Read campaign results

Last updated: 27 September 2026 · 5 min read

Steps

1. 1

   Open the results

   In the Campaigns › Instagram list, choose the campaign's “Results” action. Choose the period at the top: “Today”, “7 days”, “30 days” or “Range”.

   
2. 2

   Main numbers

   • Matched comments: comments that match a keyword.
   • First DM: the first private message sent to the people who commented.
   • Tapped a button: people who tapped the button in the DM.
   • Link opened: people who opened the link.
   • New followers: people who started following you during the campaign.

   Each number is shown with a comparison to the previous period.

   
3. 3

   Customer path

   The “Customer path” shows how many of the people who commented reached each step, and marks the step with the biggest drop. Clicking a column opens the list of people at that step. Meta doesn't send names for some steps, and then there's no list.

   
4. 4

   Posts and trends

   The “Posts” table shows the matched comments and first DMs for each post. “Over time” shows activity by day and by hour.

   
5. 5

   Download CSV

   The “Days as CSV” and “Posts as CSV” buttons export the numbers to a file that opens in Excel.