WhatsApp campaign results and analytics

Overview

After a WhatsApp campaign is dispatched, open the campaign detail page to see its full performance: a delivery funnel (sent, delivered, read and replied), the rates for each stage, the average delivery and read times, the cost (when applicable), trend charts over time and the recipients table, where you can retry the ones that failed.

It is the right screen to measure a send, reprocess failures and decide whether to pause, resume or cancel a running campaign.

Prerequisites

• Access to the Campaigns module.
• A WhatsApp campaign already sent or sending (per-recipient metrics only exist for WhatsApp campaigns).
• To see cost: the campaign must use a WhatsApp Cloud number (WhatsApp Web is not billed by Meta, so no cost is shown).

Step by step

1. Open Campaigns in the sidebar and select the WhatsApp type.
2. In the list, click the campaign you want to analyze.
3. Read the header: title, status (draft, scheduled, sending, paused, completed or failed), the inbox used and the send/schedule date.
4. In the Analytics section, read the delivery funnel and the rates.
5. Check the average delivery time and average read time cards and, for Cloud campaigns, the estimated cost and actual cost cards.
6. If there is enough data, follow the trend charts (delivery, read and reply).
7. Scroll to the recipients table to see each contact's status and retry the failed ones.

Settings & options

Delivery funnel and rates

The funnel shows, cumulatively, how many contacts advanced through each stage (a contact who read the message also counts as delivered and sent). Rates are calculated over the total sent.

States that sit off the funnel appear only when they occur:

• Failed: could not be delivered.
• Skipped: the contact was skipped (for example, no valid number).
• Queued: still pending/processing, i.e. waiting to be dispatched during an active send.

Average times

• Average delivery time: the mean between the send and the delivery confirmation.
• Average read time: the mean between the send and the read confirmation.

Cost (WhatsApp Cloud only)

• Estimated cost: calculated at creation time, over the audience.
• Actual cost: measured over the billed recipients (delivered, read and replied), updated as the campaign progresses. Shown in currency (default BRL).

Trend charts

They show how the delivery, read and reply rates evolve over time, based on periodic captures (snapshots) of the campaign's performance. They appear once there are at least two capture points.

Recipients table

• Paginated list with contact, status, sent and delivered times and, on error, the failure message.
• Status filter (all, pending, processing, sent, delivered, read, replied, failed, skipped).
• Retry: a per-row button on failed messages and a Retry failed button to reprocess all failures at once.

Campaign lifecycle

• Pause: stop a send in progress.
• Resume: continue a paused send.
• Cancel: end the campaign.

Use cases

• Measure the read rate and reply rate of a send to assess engagement.
• Reprocess the ones that failed without recreating the campaign, using Retry failed.
• Pause the send when you notice many failures and check the number's health before resuming.
• Track the actual cost versus the estimated cost on Cloud campaigns.
• Compare how the rates evolve through the trend charts.

Tips, limits & best practices

• Retry affects only recipients with the failed status — those already delivered, read or replied are not resent, and a retry never duplicates a contact.
• Trend charts and snapshots exist only on WhatsApp campaigns and need at least two captures to appear.
• Cost is shown only on WhatsApp Cloud campaigns (WhatsApp Web is not billed by Meta).
• Many failures usually mean an aggressive sending pace or a number with poor health — slow the pace down (larger delays and smaller batches) on the next campaign.
• Rates are always over the total sent, not over the initial audience.

Troubleshooting

• No trend charts appear: there are not enough snapshots yet (at least two points are needed). Wait for the next captures and refresh the page.
• No cost cards: the campaign is not WhatsApp Cloud, or there is no billable cost yet.
• Many failures: check the number's health and the sending pace; use Retry failed after fixing the cause.
• Empty table: confirm the campaign has already been dispatched (draft or scheduled campaigns have no processed recipients yet).

See also

• WhatsApp campaign for contact lists
• HSM templates and variables
• Campaigns overview