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In the digital communications era, WhatsApp has become a key channel for businesses, particularly for broadcasts and customer interactions. With an estimated 3.2 billion users worldwide by 2025, the platform will offer unparalleled marketing and support opportunities. However, the success of campaigns depends not only on creative messaging, but also on thorough data analysis. WhatsApp broadcast analytics dashboards enable tracking of key metrics such as click-through rate (CTR), open rate and response time, helping to optimise strategies and increase ROI.
According to statistics from 2025, WhatsApp Business has a message open rate of up to 98%, which is significantly higher than that of email marketing. While this makes the platform ideal for direct communication, the risk of missed opportunities increases without analytics. In this article, we will break down broadcast metrics and the principles of building monitoring dashboards, as well as outlining the best practices. We will draw on data from the WhatsApp Business API and third-party tools. This article is intended for marketers, analysts and business owners who want to become experts in WhatsApp analytics.
Key metrics for WhatsApp broadcasts
WhatsApp Analytics focuses on measuring engagement, effectiveness and responsiveness. The main metrics available via the WhatsApp Business Management API are sent, delivered and read messages, and link clicks. Let's take a closer look at the three most important ones: Click-through rate (CTR), open rate, and response time.
CTR (click-through rate)
CTR (click-through rate) is calculated as the ratio of clicks on links or buttons in a message to the number of messages delivered. In the WhatsApp Business API, this metric is available for template messages in the marketing and utility categories, where clicks on URL buttons and quick replies are tracked. Benchmarks for 2025 show that the CTR ranges from 15% to 80%, depending on the industry: 40–60% for e-commerce and 20–40% for services. A high CTR indicates the relevance of the content and calls to action.
Why is CTR important? Because it reflects the audience's interest in the offer. A low CTR may indicate poor-quality content or incorrect targeting. Use the following formula: CTR = (Number of clicks / Number of delivered messages) × 100%. In the Meta API, the 'clicked' metric is divided into unique (unique_url_button) and total clicks, enabling the analysis of unique user behaviour. Integrating UTM tags with Google Analytics enhances accuracy by tracking conversions after clicks.
Open-Rate
The open rate is the percentage of read messages out of the total number of messages delivered. In WhatsApp, this is the 'read' metric, which is available for templates. With an average open rate of 98% in 2025, WhatsApp is a clear leader among channels. By way of comparison, the figure for email is only 20–30%. High open rates are due to push notifications and users' trust in the messenger.
Analysing the open rate helps to assess the timeliness of delivery and the relevance of the content. A low rate may indicate that emails are being filtered as spam or that the preview text is uninteresting. Formula: Open rate = (read/delivered) × 100%. In the Conversation Analytics API, data is segmented by conversation category (e.g. marketing or service), enabling a breakdown by broadcast type. Additionally, tools such as Interakt and TimelinesAI offer segmentation by audience and time.
response time
Response time is the average length of time between a message being received and a response being sent by the client or agent. This metric is critical for customer service, as delays reduce satisfaction. WhatsApp Business analytics focus on conversation direction (business-initiated vs. user-initiated), but direct response time is not built in; it must be calculated using third-party tools. Ideally, the response time should be less than 1 minute for chats and up to 5 minutes for broadcasts. The average response rate is 45%.
Response time affects customer loyalty: delays of more than 10 minutes reduce conversion rates by 20%. In the Meta API, conversation count data can be integrated with a CRM system to facilitate calculation. Tools such as Chatfuel can track this in real time, helping to optimise staffing levels.
Other relevant metrics
In addition to the main metrics, important ones include delivery rate (delivered/sent, usually 95–99%), conversion rate (conversions after click, 10–30% for WhatsApp) and cost metrics (cost per delivery or click). Conversation analytics breaks down data by country, type (free tier vs regular) and category, which is useful for global campaigns. Engagement metrics, such as minimum replies or response rates, provide a more complete picture.
Building analytics dashboards.
Creating monitoring dashboards is key to data visualisation. The WhatsApp Business API provides endpoints for extracting metrics (e.g. /template_analytics for click-through rate and open rate). The data can be exported in JSON format and integrated with tools such as Google Data Studio (now Looker Studio), Tableau or Power BI.
steps to build
- Data collection: enable template analytics in WABA via the API or the WhatsApp Manager. Use parameters start/end and granularity (daily/monthly) to query data. Use webhooks for real-time response time.
- Integration: Connect the API to ETL tools such as Zapier and Make. For dashboards: Looker Studio is free and has connectors to the Meta API, while Tableau is better suited to complex visualisations. Third-party platforms such as Timelines.ai and QuickReply.ai offer ready-made dashboards with click-through rate (CTR), open rate and response time.
- Visualisation: Use the following charts: line charts for open-rate trends; bar charts for CTR by campaign; and heatmaps for response time by hour. Apply filters by segment (country, category).
- Automation: Set up alerts for metric drops (e.g. CTR below 20%). Integrate with CRMs such as HubSpot and Salesforce for full-funnel analysis.
Example: Bird's dashboard displays delivery rate, open rate and conversions in real time. To calculate ROI, add CAC and CLV.
Best practices and case studies
- Segmentation: Analyse metrics by audience. For example, personalised broadcasts can increase CTR by 30%.
- A/B testing: Test templates to optimise open rates.
- Compliance: Adhere to API limits (90-day look-back period) and GDPR.
- AI integration: Use machine learning (ML) for predictive response time analytics.
Case study: In 2025, an e-commerce brand used TimelinesAI to increase their click-through rate (CTR) from 25% to 45% by integrating dashboards with UTM. The response time dropped to two minutes, increasing customer satisfaction by 15%.
Another example: A service company used Interakt to track ROI, focusing on the conversion rate after click-through rate (CTR).
Conclusion
WhatsApp analytics dashboards are a powerful tool for optimising broadcasts. Focusing on click-through rate (CTR), open rate and response time enables engagement to be measured and improved. With open rates of 98% and CTRs of 15–80%, the platform remains a leader in 2025. Invest in integrations and dashboards to gain a competitive advantage. Future trends such as AI analytics and multi-channel panels will further enhance WhatsApp's effectiveness.
