What KPIs do you use to measure the success of a WhatsApp campaign?
The two most important metrics to look at are your read rate and your conversion rate. Your read rate will give you a good sense of your “top of funnel” performance, so to speak. Of the users you send the message to, how many of them thought it was valuable enough to read? The second metric is your conversion rate, which could be an app session, a purchase, a “like”, a loyalty program enrollment, or whatever other high-value action you’re trying to drive.
With WhatsApp, it’s also important to keep a pulse on the overall health of your program by monitoring your deliverability (including your phone number quality rating); otherwise, you may encounter roadblocks as you try to build and grow your marketing program on this channel.
