Postback

Why it matters for creators

Postbacks are what let a DM conversation branch. When your message offers "Send the checklist" and "See the full course" as buttons, the postback tells the automation which one was tapped, and the flow continues down the right path. No guessing at what someone meant by a typed reply.

They're also clean data. Every tap is a definite, recorded choice, so you can see where people move through a funnel and where they stop, which is hard to read from free-text conversation alone.

In a comment-to-DM sequence the postback does double duty: it tells the automation which option was picked, and the tap itself is the interaction that permits the link to be sent at all. That second job is easy to miss, and it shapes the whole design, see how Instagram DM automation works.