Once a campaign has sent, you can see exactly how it performed: how many contacts received it, how many opened it, and where people dropped off. Here's how to read those numbers.
Click any sent, scheduled, or canceled campaign in the list to open its results view. (Drafts open in the builder instead.) The results view has two tabs, Insights and History. The campaign list also shows a few inline numbers per row so you can scan performance without opening each one.
The four campaign metrics
The left of the Insights tab shows four headline numbers for the whole campaign:
Sent: contacts who received at least the first message.
Failed: contacts the message couldn't be delivered to, for example because they turned off DMs, blocked your account, or fell outside Instagram's messaging window.
Opened: contacts who opened at least one message.
Converted: contacts who completed the goal action, usually clicking a conversion link or completing a payment.
Each number shows a percentage too, and the percentages use different bases, which is easy to misread:
Sent% and Failed% are out of your audience size (the contacts the campaign tried to reach).
Opened% and Converted% are out of Sent (the contacts who actually received it).
So a 40% open rate means 40% of the people who received the campaign opened it, not 40% of your whole audience. There's no headline "Replied" number; replies show up per step in the flow instead.
The "Limit reached" banner
If some contacts didn't receive the campaign because you hit your plan's monthly activated-contact limit, those contacts are parked (their status is "limited") and a banner appears in the results: "N contact(s) did not receive the campaign because you've reached your monthly limit."
This is a billing cap, not an Instagram rate limit. The banner gives you two ways forward:
Resend to these contacts appears once you're back under the limit (after a new billing period or an upgrade). It sends the campaign to only the parked contacts.
Upgrade to Pro raises the cap.
For how the cap works and how to check where you stand, see What Are Activated Contacts?. Contacts who failed for an Instagram-side reason (DMs off, blocked, outside the window) are counted under Failed, not here; My Campaign Is Stuck or Not Sending: How to Fix It covers those.
Per-step metrics on the flow
The right of the Insights tab shows your campaign flow as read-only nodes with stats on each one. This is where the real detail lives.
Message steps show Sent and Seen.
Conversion-link steps also show Clicked.
Logic steps show how many contacts passed down each branch.
Reading top to bottom gives you a funnel. Where the numbers drop sharply is where contacts disengage, so that's the step to work on. Click any number to open the list of people behind it.
The History tab
The History tab lists individual execution records: one row per contact who received the campaign. Each row shows the contact's name and handle, their folder tags, a timestamp, an execution status, and a View conversation link that jumps to their inbox thread. Test sends carry a Test badge.
Expand any row to see the step-by-step status for that contact, so you can find out exactly why someone didn't reach a later step.
Use the status filter (All, Pending, Completed, Limited, Failed, Interrupted) and the search field to find a specific contact.
What to look for
A few patterns are worth watching:
High failed rate: much of your audience can't receive DMs. Check whether you're targeting contacts who opted out or who've gone inactive. A failed rate over 10 to 15% usually means a stale list.
Low opened rate: the message was delivered but not read, which often points to a weak first line. Try a more conversational opener.
High opened, low converted: people are reading but not acting. The offer or CTA is usually the issue, either unclear value or too much friction.
Drop-off at one step: find where per-step counts fall sharply. That step is the friction point, often a long delay, an unclear question, or an ask that comes too early.
When a specific contact says they didn't get a campaign, open the History tab, find their record, and read it step by step.
There's no spreadsheet export of campaign results. To analyse the audience itself, contact-level export lives in the Contacts area, not in campaigns.
🐾 Netsuke's Tips
The per-step metrics on the Insights flow are the most useful part of the results. Don't stop at the four headline numbers; trace the drop-off to find the real bottleneck.
Compare open rates across campaigns rather than judging one in isolation. Your baseline depends on your audience and niche, so trends matter more than any single number.
Use the History tab the moment someone reports a missing message. Their execution record shows exactly what happened.
Remember the percentage bases when you compare campaigns: Opened% and Converted% are out of Sent, so a small, well-targeted send can show stronger rates than a big one.
What's next?
Want to run it again with tweaks? Use Duplicate campaign in the results view to make an editable copy, then see Scheduling, Sending & Managing Campaigns for timing your next send.