This reference article covers WhatsApp metrics used at Braze, as well as how to view them in your WhatsApp campaigns.
Once you’ve launched your campaign, you can return to the details page for that campaign to view key metrics. Navigate to the Campaigns page and select your campaign to open the details page. For WhatsApp messages sent in Canvas, refer to Canvas Analytics.
Looking for definitions for the terms and metrics listed in your report? Refer to our Report Metrics Glossary and filter by WhatsApp.
From the Campaign Analytics tab, you can view your reports in a series of panels. You may see more or less than those listed in the sections below, but each has its own useful purpose.
The Campaign Details panel shows a high-level overview of the entire performance for your WhatApp messages.
Review this panel to see overall metrics such as how many messages have been sent to how many recipients, the primary conversion rate, and the total revenue generated by this message. You can also review your general settings from this page: Delivery Settings, Audience Settings, and Conversion Settings.
The WhatsApp channel includes read rate. This metric is only delivered for users with read reciepts on, which can vary.
To measure the impact of an individual WhatsApp message, you can add a control group to an A/B Test. The top-level Campaign Details panel doesn’t include metrics from the Control Group variant.
If you want to simplify your view, click Add/Remove Columns and clear any metrics as desired. By default, all metrics are displayed.
The Historical Performance panel allows you to view the metrics from the Message Performance panel as a graph over time. Use the filters at the top of the panel to modify the stats and channels shown in the graph. The time range of this graph will always mirror the time range specified at the top of the page.
To get a day-by-day breakdown, click the hamburger menu and select Download CSV to receive a CSV export of the report.
Conversion Event Details
The Conversion Event Details panel shows you the performance of your conversion events for your campaign. For more information, refer to Conversion Events.
The Conversion Correlation panel gives you insight into what user attributes and behaviors help or hurt the outcomes you set for campaigns. For more information, refer to Conversion Correlation.