Re-audit for Ibby Aslam after the "no engagement" flag. Window: 1 to 31 Aug 2026, the account's full run. Ranked by the goal event: Instagram messaging conversations started.
The ads are not broken and they are not being throttled. In August they reached 50,673 people, earned 1,672 link clicks, 5,306 video views and 7,378 post engagements at a healthy £0.25 per click. The one thing that is broken is the message step: every ad sends the tap to Instagram Direct, and the connection was blocked 108 times, so 0 conversations ever started. "No engagement" means "no conversations", and the chat thread never opens. Fix the Instagram messaging connection first. Better still, point the ads at the two real funnels, whb.live/performance and whb.live/online-clients, which both load and capture leads.
Two charts tell the whole story. On the left, clicks come in strong every day the ads run, so delivery is healthy. On the right, every campaign piles up blocked messaging connections. The gap on 26 Aug is the day the old campaigns were paused and the new ones were built. Not one of the 108 tapped chats ever opened, so conversations stayed at zero all month.
Every step up to the click works. The break is at one point: the tap to open an Instagram Direct chat. The connection is refused, so nobody reaches a conversation. This is not a slow drop, it is a hard wall.
I checked the live ad destination and both real funnels. The ads point at Instagram Direct, which is the broken step. The two funnels that should be catching this traffic both load fine and are sitting unused.
All four campaigns, judged on the goal event: conversations started. Every one produced zero, because they all rely on the same broken Instagram Direct connection. Right now only the WHB-PV New campaign is still switched on, the other three are paused.
| Campaign | Goal | Status | Spend | Reach | Clicks | Conv | Blocked | Verdict |
|---|---|---|---|---|---|---|---|---|
| WHB-Eng Campaign New | IG message | Paused | £149 | 15,350 | 470 | 0 | 30 | FIX |
| WHB-PV Campaign New | Traffic | Active | £134 | 20,012 | 663 | 0 | 28 | FIX |
| WHB-Eng Campaign | IG message | Paused | £151 | 10,028 | 536 | 0 | 14 | FIX |
| WHB-PV Campaign | Traffic | Paused | £89 | 7,718 | 444 | 0 | 36 | PAUSE |
All £523 of spend produced 0 conversations. This is not wasted budget in the usual sense: the ads earned real reach and clicks. It is stranded budget, held back by one broken connection every campaign shares.
This is the whole problem. 108 taps tried to open a chat and were blocked, 0 got through. In Ads Manager and in Instagram and Page settings, confirm the Instagram professional account is connected to the WHB Page, that messaging is turned on, and that the ad account has permission to run click-to-Instagram-Direct ads. Re-authorise the messaging connection, then send one test tap from a phone and watch a real thread open before spending another pound.
whb.live/performance (Calendly booking) and whb.live/online-clients (application form) both load and both capture a contact. Click-to-message depends on a fragile connection and leaves you no lead record. Run a Website Leads campaign to these two pages so a broken chat can never zero out your results again, and so you actually own the contact details.
Right now only the Profile Visit traffic campaign is live. Both message-optimised campaigns are paused, so even after the connection is fixed nothing is set to chase conversations. Once the test tap passes, turn one clean messaging campaign back on, or move that budget into the Leads campaign from fix 2. Do not leave the account optimising only for profile visits.
£523 is split across four almost identical campaigns (Eng, Eng-New, PV, PV-New), each with two ad sets and tiny daily budgets. Spread this thin, none can ever exit the learning phase, so costs stay unstable. Collapse to one conversation or lead campaign and one traffic campaign. Concentrated budget learns faster and reads cleaner.
There is no Pixel Lead or Purchase event in this account: 0 leads, 0 purchases, and only 2 landing page views recorded all month. That means even the traffic campaigns cannot be judged. Install the Meta Pixel and Conversions API on whb.live, fire Lead on form submit and Schedule on the Calendly booking, so every future pound of spend can be measured against a real result.