> ## Documentation Index
> Fetch the complete documentation index at: https://docs.jelou.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Campaign metrics

> Learn how to correctly read metrics and make better decisions for your future sends.

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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  <img src="https://mintcdn.com/jelouai/3ByPfr_IwePh7Tro/assets/images/connect/connect-campaigns-metrics-es.png?fit=max&auto=format&n=3ByPfr_IwePh7Tro&q=85&s=e96b9ce1cbeeacefe331f69eeaf35f00" alt="Image" width="1842" height="814" data-path="assets/images/connect/connect-campaigns-metrics-es.png" />
</Frame>

## Delivered vs Delivered to user

### Message delivered

Indicates that WhatsApp accepted the message correctly.

This is a technical validation: the send went through successfully from your account.

***

### 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

<Note>
  If the difference between "delivered" and "delivered to user" is high, review the quality of your database.
</Note>

***

## Read receipt

### Read

Recorded only if the user has read receipts enabled (blue checkmarks).

Should not be used as the main metric.

<Warning>
  A low read percentage does not mean the campaign failed.
</Warning>

Many users disable this option, so it is not an absolute indicator.

***

## 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

<Note>
  Does not include clicks on external buttons (for example, links to web pages).
</Note>

This metric measures:

* Real interest
* Message clarity
* Effectiveness of the call to action (CTA)

***

## 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.

***

## Recommended next steps

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.