Campaign analytics: reading your delivery funnel
Click any campaign in Campaigns to open its report.
The funnel
- Audience — contacts targeted after de-duplication and opt-out removal
- Sent — accepted by WhatsApp
- Delivered — reached the customer's phone (you're charged per delivered message)
- Read — opened (blue ticks); customers with read receipts off count as delivered only
Failure reasons, in plain English
Failures are grouped and explained. The big one to know: Meta throttles marketing message delivery per customer — if someone has recently received many promotional messages (from any business, not just yours), WhatsApp may skip delivering yours. This isn't a fault in your campaign; retargeting the same contacts later usually succeeds. Other typical reasons: number not on WhatsApp, invalid/foreign-format number, customer opted out or blocked you, daily messaging limit reached (remainder can be resent next day), or a template/parameter error.
Acting on it
- High failure from invalid numbers → fix collection (require the phone number with country code at checkout).
- Rising opt-outs/blocks → lower frequency, tighten segmentation.
- Good reads, weak conversions → sharpen the offer and CTA button, not the audience.
Frequently asked questions
What's a good read rate for WhatsApp campaigns?
WhatsApp campaigns commonly see 80%+ delivery and well over 50% read rates within hours — dramatically higher than email. If reads are high but clicks are low, the message or offer is the problem, not the channel.
Why did some campaign messages fail to deliver?
A big one: Meta throttles delivery of marketing messages based on how many promotional messages that customer has received recently — across all businesses, not just yours. Other common reasons: the number has no WhatsApp account, the number is invalid or missing a country code, the customer opted out or blocked you, or you hit your daily messaging limit mid-send. SuperLemon groups failures by reason in the campaign report.