Understand key WhatsApp performance metrics
Browse the gallery to learn more about the key WhatsApp performance metrics that you should monitor. You can find these metrics in your campaign and flow analytics.
Quality and reputation metrics
Quality and reputation metrics reflect how Meta evaluates your reputation as a sender. These metrics play a key role in determining whether your brand can continue messaging on WhatsApp.
- Template quality score: Meta’s rating of how customers are responding to your templates. Templates with low quality scores may be temporarily paused or permanently disabled.
- Phone number quality rating: Meta’s overall assessment of your sending number. Numbers with consistently low ratings risk reduced messaging limits or account suspension.
Deliverability metrics
Deliverability metrics show how reliably your messages reach customers.
- Delivery rate: The percentage of messages successfully delivered to recipients. A low delivery rate may indicate quality rating issues or restrictions from Meta’s per-user marketing template limits.
- Opt-out rate: The percentage of recipients who unsubscribe from your WhatsApp messages. A high opt-out rate may signal that your content isn’t relevant or valuable to your audience.
Engagement and conversion metrics
Engagement and conversion metrics reveal whether customers find your messages valuable, and whether they drive action and revenue.
- Open rate: The percentage of recipients who open/read your WhatsApp messages.
- Click rate: The percentage of recipients who click on links or call-to-action buttons within your message.
- Response rate: The percentage of recipients who reply to your messages, including via quick replies.
- Placed order rate: The percentage of recipients who make a purchase after receiving a message within your attribution window.
Troubleshoot poor performance metrics
Don’t worry if your first results aren’t perfect. When you’re just getting started with WhatsApp, it’s normal to see some metrics fluctuate as you test and learn. Use the tips below to identify what might be holding your performance back and make quick adjustments that set the channel up for long-term success.
What to do about poor quality metrics
Low template quality scores or phone number quality ratings mean customers are reacting negatively to your messages, for example not opening them, marking them as spam, or blocking your number.
- Focus on high-value, transactional, and conversational messages: These messages tend to earn positive engagement, such as opens and replies, which improves your quality ratings over time. In particular, send a welcome message right after customers opt in to build positive habits and overcome Meta’s prominent block and report language in first messages from brands.
- Include opt-out language in your message templates: Meta takes blocks and reports seriously, so make it easy for customers to opt out if they no longer want to receive messages. Opt-outs don’t affect your template quality score, but they help prevent negative feedback.
- Proactively monitor and revise your message templates: Track performance regularly and update templates with low engagement or high report rates. Review top block reasons and take action accordingly.
What to do about poor deliverability metrics
Low delivery rates or high opt-out rates usually point to audience quality issues, though they can also be affected by Meta’s per-user marketing template limits.
- Clean your list and revise consent collection methods: Regularly remove inactive or unengaged contacts, and make sure you’re only messaging subscribers who have given explicit WhatsApp consent. Review how you collect consent to ensure subscribers know what they’re opting into.
- Refine your segmentation: Avoid blasting your entire WhatsApp list. Treat WhatsApp as a premium channel reserved for your most valuable customers. Start by segmenting your audience based on engagement, purchase history, or loyalty status to ensure your messages go to the people most likely to find them relevant and take action.
- Create and exclude the WhatsApp error segment from your campaigns: This segment isolates profiles affected by repeated delivery failures. Excluding these profiles from future campaigns helps protect your sender reputation and save credits. Learn how to create the WhatsApp error segment in our help article.
What to do about poor engagement metrics
If your open, click, response, or placed order rates are low, your content may not be connecting with your audience.
- Refine your content: Keep messages short, personalized, and valuable. Lead with the most important information, use personalization tags, and include rich media like images, videos, or call-to-action (CTA) buttons to make messages more engaging.
- Add personalization and interactivity: Ensure your templates have at least one quick reply to prompt responses from customers and encourage two-way interaction that feels natural and personal.