Read your analytics

Analytics answers the questions the dashboard only hints at. Five tabs, each with the same filters at the top: date range and which number.

Every tab exports to CSV if you want to work in a spreadsheet.

Messaging

Volume and delivery. How many messages went out, how many arrived, how many failed, and how that moved over the period.

Watch: delivery rate. Consistently below about 90% is a list problem — old numbers, bad formats, people who never had WhatsApp on that number. Clean the list rather than sending harder.

Spend

Where the money went, split by category: marketing, utility, authentication, incoming, AI replies, failed-send fees.

Watch: the marketing share. If it dominates, you are paying to start conversations that could have started themselves — see Getting customers to message you. Also watch failed-send fees: small individually, and a signal something is wrong when they add up.

Templates

Per-template performance — which are actually being sent, and how they deliver.

Watch: templates you never use. Every business accumulates them. And a template whose delivery is worse than the rest is usually being sent to a worse list, not written worse.

Broadcasts

Campaign by campaign. Audience size, delivery, failures.

Watch: the difference between your best and worst campaigns. Compare the audiences before you compare the copy — audience explains more.

Team inbox

How the shared inbox is being worked: volume, who is handling what, how conversations are moving.

Watch: unassigned conversations sitting for hours, and conversations left open after they are finished. Both mean the inbox is not being closed out — see Work as a team.

Using the filters

Date range — compare like with like. A week against a week, not a week against a month.
Number — if you run more than one, look at them separately. Averaged together they hide the one with a problem.

Three questions worth asking monthly

Is delivery holding up? Messaging tab. A slide means the list is ageing.
What is the money doing? Spend tab. Marketing creeping up without more revenue behind it is worth catching early.
Are people replying? Replies matter more than reads — read rate always undercounts.

If something goes wrong

A tab is empty. No data in that range for that number. Widen the dates.
The numbers do not match the dashboard. The dashboard is a fixed 30-day window; analytics uses whatever range you set.
Spend does not match the wallet. Wallet is the record; analytics summarises. Check the date range first.
You cannot see Analytics at all. You are signed in as an Agent, which does not have access. See Work as a team.