Each Messenger automation shows a small row of numbers so you can see how it’s performing. Here’s what every metric means — and why one of them shows “N/A” on Messenger by design.
Applies to: Facebook Page (Messenger) automations · ~4 min read
Where to find your metrics
Open your AutoDM dashboard and look at any Messenger automation. Alongside it, you’ll see a row of performance numbers that update as people interact with it. They tell you, at a glance, how often the automation fires and how people respond to the DM it sends.
The four metrics shown for a Messenger automation. Note that Followers Gained reads N/A.
What each metric means
DMs Sent
The number of primary DMs delivered — the main message your automation sends to people. This is your headline number: it’s how many private messages actually went out. If you’re running a comment-to-DM campaign, this is roughly how many people received your link or freebie.
Runs
The number of times the automation fired. A “run” is one trigger event — for example, one matching comment or one incoming message that set the automation in motion. Runs and DMs Sent are usually close, and comparing them helps you sanity-check that triggers are turning into delivered messages.
Button Clicks
How many times people clicked the button in your DM. If your DM links to a product, course, or booking page, this is your engagement signal — it tells you how many recipients took the next step you wanted. A healthy click count relative to DMs Sent means your message and offer are landing.
💡 Read them together
Runs tell you how much your automation is being triggered, DMs Sent confirms the messages went out, and Button Clicks shows how many people acted. Watching the three side by side is the quickest way to see what’s working.
Why Followers Gained shows N/A
You’ll notice a Followers Gained metric that reads N/A for every Messenger automation. That’s expected — it isn’t an error or a missing number.
Followers Gained measures how many people followed your account as a result of an automation. That works on Instagram, where following is built in. But Facebook Pages don’t have an equivalent follow-conversion the way Instagram does, so there’s nothing to count here. Rather than show a misleading zero, Messenger automations simply display N/A.
ℹ️ N/A means “not applicable,” not “zero”
It’s telling you the metric doesn’t apply to Messenger — not that your automation failed to grow your audience. For Messenger, focus on DMs Sent, Runs, and Button Clicks, which all reflect real activity.
Frequently asked
Why is my Runs count higher than DMs Sent?
A run is a trigger event; a DM Sent is a delivered primary message. They can differ slightly — for example, a run that didn’t result in a delivered primary DM. Comparing the two is a useful health check.
Do Button Clicks count every click or unique people?
Button Clicks reflects clicks on the button in your DM. Use it as a directional engagement signal — higher clicks relative to DMs Sent means your message and offer are resonating.
Will Followers Gained ever show a number on Messenger?
No — Facebook Pages have no follow-conversion equivalent to Instagram’s, so this metric stays N/A for Messenger automations.
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