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How to Measure WhatsApp Marketing Campaigns for (Better) Results 🐜
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How to Measure WhatsApp Marketing Campaigns for (Better) Results 🐜

What Gets Measured, Gets Accomplished. Measure WhatsApp Success.

Guillem Oliva's avatar
Niels Post's avatar
Guillem Oliva
and
Niels Post
Feb 25, 2023

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How to Measure WhatsApp Marketing Campaigns for (Better) Results 🐜
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Indeed, read that subtitle again.

If you could take anything from this newsletter, please let it be that quote.

Start measuring what you want to achieve.

Whether it be personal or business goals, WhatsApp or Paid Advertising Success.

When you don't have tracking, you're not marketing, you're gambling. ...
Analyze, track, and replicate what worked!

- Alex Hormozi

Tracking is the most important thing you can do.

5 KPIs to Measure that means WhatsApp Marketing Success

It will always be hard to correctly track marketing activities.

But it needs to be done. WhatsApp may make it harder, but this channel can save your business.

With more than 2 billion monthly active users, WhatsApp is an almost essential tool for businesses to connect with their target audience.

However, to achieve success with WhatsApp marketing, it's essential to measure the effectiveness of your campaigns and optimize them for better results.

Let’s dive into your road to measure WhatsApp marketing campaigns' success and the metrics to optimize for better performance.

1. Engagement - Opening Rate & Replies

One way to measure the level of engagement with your target audience is by tracking the number of messages sent and received.

A good WhatsApp marketing provider also includes the right analytics in their dashboard, making the WhatsApp Business API usable for any eCom brand.

A usable UI provides at least detailed information on:

  • Total messages sent = number of “business-initiated” messages

  • Total messages received = number of “user-initiated” messages

  • Delivery rate = % of messages received by subscribers

  • Open rates = % of subscribers clicking to open your message

By analyzing this data, businesses can identify which types of messages are resonating with their audience and adjust their approach accordingly.

2. Click-Through Rates - Convert to Website

From open rate, you will want to be tracking the % of users clicking on your marketing material.

To be exact, how many people click from WhatsApp to your website.

Monitoring the number of clicks on links in your WhatsApp campaigns is also an effective way to track the effectiveness of your CTAs.

Tracking can be done concretely by using UTM-parameters in your links and integrating your WhatsApp marketing software with Google Analytics. This won’t be a topic for this newsletter, but check the Google URL Builder to understand how it’s done.

By analyzing the click-through rates, you can identify which campaigns are generating the most traction. This helps you adjust your messaging and call-to-action strategies accordingly.

Another plus is to see which segment of your audience engages best, read further to see how.

3. Conversion Rates - Sales made from chat

From opening the your campaign message, tracking CTR on the call-to-actions, what’s next?

Next is, your on-website conversion from WhatsApp.

Your analytics will show how many people clicked from which link and report this back. This will show your full marketing funnel from message open to new order.

Conversion rates will give you insight in the number of sales generated through your WhatsApp marketing campaigns.

It’s important to get insight into the full funnel, to understand where people will be dropping off.

Ask yourself these main questions after every of your campaigns:

  1. What can I do to increase my WhatsApp openrate?

  2. How can I give value, instead of take value, through my WhatsApp campaigns?

  3. What % of my opens actually clicks through? Does this meet my expectation?

  4. Did I receive a positive ROI on the WhatsApp cost vs. total campaign orders?

  5. Which part of my funnel needs to biggest improvement?

Then set tasks, take action, and don’t look back.

Only look back to reflect on your improvement from your current rates vs. your old rates.

Then: post-purchase flows.

4. Feedback and Reviews ⭐️⭐️⭐️⭐️⭐️

What’s better than a customer?

A happy customer!

Always take care of the ‘things’ that make you money.

Check-in with your customers to see how they like your product and see if there’s anything you can do for them.

Then, it will come down to 2 cases:

  1. Happy customer? Ask to leave a review with their experience.

  2. Disappointment? Keep circling back to resolving the issue until they end up in case 1.

Always encourage your customers to leave feedback on your products or services and take customer satisfaction as a common metric for improvement.

Use WhatsApp to send the post-purchase messages to customers asking them to rate their experience or leave a review.

Collect Stars! 🌟

This KPI will help you identify areas where they can improve your products and even better: your customer relationships.

5. A/B Testing Metrics - Your Essential Tracking Foundation

A last metric on the above ones, is a more overarching one.

Always send a ‘double’ campaign. An A and B version of every campaign you do, to a similar audience.

Always test one variable, ranging from:

  • Message content: Description, CTA or image.

  • Time of day/week

  • Frequency: how regular will you send a campaign

  • Type of product

  • Type of audience segment

This is the only effective way to identify the best performing strategies.
Tailored to your business!

Good WhatsApp software, like Email software, will have insightful A/B testing tools to create variations of your messages and test them with different segments of your audience.

Analyze the first 3 metrics above to track your best performaing messages in terms of engagement, clicks, and sales, then optimize your approach accordingly.

Bonus: Find your Best Performing Audience Segment

The greatest side result of these KPIs and analytics, is that you will gain invaluable insight in your audience.

Customer data has never been more priceless, and this will step up your game immensely.

As you’re sending WhatsApp marketing campaigns, you’ll be sending specific messages to different segments in your audience.

For example:

  • Women in a sunny location from age 30+ will receive campaigns about oval sunglasses that will be most appealing to them.

  • Men in a bad weather location from under 25 will receive campaigns about modern looking bluelight glasses.

These ‘small’ details in your campaigns will give you a great edge over the competition.

Additionally, the metrics above will skyrocket.

Measure your Progress

Measuring and optimizing your WhatsApp marketing campaigns is crucial to achieving better results and increasing your ROI on a new channel.

Direct marketing is highly psychological, as you’re so close to your customer.

So every metric or data point you can get, is always a positive ROI.

By tracking the right metrics, conducting A/B testing, and optimizing your campaigns, you will be successful in WhatsApp marketing.

Any questions? Reply to this Email, or DM on LinkedIn (below)

Has this helped? Let us know by commenting on one of our posts on LinkedIn!

Cheers,

Your Team 🙏🏼

Niels & Guillem


Whenever you're ready to grow your eCommerce brand:

→ Book your 1:1 Strategy Call: We’ll explore your current status, and we’ll come up with a plan to generate 20-30% of your revenue in autopilot via Direct Marketing.

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