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Understanding Instagram DM Event Tracking with Meta Conversion API

Instagram DM Event Tracking with the Meta Conversion API allows Kyrios to send Instagram Click-to-Direct Message interactions back to Meta as conversion events, improving attribution, optimization, and ROAS reporting.

Updated over 2 months ago

Who this is for / when to use

This article is for marketers, advertisers, and automation builders who run Instagram Click-to-Direct ads and want Meta to attribute DM conversations as conversion events using the Meta Conversion API.

What Instagram DM event tracking does

Instagram DM event tracking records when a user starts a direct message from an Instagram ad and sends that interaction to Meta as a conversion event. This allows Meta to optimize ad delivery toward users more likely to start conversations, not just click links.

Instagram DM tracking is designed specifically for Click-to-Direct ads and is not intended for organic Instagram messages.

What data is sent to Meta

When configured correctly, Kyrios sends the following information to Meta via the Conversion API:

  • Event type: Instagram DM

  • Event name: LeadSubmitted (default, customizable)

  • Dataset ID (formerly Pixel ID)

  • Associated Facebook Page

  • Linked Instagram account

  • Optional value and currency

  • Optional IGSID (Instagram Session ID) for advanced attribution

This data allows Meta to match ad interactions with messaging behavior more accurately.

How Instagram DM tracking integrates with workflows

Instagram DM events are triggered through Kyrios workflows using the Meta Conversion API action. When a user initiates a DM from an Instagram ad, the workflow fires and sends the conversion event to Meta.

This enables:

  • Immediate follow-up automations

  • Accurate conversion reporting

  • Optimization for message-based campaigns

Step-by-step: Set up Instagram DM event tracking

Step 1: Create a dataset for Instagram DMs

Create a dataset in Meta to receive Instagram DM events.

  1. Go to Meta > Conversions

  2. Click Create New Dataset

  3. Choose Goal Type: Instagram DM

Step 2: Add the Meta Conversion API action to a workflow

Add the Meta Conversion API action inside the workflow that should fire when a DM starts.

  1. Open the workflow builder

  2. Add an action

  3. Select Meta Conversion API

  4. Set Event/Goal Type to Instagram DM

Step 3: Choose the connection type

Select how your Meta account is connected.

  • Integration – uses the connected Meta integration

  • Ad Manager – uses assets available through Meta Ad Manager

Choose the option that matches your account setup.

Step 4: Select assets

Choose the assets associated with the event.

  1. Select the Facebook Page

  2. Confirm the correct Instagram account appears

Only Instagram accounts linked to the selected Facebook Page will be available.

Step 5: Attach the dataset

Attach the correct dataset to the event.

  • Select the Dataset ID (formerly Pixel ID)

  • Dataset names appear automatically when using Ad Manager connection type

Step 6: Configure event details

Configure optional tracking details.

  • Default Event Name: LeadSubmitted

  • Optional: Add Value and Currency

  • Optional: Enable Custom Mapping to pass IGSID for stronger attribution

Step 7: Publish the workflow

Activate the workflow.

Once live, any Instagram DM started from a Click-to-Direct ad will be sent to Meta as a conversion event.

Using IGSID for advanced attribution

IGSID (Instagram Session ID) improves Meta’s ability to match ad clicks with DM events. When enabled through custom mapping, it increases attribution accuracy and reporting confidence.

IGSID is optional but strongly recommended for advertisers optimizing for message conversions.

Common issues and fixes

Instagram DM option is missing in workflow actions

Ensure you are using the Meta Conversion API action and that your Meta integration has been re-authorized with the latest OAuth permissions.

Facebook Page does not appear

Confirm the Facebook Page is connected under Integrations and that the integration was re-authorized.

Instagram account is not selectable

The Instagram account must be linked to the selected Facebook Page inside Meta before it appears in Kyrios.

Events are not showing in Meta

Verify:

  • Dataset ID is correct

  • Workflow is published

  • Re-authorization was completed

  • The DM originated from a Click-to-Direct ad

Special requirements and limitations

  • Instagram DM tracking requires new OAuth permissions and re-authorization

  • Only Click-to-Direct ads are supported

  • Organic Instagram DMs can trigger workflows but are not sent to Meta as ad conversions

  • Dataset ID replaces Pixel ID terminology throughout the platform

Frequently asked questions

What is the purpose of tracking Instagram DM events?

Tracking Instagram DM events allows Meta to attribute ad performance to real conversations, improving optimization and return on ad spend.

Do I need a Facebook Page?

Yes. The Instagram account must be linked to a Facebook Page that is connected in Kyrios.

Can I track multiple Instagram accounts?

Yes. Each Instagram account must be linked to a different Facebook Page connected in your integrations.

Is IGSID required?

No. IGSID is optional but recommended for stronger attribution and match rates.

Can organic Instagram DMs be tracked as conversions?

No. This integration is designed to attribute paid Click-to-Direct ads, not organic messages.

Related Articles
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