WhatsApp metrics and reporting
UpdatedCustomer.io tracks metrics for your WhatsApp messages so you can understand how your audience interacts with them. You can view WhatsApp metrics in campaign dashboards and the delivery log.
WhatsApp message metrics
The following metrics apply to WhatsApp messages. Some metrics, like Opened, behave differently for WhatsApp than for email because they rely on WhatsApp-specific signals like read receipts.
| Metric | Description |
|---|---|
| Drafted | We generated the message but haven’t sent it yet. The message requires manual action if you use Queue Draft. |
| Sent | The message left Customer.io and was passed to the delivery provider. |
| Delivered | The delivery provider confirmed that the message reached the recipient. |
| Opened | The recipient read the message. For WhatsApp, this is based on read receipts, not a tracking pixel. If a recipient turns off read receipts in their WhatsApp settings, we can’t track this metric. |
| Clicked | The recipient tapped a tracked link in the message. |
| Failed | The message didn’t leave Customer.io. This typically happens when a required variable is missing or a template isn’t approved. |
| Converted | The recipient completed your conversion goal. |
Read receipts and the Opened metric
WhatsApp’s Opened metric relies on read receipts, which recipients can turn off in their WhatsApp privacy settings. If read receipts are off, Customer.io won’t receive an open signal for that message. This is different from email, where open tracking uses a tracking pixel.
Reply tracking
WhatsApp is a two-way channel, so we track replies to your WhatsApp messages. When someone replies, we mark the original message with a replied status and log the reply in the Activity Log. You can also use inbound messages to trigger campaigns and add people to segments. See Inbound messages to learn more.
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