and you see who stopped in between. From the list, Export contacts downloads them, and Add to folder files them in your Instagram inbox and CRM for a follow-up. The Failed and Cancelled badges open their contacts too, and a step with failed runs offers Retry all failed in its menu.
Each number counts runs of the step, so a contact who went through twice counts twice. The list shows each contact once.
In the scenario's side panel, Executions and Conversions (Last 7 days and Total) open their contacts the same way.
The content of each step. Across the 798,041 conversations in Inrō's DM Benchmark, conversion with one button was 32%, against 2% with three. That is a comparison across accounts, not a controlled test, so try a change on your own flow and watch the counts.
To plan the stages first, see how to build an Instagram DM sales funnel. For the flows that feed it, see comment-to-DM automation. More terms are in the Instagram automation glossary.
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