Broadcast performance
Every broadcast records how far each message got: sent, delivered, read, replied to, or failed. This page covers where to find those numbers and what they tell you.
Open the Campaigns page and click a campaign to see its results.
The numbers
| Number | What it counts |
|---|---|
| Audience Size | Contacts the broadcast was sent to |
| Sent | Messages sent. Can be lower than Audience Size, because some numbers are not on WhatsApp. |
| Delivered | Messages that reached the customer's phone |
| Read | Messages the customer opened |
| Replied | Customers who wrote back |
| Failed | Messages that did not arrive, each with a reason |
The campaign also shows its Status, its Type, and the Message Type: a template, or a regular message.
You are not charged for failed messages.
Read it as a funnel
Each number is a step, and each gap between two steps has its own cause.
flowchart LR
A["Audience"] --> S["Sent"]
S --> D["Delivered"]
D --> R["Read"]
R --> P["Replied"]
| Where the drop is | What usually causes it | What to change |
|---|---|---|
| Audience to Sent | Numbers that are not on WhatsApp | Clean the list. Tag bad numbers dnd. |
| Sent to Delivered | Limits, blocks, and WhatsApp's cap on marketing messages per person | Read the failure reasons. See Failed messages. |
| Delivered to Read | A weak first line, or a bad time of day | Rewrite the opening. Try another time. |
| Read to Replied | The message did not ask for anything, or the offer was not interesting | Add a button or a question. Change the offer. |
Compare broadcasts fairly
The results page answers "how did this broadcast do". Comparing two broadcasts takes more care.
Compare rates, not totals. A broadcast to 5,000 people will have more replies than one to 500. What matters is replies as a share of delivered.
Compare like with like. A restock alert to people who asked for it will beat a general sale broadcast every time. That says more about the audience than the message.
Check the day. A broadcast on a festival morning competes with every other brand's festival broadcast. More of it fails to WhatsApp's per-person cap, and fewer people read it. Compare it with other busy days, not with a quiet Tuesday.
Act on the results
The results are also where you follow up. From a campaign you can broadcast again to the people who read it, reply to the people who replied, and resend to those it did not reach. See Manage broadcasts.
Updated about 1 month ago