Campaign Analytics
After launching a campaign, the detail page provides real-time analytics on message delivery, engagement, and per-template performance.
Accessing Analytics
- Go to Marketing > Campaigns
- Click on any campaign in the list to open its detail page
Analytics update in real time as messages are sent and recipients interact with them.
Key Metrics
The top of the detail page shows a metrics bar with four key numbers:
| Metric | Description |
|---|---|
| Sent | Total messages dispatched to WhatsApp |
| Delivered | Messages successfully delivered to recipients' devices |
| Read | Messages opened and read by recipients |
| Failed | Messages that could not be sent or delivered |
Each metric shows both a count and a percentage relative to the total audience. For example: Delivered: 950 (95%).
Message Funnel
The funnel visualization shows how your audience moves through each stage:
Sent → Delivered → Read → Responded
| Stage | What It Means |
|---|---|
| Sent | Message was dispatched from Orki to WhatsApp |
| Delivered | Message reached the recipient's device |
| Read | Recipient opened and viewed the message |
| Responded | Recipient sent a reply |
Drop-off between stages reveals where you lose engagement. For example, high Delivered but low Read may mean your template subject/header isn't compelling enough.
Per-Template Breakdown (A/B Testing)
If your campaign uses multiple templates, each template gets its own analytics section showing the same funnel metrics.
| Template | Sent | Delivered | Read | Responded |
|---|---|---|---|---|
Template A: ramadan_offer_v1 | 500 | 485 (97%) | 320 (64%) | 45 (9%) |
Template B: ramadan_offer_v2 | 500 | 490 (98%) | 410 (82%) | 78 (15.6%) |
This makes it easy to compare which template performed better. In the example above, Template B had significantly higher read and response rates.
Use A/B test results to improve future campaigns. If one template consistently outperforms another, adopt its style -- whether that's the wording, header type, button placement, or offer framing.
Customer Grid
Below the metrics, a customer grid lists every recipient in the campaign with their individual message status.
| Column | Description |
|---|---|
| Customer | Name and WhatsApp number |
| Template | Which template was sent (relevant for A/B tests) |
| Status | Current message status (Sent, Delivered, Read, Failed) |
| Sent At | When the message was dispatched |
Filtering the Grid
Use the status filter to view specific groups of recipients:
| Filter | Shows |
|---|---|
| Delivered | Recipients whose messages were delivered |
| Read | Recipients who read the message |
| Responded | Recipients who replied |
| Failed | Recipients whose messages failed |
| Not Read | Recipients who received but did not read |
| Not Responded | Recipients who read but did not reply |
These filters are especially useful when preparing a retargeting campaign.
Retargeting
Retargeting lets you create a follow-up campaign that targets recipients who didn't engage with this campaign.
How to Retarget
- Open the campaign detail page
- Click Retarget
- A new campaign wizard opens, pre-configured with:
- This campaign selected as the retargeting source
- Audience filtered to non-responders (you can adjust the filter type)
- Complete the remaining campaign steps (templates, schedule, review)
- Launch the retargeting campaign
Retargeting Filter Types
| Filter | Targets |
|---|---|
| Not Read | Recipients who did not open the message |
| Not Responded | Recipients who read but did not reply |
| Not Delivered | Recipients whose messages were not delivered |
| Failed | Recipients whose messages failed entirely |
Common retargeting strategy:
- Launch Campaign A to your full audience
- Wait 2-3 days for engagement data to settle
- Retarget non-readers with a different template (Campaign B)
- Retarget Campaign B's non-readers with a final reminder (Campaign C)
Reading the Data
Healthy Campaign Benchmarks
These are rough benchmarks for WhatsApp marketing campaigns:
| Metric | Good | Needs Improvement |
|---|---|---|
| Delivery Rate | 95%+ | Below 90% (check number quality) |
| Read Rate | 60%+ | Below 40% (improve template/timing) |
| Response Rate | 5-15% | Below 3% (improve CTA or offer) |
Common Issues
| Symptom | Likely Cause | Fix |
|---|---|---|
| Low delivery rate | Invalid or inactive WhatsApp numbers | Clean your customer list, remove invalid numbers |
| High delivery, low read | Messages sent at bad times | Adjust time slots to business hours |
| High read, low response | Weak call-to-action or irrelevant offer | Improve template content, add quick reply buttons |
| Many failures | WhatsApp API issues or rate limit exceeded | Check your WhatsApp Business tier, reduce send rate |
Quick Reference
| Action | How To |
|---|---|
| View campaign analytics | Marketing > Campaigns > Click campaign name |
| Compare A/B templates | Check per-template breakdown section |
| Find non-responders | Filter customer grid by "Not Responded" |
| Retarget non-engagers | Click Retarget > Configure follow-up campaign |
| Export recipient data | Filter grid > Use for analysis |
Next Steps
- Creating a Campaign -- Set up your next campaign
- Campaigns Overview -- Understand campaign lifecycle
- WhatsApp Templates -- Optimize templates based on analytics
- Sending Broadcasts -- Quick sends for small follow-ups