Meta WhatsApp analytics

View detailed analytics from Meta about your WhatsApp Business Account performance.

Accessing Meta analytics

Go to Analytics → Meta Analytics (or the Meta tab in your analytics dashboard).

Available metrics

Conversations

• Total conversations — All conversations in the period
• By category — Marketing, Utility, Authentication, Service
• By direction — Business-initiated vs User-initiated
• Trend — Daily/weekly conversation volume

Pricing

• Estimated cost — Based on conversation categories and your market
• Cost per category — See which type costs most
• Free tier usage — How many free service conversations used

Templates

• Template usage — Which templates are sent most
• Delivery rate — Per template success rate
• Quality — Templates with high block rates

Quality

• Quality rating — Green/Yellow/Red for your phone number
• Block rate — % of recipients blocking you
• Report rate — % of recipients reporting you

Date range

Select the time period:

• Last 7 days
• Last 30 days
• Last 90 days
• Custom range

Multi-account view

If you have multiple WhatsApp accounts, you can:

• View analytics per account
• Or see aggregated data across all accounts

Using the data

Optimize costs

• If Marketing conversations are expensive → reduce frequency
• If Service conversations are high → improve self-service (chatbot)
• Use Utility templates instead of Marketing where possible

Improve quality

• If quality is Yellow/Red → review your content and targeting
• High block rate → you're messaging people who don't want to hear from you
• High report rate → your content may be perceived as spam

Tips

1. Check weekly — Spot trends before they become problems
2. Compare periods — Week-over-week shows growth or decline
3. Watch quality closely — A drop from Green to Yellow needs immediate action
4. Optimize template usage — Retire templates with low delivery rates