Formula
Meta Messaging Conversations Started = COUNT ( Messaging Conversation Starts )
Formula Components
Example
Your e-commerce brand ran click-to-message campaigns across Facebook and Instagram. In March, your ads generated 1,247 new conversations from product inquiries.How It Works
Meta counts a conversation when someone opens Messenger, Instagram Direct, or WhatsApp and sends their first message after engaging with your ad. The conversation must occur within your attribution window. Only the initial message starting a new thread is counted — follow-up messages in the same conversation are not included.When to Use
Related Metrics
See all Meta Conversions metrics →