WhatsApp marketing
WhatsApp campaign metrics: delivered, read and replied explained
What delivered, read, replied and failed mean in a WhatsApp broadcast, what a low number tells you and how to improve each step of your campaign funnel.
- 2 min read
- Updated
- By Ashmit Arya
On this page (8)
A broadcast does not end when you press send. The numbers afterwards tell you whether the list, the message or the timing was the problem, if you know how to read them.
The funnel, step by step
- 1
Sentthe start
Messages handed to WhatsApp for delivery.
- 2
Deliveredstep 1
Reached the customer's phone. Charges apply on delivery.
- 3
Readstep 2
The customer opened it.
- 4
Repliedstep 3
The customer answered, which also opens a 24-hour window for you.
- 5
Failedthe leak
Not delivered, with a reason shown per contact.
In Responseify, a broadcast's page shows total recipients, sent, delivered, read, replied, failed and clicks, with a funnel chart and a list of every recipient and the reason for any failure.
What each drop-off tells you
Low delivered
- Wrong or old phone numbers
- Contacts who opted out
- A number with quality problems
Low read
- Sent at a poor time
- Customers do not recognise the sender
- The first line gave no reason to open
Low replied
- No clear ask or next step
- Offer not relevant to this segment
- Message felt like a broadcast, not a conversation
Use the Error column
Open the recipient list and filter by status. For failures, the Error column gives the reason, such as "Recipient has opted out of messaging". Export the list as CSV to fix numbers in bulk. See read your broadcast results.
Improve one thing at a time
If you change the audience, the template and the send time together, you will not know which helped. Change one variable per campaign and compare against the last. Start with the first line of the template, then the send time, then the segment.
Watch replies as closely as reads
Replies are where sales happen. Make sure someone is ready to answer when a broadcast goes out, because each reply opens a 24-hour window you want to use. Set up routing so replies reach the right person. See broadcast rules and best practices.
A simple campaign review template
After every broadcast, write four lines in a shared note: who it went to, what the message said, what the funnel looked like and what you will change next time. Over a few months the notes become your own playbook, with answers specific to your customers instead of generic advice.
Look at timing too. If your replies cluster in the evening, send then. If replies come mostly from one tag, that segment deserves more of your attention. Pair the numbers with lead scoring so the people who reply are followed up first, and revisit your quality rating if failures or low reads rise.
Sources
- Meta, pricing: charges apply per delivered message.
- Meta, messaging limits: quality and limits.
- Responseify Help Center, Read your broadcast results.
Frequently asked questions
What is a good read rate?
It varies by audience and message. Compare your own campaigns over time instead of chasing a number from another business.
Why do some messages fail?
Common reasons are numbers that are not on WhatsApp, contacts who opted out and template or account problems. The Error column shows the reason per contact.
Do I pay for messages that were not delivered?
No. Meta charges when a message is delivered.
How do I find out who replied?
Filter the recipient list by status, and open the conversation in your inbox.
About the author
Ashmit Arya · Founder, Responseify
Builds Responseify, a WhatsApp CRM for Indian businesses, and tests what these guides describe in the product himself. Every number here is sourced and dated, and posts are updated when the rules change.
Connect on LinkedIn- Last reviewed .
- Where we give figures about our own examples, we say so and show how we counted.
- Found a mistake or an out-of-date rule? Email us and we will correct it. More about us on the About page.
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