Analyze WhatsApp Campaign

Campaign Performance

Delivery

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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.

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.

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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Information

The Read metric is captured only for users who have Read Receipt ON in their WhatsApp Settings.

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

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

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.

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.

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

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:

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Statistics Description
Conversions Unique users who have executed primary conversion goal events within the attribution window from the time user received the WhatsApp message. 

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. 

Conversion Rate

Conversion rate or CVR is calculated as Conversions/ Delivered

Total Campaign Revenue

The aggregated Order value for the conversions attributed to the campaign

Average Order Value

Calculated as Total Campaign Revenue/Number of Conversion Events

Average Revenue per converter User

Indicates ARPU; Calculated as Total Campaign Revenue/Conversion

Campaign Delivery Statistics

CampaignDeliveryStats.png

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.
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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 Failed.png

Personalization errors can be classified into the following categories:

Error Category Description

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.

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.

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.

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.

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.

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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.

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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.

CampaignInfo.png

Message Preview

A preview of the message is provided.

Segmentation

Displays the segmentation criteria used to send the WhatsApp campaign. 

Qualification Criteria 

One-time and Periodic Event triggered
Displays the users who will receive the WhatsApp campaign. 

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.

 

 

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