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Analyzing WhatsApp Overview

How to analyze the collective impact of all your WhatsApp campaigns to gain valuable insights into user-channel interactions

Once you have launched a few WhatsApp campaigns through the channel or journeys, you will be able to analyze their collective impact on user engagement, conversions, and revenue through WhatsApp Overview.

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What Kind of Data is Shown Here?

You will see cumulative stats based on the user-campaign interactions within the selected time frame.

How to Access

As shown below, this section can be accessed from the central hub of WhatsApp by selecting Overview from the navigation bar.

Click to enlarge

So without much ado, let's dig in!

Define the Time Frame of Analysis

By default, WhatsApp Overview shows you the overall impact of all the WhatsApp campaigns for the Last 7 days against key performance indicators like Deliveries, Impressions, Conversions, Revenue, Deliveries, Failures and so on.

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As shown above, using the filter placed on the top right, you can choose to analyze the channel's performance for the following durations:

  • Yesterday
  • Last 7 Days
  • Last 30 Days

How to Analyze

Now, let's show you how you can analyze WhatsApp Overview to gain valuable insights into the channel's impact on user engagement, conversions, and revenue.

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Get all this data delivered to your inbox!

You can analyze the collective impact of all In-app campaigns by scheduling reports for your entire team! Head over to Settings> Scheduled Reports in your dashboard to set it up.

Overview

This section provides a comprehensive overview of the channel's performance against broad metrics like Channel Reachability, New Subscribers, Users Engaged, and Total Revenue generated.

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Let's go over each card:

Reachability

Reachability is a measure of whether or not a user can be reached through the various channels of engagement. Thus, this card indicates the number of users engaged via WhatsApp messages at present.

  • Reachability Percentage: Reach of your entire user base on WhatsApp is indicated as a percentage value, helping you gauge the viability of leveraging this channel to engage all your users.

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Please Note

Channel reachability is calculated over the entire lifetime of your users. It's updated daily to factor in the reachability of new users and the changing channel preferences of existing users. Thus, you cannot analyze Reachability for a particular time frame.

Detailed Read

New Subscribers

All users who have opted-in to receive WhatsApp messages from your brand, within the selected time frame, are considered towards the total number of New Subscribes.

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Related Read

How to collect WhatsApp opt-ins as per Facebook's Guidelines.

Users Engaged

Indicates unique users that have received at least one WhatsApp campaign within the selected time frame. If a user gets multiple messages, they will be counted towards the total number of Users Engaged only once to avoid double counting.

Revenue

Indicates a sum of the revenue generated by the Total Conversions tracked for all the WhatsApp campaigns within the selected time frame.

Revenue numbers are always shown in the currency selected by you while setting up Revenue Mapping.

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Please Note

If you have not specified a Conversion Event for a campaign while creating it, or if the specified Conversion Event is not mapped as a Revenue Event, then Revenue will not be tracked for your campaign. Detailed read on how Revenue Tracking works.

Campaign Comparison

The most insightful section of WhatsApp Overview, Campaign Comparison helps you analyze the collective impact of all your campaigns and identify trends of user-channel interactions against crucial metrics, split by campaign types.

It has been divided into two subsections to facilitate multi-dimensional analysis:

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By default, Campaign Comparison shows you the overall performance of all WhatsApp campaigns for the selected time frame. You can further customize the data by choosing a campaign type.

Here's how you can go about it:

Select a Campaign Type

As discussed under Campaigns and Its Types, messages sent through the various channels of engagement are called campaigns and can be of the following types: One-Time, Triggered, Recurring, Transactional, and Journey.

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Using the navigation bar highlighted above, you can select a campaign type to narrow down the scope of analysis.

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The following options can be selected here:

  • All: The default option selected here. It helps you analyze the channel's performance based on all types of campaigns sent through it.

  • One-time: Helps you analyze the channel's performance only based on its one-time campaigns.

  • Triggered: Helps you analyze the channel's performance only based on its triggered campaigns.

  • Recurring: Helps you analyze the channel's performance only based on its recurring campaigns.

  • Transactional: Helps you analyze the channel's performance only based on its transactional campaigns.

  • Journey: Helps you analyze the channel's performance only based on its journey campaigns.

  • Relay: Helps you analyze the channel's performance only based on its relay campaigns.

Now let's get you acquainted with each subsection:

Top Panel

Here you can analyze the performance of WhatsApp, as a channel, against broad metrics, and collect valuable insights.

Click to enlarge

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Analyzing Channel Performance

In the visual above, we have analyzed Journey campaigns for the Last 30 Days. We can see that 98 campaigns were sent to all users, out of which 191 users converted (Unique Conversions) and contributed $ 2.3M in Revenue.*

This means that:

  • Each campaign contributed a massive $23K, on an average.

  • Each user spent $12K, on an average, indicating high-value transactions.

Further, 0 Spam Reports and negligible Unsubscribes indicate that all the campaigns resonated well with the target audience.

Such insights not only help you gauge ROI but also help determine the viability of engaging users through the channel in the long run.

Let's quickly go over the performance indicator shown here:

Campaigns: Indicates the total number of campaigns sent within the selected time frame for the chosen campaign type.

Users Engaged: Indicates unique users that received at least one WhatsApp campaign within the selected time frame for the chosen campaign type.

Delivered: Indicates the total number of campaigns delivered to all users within the selected time frame, for the chosen campaign type. It includes multiple campaign deliveries to a user, and is thus, significantly higher than the number of Users Engaged.

Unique Clicks: Calculated against Delivered messages, it indicates the percentage of users that have clicked on a link included in a WhatsApp campaign within the selected time frame for the chosen campaign type.

Unique Conversions: Calculated against Delivered messages, it indicates the percentage of users that have performed the Conversion Event of a WhatsApp campaign within its Conversion Deadline, in the selected time frame, for the chosen campaign type.

Revenue: Indicates a sum of the Revenue generated by the Total Conversions tracked for all the WhatsApp campaigns within the selected time frame, for the chosen campaign type. Detailed read on how revenue tracking works.

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Related Read

Please refer to Campaign and Channel Performance Indicators for a comprehensive list of all the metrics tracked for WhatsApp campaigns.

Select a Data Format (Optional)

Using the overflow menu highlighted below, you can choose to analyze the following metrics as a numerical value (#), or as a percentage value (%):

  • Unique Clicks
  • Unique Conversions

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Graph

Here you can analyze the correlation between (Unique) Clicks and (Unique) Conversions as trend graphs, split by days, for the selected time frame and campaign type.

Click to enlarge

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Analyzing WhatsApp Open, Click and Conversion Trends

In the above visual, we have analyzed the performance of Journey WhatsApp campaigns over the Last 30 Days.

It reveals that;

  • The highest number of WhatsApp campaigns were delivered on October 1, followed by September 30.

  • The highest number of Clicks also occurred on October 1, followed by September 30.

    • This indicates that campaigns sent on October 1 enjoyed a healthy engagement rate.
  • However, the highest number of Conversions occurred on October 28 followed by October 1.

So, why did such high Clicks and Conversions occur on October 1 and October 28?

And why is the engagement rate for campaigns sent on September 30, so low?

We will need to dig deeper into the following aspects to find our answers:

  • How many WhatsApp campaigns were sent on these days?

  • Who was the target audience of each campaign?

  • What were the campaigns about? (message, layout, links, campaign type and so on)

  • Did all these campaigns have a link included in the message? (If not, then no Clicks will be tracked for the WhatsApp campaign. This is an important factor that could skew your insights.)

  • Did all these campaigns have a Conversion Event attached to them? (If a Conversion Event was not specified while creating the campaign, then conversions will not be tracked for it. This too, is an important factor that could skew your insights.)

Similarly, you can individually analyze the performance of all your One-time, Triggered, Recurring, Transactional, Journey, and Relay campaigns to assess what works the best for your users.

Select the Format of Visualization (Optional)

Lastly, while the default format of visualization is a Line Graph, using the overflow menu highlighted below, you can choose to analyze data as a Bar Graph.

Click to enlarge

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Why do I see 'No Data to Display' in this section?

The message indicates that campaigns of the selected type do not exist. This usually occurs if:

  • The campaigns were deleted.
  • No campaigns were sent within the selected time frame.
  • No data was tracked for the selected campaign type within the chosen time frame.

For example, let's say that you select One-time as the campaign type and choose to analyze the user-channel interactions that occurred Yesterday.

However, instead of data, you are shown No Data to Display. This means that no data was collected for One-time WhatsApp campaigns within the selected time frame.

Delivery Failure Trends

This section helps you analyze all the campaign failures and unsubscribes that have occurred within the selected time frame. Let's go over the various trends and metrics shown here:

Delivery Failures Against Days: Indicates campaign failure trends for the selected duration against days, the number of devices, and the reasons for failure.

For example, in the visual above, we have analyzed WhatsApp campaign failures for the Last 30 Days. It reveals that:

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Related Read

Here's a complete list of all the reasons due to which a WhatsApp campaign could fail to get delivered to your users.

Engagement Trends

This section helps you analyze user engagement trends for all the WhatsApp campaigns against the most crucial performance indicators - Read (Views), Clicks, and Conversions.

Click to enlarge

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Analyzing WhatsApp Engagement Trends

In the visual above, we have analyzed Read, Click, and Conversion trends for the Last 30 Days.

It reveals that:

  • Highest number of users opened Email campaigns on Wednesday between 8 am to 12 pm, and Thursday between 8 am to 12 pm.

  • Keeping up with the Open trends, the highest Clicks occurred on Wednesday between 4 am to 8 am, and on Friday between 4 pm to 12 am.

  • Conversion trends suggest that the highest number of Conversions also occurred on Wednesdays, followed by Thursdays, at different time ranges of the day.

    • This indicates that WhatsApp campaigns sent on Wednesdays inherently enjoyed higher conversion rates, compared to the other days.

    • These insights also suggest that Wednesdays, between 4 am to 12 pm is the best time to engage users with WhatsApp campaigns.

    • Even though a high number of users interacted with Email campaigns on Wednesday, the conversion numbers seem to be comparatively low. We will need to dig deeper into all the campaigns sent on this day, throughout the month, to identify factors contributing to the same.

  • Lastly, a majority of the Opens and Clicks occurred on Mobile and Mobile devices, and maximum users clicked on a WhatsApp message through a Mobile device.

    • This suggests that most high-intent users preferred to interact with WhatsApp messages on their mobile phone.

Now, let's get you acquainted with the various metrics shown here:

Read Against Days and Time: Indicates Unique Open trends for each day of the week against the following durations, for the selected time frame:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

Read Against Device Type: Indicates Unique Open trends as per the device (desktop, mobile, tablet) used by users to interact with your WhatsApp campaigns.

Clicks Against Days and Time: Indicates Unique Click trends for each day of the week against the following durations, for the selected time frame:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

Clicks against Device Type: Indicates Unique Click trends for the selected time frame as per the devices (desktop, mobile, tablet) used to interact with all your WhatsApp campaigns.

Conversions Against Days and Time: Indicates Unique Conversion trends for each day of the week against the following durations, for the selected time frame:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

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Related Read

Please refer to Campaign and Channel Performance Indicators for a complete list of all the metrics tracked for WhatsApp campaigns.

We hope this gives you a good idea of how you can analyze the collective impact of your WhatsApp campaigns on driving user engagement and revenue. Please feel free to drop in a few lines at [email protected] if you have any queries. We're always just an email away!

Updated 6 months ago

Analyzing WhatsApp Overview


How to analyze the collective impact of all your WhatsApp campaigns to gain valuable insights into user-channel interactions

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