Campaign Performance
Delivery
MoEngage provides the following metrics related to the delivery of the WhatsApp campaign:
| Statistics | Description | ||
|---|---|---|---|
| Sent |
The total number of users who received the WhatsApp campaign message. If a user is becoming eligible twice for an event triggered/periodic campaign and a message is sent twice, the user would be counted twice. |
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Delivered |
Unique users to whom the WhatsApp campaign message was delivered. If a user is becoming eligible twice for an event triggered/periodic campaign and gets the message, the user would be counted twice. |
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Read |
The number of users who read the WhatsApp campaign message. If a user is becoming eligible twice for an event triggered/periodic campaign and reads the message, the user would be counted twice.
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Delivery rate |
The delivery rate is calculated as the percentage of users for whom the message was delivered and Delivery Receipt was received by MoEngage, out of Total Sent | ||
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Read rate |
The read rate is the percentage of users who read the delivered WhatsApp campaign message. Calculated as Unique Users who Read or saw the WhatsApp campaign message/Users to whom the WhatsApp message was delivered |
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Total Clicks |
Displays the number of times any button/link was clicked by a user on a WhatsApp message. For example, if a message has 2 links and user 1 clicks on both links and user 2 clicks on 1 link two times, the Total Clicks count would be 4. If a user is becoming eligible twice for an event triggered/periodic campaign and gets the message and clicks, the user's clicks are counted twice. |
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Unique Clicks |
Displays unique buttons/links clicked by unique users on WhatsApp messages For example, if a message has 2 links and user 1 clicks on both links and user 2 clicks on 1 link, then the Unique Click count would be 3. If a user becomes eligible twice for an event triggered/periodic campaign and gets the message and clicks, the user's clicks are counted twice. |
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Click Through Rate |
CTR or Click through rate is calculated as the percentage of Unique clicks out of unique delivered; Calculated as Unique Clicks/Delivered |
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Click through open rate |
Click through open rate is calculated as the percentage of unique clicks over unique messages open/read by users; Calculated as Unique Clicks/Read |
Conversion
The following statistics are provided for the conversions based on the goals set in the WhatsApp campaign:
| Statistics | Description |
|---|---|
| Conversions | Unique users who have executed primary conversion goal events within the attribution window from the time user received the WhatsApp message. |
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Conversion Events |
Conversion events are the total number of primary conversion goal events within the attribution window (configurable) from the time user received the WhatsApp message. |
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Conversion Rate |
Conversion rate or CVR is calculated as Conversions/ Delivered |
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Total Campaign Revenue |
The aggregated Order value for the conversions attributed to the campaign |
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Average Order Value |
Calculated as Total Campaign Revenue/Number of Conversion Events |
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Average Revenue per converter User |
Indicates ARPU; Calculated as Total Campaign Revenue/Conversion |
Campaign Delivery Statistics
| Funnel Stage | What it represents |
|---|---|
| Reachable Users in Segment | Represents the total number of users that satisfy the campaign segmentation criteria (and Triggering criteria for Event-Triggered campaigns) |
| After FC Removal | Represents the number of users who meet the reachable users in segment condition and do not breach Frequency Capping (FC) criteria. |
| Users after duplication removal | Represents the number of unique users who remained after the removal of users with duplicate mobile numbers |
| Sent | Represents the number of users to whom the WhatsApp message was sent. |
| Delivered | Represents the number of users to whom the WhatsApp message was delivered. |
| info |
Note If users block/report the business account from their app, neither MoEngage nor WhatsApp Service provider has any way to know this. In some cases, the messages might not be delivered to users because they have blocked your brand to send them WhatsApp Messages. |
Error breakdown
Displays the errors that occurred during the delivery of the WhatsApp campaign message. For more information, refer to Common errors for WhatsApp.
Personalization Errors
You can see personalization errors in the Failed to send error category in the Error Breakdown Table. Click See breakdown in the Name column for Personalization errors to get a detailed view of the number of users for whom personalization has failed and their reasons.
Personalization errors can be classified into the following categories:
| Error Category | Description |
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User Attribute |
This denotes the unavailability of the user attribute used in personalization either because it is not available in the system (for example, copy-paste errors) or it is not available for the specific user. For example, if the first_name user attribute is used in personalization and it is not available for a user, this will result in a User Attribute error. |
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Event Attribute |
This denotes the unavailability of the user attribute used in personalization either because it is not available in the system (for example, copy-paste errors) or it is not available for the specific user. For example, if the product_name event attribute is used in personalization and it is not available for a user, this will result in an Event Attribute error. |
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Campaign Attribute |
This denotes an unavailability of campaign-specific information used in personalization. For example, if campaign tags have been used for personalization and the campaign tag attribute is missing, this will result in a Campaign Attribute error. |
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Undefined |
This denotes errors that happen when MoEngage is unable to fetch the value for the attribute used in personalization. For example, if the image attribute is unavailable for a specific product in a product set, this will result in an Undefined error. |
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Unknown |
This denotes any error that does not fall into any of the categories mentioned above. |
Note: The number of failures listed in the Personalization Failed category under Failed to Send denotes the unique number of users for whom personalization has failed. In some cases. this might differ from the count shown in the Personalization failure analysis UI as multiple failures can happen for the same user and they might be counted under each of the failure categories shown in the UI. For example, if a user were to have a user attribute and event attribute failure, they would be counted for the number of failures in both these sections in the analysis screen while they would be counted as one in the Personalization Failed section.
Content API Analysis
In the case of a response other than 2xx, you will see the error code or the response of your Content API in the Content API analysis section below the error breakdown table, as shown below.
| info |
Note If the Content API being used in the campaign does not provide a 2xx/successful response, campaigns might still be delivered if the empty response has been handled in your JINJA code added in Step 2 of Campaign Creation (the content/message creation step). |
Campaign Info
The campaign info page provides a quick snapshot of the campaign that is created and sent to users.
Message Preview
A preview of the message is provided.
Segmentation
Displays the segmentation criteria used to send the WhatsApp campaign.
Qualification Criteria
Goals
Displays the goals and revenue tracking of the primary goal set in the campaign.
Timing
Displays the schedule for the WhatsApp campaign.
For more information, refer to the Schedule and Goals of a WhatsApp campaign.
Delivery Control
The frequency capping, do not disturb and the throttling of messages that is the number of requests sent is displayed.
For more information, refer to Delivery Controls.
WhatsApp Message Details
Provides the following details:
| Field | Description |
|---|---|
| Service Provider | Displays the name of the service provider used to send the WhatsApp campaign. |
| Service name | Displays the name of the sender used to send the WhatsApp campaign. |
| WhatsApp Number | Displays the WhatsApp business number that is used to send the WhatsApp campaign. |
| Template | Displays the name of the template used in the WhatsApp campaign. |
| Header | Displays the headers used in the template. |
| Body | Displays the customizable body details of the template. |
| Buttons | Displays the buttons used in the WhatsApp campaign. |