# Reports & Metrics

> Generate detailed campaign reports, analyze engagement metrics, and export data for business insights

Source: https://edesy.in/docs/waflow/analytics/reports

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:

| Status | Description | Count |
|--------|-------------|-------|
| Sent | Messages dispatched to WhatsApp | - |
| Delivered | Successfully reached recipient | - |
| Read | Confirmed as read by recipient | - |
| Failed | Unable to deliver | - |
| Pending | Still processing | - |

#### 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:

| Response Window | Percentage |
|-----------------|------------|
| Within 1 hour | 45% |
| 1-6 hours | 30% |
| 6-24 hours | 15% |
| After 24 hours | 10% |

### 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

| Format | Best For |
|--------|----------|
| CSV | Data analysis in spreadsheets or databases |
| Excel | Formatted reports with multiple sheets |
| PDF | Sharing with stakeholders (scheduled only) |
| JSON | API integration and automation |

### 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](https://edesy.in/docs/waflow/campaigns/tracking) - Set up comprehensive tracking
- [Tags & Segments](https://edesy.in/docs/waflow/contacts/tags-segments) - Create segments for better analysis
- [Automations](https://edesy.in/docs/waflow/automations) - Automate based on engagement data