Analytics Dashboard: Track Your DM Automation Results

Monitor DMs sent, link click-through rates, and open rates across every campaign directly inside your WilloSend analytics dashboard.

The WilloSend Analytics Dashboard gives you a clear, real-time view of how your DM automations are performing — so you can stop guessing which posts drive results and start doubling down on what actually works. Whether you’re delivering lead magnets, booking links, or product offers, the numbers tell you exactly where your funnel is winning and where it needs work.

Accessing Your Analytics

Your Analytics tab lives inside your WilloSend dashboard. How much you can see depends on your plan.

Starter — $9/mo

View total DMs sent per campaign. Full click and open analytics are not available on this plan.

Pro — $19/mo

Unlock the full Analytics Dashboard: DMs sent, link clicks, CTR, and open rates across all your campaigns.

Growth — $49/mo

Everything in Pro, plus analytics across up to 3 connected Instagram accounts in a single view.

Full click and open-rate analytics are available on Pro ($19/mo) and Growth ($49/mo) plans only. If you’re on Starter and want to track performance beyond DM counts, upgrade anytime from Account Settings → Plan.

Key Metrics Explained

WilloSend tracks four core metrics for every campaign. Here’s what each one means and why it matters.

DMs Sent

The total number of automated messages dispatched from a single campaign. Use this as your baseline volume metric — it tells you how many people entered your funnel from a given post or reel. Compare DMs sent across campaigns to understand which content pieces are generating the most trigger actions.

Link Clicks

The number of recipients who tapped the link inside your automated DM. This is the most direct measure of intent — a click means someone was interested enough to act on your message. A low click count relative to DMs sent is a strong signal that either the DM copy or the link destination needs work.

Click-Through Rate (CTR)

CTR is calculated as: clicks ÷ DMs sent × 100. It’s the single most useful optimization metric in your dashboard. A healthy CTR for DM automations typically falls between 30% and 60% — significantly higher than email or ad click-through benchmarks because recipients opted in through a direct comment or story reply. If your CTR is below 30%, your DM message or call-to-action likely needs a refresh.

Open Rate (Pro & Growth)

The percentage of DM recipients who opened your message. High open rates (typically 80–95% for comment-triggered DMs) confirm that your messages are landing in the primary inbox — not a message request folder. A sudden drop in open rate can indicate a change in how Instagram is routing your automated messages and is worth investigating promptly.

How to Use Analytics to Improve Performance

Reading your numbers is only half the job — the other half is acting on them. Follow this workflow to turn analytics data into better results.

1. Compare CTR across all your campaigns

   Open the Analytics tab and sort campaigns by CTR. Look for the posts and reels generating the highest rates. These are your top performers — study the caption style, the keyword trigger, and the DM message copy to understand what made them resonate.

2. Diagnose underperforming campaigns

   For any campaign with a CTR below 30%, ask two questions: Is the DM message compelling enough on its own? And does the caption or video have a clear, specific call-to-action that sets expectations before the DM arrives? Either can be the weak link. Test one change at a time so you can isolate what’s working.

3. Rewrite the DM or sharpen your CTA

   If the DM message is generic (“Here’s the link you asked for!”), replace it with something value-forward that reminds the recipient why they asked. If the caption CTA is vague (“Comment for more info”), replace it with something specific (“Comment GUIDE and I’ll send you the free checklist”). Specificity drives clicks.

4. Turn top performers into templates

   When a post hits a CTR above 50%, save the caption structure, the keyword trigger, and the DM copy as your baseline template. Apply that same formula to future campaigns before testing variations. Build your content strategy around what your own data shows works — not general advice.

Sort your Analytics tab by CTR rather than by DMs sent. A campaign with 200 DMs sent and a 55% CTR is delivering more actual clicks than one with 1,000 DMs sent at 8% CTR. Volume without action is just noise.

Plan Comparison at a Glance

What Starter Shows

• Total DMs sent per campaign
• Campaign status (active / paused)
• No link click or CTR data
• No open rate data

What Pro & Growth Unlock

• DMs sent per campaign
• Link clicks per campaign
• Click-Through Rate (CTR)
• Open rate per campaign
• Cross-campaign comparison view

If you downgrade your plan, full analytics data is preserved in your account but will not be visible until you return to a Pro or Growth plan. No historical data is deleted.