Analytics
Understand your delivery rates & performance
Analytics shows how your WhatsApp messages are performing: how many were sent, delivered, read and failed, what they cost, and why any failed. It has three tabs: Messages, Links and Commerce. You can drill into a single campaign, browse message logs, and export your data as CSV or PDF.
Find the Analytics page
01
Go to Home → Analytics & Reports
Click Home in the sidebar. At the top of the page there are two tabs, Overview and Analytics & Reports. Click Analytics & Reports. You can also press Ctrl + K (Cmd + K on Mac) and search for Reports.
02
Pick a date range
On the Messages tab, use the 7d, 30d or 90d buttons at the top. The default is the last 30 days. The summary cards, campaigns table and charts all follow this range. The logs and exports further down have their own date pickers.
| Tab | What it shows |
|---|---|
| Overview | Takes you back to your Home dashboard. |
| Messages | Delivery, read and failure numbers, campaigns, spend, logs and exports. Most of this article. |
| Links | Taps and leads for your shareable links, plus clicks on the links in your campaigns. Growth, Pro and Custom. |
| Commerce | Orders and sales from your shop. Shown only if Commerce is on for your workspace. |
Analytics is included on the Growth, Pro and Custom plans. If you don't see the Analytics & Reports tab on Home, it isn't part of your current plan. See Billing & plans.
Key metrics explained
The five cards at the top summarise your messages in the selected range:
| Card | What it means |
|---|---|
| Initiated | All messages in the period, in both directions (sent and received). |
| Sent | Outgoing messages that WhatsApp accepted. |
| Delivered | Messages that reached the customer's phone. Shown as a % of sent. |
| Read | Messages the customer opened (blue ticks). Shown as a % of sent, not of delivered. |
| Failed | Messages that couldn't be delivered. Shown as a % of sent. |
Below the campaigns table you'll also find four charts:
- Message volume: messages per day, incoming and outgoing.
- Messaging spend: what you spent, broken down by message category.
- Message status: a breakdown of delivery statuses.
- Busiest hours: messages by hour of the day (IST). This is useful for timing your campaigns.
Read receipts depend on the customer's privacy settings. Someone who has turned off read receipts in WhatsApp may have read your message without it counting as Read, so treat the read rate as a minimum.
Campaign stats
The Campaigns table lists every campaign in the selected range. For each one you'll see the template and category, status, Sent / Total, Delivered, Read, Failed and Est. Cost. Click a row to open that campaign's detail view:
- Summary: Submitted, Sent, Delivered, Read and Failed, plus Net Cost (what was charged after any refunds that were given for failed messages). If billing details aren't available yet, you'll see an estimated cost instead.
- Delivery funnel: how messages moved from submitted to sent, delivered and read.
- Quality score: combines delivery rate and read rate. Next to it are the Read rate and Send duration (how long the campaign took from start to finish).
- Failure analysis: failed messages grouped by WhatsApp error code, with a plain-English description and a suggested fix. Hover over a code for details.
- Per-message log: every recipient with their status, sent time and delivered time.
The Smart actions strip at the bottom has buttons to retarget the failed numbers, follow up people who haven't read the message, re-message those who received it, clone the campaign, or export a CSV. To retarget or follow up with the right people already loaded, use Next steps in the campaign's report under Grow → Campaigns: see Retarget and follow up. Click All Campaigns to go back to the list. The CSV and PDF buttons at the top export this campaign.
If a large share of a campaign's failures are code 131049, a warning appears in Failure analysis. This code means WhatsApp chose not to deliver because the person has recently received many marketing messages. Don't retry these straight away. Send marketing campaigns to that audience less often.
Message logs, replies & opt-outs
The Logs & exports panel at the bottom of the page has four tabs:
- Message Logs: set a From and To date, and optionally a template name or mobile number, then click Apply. Each row shows the phone number, template or message, category, status, cost and date.
- Inbound: replies and incoming messages from customers, filtered by date and mobile number.
- Opt-outs: numbers that replied STOP or were marked DND, with the source and date. These numbers are automatically left out of every campaign. Click Export CSV to download the list and clean your own contact lists before importing.
- Export data: download reports (see below).
Export your data
| Export | Where | What you get |
|---|---|---|
| Campaign report | Export button at the top of the page | PDF or CSV for all campaigns in the selected range, or only the campaigns you choose. |
| Single campaign | CSV / PDF in a campaign's detail view | That campaign's per-message log (CSV) or a printable summary (PDF). For the PDF, choose "Save as PDF" in the print dialog. |
| Quick conversation export | Export data tab | Every message in a date range, one row per message. Downloads immediately with Download CSV. |
| Detailed report export | Export data tab | Campaign, cost and delivery detail per message, for All messages or Inbound only. Click Request export. It's prepared in the background and appears in the list below with a Download link. Each request can cover up to 31 days. |
| Opt-out list | Opt-outs tab | All opted-out numbers as a CSV. |
How to improve your numbers
Low delivery rate
Open the campaign and check Failure analysis. The error codes tell you whether it's inactive numbers, a template problem or WhatsApp limiting marketing messages. Remove numbers that fail repeatedly, and make sure your contacts have opted in. If everything is failing, check your wallet balance and your channel status.
Low read rate
Your message preview may not be compelling enough. Rewrite the start of your template, since that's what shows in the notification. Use Busiest hours to send when your customers are active, then follow up the people who haven't read it (see Retarget and follow up).
Few clicks on buttons
Your call to action may not be clear or relevant. Try a specific button like "See my plot options" instead of a generic "Click here". Link clicks are on the Links tab: see Track link clicks.
Common problems
I can't find Analytics in the sidebar
It isn't a separate sidebar item. Click Home, then the Analytics & Reports tab. If the tab isn't there, Analytics isn't included in your plan.
A campaign is missing from the table
The table only shows campaigns in the selected range. Switch to 90d to see older ones.
The Export button says "No campaigns loaded yet"
There are no campaigns in the selected range, or the page is still loading. Wait a moment or pick a longer range. To export plain message history, use the Export data tab instead.
Message Logs is empty
Logs don't load automatically. Set a From and To date and click Apply. If you entered a template name or mobile number, click Clear and try again.
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