Message Analytics
Delivery health — how many messages were sent, delivered, read, and how many failed.
Message Analytics is about delivery, not conversation. It answers one question: are your messages actually reaching people?
The Metrics
| Metric | Meaning |
|---|---|
| Total Messages Sent | Everything dispatched in the period |
| Successful Delivery | Messages that reached the recipient |
| Failed Messages | Messages that did not |
| Avg Delivery Time | How long delivery took on average |
Alongside these, the standard message states:
Sent → Delivered → Read
Filtering by Source
Messages are grouped by where they originated:
| Source | Sent by |
|---|---|
| Campaign | A bulk campaign send |
| Template | A template sent from a conversation |
| External API | Your own integration — see External API |
| All Sources | Everything together |
This split matters. Campaign failures and conversation failures have completely different causes.
Why Messages Fail
| Cause | Fix |
|---|---|
| Invalid or unreachable number | Clean the contact list |
| No consent for template messages | Check consent before campaigning |
| Template not approved | Get approval before sending |
| Outside the 24-hour window with a free-form message | Use a template |
| Rate or quality limits on the account | Reduce volume, improve message relevance |
A rising failure rate on campaigns is an early warning about list quality. Repeatedly messaging people who do not want it damages your WhatsApp account's quality rating, which is much harder to repair than a bad campaign.
Delivered Is Not Read
Delivery only means the message reached the device. Read is the number that indicates attention, and the gap between the two is the honest measure of whether your messages are worth sending.
Related Pages
- Message Logs — the individual messages behind these totals
- Campaigns
- WhatsApp Templates