Reports & Metrics

Waflow provides comprehensive reporting capabilities to help you measure campaign success, understand audience behavior, and make data-driven decisions. This guide covers all available reports and how to use them effectively.

Campaign Reports#

Campaign reports provide detailed performance analysis for individual or multiple campaigns.

Generating a Campaign Report#

1. Navigate to Analytics > Reports
2. Select Campaign Report from the report type dropdown
3. Choose the campaign(s) you want to analyze
4. Set your date range
5. Click Generate Report

Report Sections#

Each campaign report includes the following sections:

Executive Summary#

A high-level overview of campaign performance:

• Total messages sent
• Overall delivery rate
• Read and response rates
• Campaign duration
• Cost summary (credits used)

Delivery Analysis#

Detailed breakdown of message delivery:

Failure Analysis#

Understanding why messages failed:

• Invalid Number: Phone number not registered on WhatsApp
• Blocked: Recipient blocked your number
• Rate Limited: Sending speed exceeded limits
• Template Rejected: Template not approved for recipient's region
• Network Error: Temporary connectivity issues

Delivery Rates#

Delivery rate metrics help you understand message reach and identify potential issues.

Overall Delivery Rate#

The percentage of sent messages that were successfully delivered:

Delivery Rate = (Delivered Messages / Total Sent) x 100

Delivery by Time#

Analyze when messages are most likely to be delivered:

1. Peak Hours: Times with highest delivery rates
2. Off-Peak Hours: Times with lower delivery rates
3. Failed Delivery Times: When failures are most common

Delivery by Region#

For international campaigns, view delivery rates by country:

• Regional delivery patterns
• Country-specific failure reasons
• Time zone optimization opportunities

Read Rates#

Read rate analytics show how recipients engage with your messages.

Understanding Read Rates#

Read rates depend on several factors:

• Message Timing: Messages sent during active hours have higher read rates
• Sender Recognition: Known senders get higher open rates
• Message Preview: First few words visible in notification
• Recipient Settings: Some users disable read receipts

Read Rate Trends#

Track how read rates change over time:

1. Navigate to Analytics > Reports > Engagement Trends
2. Select Read Rate as the primary metric
3. Choose your date range
4. View the trend line and identify patterns

Improving Read Rates#

Based on your data, identify opportunities:

• Optimal Timing: When do recipients read most messages?
• Template Performance: Which templates get the highest read rates?
• Segment Analysis: Which audience segments are most engaged?

Engagement Metrics#

Beyond delivery and reads, engagement metrics reveal deeper audience behavior.

Response Rate#

The percentage of recipients who replied to your messages:

Response Rate = (Unique Responders / Delivered Messages) x 100

Response Time Analysis#

How quickly recipients respond:

Click-Through Rate (CTR)#

For messages with links or buttons:

CTR = (Total Clicks / Delivered Messages) x 100

Conversion Tracking#

Track actions beyond clicks:

1. Set up conversion goals in Settings > Tracking
2. Define conversion events (purchase, signup, etc.)
3. View conversion data in campaign reports

Exporting Data#

Export your data for external analysis, reporting, or compliance.

Export Options#

Quick Export#

1. View any report or dashboard
2. Click the Export button
3. Select format (CSV or Excel)
4. Download immediately

Scheduled Reports#

Set up automatic report delivery:

1. Go to Analytics > Reports > Scheduled
2. Click Create Schedule
3. Configure the report:
   • Report type
   • Date range (rolling)
   • Frequency (daily, weekly, monthly)
   • Recipients (email addresses)
   • Format (PDF, Excel, CSV)
4. Click Save Schedule

Export Formats#

Compliance Exports#

For regulatory compliance, export complete records:

1. Navigate to Settings > Compliance
2. Select Data Export
3. Choose date range and data types
4. Request export (processing may take time for large datasets)
5. Download when ready

Date Range Filtering#

All reports support flexible date filtering.

Preset Ranges#

Quick access to common time periods:

• Today: Current day only
• Yesterday: Previous day
• Last 7 Days: Rolling week
• Last 30 Days: Rolling month
• This Month: Current calendar month
• Last Month: Previous calendar month
• This Quarter: Current quarter
• Last Quarter: Previous quarter

Custom Date Range#

For specific analysis periods:

1. Click Custom in the date selector
2. Choose start date
3. Choose end date
4. Click Apply

Comparison Periods#

Compare performance across time periods:

1. Enable Compare toggle
2. Select comparison period type:
   • Previous period (same length)
   • Same period last year
   • Custom comparison range
3. View side-by-side metrics

Advanced Reporting#

Cohort Analysis#

Understand how different contact groups perform over time:

1. Go to Analytics > Advanced > Cohort Analysis
2. Define cohort criteria (signup date, tag, source)
3. Select metrics to track
4. View cohort performance grid

Attribution Reports#

Track which campaigns drive conversions:

1. Navigate to Analytics > Attribution
2. Select conversion goal
3. Choose attribution model:
   • First touch
   • Last touch
   • Linear
   • Time decay
4. View campaign contribution

A/B Test Reports#

Analyze template and timing experiments:

1. Run A/B tests through campaigns
2. View results in Analytics > A/B Tests
3. Statistical significance is calculated automatically
4. Get recommendations based on data

Report Sharing#

Share reports with team members and stakeholders.

Share Within Waflow#

1. Generate a report
2. Click Share
3. Select team members
4. Set access level (view, edit, manage)
5. Add optional message
6. Click Send

External Sharing#

Share reports with people outside your organization:

1. Generate the report
2. Click Share > External Link
3. Configure access:
   • Password protection (optional)
   • Expiration date
   • Download permissions
4. Copy and share the link

Best Practices#

Regular Reporting Cadence#

Establish a consistent reporting schedule:

• Daily: Real-time campaign monitoring
• Weekly: Performance trends and optimization
• Monthly: Strategic review and planning
• Quarterly: Business impact assessment

Key Metrics to Track#

Focus on metrics that drive business outcomes:

1. Delivery Rate: Message reach and list health
2. Read Rate: Content relevance and timing
3. Response Rate: Audience engagement
4. Conversion Rate: Business impact
5. Cost per Conversion: Campaign efficiency

Actionable Insights#

Turn data into action:

• Low delivery rate → Clean contact list
• Low read rate → Optimize send timing
• Low response rate → Improve message content
• High unsubscribe rate → Review frequency and relevance

Next Steps#

• Campaign Tracking - Set up comprehensive tracking
• Tags & Segments - Create segments for better analysis
• Automations - Automate based on engagement data