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

Tip: High failure rates from invalid numbers indicate you should clean your contact list. Use the contact verification feature before launching campaigns.

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

Note: Read receipts are only available when recipients have them enabled. Your actual read rate may be higher than reported.

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

Tip: Schedule weekly performance summaries to keep stakeholders informed without manual effort.

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

Warning: External links bypass workspace security. Use password protection for sensitive data and set appropriate expiration dates.

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