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Analyzing a campaign is not just about reviewing numbers — it is about understanding what happened after the send and how each metric, viewed together, explains the real behavior of users.
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Delivered vs Delivered to user

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Message delivered

Indicates that WhatsApp accepted the message correctly. This is a technical validation: the send went through successfully from your account.

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Message delivered to user

Confirms that the message reached the user’s inbox. If this number is low, it may indicate:
  • Invalid numbers
  • Users without an active WhatsApp
  • Restrictions due to quality or behavior perceived as spam
If the difference between “delivered” and “delivered to user” is high, review the quality of your database.

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Read receipt

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Read

Recorded only if the user has read receipts enabled (blue checkmarks). Should not be used as the main metric.
A low read percentage does not mean the campaign failed.
Many users disable this option, so it is not an absolute indicator.

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Replied messages: the key metric

This is the most relevant metric. It counts the user’s first interaction, including:
  • Text replies
  • Button clicks that activate internal flows
Does not include clicks on external buttons (for example, links to web pages).
This metric measures:
  • Real interest
  • Message clarity
  • Effectiveness of the call to action (CTA)

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How to read results together

Do not analyze each metric separately. Look for patterns. High delivered + low replied
The message arrived, but did not generate interest.
Review the content or the CTA. High delivered + high replied
Message and action are aligned.
The campaign worked. Low overall delivery
Review the contact list or the template status.
After each campaign:
  • Adjust the text or the CTA
  • Test different message versions
  • Optimize buttons and calls to action
  • Replicate what worked best
Every campaign is a learning opportunity, and real improvement happens when you adjust your decisions based on data, not assumptions.