In the world of Meta advertising, not every campaign is about website clicks or purchases. Sometimes, the goal is simple: start a conversation. Whether you’re using Messenger for sales, support, or bookings, Meta provides a set of unique Messaging and Calling Metrics to help you track these interactions. This blog breaks them down in easy language, so you know exactly what each number means and how to use it to improve your results.
📞 Calling Metrics (Messenger Calls)
If you’re running a click-to-call Messenger campaign, these metrics track real-time calls and user actions:
20-second Messenger Calls – Calls that lasted more than 20 seconds. A sign of serious engagement.
60-second Messenger Calls – Even deeper engagement. These are calls with longer conversations.
Messenger Calls Placed – The number of users who tapped the call button and placed a call via Messenger.
Callback Requests Submitted – How many users asked to be called back (often via a form or button).
Estimated Call Confirmation Clicks – Number of people who clicked to confirm they wanted to talk to you after viewing a prompt.
🧠 Why it matters: Longer or confirmed calls often mean real interest. These metrics are great for service-based businesses, education leads, or high-ticket sales that require real conversations.
💬 Messaging Metrics (Meta Messaging Ads)
Messaging ads are designed to spark conversations in Messenger, Instagram Direct, or WhatsApp. These are the key metrics that show how well those conversations are going:
Messaging Conversations Started – Number of new chats initiated from your ad.
New Messaging Contacts – First-time users who contacted you from your ad.
Returning Messaging Contacts – People who’ve messaged you before and engaged again.
Messaging Conversations Replied – Number of times users replied after your initial message.
Messaging Contacts – Total people who’ve contacted you through messaging ads.
Welcome Message Views – How many users saw your auto-response or welcome message.
Messaging Subscriptions – How many opted into messaging updates (great for remarketing).
💰 Cost Metrics (For Messenger Campaigns)
These metrics show how much you’re spending per action:
Cost per Messaging Contact – How much it costs to get one new contact via message.
Cost per Messaging Subscription – Cost to get someone to subscribe to your updates.
Cost per Messaging Conversation Started – The average cost to start a new conversation.
Cost per New Messaging Contact – Cost to acquire a brand new user through Messenger.
Cost per Returning Messaging Contact – What it costs to re-engage someone who has messaged before.
🧠 Why it matters: These help you understand what it costs to generate leads or support users via chat instead of landing pages.
🛡️ Other Engagement Metrics
Blocks – Number of users who blocked your page after interacting. High block rate = red flag!
Conclusion
Meta’s calling and messaging metrics are essential if your strategy involves direct communication instead of traditional conversions. From tracking who messaged you, how long they talked, and what it cost—you’ll gain better insight into how conversations drive business. Use these metrics to optimize your approach, train your team, and scale real-time connection campaigns that convert.