Campaign Analytics
What it is
Campaign Analytics is BotBat's built-in performance tracking system for every campaign you send. It provides a comprehensive view of how your messages were delivered, how recipients engaged with them, and how different campaigns compare against each other. The analytics dashboard is accessible from the detail page of any campaign that has reached the Sending, Sent, or Completed state.
The dashboard is organized into several layers of detail. At the top level, summary cards display the key delivery and engagement metrics at a glance. Below those, interactive charts visualize delivery patterns over time and engagement heatmaps by hour and day of week. Further down, audience breakdowns segment the data by channel, contact attributes, or segment membership. Finally, export and comparison tools let you pull data out for external analysis or place multiple campaigns side by side for benchmarking.
All metrics update in near-real-time as delivery callbacks and engagement events arrive from the channel providers. WhatsApp read receipts, email pixel loads, and link click events are processed as they occur and reflected in the dashboard within seconds. This means you can monitor a campaign's performance as it sends, rather than waiting until delivery completes.
When to use
- Post-campaign review: After a campaign finishes sending, review its analytics to understand delivery success rates, audience engagement, and any errors that occurred during delivery. This is the most common use case and should be part of every campaign workflow.
- Real-time monitoring: While a campaign is actively sending, check the analytics dashboard to monitor delivery progress, catch errors early, and verify that messages are reaching recipients as expected.
- Delivery issue diagnosis: When a campaign shows a higher-than-expected failure rate, use the detailed breakdown and per-contact export to identify the root causes, such as invalid phone numbers, template rejections, or carrier-level blocks.
- Send time optimization: Use the hourly heatmap chart to identify when your audience is most responsive. Over time, patterns emerge that help you schedule future campaigns at optimal times for maximum engagement.
- Campaign comparison and benchmarking: Compare two or more campaigns side by side to evaluate whether changes in messaging, audience targeting, or send timing produced measurable improvements in delivery and engagement.
- Stakeholder reporting: Export campaign metrics to CSV for inclusion in executive reports, client presentations, or quarterly business reviews.
Understanding delivery metrics
The top section of the analytics dashboard displays four delivery metric cards. These cards provide an immediate snapshot of how message delivery performed.
| Metric | Description | What it tells you |
|---|---|---|
| Sent | Total number of messages dispatched to the channel provider | Confirms the campaign reached the expected audience size |
| Delivered | Messages confirmed as received by the recipient's device | Indicates actual reach; should be close to Sent count |
| Failed | Messages that could not be delivered due to errors | Highlights problems such as invalid numbers, rejected templates, or blocks |
| Pending | Messages dispatched but not yet confirmed by the provider | Normal during active sending; should drop to zero after completion |
Each card shows both an absolute count and a percentage relative to the total audience size. A healthy campaign typically shows a Delivered rate above 95%. If your Failed rate exceeds 5%, investigate the failure reasons in the detailed export to determine whether the issue is data quality (invalid contacts), channel-specific (template rejection), or transient (network timeouts).
Understanding engagement metrics
Below the delivery cards, engagement metrics track how recipients interacted with your messages after delivery. These metrics vary by channel, since not all channels support all engagement tracking methods.
| Metric | SMS | ||
|---|---|---|---|
| Opened | Read receipts (recipient-controlled) | Not supported | Pixel-based tracking (can be blocked) |
| Clicked | Button tap events | Link shortener tracking | Link click tracking |
| Replied | Full reply capture | Full reply capture | Reply detection via inbox |
It is important to understand the limitations of each tracking method. WhatsApp read receipts are only available when the recipient has not disabled them in their privacy settings, so your actual open rate may be higher than reported. SMS does not support open tracking at all, so the Opened metric will always be zero for SMS campaigns. Email open tracking relies on an invisible pixel that many email clients block by default, making email open rates systematically underreported. For these reasons, avoid directly comparing open rates across different channels.
Click and reply metrics are more reliable across channels. If engagement measurement is critical to your campaign goals, focus on click-through rate and reply rate as your primary performance indicators.
Performance charts
The analytics dashboard includes two interactive charts that help you visualize campaign performance patterns over time.
The Delivery Timeline chart plots the number of messages delivered over time, broken down by status (delivered, failed, pending). This chart is especially useful during active sending to monitor the rate of delivery and spot any sudden drops or spikes in failure rates. For completed campaigns, it shows the delivery curve and helps you understand how long the full send took.
The Hourly Heatmap visualizes engagement events (opens, clicks, replies) by hour of day and day of week. Darker cells indicate higher engagement. Over multiple campaigns, this heatmap reveals your audience's peak activity windows, which you can use to schedule future campaigns for maximum impact. Note that the heatmap displays times in your account timezone. If your audience spans multiple timezones, the heatmap reflects when events were recorded in your account timezone, not necessarily when recipients were most active in their local time.
Comparing campaigns
The comparison feature lets you evaluate two or more campaigns side by side. Click the Compare button from any campaign's analytics page and select the campaigns you want to benchmark against. The comparison table displays delivery and engagement metrics for each campaign in parallel columns, making it easy to spot differences.
| Comparison use case | What to look for |
|---|---|
| A/B test evaluation | Compare variant performance on your chosen winning metric |
| Channel comparison | Compare WhatsApp vs. SMS vs. email for the same content |
| Audience comparison | Compare the same message sent to different segments |
| Time-of-day comparison | Compare campaigns sent at different times to the same segment |
| Iterative improvement | Compare a new campaign against its predecessor to measure progress |
When comparing campaigns, keep the number of variables low. If you change the message, the audience, and the send time simultaneously, it becomes difficult to attribute performance differences to any single factor. Ideally, change one variable at a time and hold the others constant.
Exporting data
Click the Export CSV button to download campaign analytics data. The export dialog offers two formats.
| Export type | Contents | Best for |
|---|---|---|
| Summary export | Aggregated metrics (totals and percentages for delivery and engagement) | Executive reports, quick overviews, slide decks |
| Detailed export | Per-contact delivery status, timestamps, failure reasons, and engagement events | Root cause analysis, data quality audits, CRM integration |
The detailed export is particularly valuable for diagnosing delivery failures. Each row includes the contact identifier, the delivery status, any error codes or failure reasons from the channel provider, and timestamps for each engagement event. You can filter and sort this data in a spreadsheet to identify patterns, such as a specific carrier rejecting messages or a batch of contacts with invalid phone number formats.
Common pitfalls
- Metrics not updating immediately: Engagement metrics depend on recipient actions and channel provider callbacks. WhatsApp read receipts may be delayed or unavailable if the recipient has disabled them. Email open events depend on pixel loading, which can take hours or days. Allow sufficient time before drawing conclusions about engagement performance.
- Cross-channel open rate comparison: Open tracking works differently across channels (read receipts for WhatsApp, pixel tracking for email, not supported for SMS). Comparing open rates between channels produces misleading conclusions. Compare engagement within the same channel across campaigns instead.
- Misinterpreting failed status: A "Failed" delivery status does not always mean the contact never saw the message. Some failures are transient (temporary network issues that may resolve on retry) while others are permanent (invalid phone number, deactivated account). Check the failure reason code in the detailed export to understand the nature of each failure.
- Heatmap timezone assumptions: The hourly heatmap uses your account timezone for all time-based visualizations. If your audience is distributed across multiple timezones, the heatmap shows when events were recorded relative to your timezone, not when recipients were locally active. Factor in timezone distribution when interpreting peak hours.
- Small sample sizes in A/B tests: Drawing conclusions from A/B tests with very small audience splits can lead to unreliable results. Ensure each variant receives enough contacts to produce statistically meaningful engagement data. As a general guideline, aim for at least 1,000 contacts per variant.
Schedule a weekly review of campaign analytics to track performance trends over time. Use the comparison feature to benchmark each new campaign against your best-performing historical campaign. This practice builds institutional knowledge about what messaging, timing, and audience combinations work best for your organization.
- Campaign Analytics
- Delivery Metrics
- Engagement Metrics
- Performance Charts
- Compare Campaigns
- Export Data