How do you calculate conversion rate?
Conversion rate = conversions ÷ people who had the chance × 100. The key is choosing the right starting number. For a whole campaign, start from DMs delivered. For a single step, start from the people who reached that step.
What does a worked example look like?
| Step | People | Rate from previous step |
|---|---|---|
| Keyword comments | 2,000 | Start |
| DMs delivered | 2,000 | 100% |
| Clicked the link | 900 | 45% |
| Gave an email | 500 | 25% of DMs |
| Bought | 120 | 13% of clicks, 6% of DMs |
Looking at each step shows where people drop off. A low click rate points at the DM copy. A low purchase rate after the click points at the landing page or the offer.
Why does conversion rate matter for DM automation?
It tells you what a DM is worth. If 2,000 DMs produce 120 sales at $30 each, that is $3,600 from one post. On ReplyRep's Lite plan, $10 a month covers 10,000 DMs. Run your own numbers in the DM automation ROI calculator.
How do you measure it with ReplyRep?
Use a tracked link (for example with UTM parameters) in each DM so your shop or analytics tool counts clicks and sales from Instagram DMs. Emails from the Email Collector export as CSV or sync to Klaviyo, Mailchimp, HubSpot or Google Sheets, where you can track what those subscribers buy. A Follow Up for people who went quiet can lift the click step. See how to measure Instagram DM conversions and Instagram DM copy that converts.
Turn comments into measurable sales
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Related terms
- DM funnel: the steps you measure.
- Lead magnet: a common first conversion.