Click-to-message ads metrics in Campaign Manager

Important to know

Beginning in late August, you will no longer be able to create or edit click-to-message ads. Existing ads will gradually decrease in delivery from August through October. By late October, click-to-message ads will stop serving completely. As alternatives, you can create message, conversation, or single image ads for your campaigns.

Click-to-message ad metrics are available in the reporting dashboard of Campaign Manager and help advertisers realize the full funnel return on investment (ROI) by providing insight into feed and messaging engagement.

The click-to-message ad metrics are provided in the following table.

Metric	Definition	Reporting column in Campaign Manager
Sends	The number of times your click-to-message ad was effectively delivered, after the member account clicks the ad in feed.	Sponsored Messaging
Opens	The number of times your click-to-message ad was clicked in feed by a member account and a new message opened.	Sponsored Messaging
Total Engagement	The number of clicks on the feed ad and message sent, plus any opens and reopens of the message sent as part of the click-to-message ad. Note - Reopens is defined as the subsequent reopening of a message.	Engagement and Sponsored Messaging
Sponsored Messaging Clicks	The number of clicks on the CTA button, body hyperlinks, and desktop banner.	Sponsored Messaging
Button Clicks	The number of clicks on your CTA button.	Sponsored Messaging
Banner Clicks	The number of clicks on your banner image. Note - Only served on Desktop. Banners are supported in conversation assets, but they are not clickable.	Sponsored Messaging
Link Clicks	The number of clicks on any links included in the body of a click-to-message ad.	Sponsored Messaging
Open Rate	The total clicks to open a click-to-message ad divided by total sends.	Sponsored Messaging
Clicks to Open Rate	The percentage of member accounts that click a CTA button in the conversation asset (clicks divided by opens).	Sponsored Messaging
Engagement rate	The rate of engagement generated from the feed to messaging part of a click-to-message ad. For example, any clicks including message reopens.	Engagement and Sponsored Messaging
Cost per Send	The total spend divided by total sends – that is, the total number of times the click-to-message ad was displayed.	Sponsored Messaging
Cost per Open	The total spend divided by total opens.	Sponsored Messaging

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