Understanding Instagram DM Event Tracking with Meta Conversion API

In today's digital marketing environment, measuring engagement and accurately tracking conversions is essential for improving campaign performance. One key advancement is the ability to capture and analyze Instagram Direct Message (DM) interactions as conversion events. This article explains how to set up and use Instagram DM event tracking using a Meta Conversion API, enabling businesses to better attribute user actions and optimize advertising strategies.

Key Features & Benefits

Track Instagram DM Events as Conversions

Capture and measure when users initiate direct messages through Instagram ads, giving clear visibility into engagement that leads to conversations.

Seamless Integration with Automation Workflows

Trigger workflows automatically when a user sends a DM via an Instagram Click-to-Direct ad, 

allowing for real-time follow-ups and data tracking.

Improved Attribution and ROI Insights

Connect marketing actions (ads) directly with user engagement (DMs) for better reporting and return on ad spend (ROAS) analysis.

Centralized Dataset Management

Manage datasets directly in the ad platform settings without needing external tracking tools, streamlining your data infrastructure.

Custom Mapping Support

Enable advanced tracking using IGSID (Instagram Session ID) for enhanced attribution accuracy in custom use cases.

How to Use Instagram DM Event Tracking

 Step-by-Step Setup

1. Create a Dataset for Instagram DMs



  • Navigate to Meta > Conversions > Create New Dataset


  • Choose Goal Type: Instagram DM

2. Add the Meta Conversion API Action in Workflows



  • Inside your workflow, select the Meta Conversion API action
  • Set the Event Type to Instagram DM



3. Choose the Correct Connection Type



  • Options: Integration or Ad Manager
  • Choose based on how your Meta account is connected

4. Select Assets


  • Pick the associated Facebook Page
  • The system will show Instagram Accounts linked to that page

5. Attach the Dataset


  • Select the correct Dataset ID (formerly Pixel ID)
  • Dataset names appear if Connection Type = Ad Manager

6. Configure Event Details

  • Default Event Name: LeadSubmitted (can be customized)

  • Optionally add Value and Currency


  • Enable Custom Mapping to use IGSID for stronger tracking

7. Publish Your Workflow

  • Once configured, activate the workflow
  • When a user starts a DM from your ad, it will be captured as an event

 Pro Tips

  •  Re-Authorisation Required: Ensure you re-authorize your Meta account under Integrations, as new OAuth scopes are needed for Instagram DM event tracking.

  •  Updated Naming in Workflow Actions:


    “Pixel ID” is now “Dataset ID”

    Action is renamed to Meta Conversion API

  •  No Facebook Page Connected?Ensure your Facebook Page is connected under Integrations settings.
  •  Missing Instagram Account?Your selected Facebook Page must have an Instagram account linked to it.
  •  Use IGSID for Stronger AttributionEnable custom mapping to pass session identifiers for better match rates in attribution reports.

 Special Requirements & Limitations

  • OAuth Authorization: New permissions must be accepted for Instagram DM tracking to work. Re-authentication is necessary even for existing integrations.

  • Dataset ID vs. Pixel ID: The platform now uses "Dataset ID" terminology; ensure you're selecting the correct dataset.


    Asset Linking: Facebook Page and Instagram account must be correctly linked and recognized in the system before configuration.

Frequently Asked Questions (FAQ)

What is the purpose of tracking Instagram DM events?


It helps measure direct user engagement from ads, giving better insight into how your campaigns lead to conversations and potential conversions.

Do I need a Facebook page to use Instagram DM event tracking?


Yes, your Instagram account must be linked to a Facebook Page, which should also be connected in your system’s integration settings.

Can I track multiple Instagram accounts?


Yes, but each Instagram account must be linked to a different Facebook Page that is connected under your settings.

Is the custom mapping with IGSID required?


It’s optional, but highly recommended if you want enhanced attribution accuracy for Instagram DM events.

Why don’t I see the Instagram DM option in my workflow actions?


Ensure that you’re using the updated Meta Conversion API action and that your integration is correctly authorized with the new OAuth scopes.

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