Overview
Understanding the performance of your WhatsApp campaigns is critical for optimizing their engagement and maximizing impact. WhatsApp analytics provide visibility into key performance metrics directly within your dashboards, enabling data-driven decision-making.
You can analyze each WhatsApp campaign by navigating to Engage > Campaigns > Click the row that displays the information about the campaign for which you wish to see the analytics information.
The following sections are available on the page that appears:
- Campaign Details: contains information about the campaign and its status. For more information, refer to Campaign Details.
- Analytics: contains information about the various metrics that are tracked for the campaign and has the following sections:
Campaign Details
This section contains the following information:
- Campaign ID
- Campaign creation and updation details
- Approver's list/ Approved by/ Rejected by (if CAF is enabled)
- Campaign status: A campaign can have various statuses, including Active, Expired, Not Sent, Paused, Scheduled, Sending, Sent, and Stopped. If the Campaign Approval Workflow (CAF) is enabled, additional statuses such as Under Review and Rejected will also be available.
The following are the actions that can be performed in the Campaign Details section:
| Action | Description |
|---|---|
| Refresh | This action loads the page afresh with the campaign's details as of the moment. |
| Edit | This action lets you edit the campaign. |
| Duplicate | This action lets you duplicate the campaign and opens the campaign editor page with all the details of the current campaign. 'Duplicate -' is appended to the duplicate campaign's name. |
|
Approve |
This action lets you approve a campaign under review if CAF is enabled. This action is available only for users who are added to the list of reviewers for the campaign. For more information, refer to Campaign Approval Workflow. |
|
Reject |
This action lets you reject a campaign under review if CAF is enabled. This action is available only for users who are added to the list of reviewers for the campaign. For more information, refer to Campaign Approval Workflow. |
|
Stop |
This action is allowed when the campaign is in the 'Sending' state and lets you stop the campaign. |
Campaign Analytics
The analytics section contains information about the performance stats and delivery metrics.
Campaign Performance Stats
Understanding your WhatsApp campaign's performance helps you measure effectiveness and optimize future outreach. This article explains the key metrics available in MoEngage to analyze and evaluate your WhatsApp campaigns, from message delivery to user conversion.
You can monitor the following metrics related to the delivery of your WhatsApp campaign messages:
| Statistics | Description |
|---|---|
| Sent |
The total number of message requests sent by MoEngage that are accepted by the WhatsApp Business Solution Providers (BSPs). |
|
Delivered |
The total number of users to whom the WhatsApp campaign message was delivered. |
|
Read |
The number of WhatsApp messages read by the users. If a user is becoming eligible twice for an event-triggered/periodic campaign and reads the message, the user would be counted twice. Note: 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 a Delivery Receipt was received by MoEngage, out of Total Sent. A high delivery rate signifies a trusted sender and a clean contact list, ensuring your messages reach their audience. In contrast, a low rate suggests issues with sender trust, invalid phone numbers, or user opt-outs, requiring you to investigate and clean your contact lists. |
|
Read rate |
The read rate is the percentage of users who read the delivered WhatsApp campaign message. Calculated as Unique Users who read or viewed the WhatsApp campaign message/Users to whom the WhatsApp message was delivered. |
|
Total Clicks |
Displays the number of times any button/link in a WhatsApp message was clicked by a user. 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. A high CTR suggests that your message content and Call-to-Action (CTA) are compelling and well-placed, while a low CTR may indicate issues with the message copy, CTA clarity, or its placement. |
|
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 the 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 the 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 Funnel
| 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 the 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 from sending 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. For more information, refer to Common Personalization Errors and FAQs.
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. |