Time to conversion is how long a contact takes to convert, for example by clicking your link or booking a call, after an Instagram automation is triggered. Across Inrō's DM Benchmark of 798,041 conversations, the median is 65 seconds.
Time to conversion is the time between the trigger of your Instagram automation and the contact converting, for example by clicking your link or booking a call. Across the conversations in Inrō's DM Benchmark (798,041 conversations), the median time to conversion after the trigger is 65 seconds.
Conversions in Inrō include a click on a conversion link, a survey answer and a tap on a button in a message sent by a scenario or a DM campaign. A booking made through a Calendly link step counts too. The conversion link and DM survey entries explain how those two are tracked.
A run converts once: a second click or answer in the same run adds nothing. Inrō stamps the time of the first conversion, so time to conversion runs from the trigger starting the run to that stamp.
The 65-second median is measured per automation, from the start of each run to the moment the contact converts, and leaves out test runs.
Unlike an average, a median ignores the pull of contacts who return days later.
A Time delay step holds the flow for the seconds, minutes, hours or days you set. Put one before your link and every contact waits at least that long before they can convert. A delay of a few minutes already runs past the 65-second median.
In Inrō's DM Benchmark, automations with no delays convert at 39% and automations with delays at 32%. That compares real automations, not a controlled test, so test it on your own flow.
The Meta for Developers documentation on the Instagram Messaging API gives a business 24 hours to respond to a message a person sends (Meta, checked 1 October 2026). A delay of a day can land after that 24-hour messaging window has closed.
If you want a pause, a Wait for reply step waits for the contact instead of the clock. The Instagram DM automation best practices guide covers the other benchmark findings.
Each scenario shows its conversions for the last 7 days and in total, and the Dashboard shows Conversions for the whole account. Inrō shows how many runs converted, not how long each one took, so the 65-second median is a benchmark to compare your flow against.
To build a flow that gets to the link fast, start from a comment-to-DM automation or one of the Inrō automation templates, with the guide to Instagram DM automation for setup. To see where contacts stop first, read about funnel drop-off in a DM flow, or browse the Inrō automation glossary.
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