TL;DR
After you send a WhatsApp campaign, Mumble shows a report with insights, per-recipient delivery data, and click statistics. The report tells you whether the campaign worked, but it doesn’t explain itself. This article walks you through every metric in the report, tells you which values count as good on WhatsApp in 2026, and gives you an action plan for every scenario: low delivery, low read rate, low clicks, and failures. Reading the report well is the difference between a campaign you learned from and a campaign that just happened.
How to open the report
On the Campaigns page, in the list of campaigns you’ve sent, click the campaign name. Its statistics report opens. Alternatively, in the Actions column, click the insights icon on the relevant row, which leads to the same report.
The report updates in real time. The values you see change as the campaign runs and customers receive, open, and reply. Refreshing the page shows the most up-to-date state.
Report overview
The report is divided into three areas, top to bottom:
- Insights. Five cards at the top with the campaign’s key numbers.
- Button clicks. Click data for each button (only if the message template included buttons).
- Per-customer delivery status. A detailed table with one row per recipient.
The Insights area (the five top cards)
Golden hour
The hour range in which most recipients opened the message (for example, 10:00–10:59). This is one of the most useful numbers in the report, because it helps you time your next campaign. If most of your audience opens at ten in the morning, send your next campaign at nine thirty so the message lands right inside the window of maximum interest.
The golden hour varies by audience. B2B businesses usually see it in the morning (8:00–10:00), retail in the evening (19:00–21:00), and customer service around midday. Compare your golden hour to your type of business, and don’t assume that what worked once will always work.
Golden hour share of all messages
The percentage of all opens that happened within the golden hour (for example, 9.91%). A high number here (15% and up) means your audience is concentrated and there’s a clear hour worth sending in. A low number (under 8%) means opens are spread throughout the day, and the golden hour is a weaker signal for timing.
Media replies count
How many recipients replied with a message that included media (image, video, file, or voice note). This does not count text replies, only media. It’s useful for campaigns that ask the customer to send something, like a photo of a receipt, a picture of a problem, or a recorded review.
In most marketing campaigns this number will be low, because you usually don’t ask the customer to photograph anything. If it’s always 0 for you, ignore it.
Time elapsed since campaign start
A timer (hours:minutes:seconds) since the send began. It’s useful mainly for large campaigns that take time to send out gradually, or for checking exactly when the campaign started. It doesn’t measure success, just gives context.
Campaign cost
Meta’s total charge for the conversations the campaign created, in dollars. The calculation is based on the message template’s category (Marketing, Utility, Authentication) and the recipient’s country. Utility conversations are cheaper than Marketing conversations. A conversation starts the moment the first message is sent and opens a 24-hour window during which you can keep communicating at no extra cost.
Important: this is only Meta’s cost. Your Mumble subscription plan is separate. See the Stripe payment portal for details on subscription billing, and upgrading or changing your Mumble plan for details on monthly quotas.
The button clicks area
If the message template included buttons (Quick Reply, CTA URL, or CTA Phone), an additional area shows the number of clicks on each button separately.
For example, in a campaign with a “Happy Holidays from Mumble!” button, you’ll see the button name and its click count (76) on the card. If there was also a second button named “Remove me from this list”, it will appear with its own click count too.
This is the most direct measure of conversion. Read rate measures “who saw it,” click rate measures “who acted.” In marketing campaigns, click rate is the more important KPI.
Calculating click rate (CTR)
Clicks divided by messages sent. If you sent to 1,000 and 80 clicked, your click rate is 8%. While the email marketing world treats 2% as a reasonable click rate, on WhatsApp the standard is significantly higher.
The per-customer delivery status area
A table with one row per recipient. This is the most in-depth tool in the report, because it lets you see exactly what happened to each person:
| Column | What it shows |
|---|---|
| Customer name | The recipient’s name as set on their contact card |
| List | The lists associated with the recipient, shown as colored dots |
| Phone number | The recipient’s international number |
| Message status | Text status: sent / delivered / read / failed / pending |
| Message state | A colored visual marker (green = read, yellow = delivered, red = failed) |
| Actions | An icon that opens the chat with the recipient in one click |
The five message statuses
- pending. The message is queued and hasn’t been sent yet. In large campaigns the send happens gradually, so some messages can stay in pending for a few minutes.
- sent. The message left WhatsApp toward Meta’s server but hasn’t reached the recipient’s device yet. An intermediate status, usually brief.
- delivered. The message reached the recipient’s device (double check mark in WhatsApp). This doesn’t mean they saw it, only that their device received it.
- read. The recipient opened the message (blue double check mark). Note: customers who turn off read receipts in their WhatsApp will be counted as delivered even after they read the message. The read rate you see in the report is usually lower than the real number of readers.
- failed. The message failed to deliver. There are several possible reasons: the recipient blocked the business, the number is invalid or doesn’t use WhatsApp, or a Meta error such as 131026 (Message Undeliverable). See Message Template Rejected: A Complete Guide to Fixing and Appealing.
Direct action from the table
Clicking the icon in the Actions column immediately opens the chat with the recipient in the inbox. This is especially useful after a campaign: when you want to manually follow up with customers who didn’t read, or reply right away to those who did.
What counts as “good” numbers on WhatsApp?
Unlike email, where a 25% open rate is already considered good, on WhatsApp the standards are much higher. Here are reasonable ranges as of 2026:
| Metric | Reasonable floor | Good performance | Excellent performance |
|---|---|---|---|
| Delivery rate (delivered) | 90% | 95% | 98%+ |
| Read rate (read) | 65% | 80% | 90%+ |
| Button click rate (CTR) | 5% | 15% | 40%+ |
| Reply rate | 2% | 7% | 15%+ |
These ranges are general. Your performance depends on the audience, the relevance of the message, the time you send, and the brand. A birthday campaign to an existing customer will see much higher rates than a product announcement to customers who didn’t know you existed.
What if my numbers are below the floor?
That’s a sign of one or more problems. In the next section we’ll cover what to do in each case.
Action plan by result
If delivery rate is low (under 90%)
The problem is in your list. Possible causes:
- Invalid numbers. Imported from an old Excel file with numbers that no longer exist, or a wrong number format. Check Managing Customers in Mumble for the correct format.
- Recipients who don’t use WhatsApp. Rare in Israel in 2026, but possible. There’s nothing to do except remove them from the list.
- Blocks. Recipients who blocked your business in the past won’t receive the message. A consistently low delivery rate points to a high block rate, which is a threat to your Quality Rating. See the complete guide to Quality Rating.
If read rate is low (under 65%) but delivery is fine
The message arrived, but customers didn’t open it. The common causes:
- Bad timing. Sending in the middle of the night, in the middle of a workday, or at hours when the audience isn’t available. Check the golden hour from previous campaigns and adjust your next send time.
- Unclear display name. If customers don’t recognize you in the chat header, they ignore it. See Setting Up Your WhatsApp Business Profile.
- Irrelevant content. Recipients who haven’t heard from you recently don’t necessarily remember the business. A generic message will look like spam to them and they’ll ignore it.
If read rate is high but click rate is low
Customers opened it, but didn’t take the action you asked for. Here the problem is in the message content, not the list. Check:
- Is the call to action clear? “Click here” works better than “If you’d like to receive more information, you have the option to click the button.” The clearer the action, the higher the click rate.
- Is the value proposition convincing? A “Sign up” button gets fewer clicks than “Get the deal.” The words on the button aren’t technical, they’re marketing.
- Message too complex. If the body of the message is long and confusing, the customer loses interest before reaching the button. Shorten it, sharpen it, and give only the essential information.
If many numbers are in failed status
Every failed is a story. It could be:
- Error 131026 (Message Undeliverable). The recipient didn’t receive it for reasons on their end (no WhatsApp, blocked you, old version). See the section on error 131026 in the guide to fixing a message template.
- A paused message template. If your message template is in a Paused state by Meta, some messages will come back as failed until the state is lifted.
- Wrong number format. Numbers without a country code, or with foreign characters, will fail to send.
In any case, it’s a good idea to clean the list before the next campaign. Remove all the failures and check whether they have something in common.
If replies came in and the team wasn’t ready
This isn’t a problem with the campaign numbers themselves, but with the operation afterward. A successful campaign creates an immediate stream of replies. If the team wasn’t ready to handle them, some customers who opened the message and replied won’t get a timely response, and they’ll experience the brand as unprofessional.
Solution: for the next campaign, prepare the team for the hours right after the send. See the complete inbox guide for details on routing conversations correctly.
How to use the golden hour for your next campaign
This is the one insight you can turn into immediate action. The process:
- For the first campaign, send at a reasonable random hour (for example, 10:00 AM on a Tuesday).
- After the campaign finishes sending, check the golden hour card.
- If the golden hour was 11:00–12:00, schedule your next send for 10:30 so the message lands before the golden hour.
- The next campaign will show a higher open rate. Track the change across 3–4 campaigns.
Avoid hasty conclusions after a single campaign. The golden hour varies by message content, by the month, and by the specific audience. Several data points will give you a more reliable picture.
Tracking costs over time
The campaign cost on the insights card shows the cost of that single campaign. To track over time:
- Save the figure after each campaign in an external spreadsheet, so you can see monthly trends.
- Compare cost to result. A campaign that cost $50 and produced 5 leads is worth $10 per lead. A campaign that cost $100 and produced 50 leads is worth $2 per lead, even if it’s more expensive in absolute terms.
- Watch the categories. A marketing campaign classified as Utility (a mistake in your favor) will cost less, but Meta may reclassify it and charge retroactively. See reclassifying message templates.
Common issues
The report shows 0 messages sent, even though I selected a large list
The most common reason: the list was empty at the moment of sending. Maybe the list was deleted, or the customers were removed from it before the campaign went out. Check the customer management page and the list’s contents.
Read rate is always low
Your customers may have turned off read receipts in WhatsApp. This automatically flips the status from read to delivered, even if the message was actually read. If the click rate is fine despite a low read rate, that’s probably the case, and not a problem you need to fix.
The same customer received the message twice
Mumble filters duplicates automatically within each campaign, even when you select more than one list. If a customer received the message twice, the campaign was probably sent twice by mistake. Check the campaigns page for two campaigns with the same message template on the same date.
Button clicks are high but I don’t see results on the website
The link may be broken, or you may be comparing data across different time zones. Check the button’s URL in the message template, and the UTM tags. If the Add UTM codes to links setting is enabled in Mumble, links automatically get parameters you can identify in your analytics.
I scheduled a campaign and now I want to edit it
Scheduled campaigns can be cancelled but not edited. Cancel the existing campaign and create a new one with the correct details.
How do I know if the campaign paid for itself
Mumble measures campaign cost and performance, but not profit. To calculate ROI, you need to tie the campaign to actual sales through your CRM or e-commerce system. UTM tags help make that connection. See the section on adding UTM in General Account Settings.
Related articles
- Complete WhatsApp Campaign Guide
- Dynamic Variables and Post-Send Actions
- Message Templates: The Complete Guide
- Message Template Rejected: A Complete Guide to Fixing and Appealing
- WhatsApp Quality Rating: How to Protect Your Sender Reputation
- The Mumble Inbox: The Complete Guide
- Managing Customers in Mumble
The bottom line
A campaign is an experiment. The report that follows is the experiment’s explanation, and without it your next campaign is just another shot in the dark. Spend 10 minutes reading the report each time, note the golden hour and the click rate, and save the cost. After 4–5 campaigns you’ll have a clear picture of what works for you and what doesn’t, and you’ll gradually be able to aim your campaigns at results instead of odds.