SmartPush provides detailed performance data for WhatsApp messages sent through both Automation flows. With real-time metrics covering delivery, engagement, and revenue attribution, you can evaluate how your WhatsApp messages are performing and make data-driven decisions to improve your campaigns.
This article explains where to find WhatsApp performance data, how to interpret key metrics, and how to export results for further analysis.
| Note: This feature is currently available only to whitelisted users. If you are interested in using it, please contact SmartPush Support to request access for your store. |
What Is WhatsApp Performance Data?
WhatsApp performance data in SmartPush gives you visibility into how your automated WhatsApp messages are performing across the full sending journey: from delivery through to revenue attribution.
Data is available at multiple levels:
- Automation task level: overview metrics per automation flow
- Node level: metrics per individual WhatsApp send step within a flow
- Recipient level: individual contact-level detail across multiple tabs
| Note: For WhatsApp messages, "Opens" refers to messages that have been read by the recipient (i.e., the read receipt has been returned by WhatsApp). If a contact has a read record but no delivery record, they are still counted as delivered. |
Viewing WhatsApp Data in Automation
Automation Task List
Go to SmartPush > Automations > Marketing Automation.
The task list provides a summary of key metrics for each automation flow that includes a WhatsApp node:
| Metric | Description |
| Sends | Total number of messages sent |
| Unique Open Rate | Unique openers / delivered |
| Unique Click Rate | Unique clickers / delivered |
| Revenue | Revenue attributed to this automation |
Automation Flow Editor: Node Performance
Within the flow editor, each Send WhatsApp node supports a Performance View. Click the node to open its performance panel, which shows:
| Metric | Description |
| Sent | Total messages sent from this node |
| Skipped | Contacts who were skipped at this node |
| Unique Open Rate | Unique openers / delivered; for WhatsApp, opens = reads |
| Unique Click Rate | Unique clickers / delivered |
| Revenue | Revenue attributed to this node |
Data Analysis: Automation List
Go to SmartPush > Data Analysis > Automations.
This page lists all automation flows and provides aggregated metrics for each:
| Metric | Description |
| Sends | Total messages sent |
| Delivered | Total messages delivered |
| Unique Open Rate | Unique openers / delivered |
| Unique Click Rate | Unique clickers / delivered |
| Revenue | Revenue attributed to this automation |
Data Analysis: Automation Detail
Click View Data on any automation to access full performance details. The detail page includes the following sections.
Overview Metrics
Use the node selector at the top to filter data by All Nodes or a specific WhatsApp node.
The top metrics cards display 8 key indicators:
| Metric | Description |
| Sends (Valid Sends) | Total messages sent; Valid Sends excludes invalid numbers (empty, disconnected, incorrect format, or blocklisted) |
| Delivery Rate (Delivered) | Delivered / Sends |
| Unique Open Rate (Unique Openers) | Unique openers / Delivered; for WhatsApp, opens = reads |
| Unique Click Rate (Unique Clickers) | Unique clickers / Delivered |
| Revenue | Revenue attributed to this automation node |
| Orders | Number of orders attributed to this automation node |
| Average Order Value | Revenue / Orders |
| Conversion Rate (Buyers) | Buyers / Delivered |
Performance Trends
View trends over time for Unique Openers, Unique Clickers, and Orders.
Activities in Flow
This section shows performance data broken down by each individual node in the automation. For WhatsApp nodes, the following metrics and information are available:
- Message Preview — preview the template content sent from this node
- UTM Tracking — view the UTM parameters applied to links in this node's messages (default values: utm_source: smartpush, utm_medium: WhatsApp, utm_campaign: automation:[automation_id]_[node_id])
- Data Metrics — Sent, Delivered, Open Rate, Unique Open Rate, Click Rate, Unique Click Rate, Revenue, Orders, Buyers, Unsubscribe Rate, Failure Rate
Data Analysis: Automation Recipient Details
Click View Recipients within an automation's data page to access contact-level detail.
The page defaults to the last 30 days and can be filtered by date range. Metrics cards at the top mirror the overview metrics above.
Data is organized across the following tabs:
| Tab | Fields |
| Valid Sends | Contact name, phone number, send time, country |
| Delivered | Contact name, phone number, delivery time, country |
| Opened | Contact name, phone number, send time, open time |
| Clicked | Contact name, phone number, send time, click time |
| Sales | Contact name, phone number, order ID, order date, order amount |
| Unsubscribed | Contact name, phone number, send time, unsubscribe time, country |
| Failed | Contact name, phone number, send time, failure reason, country |
| Invalid Numbers | Contact name, phone number, send time, country |
Understanding Key Metrics
Delivery
A message is counted as delivered when WhatsApp confirms the message reached the recipient's device. If a contact has a read record but no delivery record, they are still counted as delivered.
Opens
For WhatsApp, an open is equivalent to a read: the message has been displayed in the recipient's chat window. Note that if the recipient has disabled read receipts, open data will not be available for that contact.
Clicks
A click includes any interaction with links or buttons within the WhatsApp message.
Unsubscribes
An unsubscribe is recorded when a contact replies with a recognized opt-out keyword (e.g., STOP, UNSUBSCRIBE).
Revenue Attribution
Revenue is attributed using last-touch attribution: an order is attributed to the most recent WhatsApp message (or email or SMS) that the contact interacted with within the attribution window. The default attribution window is 5 days from open or click, configurable in Settings > Attribution Settings.
WhatsApp attribution is at the same level as email and SMS. A single order can be attributed to one messaging channel (email, SMS, or WhatsApp) and, separately, to one popup.
Conversion Rate
Conversion Rate = Buyers / Delivered
Failure Rate
Failure Rate = Failed Sends / Total Sends
Common reasons for send failure include invalid numbers, template suspension, template being disabled, or exceeding template limits.
Exporting WhatsApp Data
Export options are available from both the automation detail overview and the recipient detail pages.
From the overview page:
- File name: {Task Name} Data Overview
- Format: Excel (.xlsx)
- Download method: Async download via Batch Processing Progress
- Exported fields include: task name, send time, sends, valid sends, delivered, delivery rate, unique openers, unique open rate, unique clickers, unique click rate, revenue, orders, average order value, buyers, conversion rate
From the recipient detail page:
- File name: {Task Name} Recipient Details
- Format: Excel (.xlsx)
- Download method: Async download via Batch Processing Progress
- Each tab (Valid Sends, Delivered, Opened, Clicked, Sales, Unsubscribed, Failed, Invalid Numbers) is exported as a separate sheet with the same fields shown on screen
Exports are subject to the current date filter. If no date is selected, the default export range is the last 30 days.
Tips & Best Practices
- Use the node selector in the automation detail page to isolate WhatsApp node performance from email or SMS nodes within the same flow.
- Check the Activities in Flow section to compare performance across individual WhatsApp steps, especially in multi-message flows.
- Monitor the Unsubscribe Rate and Failure Rate to catch deliverability issues early. A rising unsubscribe rate may signal that your message content or frequency needs adjustment.
- Keep in mind that open data depends on read receipts. If a significant portion of your audience has read receipts disabled, your open rate may be understated.
- Use the Recipient Details tabs to identify specific contacts who failed to receive messages, so you can investigate and resolve issues at the contact level.
- When exporting large datasets, apply date filters first to improve export performance.