The Campaigns report allows you to analyze the performance and financial return of campaigns created on Meta (Click to WhatsApp) as well as message broadcasts performed on Zenvia Customer Cloud.

For example, if your company launched a Black Friday campaign sent to 100 people, the report enables you to see how many people responded, how many conversions resulted in sales, and what the financial return was.

In this article, learn how to measure your campaign performance and support decision-making to increase your company’s revenue.

Usage Requirements

• Must be a Meta advertiser or perform message broadcasts on Zenvia Customer Cloud.
• Only users with Admin profile have access to the campaigns report.

To view Meta campaigns, integrate Meta Marketing with Zenvia Customer Cloud:

1. Go to Settings > Channels.
2. Locate Meta Marketing and click Create integration.
3. Follow the instructions to log in and grant permission to Zenvia.

Accessing the Campaigns Report

1. Go to the Analytics > Campaigns menu.
2. Choose the Source of the data:
   1. Message Broadcast: data from mass campaigns sent through Zenvia Customer Cloud.
   2. Meta: data from campaigns created on the Meta platform for Facebook/Instagram, directing to your company’s WhatsApp.
3. Select the desired Period to view data for a specific range (today, yesterday, last 7 days, etc.).

💡 Tip: To download a complete report in CSV format, click Download report in the upper right corner.

Analyzing Campaign Data

See below for the report metrics, divided by source:

Source: Message Broadcast

• Name: Campaign name created in Message Broadcasts > Broadcasts. E.g., Mother’s Day 2023.
• Reach: Total number of people who received the campaign. (Must be entered manually).
• Contacts: Number of contacts who responded to the campaign, counted in the Inbox.
• Conversations: Total conversations with the same contact in the Inbox.
• Sales: Completed interactions that resulted in sales, recorded in Sales Support settings under Closing Reasons.
• Reach Investment: Total amount invested in message broadcasts.
• Cost per Conversation: Amount invested per conversation held in the Inbox.

Source: Meta (Click to WhatsApp)

• Name: Campaign name on Meta.
• Reach: Total number of people who viewed the campaign. This field is automatically filled.
• Contacts: Number of contacts who responded to the campaign, counted in the Inbox.
• Conversations: Total conversations with the same contact in the Inbox.
• Sales: Interactions that resulted in sales or completed payment links (MercadoPago/Paypal). Sales are recorded in Sales Support settings under Closing Reasons.
• Reach Investment: Amount invested in the Meta campaign.
• Conversation Investment: This field is automatically filled, representing the division between the number of Generated Conversations and the Reach Investment amount. In other words, the cost is related to the number of completed interactions and the amount invested.
• Cost per Conversation: Amount invested per conversation held in the Inbox.

Now you have all the information needed to analyze and optimize your campaigns on both Meta and Zenvia Customer Cloud.