Opening a completed campaign
To access campaign details, go to your Campaign dashboard and select any completed campaign. At the top of the campaign details page, you'll see four tabs:
Analytics
Campaign audience
Audience criteria
Status history
Each tab gives you a different view of how your campaign performed and how it was set up. Let's go through them one by one.
Analytics tab
The Analytics tab is your main performance overview. It's the first tab you'll land on when you open a completed campaign, and it shows you how your campaign performed in terms of revenue, engagement, and reach.
On the right side of the screen, you'll also see a preview of the message that was sent — useful for quickly recalling the campaign content while reviewing results.
Revenue Metrics
This section shows you how much money your campaign generated and how efficiently it converted recipients into buyers.
Conversion rate: The percentage of people who received your campaign and went on to make a purchase.
Revenue: The total revenue generated by the campaign.
Revenue/Recipient: The average revenue generated per person who received the campaign.
💡 Revenue is calculated based on charles' attribution model. Learn more in Understanding charles' revenue attribution.
Engagement Metrics
Opening rate: Read campaigns ÷ Delivered campaigns × 100
Click-through rate (CTR): Clicks on the CTA button ÷ Read campaigns × 100
Opt-out rate: Number of people who opted out ÷ Delivered campaigns × 100
Campaign Engagement funnel
The funnel visualizes how recipients moved through each stage of your campaign:
All: Total contacts in your audience.
Delivered: Contacts the message successfully reached.
Read: Contacts who opened the message.
Unique Clicks: Unique clicks on the CTA button.
Orders Placed: Contacts who placed an order after receiving the campaign.
Each stage also shows a percentage, so you can quickly spot drop-off points and identify where to optimize your next campaign.
Campaign audience tab
The Campaign audience tab gives you a contact-level view of who received your campaign and what happened to each message.
Top-level summary
At the top, you'll see four headline numbers:
Accepted: Messages WhatsApp accepted for delivery.
Delivered: Messages that reached the recipient's device.
Read: Messages opened by recipients.
Clicked: Recipients who clicked the CTA button.
Audience list
Below the summary is a full list of every contact included in the campaign. For each contact, you can see:
Name of the recipient
Accepted timestamp
Delivered timestamp
Read timestamp
Failed status (if applicable)
Feed — a quick link icon that opens the contact's individual conversation for deeper context
You can:
Filter by status using the dropdown in the top right (All, Delivered, Read, Failed, etc.) to quickly isolate a specific group.
Adjust records per page to view more or fewer contacts at once.
Paginate through the list using the navigation arrows.
Failed messages breakdown
At the bottom of the page, you'll find a Failed messages breakdown section. This shows how many messages failed and groups them by reason and type. The most common reasons are:
Reason | Type |
User stopped receipt of marketing messages | Permanent |
Meta chose not to deliver | Temporary |
Message undeliverable | Permanent |
Skipped | Temporary |
Skipped means there is an open conversation ticket for this contact. Go to Conversations, close the ticket if the issue is resolved, and the contact will be eligible for future marketing campaigns again.
You can also suppress contacts from the breakdown using the trash icon, and paginate if there are multiple error types. Suppressing contacts means that contacts will stop them from being part of future campaigns until they get reactivated by interacting with your business (e.g., send a message, trigger flow, or make an order)
📝 The Failed messages breakdown won't account for every undelivered message — some recipient-side issues (phone off, app outdated, etc.) won't appear here.
Why Accepted, Delivered, and Read numbers differ
Not every accepted message gets delivered, and not every delivered message gets read. Here's why:
Accepted means WhatsApp received your message.
Delivered means it reached the recipient's device.
Read means the recipient opened it.
The gap between Accepted and Delivered is usually caused by recipient-side issues:
The recipient's phone is off, offline, or has poor connectivity.
The recipient has blocked your business or deactivated their WhatsApp account.
The recipient is running an outdated version of WhatsApp that doesn't support the message format.
A note on Read numbers: Read numbers are always an undercount. WhatsApp hides read receipts for contacts who have disabled the read-receipt setting, so those opens are never reported back to charles. In practice, your real open rates are higher than what's shown.
Audience criteria tab
The Audience criteria tab is a read-only summary of the audience rules used when the campaign was launched. Use this tab to confirm exactly who was targeted and double-check segmentation logic — especially helpful when comparing performance between campaigns.
Here you can review:
Send to: The audience segments or lists the campaign was sent to.
Don't send to: Any segments or lists that were excluded from the audience.
Subscription type: The subscription condition the contact had to meet (e.g., opt-in as last activity).
Channel: The messaging channel used for the campaign (e.g., WhatsApp).
Status history tab
The Status history tab gives you a complete audit trail of the campaign's journey, from creation to completion. This is especially useful for troubleshooting timing issues or verifying when a campaign was edited or rescheduled.
What you'll see
A chronological list of every status change the campaign went through, with timestamps. Common statuses include:
Prepared for sending — the campaign was queued for delivery.
Scheduled — the campaign was set to send at a specific time.
Draft — the campaign was returned to draft for edits.
Published — the campaign was sent.
Completed — all messages have been processed.
What you can do
Refresh analytics: Click the Refresh analytics button in the top right to pull the most up-to-date Google analytics campaign data.
View used coupon code: If a coupon code was attached to the campaign, you'll see it listed at the bottom of this tab.
Edit the coupon code: Click Edit to update or add a coupon code linked to the campaign for accurate revenue attribution.
Always-on (recurring) campaigns
To check how a recurring campaign is performing:
In the Campaign dashboard, go to the Recurring tab and select the campaign. You'll see the same four tabs (Analytics, Campaign audience, Audience criteria, Status history) with engagement metrics and generated revenue.
If you've cancelled a recurring campaign, you can find it under the Cancelled tab in the Campaign dashboard, where the same analytics remain available for review.
