What You Can Track
Total spend across campaigns
Clicks your ads are getting
Messaging connections (people who started a chat)
Conversations started
Cost per click
Cost per conversation
Cost per lead
Deep engagement metrics (3+ message threads, first replies, blocks)
Lead generation data (onsite leads, registrations, total leads)
Social engagement (likes, comments, saves)
How to Access Analytics
Go to Marketing Tools in your sidebar
Click Instagram Direct Analytics (marked NEW)
Select your Meta Business Account
Pick your Ad Account from the dropdown
Set your Start Date and End Date
Hit Get Analytics
Go to Marketing Tools
Click Click to WhatsApp Analytics (marked NEW)
Select your Meta Business Account
Choose your Ad Account
Set your date range
Hit Get Analytics
Understanding the Data
Once you pull analytics, you'll see:
Top Summary Cards
Total spend, total clicks, messaging connections, and conversations started at a glance.
Campaign Performance Breakdown
Each campaign shows:
Campaign name & status (Active/Paused)
Date range
Individual ad preview links
Messaging connections with cost per action
Onsite leads with cost per action
Total leads with cost per action
Conversations started with cost per action
All Metrics & Performance Data
Expand this section to see everything:
Messaging & Conversations (6 metrics)
Connections, deep conversations (2+ and 3+ messages), first replies, conversations started, and blocksLeads & Conversions (8 metrics)
Onsite leads, registration leads, total leads, content view leads, grouped leads, link clicks, web leads, and search leadsSocial Engagement (6 metrics)
Page engagements, post engagements, post saves, comments, post interactions, and reactionsContent Interactions (1 metric)
Number of posts created
Each metric shows the total count and the cost per action.
Quick Access from Automation Flows
If you're running Instagram Direct or Click to WhatsApp automation flows, you'll see a blue banner inside the flow editor that says:
"Analyze Your Ad Performance"
"View Campaign Analytics" : Access comprehensive campaign insights with engagement, leads, and conversion metrics.
Just click View Campaign Analytics and it'll take you straight there.
Tips
Can't find your ad account? Make sure your Meta Business Account is selected first, ad accounts load based on that.
Seeing "No Campaign Data"? Double check your ad account selection and date range. If campaigns ran outside those dates, they won't show up.
Multiple ad accounts? You can switch between them using the Ad Account dropdown. Each one loads separately.
Want longer timeframes? Just adjust the start and end dates. You can pull data for any range where campaigns were active.