How to measure a WhatsApp campaign beyond sends
Delivery, replies, opt-outs, conversations and results: the full funnel for evaluating a broadcast.
In a nutshell
The number of messages sent only describes activity. A campaign is evaluated from the eligible audience to the action you wanted to drive, including failures and opt-outs.
Build the funnel
Record the selected audience, eligible contacts, accepted and delivered messages, replies and final outcome. Each drop tells a different story.
Don't compare campaigns with different goals using a single rate.
- Eligible audience.
- Acceptance and delivery.
- Replies.
- Defined conversion.
Classify failures
Separate configuration errors, ineligible recipients and temporary failures. The fix changes depending on the category.
Don't count duplicate retries as additional reach.
- Template or line.
- Contact data.
- Channel restriction.
- Temporary problem.
Reply quality
Read what the audience replied: interest, a question, an opt-out or a complaint. A high rate can be negative if the message was unexpected.
Connect each conversation to a follow-up with an owner.
- Positive replies.
- Questions generated.
- Opt-outs.
- Complaints or blocks.
Learning
Compare segments and messages without changing too many variables at once. Document what you learned and don't repeat an audience that showed rejection.
Volga records the status of campaigns and conversations. Final sales attribution may require integrating or reconciling data from the sales process.
- Prior hypothesis.
- Result by segment.
- Cost and effort.
- Decision for the next campaign.
Frequently asked questions
Questions about this guide
Does a delivery count as a conversion?
No. It only confirms a technical stage. The conversion should be the business action defined before sending.
What does a high reply rate mean?
It needs context: it can mean interest, questions, opt-outs or complaints. You have to classify what the replies say.