Instagram Direct Message disabled as a CTA for Sponsored Ads from the Facebook Ad Manager

Paused messaging campaigns and performance reporting

Due to new privacy rules in Europe, some messaging campaigns have been paused. Beginning in early December, certain messaging-related ads, targeting options, and performance reporting for ads delivered to and from Europe will be unavailable.

Messaging campaigns and targeting

These features are temporarily unavailable for ads delivered to or from Europe (targeted to European locations, delivered to users in Europe, or from advertisers or Pages based in Europe):

• Within the Messages, Traffic and Conversions objective:

  • Conversions
  • Leads
• Lead generation message template
• Sponsored messages

You can still run ads that click to message using the following substitutions. Changes to your campaign may affect performance.

• The link clicks optimisation can be used instead of the conversations/leads optimisations.
• The start conversations template can be used instead of the lead generation template

Messaging-related metrics

Historical data will continue to be available in ads reporting surfaces for both European and non-European locations, but certain metrics will no longer be logged and reported for businesses based in Europe.

For businesses outside Europe that target both European and non-European locations, ads reporting will display partial data relating to the non-European locations for messaging campaigns.

These are the metrics that may be affected:

• Ads Manager and ads reporting

  • Messaging engagement metrics:

    • Messaging conversations started
    • Messaging connections
    • New messaging connections
    • New blocked messaging connections
    • Cost per messaging conversation started
  • Conversion metrics with a messaging component

    • On-Facebook purchase (including API and reported purchases, such as "mark as paid")
    • On-Facebook leads
    • Appointments scheduled
• Page Insights

  • Messages tab:

    • Messaging connections
    • Block rate
    • New messaging connections
    • Responsiveness: Response time, response rate
    • New blocked connections
    • New reported connections
  • Orders tab:

    • Earnings from orders
    • Number of orders
  • Results in Ad Centre

    • View Results page and boosted posts:

      • Messaging conversations started
      • Cost per messaging conversation started
  • Instagram promotion insights

    • Messaging metrics

      • Messaging conversations started
      • Interactions

      Source: https://web.facebook.com/business/help/574941489951914