Measure template delivery, engagement, failures, button clicks, and conversions.
Template Analytics helps you understand how a specific message template performs over a selected date range. To open the analytics page, go to WhatsApp Manager > Template Management, find the template, open the More actions menu, and select Insights.Use the date picker to change the reporting period. The timezone displayed next to the date range is the timezone of the selected WhatsApp Business Account (WABA).The example has no recorded activity in the selected period.
The Performance section provides an overview of the template’s delivery and engagement funnel.
Metric
Description
Total
The total number of messages sent with this template during the selected date range. It is the sum of Delivered, Failed, and Sent.
Delivered
Messages successfully delivered to recipients. The percentage is calculated against Total.
Failed
Messages that could not be delivered. The percentage is calculated against Total.
Sent
Messages that have been sent but do not yet have a final delivered or failed status. The percentage is calculated against Total.
Read
Delivered messages that recipients have opened. The percentage is calculated against Delivered. Read data may be unavailable when a recipient has disabled read receipts.
Clicks
Tracked clicks on buttons in the template. The percentage is calculated against Delivered. Availability depends on the button type and the tracking requirements described below.
Unique replies
The number of unique recipients who replied after receiving the template message. The percentage is calculated against Delivered.
The chart below the summary cards shows how these metrics change over time. Hover over a date to view the value of each metric for that day.
Total, Delivered, Read, and Failed use YCloud delivery data. Clicks, Unique replies, and button-level click metrics rely on WhatsApp template analytics provided by Meta and may be unavailable when the required permissions or tracking conditions are not met.
Clicks on URL buttons are not always available. The following requirements must be met:
For a marketing template, your business must be authorized for Marketing Messages Lite (MM Lite).
For a utility template, URL tracking must have been enabled when the template was created.
Your business must not be located in the European Union or Japan.
The message recipient must not be located in the European Union or Japan.
YCloud must be authorized to access your WhatsApp Insights data.
If Insights access has not been authorized, an authorization notice appears at the top of the Template Analytics page. Complete the authorization from that notice to enable supported analytics.
When URL click tracking is unavailable, the URL button can still work normally and the message can still be delivered, but its clicks will not appear in Template Analytics.
The Failure reason share section identifies the main reasons messages sent with this template failed. It groups failures by error code and shows the count and percentage for each reason.Use this section to find the most common delivery issues before retrying or changing your sending strategy. For example, failures may be caused by recipient eligibility, messaging limits, invalid phone numbers, or missing permissions.
The Conversions section is provided by Meta and helps you measure whether recipients complete business outcomes after receiving the template, such as activating an app, adding payment information, or adding an item to a cart.To use conversion measurement, first implement event tracking on your website or app and send the relevant events to Meta. You can use Meta Pixel, the Conversions API, or a Meta SDK. See Meta’s Measure marketing message conversions documentation for setup instructions and supported events.Conversion results use Meta’s attribution rules and may take time to appear. The analytics page displays the attribution window currently applied to the reported data.
