WhatsApp Template Reporting & Delivery Metrics

The Template Report shows how your WhatsApp templates actually perform: how many messages were sent, delivered, read, clicked and failed, the rates between each stage, why deliveries failed, and a searchable row-by-row activity log. Unlike campaign performance, it measures a template across every way it gets sent — inbox, tests, API, contact records and workflows — not a single campaign.

Before you start#

The report is gated by the WhatsApp configuration permission — if you don't have it, the page won't open. You'll also need some sends already recorded; with no data the Overview shows “No report data” and “Send some WhatsApp templates to see analytics here.”

Open the report#

1. The quickest route is from a template's row menu: choose Report (available on approved templates), which opens the report pre-filtered to that template.
2. You can also open Settings → WhatsApp → Template Report directly to see all templates, then narrow down with the filters.

Filter the data#

A filter bar sits above the report:

• Template — a specific template or All Templates (the default).
• Source — where the sends came from: All Sources (default), Inbox, Test, API, Contact or Workflow.
• Sender — shown only when your organisation has more than one connected WhatsApp number; pick All senders or a specific number.
• Date Range — Today, Last 7 days, Last 30 days (default), All time, or Custom range with From/To date pickers.

Use Reset to clear any non-default filters, and Refresh to reload the numbers on demand.

The Overview tab#

Overview gives you the funnel at a glance through three bar charts, each with its headline rate:

• Sent vs. Delivered — with the Delivery Rate.
• Delivered vs. Read — with the Read Rate.
• Read vs. Clicked — with the Click Rate.

Below the charts, a Performance grid shows the raw totals for Sent, Delivered, Read, Clicked, Failed and Pending, each with its percentage where applicable.

Delivery Failures#

When there are failures, a Delivery Failures bar breaks them down by reason, with a total shown as failed-over-sent. The reason categories are:

• Invalid Number — the recipient number couldn't receive the message.
• Expired — the message window lapsed before delivery.
• Frequency Capped — blocked by messaging frequency limits.
• Opt-out — the recipient has opted out.
• Spam — flagged as spam.
• Network Error — a delivery/network failure.
• Rejected — rejected by the provider or Meta.
• Other — anything not in the categories above.

The Recipient activity tab#

Switch to Recipient activity for the message-by-message log. A row of status cards — All, Pending, Delivered, Read, Clicked, Failed — shows counts and doubles as a filter. Use the search box (“Search by phone, name, or template...”) to find a specific recipient, and page through the table below.

How this differs from campaign performance#

Template reporting answers “how does this template perform everywhere it's used?” — aggregating sends across inbox, tests, API, contact records and workflows, filterable by source. Campaign performance answers “how did this one campaign do?” for a single broadcast. Use template reporting to judge template quality; use Campaign Performance to judge a specific send.

Good to know#

• Your filters live in the URL — so you can bookmark or share a specific filtered view of the report.
• Rates are stage-to-stage — Read Rate is measured against delivered messages, not against everything sent, so read the funnel top to bottom.