Analyze WhatsApp Campaign

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 performance stats
  • Variation performance
  • Conversion
  • Campaign delivery stats
  • Error Breakdown
• Click Analysis: provides a granular look at how users engaged with the specific links inside your message. For more information, refer to Click Analysis.
• Campaign Info: serves as a quick reference for the campaign’s configuration. For more information, refer to Campaign Info.

Campaign Details

This section contains the following information:

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• 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 the following information:

• Campaign Performance Stats
• Variation performance
• Conversion
• Campaign Delivery Stats
• Error Breakdown

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:

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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. A high read rate indicates that your messages are relevant and your audience is engaged, while a low read rate may indicate poor message timing, irrelevant content, or a weak value proposition.
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

Actions that can be performed in the stats section

The following actions are available only for the new view.

• Choose the number view or the percentage view to see the stats as numbers or percentage values.
• View the unique or total occurrences of stats by selecting Unique or Total in the dropdown at the top of the section.
• Pin metrics - you can pin the metrics you want to see using the Pin metrics dropdown at the top right corner. You can pin up to five metrics. The selected metric pins are available in the Pinned metrics section. Click _Show all metrics _to see all the metrics being tracked for the campaign and Hide unpinned metrics to see only the pinned metrics for the campaign.

Variation Performance

 You can view the uplift percentage on the tabular view of Variation performance. For more information, refer to Uplift in Campaigns.

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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 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 Stats

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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.

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.

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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.

Click Analysis

The Click Analysis tab is available only when you switch to the new view.

The Click Analysis tab contains the following:

• Preview and content: Displays how your WhatsApp message is displayed to the users.
• Clicks breakdown: Provides a detailed performance report for every link included in the WhatsApp message. It displays the Name and Action (destination URL) of each link, alongside engagement metrics like Unique clicks and Total clicks. You can also export this data by clicking Download CSV.

  Metric	Description
  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 both links and user 2 clicks 1 link, 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.
  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 both links and user 2 clicks 1 link two times, the Total Clicks count would be 4. 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.

Campaign Info

The Campaign Info tab displays the details of your WhatsApp campaigns after they are published. You can view this information on the Info tab. Perform the following steps to access the Info tab:

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click the name of the campaign you want to view.
3. On the Campaign info and analytics page, click the Info tab. The Info tab displays the following details:

Timeline

This section is available for one-time and periodic campaigns. The timeline shows the different stages of a campaign’s publishing process and its current status. This provides complete transparency and insight into the lifecycle of your campaign. It allows you to monitor the campaign’s progress from audience selection to final delivery, which is essential for troubleshooting, optimization, and validating performance. Note that the time displayed is based on the App’s Timezone. This section contains information about the following:

• Segmentation query: Contains information about when the segmentation query was started and completed.
• Campaign ready: Contains information about when the campaign was ready to be sent from MoEngage after internal processing. For ASAP campaigns, this is the campaign sending time.
• First sent: Contains information about when the first batch of messages was sent from MoEngage and when the first message was sent.
• Last sent: Contains information about when the last message was sent for the campaign.

Audience

The Audience tab contains information about the users who were targeted for the campaign. These users are defined in Step 1 of campaign creation. This tab is useful because it provides a complete and transparent record of a campaign’s targeting logic. It serves as a source for validating who a campaign was sent to, which is essential for accurate analysis and compliance. This tab includes the following details:

• Segment: A segment is a group of users defined by specific properties, values, or rules. The Segment detail displays the segmentation criteria used to create this campaign. Hence, whenever this segment is executed, all users who fulfill the criteria become part of it and receive the campaign. For more information, refer to Create Segments.

• Control group: A control group is a set of users added to an exclusion list. These users will not receive the marketing campaign. Control groups help you measure campaign effectiveness by comparing them with your target audience. There are two types: Global Control Group and Campaign Control Group. The Control group detail displays whether a control group was enabled during campaign creation.

• Filter by: This detail displays the segmentation filters and exclusions applied during campaign creation. Users can be segmented based on all users, property, affinity, behavior, or custom segments that employ complex queries with AND/OR conditions. For more information, refer to Create Segments.

  

Trigger criteria

The Trigger criteria tab displays the trigger conditions added while creating this campaign. This tab provides a transparent and verifiable record of the specific conditions that launch a campaign. The image below shows an Event Triggered campaign that has an App/Site Opened event-based trigger added to it.

Note: This section is available only for Event Triggered campaigns.

Scheduling

The Scheduling tab displays information about the campaign’s delivery schedule, delivery controls, and advanced controls configured in Step 3 of campaign creation. This tab provides a complete and verifiable record of a campaign’s timing and delivery controls. The delivery schedule helps you determine when campaigns are sent to your users and how often. This includes the following details:

• Time selection: Displays the time when the campaign was sent.
• Start on: Displays the date and time when the campaign sending began.
• Time zone: Displays the time zone for the campaign’s delivery.
• Best time to send: Displays the recommended time slot for sending the campaign. For more information, refer to Best time to send.
• Ends on: Displays the date on which the campaign ends.
• Repeat: Displays the periodicity of the campaign. For more information, refer to Schedule and Goals.

Delivery controls help limit the number of campaigns sent to the users using the Frequency capping feature. The delivery control includes the following details:

• Frequency capping: This feature helps control the number of messages sent to a user in a day, and the Frequency capping detail displays whether this feature is enabled for this campaign. For more information, refer to Frequency capping.

• Count for FC: This detail displays whether the Count for the frequency capping toggle is turned on. If yes, this campaign is counted for frequency capping.

• Request limit: This detail displays the throttle limit of this campaign. Throttling allows you to control the sending rate of a campaign. For more information, refer to Throttling.

  

Conversion goals

The Conversion goals tab displays the conversion goals and revenue metrics tracked for the campaign. The primary conversion goal is displayed with a P

icon beside the goal name.

• Attribution window: This displays the time or window that is calculated after a user receives or clicks the campaign, for which you want to attribute the conversion goals to the campaign.

The Control goals display the following information:

• Goal Name: Displays the name of the campaign goal set for the campaign.
• Event Name: Displays the event name based on which the campaign goal is configured.
• Attribute Name: Displays the attribute name based on which the campaign goal is configured.
• Attribute Value: Displays the attribute value based on which the campaign goal is configured.

The Revenue Performace Info Value displays the following information:

• Event Name: Displays the event name based on which the campaign revenue information is configured.

• Attribute Name: Displays the attribute name based on which the campaign revenue information is configured.

• Currency: Displays the currency used to calculate the campaign revenue.

  

Preview and Content

The Preview and Content section contains information about the sender, the message being sent, and a preview of how the message would appear on the user’s mobile device. You can view all the different variations and locale combinations configured for the campaign here. The Content section displays the following information about the WhatsApp campaign:

• Sender 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.