Analyzing WhatsApp Campaign

A step-by-step guide on how you can analyze the performance of a WhatsApp campaign in your dashboard

Overview

Here you can analyze the campaign's performance from its Start Date till the present day (if the campaign is running or till 45 days from the campaign's End Date (if the campaign has ended), against key performance indicators like Impressions Clicks, Conversions, Revenue for each Variation. You can alter this by selecting a time frame.

Key Metrics

This subsection summarizes the campaign against parameters like the total number of messages Sent, Failed, Delivered, Queued, Read and indicates its overall performance against key metrics like Unique Clicks, Unique Conversions and Revenue.

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Let's go over each card:

i. Sent
Indicates the total number of messages that have been sent to the campaign's target audience within the selected time frame, including all the messages that failed or got queued for delayed delivery.

ii. Failures

Indicates unique users who failed to receive the message within the selected time frame. You can hover over the field to analyze the reasons for failure.

iii. Delivered

Indicates the total number of messages Delivered within the selected time frame.

  • Delivery Rate: Calculated against the total number of messages Sent, indicates the percentage of messages Delivered within the selected time frame.

iv. Queued

Indicates unique users for whom the messages are currently queued for delayed delivery.

  • You cannot analyze queued messages for a particular time frame as it represents the current state of message delivery to the target audience.

  • A message can be in Queue to DND Hours, Frequency Capping, or Custom Queueing. (Detailed read on Queueing.)

v. Read

Indicates the number of users that have viewed or 'read' your WhatsApp message at least once within the selected time frame.

vi. Unique Clicks

Indicates the number of users who've clicked the message link at least once within the selected time frame.

  • Unique Click Rate: Calculated against the total number of messages Delivered, indicates the share of users that clicked on a link included in the message within the selected time frame.

vii. Unique Conversions
Indicates the number of users converted through the WhatsApp message within the selected time frame.

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Please Note

Unique Tracking will not be tracked for your campaign if:

  • You have not set up Conversion Tracking

viii. Unique Conversion Rate

Calculated against the total number of messages Delivered, indicates the share of users that performed the campaign's Conversion Event at least once within the selected time frame.

  • Compare Unique Conversions with Control Group: If you have enabled Control Group while creating the campaign, then you will be able to draw a comparison between the campaign's conversion rate and the organic conversion rate - helping you understand its true impact.

It's always advisable to test your campaigns (and journeys) with a Control Group before sending it to the entire target audience to ensure that it helps amplify the desired user behavior (and revenue), not hinder it.

To learn more about Control Groups click here.

ix. Revenue

Indicates the amount of Revenue tracked for the Total Conversions that have occurred within the selected time frame.

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Please Note

Revenue will not be tracked for your campaign if:

  • You have not set up Revenue Mapping for your account

  • You have not specified a Conversion Event while creating the campaign (or its journey)

  • You have not mapped the specified Conversion Event as a Revenue Event in your account

Detailed Read on how Revenue Tracking works and how Revenue is attributed to a campaign.

Variation Comparison

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The most insightful section of Campaign Overview, Variation Comparison helps you analyze the impact of each message Variation against the following metrics for the selected time frame:

  • Sent
  • Failures
  • Queued
  • Delivered
  • Read
  • Unique Clicks
  • Unique Conversions
  • Revenue

However, depending on the settings specified while creating the campaign, the stats shown here may vary. Click here to learn more about Campaign Variation and Multivariate Testing.

Engagement Trends

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This section helps you analyze day-wise user engagement trends for each Variation against the following performance indicators, as per the selected time frame:

  • Sent
  • Total Failures
  • Total Queued
  • Read
  • Unique Clicks
  • Unique Conversions

Analyze

While Overview presents a comprehensive view of the campaign's performance, this section helps you slice-and-dice data in multiple ways to gain maximum insights into user-campaign interactions.

The default view of this section shows you a Day-wise trend for all the messages that have been Sent from the campaign's selected time frame.

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Using the query bar highlighted above, you can choose to analyze the campaign's performance against a specific performance indicator, split by 2 parameters for a custom time frame.

Now, let's walk you through all the steps of analysis:

Select a Variation/Control Group

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If you have created multiple Variations for a WhatsApp campaign or have enabled Control Group for it, then using the dropdown highlighted above, you can selectively analyze the performance.

However, if your campaign consists of just one Variation,, then this dropdown gets hidden.

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Any one of the following options can be selected here:

  • Overall: Helps you analyze the combined performance of all the Variations against each metric for the selected time frame.

    • For example, if you choose to analyze Revenue, Overall, then we will sum up the Revenue tracked for each Variation to help you analyze their collective impact.
  • Variation A/B/C/D/E: Helps you analyze the performance of a Variation, against a selected performance indicator, as per the selected time frame.

  • Control Group: If you have enabled Control Group while creating the campaign or its journey, then selecting this option will help you its Unique Conversions/ Total Conversions.

Select a Performance Indicator

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You can choose to analyze the campaign's overall performance or each Variation against a performance indicator or campaign events like Clicks, Conversions, and Revenue by selecting an option under the field - Show. As highlighted above, the total value of the selected performance indicator is also indicated under the query bar.

Any one of the following campaign events can be selected here:

Overall

  • Sent: Helps you analyze the total number of messages sent to the target audience within the selected time frame, including all the messages that may have failed or may still be queued.

  • Read Helps you analyze the number of messages that have been viewed at least once by a user within the selected time frame.

Totals Includes Total Clicks, Total Conversions, Total Click-through Conversions, and Total Read-through Conversions.

Uniques: Includes Unique Read, Clicks, Unique Conversions, Unique Click-through Conversions, and Unique Read-through Conversions.

Failures: Helps you analyze all the reasons why a WhatsApp campaign could fail to get delivered.

Queued: Helps you analyze all the reasons why a WhatsApp campaign could get queued for delayed delivery.

Revenue: Includes Total Revenue, Click-through Revenue, and Read-through Revenue.

(Detailed read on what each performance indicator denotes)

Select the Dimension(s) for Analysis (Over & Split By)

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As demonstrated for the use-case discussed above, by selecting an option under the fields - Over and Split By, you can choose to analyze the selected performance indicator Campaign Event against two dimensions System Attributes. This is a great way to dig into multiple aspects of the campaign like:

  • The top Locations and Devices used to perform the selected campaign event

  • The trend of occurrence of selected campaign event against Hours of the Day, Days, Week, or Months of the Year and so on.

The following options can be selected under both the fields:

  • Time (Days, Weeks, Months)

  • Time Block (Hours of Day, Days of Week, Months of Year)

  • User Type (Known User, Unknown User)

  • Location (Country, City)

  • Technology (Device Type, OS Name, Browser Name)

List of Users

This section has been specially designed to help you track down campaign engagement details for each user that targeted by the campaign, over its entire lifetime. Thus, analyzing List of Users comes in handy when digging into user-campaign engagement details for Triggered, Recurring, Transactional, Journey, or Relay WhatsApp campaigns.

By default, List of Users shown you a Summary of user-campaign interactions for All Users who have been included in the campaign's target audience, from its Start Date till the present date or its End Date (whichever occurs first).

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Now, let's get you acquainted with its features:

Customize List

Here's how you can customize the List of Users as per your analytical needs:

Select Time Frame

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As shown above, you can select the Time Frame from the drop-down and customize your result. From the date range picker, you can select the date range for which you want the data. You will be able to view/ download data for a max of 30 days at one time.

Select a Parameter

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As shown above, using the dropdown placed on the top left, you can customize the List of Users by selecting a parameter.

Search User

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As shown above, using the search box placed on the top right, you can dig into the engagement status of a particular user by searching for their User ID, Email ID, and Phone Number.

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Why is the User ID shown multiple times?

As visible in the above visual, on searching for a user, multiple rows get populated with the same User ID. Each row contains a different message status with a varying date-time of Delivery, Read, and Clicks.

This is because the same user was sent the recurring WhatsApp campaign in multiple runs, and in each run, they interacted differently with the message. Thus, if a triggered, recurring, transactional, journey, or relay campaign is sent to a user multiple times, then you will be able to analyze their interaction with each one.

Download List

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As shown above, using the Download icon placed on the top right of the table, you can choose to download a user-wise engagement report for all the users targeted by the campaign. The data will be downloaded based on the date range selected.

Step 1: Click the Download icon.

  • In doing so, you will be prompted with a pop-up to re-confirm your decision.

Step 2: Click the Download button on the pop-up window to proceed.

  • An email containing a link to the downloadable file will be sent to your registered email address shortly.

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Please Note

The user data will be downloaded as per the time frame selected through the date picker on the top. With the date picker, up to 30 days can be selected at any point in time.

Access User Profiles

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As shown above, you can access the profile of a targeted user targeted by clicking their (hyperlinked) User ID. Here, you can analyze the user's Channel Preferences, Personal Details, Device Preferences, and Latest interactions with your campaigns, app, website, the technical aspects of each interaction, and much more!

We hope this has equipped you with a robust understanding of how you can mine valuable insights into your WhatsApp. Please feel free to drop in a few lines at [email protected]ebengage.com if you have any queries. We're always just an email away!