How to read your analytics
Updated
The Analytics page follows one question from comment to customer: of the people we messaged, how many answered, and how many left you a way to reach them? Every figure is a count from Dartzo’s own records, not an estimate. Because the counts follow a few specific rules, this page spells them out so a number never surprises you.
The unit is a conversation
Dartzo counts conversations, where one conversation is one person on one post, however many messages it took. Your first DM and two follow-ups to the same person on the same reel are one conversation. The same person on three different posts is three conversations.
- Conversations, not messages. Counting messages would make one chatty person look like five. The only places that count messages are labelled that way: the DMs sent figures, the Queue and the DMs per day chart.
- Conversations, not unique people. Someone who triggers three posts adds three. This is deliberate: each post earned its own reply.
- Not Instagram’s comment count. Instagram’s number is a live snapshot that includes your own replies and drops when people delete comments, so it cannot be compared with a permanent record of what Dartzo did. Dartzo’s funnel does not use it.
The funnel: delivered, replied, leads captured
The funnel has three stages. It starts at Delivered, and every rate is measured from there. A stage never exceeds the one before it.
| Stage | Counts a conversation when… | Unit |
|---|---|---|
| Delivered | Dartzo’s DM actually went out and Instagram accepted it. Failed, expired and still-waiting sends are not counted here; the Queue has them. | Conversations |
| Replied | The person tapped a button, or clicked a tracked link, or wrote to you, or shared an email or phone. A tap counts as a reply. | Conversations |
| Leads captured | An email or phone number was actually captured. A saved name alone is not a lead. | People |
The funnel has no Comments bar and no Matched bar. Comments came out because Instagram’s count cannot be compared with Dartzo’s ledger. Matched came out because a matched-but-undelivered conversation is mostly a person Instagram would not let a link reach, which is not something your wording can fix. Matched is still computed and still shows as a column in the All content table. Failed and delayed sends are in the Queue with a plain reason each.
Clicks are not a funnel stage either. For many accounts, people who clicked and people who replied are almost the same set, so two identical bars would teach you nothing. Clicks appear as the Link CTR card and a Clicks column.
The four number cards
| Card | How it is worked out |
|---|---|
| Delivered | People the DM reached, as conversations. |
| Reply rate | Replied ÷ delivered. The note beneath reads “N of N replied or tapped”. |
| Link CTR | Conversations with a click ÷ delivered. The note beneath reads “N of N people clicked”. |
| Leads | People whose email or phone was captured. |
An example. Priya posts a reel about her Diwali offer. 100 conversations are delivered. 40 of those people tap a button or click her link, so the Reply rate is 40.0%. Thirty of them clicked, so Link CTR is 30.0%. Twelve share an email, so Leads is 12. The funnel reads 100, then 40, then 12.
Choose the time range
The button at the top right (with a clock) sets the window every number on the page covers. Choose Last 7 days, Last 30 days (the default), Last 3 months, Last 6 months or All time, or enter a Custom range with From and To dates and press Apply. The range is kept in the page address, so a link you share or bookmark shows the same window.
- A day is your day. Windows start at midnight in your own timezone (detected when you sign in, and adjustable in Settings), so an evening in Mumbai never lands on the wrong day. “Last 7 days” includes today.
- A conversation belongs to the window it started in. If a reply comes today to a DM you sent last month, it counts in last month. That keeps Delivered at least as large as Replied in every window.
- A lead belongs to the window it was captured in. An email gathered this week counts this week.
- The DMs per day chart shows up to a year of days. For All time it draws the last 90 days while the totals still cover everything.
Per-post insights
Below the number cards, a row of chips lists All content and each of your recent posts, with a thumbnail and a tiny bar for each stage. Click a chip, or any row in the All content table, to scope the whole page to that post: the cards, the funnel and its title (“post · N delivered · date range”) all change. Click again to return to everything.
- The table has Content, Matched, Delivered, Replied, Clicks and Leads. Click a heading to sort.
- A post is named by the start of its caption, or “Post” and the last six characters of its ID when Instagram’s recent-post list no longer includes it.
- Story replies, story mentions and DM keywords belong to no single post. They are grouped in a row called Account-wide (stories & DMs).
Why totals and posts can differ
Each figure, including the account total, is calculated by the database for its own scope. The page picks those results; it never adds rows together itself. Because a conversation belongs to exactly one post, the Matched and Delivered rows normally add up to the total. Where numbers do not line up, the cause is usually one of these:
- A person on two posts is two conversations in the total and one in each post, so the total is a count of conversations, not of individuals.
- Replied is worked out for each scope as the larger of two sources, so rows may not add up to the total exactly.
- Leads count people, not conversations, so a lead is never multiplied by the number of posts a person came through.
- Chart bars and Queue lines count messages, so they will not match the funnel’s conversations.
- A different time range is a different set of conversations, even for the same post. Numbers refresh about every 30 seconds.
- Broadcasts and replies you type by hand are left out of the funnel, since neither started from an automation.
If you export or copy these figures, quote the total shown for the scope and range you chose, and do not add the post rows yourself. For the people behind these numbers, see People and leads.