Before I was in the nonprofit tech space, I was a PhD student immersed in data analysis. One of my favorite professors had a saying he never let us forget: “Measure what you intend to measure.”

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When I started working at GoodUnited, I assumed my days of hearing that mantra were over. Yet, as we analyze campaigns and help nonprofits achieve their goals, I hear it in the back of my mind almost daily.

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It sounds simple, but in reality, measuring the right metrics is both wildly important and really easy to get wrong.

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Why Metrics Matter in Direct Messaging

In Direct Messaging, success depends on a series of steps coming together seamlessly. Even to send a single message, multiple factors are at play:

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1. Crafting the message – What do you say, and how do you say it?
2. Selecting the audience – Who should receive this message? Everyone? A specific segment?
3. Delivering the message – Will it reach the recipient? (GoodUnited makes this part easy!)
4. Engagement – Will the recipient open it? Read it? Click on a link?
5. Action – Will they take the desired action, such as signing up, donating, or subscribing?

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At first glance, success might seem simple to measure—just check if people took action, right? Not so fast.

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Every step in this journey presents opportunities for success or drop-off. If you only look at overall conversion, you miss crucial insights into where engagement breaks down and how to fix it.

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That’s why at GoodUnited, we rely on step-based or sequential metrics to measure what’s truly happening at each stage. These metrics help us pinpoint what’s working, what’s not, and how to continuously optimize messaging for greater impact.

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Key Metrics for Measuring Direct Messaging Success

At GoodUnited, we use industry-standard engagement metrics to analyze performance, iterate, and improve. Here are the most critical ones:

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Open Rate

• Definition: The percentage of recipients who open a message after it has been delivered.
• Why It Matters: A high open rate indicates that your messaging (especially the first few preview lines) and sender reputation are strong. It helps gauge audience interest in your organization and what you have to say.
• Calculation: (Messages Opened ÷ Messages Delivered) × 100

Click-Through Rate (CTR)

• Definition: The percentage of recipients who click on a link or button within a message.
• Why It Matters: CTR measures how engaging and relevant your content is. A high CTR suggests that your messaging and calls-to-action (CTAs) resonate with your audience. In Facebook Direct Messaging, this step is particularly important because engagement is required to receive permission to continue messaging supporters.
• Calculation: (Clicks ÷ Opens) × 100

Conversion Rate (CR)

• Definition: The percentage of users who take a desired action (e.g., subscribing, donating, signing up)
• Why It Matters: Conversion rate indicates how effectively your campaigns drive meaningful engagement and action. Keep in mind that conversion rates can vary based on the ask—donations, subscriptions, and petitions all convert at different rates.
• Calculation: (Conversions ÷ Total Clicks) × 100

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Metrics like Open Rate, CTR, and CR measure success relative to the previous step, not the entire funnel. This approach allows nonprofits to:

✅ Identify where drop-offs occur – Is your message not being opened? Are people clicking but not converting?

✅ Refine each stage separately – Improve open rates with better messaging, optimize CTAs to boost clicks, and test landing pages to enhance conversions.

✅ Optimize micro-conversions to improve overall results – Small changes at each stage compound into major improvements in subscriber acquisition, donations, and engagement.

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How GoodUnited Helps You Measure, Analyze, and Optimize

At GoodUnited, we don’t just provide insights—we help nonprofits make sense of the data and use it to drive real results.

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• We track and analyze key engagement metrics to uncover what’s working and what needs improvement.
• We test and iterate messaging strategies to optimize open rates, click-through rates, and conversions.
• We provide actionable insights that empower nonprofits to engage supporters in meaningful ways and grow their digital communities.

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By measuring what you intend to measure, you can create smarter, more effective Direct Messaging campaigns that inspire action and strengthen supporter relationships. And with GoodUnited by your side, you don’t have to do it alone.

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