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 view WhatsApp analytics and info in the MoEngage Go mobile app. Monitor performance stats, track conversions, and review campaign details right from your phone. For more information, refer to MoEngage Go.
- 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:
- 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:
- 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:
Campaign Analytics
The analytics section contains the following information:
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:
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.
You can view the uplift percentage on the tabular view of Variation performance. For more information, refer to Uplift in Campaigns.
Conversion
The following statistics are provided for the conversions based on the goals set in the WhatsApp campaign:
Campaign Delivery Stats
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.
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.
- 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.
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:
- On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
- On the All campaigns page, click the name of the campaign you want to view.
- On the Campaign info and analytics page, click the Info tab. The Info tab displays the following details:
Timeline
Audience
Trigger criteria
Scheduling
Conversion goals
Preview and Content
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.
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:
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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.
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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.
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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.
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.
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:
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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.
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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.
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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.
The Conversion goals tab displays the conversion goals and revenue metrics tracked for the campaign. The primary conversion goal is displayed with a Picon 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:
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Event Name: Displays the event name based on which the campaign revenue information is configured.
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Attribute Name: Displays the attribute name based on which the campaign revenue information is configured.
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Currency: Displays the currency used to calculate the campaign revenue.
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.
