Analyze the performance of your broadcasts messages and campaigns created on Meta (Click to WhatsApp) in the Zenvia Customer Cloud Campaigns report.
With this report, you can evaluate how many people responded, which ones converted into sales, and the financial return on your investments.
In this article, learn how to measure your campaign performance to make more informed decisions and grow your company's revenue.
⚠️Attention: This functionality is only available to users with Operator and Admin profiles.
About Click to WhatsApp
The Click-to-WhatsApp feature, available in WhatsApp Business, creates a direct link to WhatsApp chats and integrates with ads on platforms like Meta Ads. It simplifies communication by allowing users to be directed straight to a conversation with the company upon clicking the ad.
Benefits of Analytics
To boost your sales and optimize your team's performance, it's essential to use tools like a CRM. Zenvia helps manage customer relationships and increase business opportunities by centralizing all customer information and enabling more personalized service.
Prerequisites
- Paid Meta Advertiser: You need to be a paid advertiser to access the analytics.
- Integration with Meta Marketing: Integration with Meta Ads Manager is required to create and manage ads on Meta platforms such as Facebook and Instagram via Zenvia Customer Cloud.
How to Analyze Campaigns
To access your campaigns:
- Go to the side menu and click on Analytics > Campaigns.
- On the Campaigns screen, you'll see filter options and the performance data dashboard:
- Source: Indicates where the data comes from (Meta's Click to WhatsApp or Zenvia Customer Cloud broadcasts.
- Period: Choose the desired time frame (today, yesterday, last 7 days, last 30 days, current month, or previous month). The dates correspond to conversations generated in the Customer Inbox.
Campaign Data
Check the description of each field:
Column | Description |
Name | Campaign Name: Name of the campaign as configured in Meta or Zenvia Customer Cloud. Campaign ID: Identification provided by Meta to track the campaign. |
Contacts | Number of unique contacts who interacted with the campaign. |
Sales chats | Total number of commercial interactions, including inbound and outbound sessions.
|
Average cost for sales chats | This value represents an estimate of the average cost per session. It is calculated based on the sum of the costs of inbound and outbound sessions, divided by the total number of sessions generated. The calculation uses predefined values for inbound and outbound sessions, but it may not reflect actual costs or additional variables, serving as an approximate reference for performance analysis. Calculation example: Sessions: 5 sessions related to 3 contacts (one contact may generate multiple sessions).
Average per interaction: Calculate the average cost per session by dividing the investment in reach by the number of sessions generated by the campaign. |
Converted in chat | Expressed as a percentage, this measures the campaign's success in generating effective contacts with the company. It is calculated based on the number of sessions generated and the campaign's impact. Calculation example:
|
Sales | Sales Total sales resulting from the campaign, based on the following criteria for contacts who entered through the Click to WhatsApp campaign:
Revenue Gross value generated by the campaign, as recorded through payment links (MercadoPago, PayPal) or completed quotes. This field shows the total revenue associated with the campaign. ⚠️Attention: If you do not have integrations installed in Zenvia Customer Cloud or use an external CRM, this field may not display information automatically. To enter your data manually, click on the pencil icon and add your sales. |
| Converted in sales | Percentage of sessions that resulted in sales. It is calculated by dividing sales by conversations, multiplied by 100. Calculation example:
|
Download report
To download the report in CSV format:
- Click on Download report in the top-right corner of the screen;
- In the CSV file, the unified columns in the report will be split into individual columns, such as Campaign Name and ID.
Done! Now you know how to analyze the performance of your campaigns in Zenvia Customer Cloud.