How to find out which call (CTA) converts best and use it in a post
Compare your posts' call types (exchange, scarcity, decision…) by comments, Directs, leads, and sales, and create your next post with the one that performs best.
2 min readBasicUpdated on November 12, 2026
Where to find it in Cognizy
Video lesson coming soon. For now, follow the steps below.
CTA is the post's call to action: what the person should do after seeing it. In Cognizy, the CTA asks for a word in the comments; whoever comments gets a reply in Direct, and the CTA Lab tracks everything through to the sale, by call type and by word.
Where to find it in Cognizy
Before you start
- Have Instagram connected so the comment word can turn into a Direct message.
- The scoreboard starts filling in after the first posts with CTA are published.
Step by step
- Step 1:
Open and choose the period at the top. The numbers show the total: posts with CTA, reach, comments with the word, Directs, leads, and sales.
- Step 2:
Compare the CTA types: whichever generated the most leads and sales per thousand people reached is the one that converts best for your audience. Here, Exchange (asks for the word in exchange for something useful).
- Step 3:
Further down, see the words and posts that performed best. To use the best call, click New post with CTA.
- Step 4:
In the post, under CTA, click Add CTA. Izy suggests the type that performs best based on your data.
- Step 5:
Choose the type (Exchange, Scarcity, Decision, Sharing, Continuity or Institutional) and write the CTA Phrase. Add to the end of the caption puts the phrase in the post's text.
- Step 6:
Under Direct Reply, choose the Instagram account, the Comment word and the Direct message the person receives, along with the Delivery link. Then, continue setting up the post as usual: media, network, and when to publish.
How to know it worked
Once published, whoever comments the word receives the Direct with the delivery, becomes a lead, and the post enters the CTA Lab with its numbers.
If something goes wrong
The Lab is empty.
It only counts posts published with CTA within the period. Publish a few and choose a longer period.
They commented the word and the Direct didn't go out.
Check that the account chosen in Direct Reply matches the post's account and that Instagram is connected. On other networks, the phrase only goes in the caption.
Next step
Set up a Comment → Direct automation for older posts.
Sign in with your Cognizy account to save your progress.
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