## 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**.

| Stage | What it means |
| --- | --- |
| **Sent** | Messages dispatched to WhatsApp |
| **Delivered** | Reached the contact's device (rate = delivered ÷ sent) |
| **Read** | Opened by the contact (rate = read ÷ sent) |
| **Replied** | The contact answered (rate = replied ÷ 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](/hc/ajuda/articles/campaigns-whatsapp-campaign-en)
- [HSM templates and variables](/hc/ajuda/articles/campaigns-templates-hsm-variaveis-en)
- [Campaigns overview](/hc/ajuda/articles/campaigns-overview-en)