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Facebook Metrics

Messaging replies

Definition: Messaging replies is the number of messaging replies that users sent to a business from Facebook Messenger which can be attributed to the business’ ads. This could include replies sent in response to an ad or replies in a messaging conversation that started after users saw or clicked on an ad.

Messaging replies does not count those which occur in WhatsApp, even if an ad is running that clicks to WhatsApp. If a user does, however, contact the business on Facebook Messenger after seeing an ad that clicks to WhatsApp, this will be attributed to the ad as it is considered a messaging reply.

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