WhatsApp Campaign Analysis: How to Read Your Reports
When a campaign ends, the question “How many messages were sent?” is the least informative. The truly valuable information is who responded, who showed interest, and which campaign came closest to generating a sale. In WapFlow, this information is compiled on the Campaigns page and in the sales funnel report. In this article, we explain what each metric indicates, where it might be misleading, and what you can change in your next campaign based on the results.
What’s in the Campaign Report?
The Campaigns page lists every campaign you’ve launched. Each entry includes the target count, accounts used, the number of successful and failed actions, and timing information. When you click on an entry, the details that open show results on a per-person basis and transaction logs.
| Metrics | What does it indicate? | Where might it be misleading? |
|---|---|---|
| Successful | The message was sent from your account | Does not prove that the person has seen the message |
| Failed | The message could not be sent for some reason | Don’t comment without reading the details |
| Not on WhatsApp | The number is not registered with WhatsApp | This is not considered a failure; it indicates the quality of the list |
| Delivered | The message has reached the recipient’s device | May be delayed for people whose phones are turned off |
| Read | The person opened the message | People who have turned off read receipts are not counted; the actual read rate may be higher |
| Response rate | How many of the recipients replied within 7 days | Negative responses such as "STOP" also count as replies |
Delivery and read receipts per recipient depend on the "Save Results to Contacts" feature and vary by plan. To view the response rate, you must enable the option under Settings > Delivery and Security. For a plan comparison, please visit the pricing page.
Sales Funnel Report
The Sales Funnel section on the Campaigns page displays your campaigns by the following stages for the date range you select:
- Sent: Recipients who received the message.
- Delivered: Recipients whose devices received the message.
- Opened: People known to have opened the message.
- Responded: People who messaged within a specified timeframe after the campaign.
- Interested: People classified as having a positive response or manually tagged.
- Sale: People you marked as sales.
Each person is counted only once in the totals. You can download the report as a PDF and compare the campaigns you select side by side.
Don’t forget to mark sales
The final step is not automated, because the dashboard cannot know whether payment has been made. From the list of respondents, mark those who converted to sales. If you skip this step, the funnel will remain at the “interested” stage, and you won’t be able to see the true results of your campaigns.
Automatic tagging feeds the funnel
When Automatic Tagging is enabled under Settings, campaign responses are categorized by keywords, and individuals are tagged as “Interested,” “Asked for Price,” “Not Interested,” “Wrong Number,” or “Other.” You can customize the keywords to suit your business needs. Automatic tagging doesn’t always make the right call; for important campaigns, take a sample and review it manually.
What Do the Results Tell You?
We don’t provide universal “good rate” figures here, because the industry, audience, and message type significantly affect the results. The most accurate comparison is with your own previous campaigns. The table below shows what to look for under each metric.
| Metric | Possible Cause | Next Step |
|---|---|---|
| High “Not on WhatsApp” count | The list is outdated or inconsistent | Verify the number before sending |
| High number of errors | Account disconnected or hit the speed limit | Check the reason in the details and reduce the speed |
| Delivery is good, but read rate is low | Wrong time or an audience that doesn’t recognize you | Change the time, narrow the audience |
| Good read rate, low response rate | The message doesn’t call for a clear action | Ask a single, simple question |
| Good response, low sales | Responses are slow, or the offer isn’t right | Shorten response time, review the offer |
| "STOP" requests are increasing | The audience is uninterested or the frequency is too high | Review the list and frequency immediately |
Managing Failed Deliveries
You can resend the same message to recipients who failed to receive it during the campaign. Numbers that are not on WhatsApp or are blocked are skipped in this process. Check the reason before resending: if the message failed because the account was disconnected, you can retry sending it, but if the error is due to a rate limit, it’s better to wait a while first.
You can remove numbers identified as not on WhatsApp using the “Delete those not on WhatsApp” option on the Contacts page. See the “Number Verifier” section for list cleanup.
Converting Results to a New Campaign
For the report to be useful, it must influence the next send. A practical workflow might look like this:
- On the Contacts page, filter based on the campaign results—for example, select those who read the message but didn’t reply.
- Use the “Add to Group” option to move those who match the filter into a new group.
- Prepare a shorter message for this group, approaching them from a different angle.
- For contacts labeled “Interested,” reach out directly instead of sending a mass message.
- People labeled “Not Interested” can be automatically added to the block list; if the setting is enabled, they won’t receive the campaign.
If manually managing follow-up messages is difficult, you can set up a series of branching messages on the "Flows" page based on whether they’ve responded or not. Check out the WhatsApp campaign guide for a detailed plan.
Survey Results
If you used a poll in your campaign, you can view results based on who was sent the poll, who responded, and which options were selected in the campaign record. Polls are an easy way to find out what your audience wants; you can segment your audience based on the results to make your next campaign more relevant.
Common Reporting Mistakes
- Focusing solely on the number of messages sent.
- Drawing major conclusions from the results of a small campaign.
- Comparing campaigns targeting different audiences using a single metric.
- Failing to account for external factors such as holidays or sales periods.
- Assuming a campaign has failed simply because it didn’t drive sales.
You can find the settings for campaign setup in the campaign creation guide.
Frequently Asked Questions
Why does the read rate seem so low?
This metric doesn’t include people who have disabled read receipts. Therefore, the read count is a conservative estimate, not the exact number of reads.
What time period does the response rate cover?
The response rate in the campaign report looks at whether recipients responded within 7 days of the message being sent.
Can I export the report?
You can download the sales funnel report as a PDF.
How long are past campaigns stored?
The number of campaign records stored varies by plan. In limited plans, the oldest records are deleted as new campaigns are added.
