Data-driven WhatsApp marketing for Shopify. Learn the key metrics every merchant should track to boost engagement, conversions, and revenue with WaSend.
WhatsApp has become one of the most powerful customer engagement channels for Shopify merchants. But while most brands use WhatsApp to send broadcasts or automate flows, only a few measure performance systematically — and that’s where true growth happens.
If you want WhatsApp to drive conversions, recover carts, and build long-term retention, data must guide every decision.
This guide breaks down the key metrics that matter, why they’re important, and how you can track them effectively with tools like WaSend.
WhatsApp is fast, personal, and interactive. But without performance insights, you’re just sending messages blindly.
A data-driven approach helps you:
The good news? WhatsApp provides extremely rich, real-time metrics — you just need to know which ones matter.
High delivery rates signal:
Low delivery rates may indicate:
Aim for 95%+ delivery rate on utility messages and 90%+ on marketing messages.
The percentage of delivered messages that are opened/read.
WhatsApp’s read rate is one of its biggest advantages. Industry averages range from 85–98%, far higher than email.
If your read rate drops, it may signal:
Anything above 85% is strong.
Below 70%? It’s time to re-evaluate your strategy.
Percentage of users who clicked on a button or link inside the WhatsApp message.
CTR shows whether your message drives action — not just attention.
High CTR typically correlates with:
A good CTR for WhatsApp is 15–30%, depending on the campaign type.
The percentage of recipients who completed your desired action:
This is one of the most important metrics — it ties WhatsApp activity directly to revenue.
Conversion rates vary widely by flow:
Tracking conversion chronically helps identify which automations earn the biggest returns.
Percentage of users who reply or interact with you through open-ended messages, quick replies, or buttons.
High engagement signals healthy customer relationships and trust.
Low engagement may mean:
Healthy response rates range between 5–15% for conversational flows.
Percentage of customers who opt-out or block your WhatsApp number.
This is a critical health indicator.
High opt-out rates can:
Keep opt-outs under 1% per campaign.
Over 2% is a red flag.
Total revenue generated divided by the number of messages sent.
RPM shows the true ROI of WhatsApp automation — not just vanity metrics.
It lets you compare performance across flows:
RPM varies, but the best-performing flows (abandoned cart, back in stock, post-purchase upsell) typically generate the highest RPM.
Performance broken down by dynamic customer groups:
Segmentation often drives 2–3x higher engagement than mass messaging.
Tracking performance by segment helps you:
Tools like WaSend make segmentation easy with filters like total spent, order count, tags, purchase behavior, and more.
Monitoring the performance of each automation node:
This is where optimization magic happens. Improving a weak step in the flow can increase total revenue by 20–40%.
Measures how WhatsApp automation increases LTV among customers who receive messages vs. those who don’t.
This is the ultimate metric proving WhatsApp’s long-term value.
Flows like:
WaSend offers built-in analytics for:
You can see which automations work best, identify your highest-value audience, and refine campaigns instantly.
The result?
Smarter decisions, higher ROI, and better customer engagement — all powered by WhatsApp.
WhatsApp is one of the most powerful channels today, but only when used strategically.
By tracking the right metrics, you can:
The brands winning on WhatsApp aren’t just sending messages — they’re optimizing every conversation.
Want to turn your WhatsApp marketing into a data-driven growth engine?
Start automating and analyzing every message with WaSend — built for Shopify merchants who want to scale smarter.
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