Basic KPIs: delivery, read and response
The three fundamental KPIs for any WhatsApp communication are: delivery rate (messages delivered / messages sent), read rate (messages read / messages delivered), and response rate (conversations with at least one reply / total conversations).
These KPIs are tracked via status webhooks that WhatsApp sends for each message. Chat API exposes these events via webhook that your backend must consume and save in the database for analysis.
Advanced KPIs for campaigns and support
For WhatsApp marketing campaigns, additional KPIs are: CTR on buttons and links, conversion rate from open to desired action, and ROAS calculated by dividing attributed revenue by campaign cost.
For customer support: CSAT, first contact resolution rate, average response time, and conversation volume per agent per shift.
Number quality as a KPI
The WhatsApp number quality score (green, yellow, red) is a meta-KPI that synthesizes account health. Monitor it as a first warning signal: a downgrade indicates communications are generating reports or blocks.
How to build an operational dashboard
An effective WhatsApp operational dashboard is built in three levels: real-time (volumes from recent hours, active errors, message queues), daily (yesterday's KPIs vs previous day, anomalies, SLA compliance), and monthly (trends, ROI, campaign comparisons).
Chat API includes integrated analytics in the panel showing main metrics without additional configuration. For advanced analytics with custom CRM data, Chat API's REST API allows exporting data to your BI system.
