Facebook Metrics

New messaging connections

Definition: New messaging connections reflect the amount of messaging conversations on Facebook Messenger that were initiated with people who had never messaged the business before and were attributed to the business’ ads.

This metric counts the number of times new, 2-way messaging conversations began in messaging apps, either when users clicked a button on an ad on a Facebook-owned platform such as News Feed or on an ad in Messenger to send a message. The metric only includes new conversations that started within the attribution window and does not include conversations with users who have sent a message to the page in the past.

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