Reading the campaign report
In one sentence
The report turns your campaign into a scoreboard — how many messages were sent, delivered, read, failed, skipped, and replied — updating live as it runs.
The numbers, explained
| Counter | Meaning |
|---|---|
| Pending | Still queued to send |
| Sent | Accepted by WhatsApp |
| Delivered | Reached the recipient’s phone |
| Read | They opened it |
| Failed | Couldn’t be delivered (with a reason) |
| Skipped | Deliberately not sent (opted-out, blocked, or capped) |
| Replied | The recipient messaged you back |
Sent + Failed + Skipped = your whole audience. Every contact ends in exactly one bucket, so the numbers always add up. If 3,000 were targeted and you see 2,940 sent + 41 failed + 19 skipped, that’s 3,000 accounted for.
What “good” looks like
- Delivered % high → your numbers are valid and your account is in good standing.
- Read % high → your message landed at a good time and the preview was compelling.
- Replied % → the gold standard for engagement (and it reopens the 24-hour window for those people!).
- Failed % climbing → pause and check (bad list, quality issue, or rate limits).
Turning replies into conversations
Every reply shows up in your Inbox as a normal conversation. A campaign often kicks off a wave of chats — make sure your team is ready to handle them, and remember each reply lets you respond freely for 24 hours.
Compare reports across campaigns to learn what your audience likes: which offer got the most replies, which send-time got the best read rate. Small tweaks, measured over a few campaigns, add up fast. Deeper trends live in Analytics.
How this connects
- Report counters mirror message statuses.
- Skipped counts come from opt-out and the marketing cap.
- Aggregate trends roll into Analytics.
Next: let MsgBuddy reply for you — Automation & Bots →.