See what's actually working

A marketing agency running WhatsApp campaigns for three retail clients has been sending broadcasts for months on instinct — this template feels like it's working, that one doesn't — because nobody's actually pulled the delivery and click numbers together to check. Budget keeps going to whichever campaign got sent most recently, not whichever one actually performed.

The campaign analytics dashboard pulls delivery, read, and click-through data straight from Meta's reporting API for every broadcast and template, and lays it out as trend charts and a per-campaign breakdown. Cost-per-delivered and cost-per-click figures sit alongside the engagement numbers, so a call to scale a campaign is based on what it returned, not on how it felt to send.

The single most operationally important constraint here is time-sensitivity: Meta only retains read and click data for template messages for up to seven days after sending. If the ingestion worker doesn't pull and store that data within that window, it is not recoverable later — there's no historical backfill available after the fact. This means analytics has to run on a schedule tight enough to capture every campaign's numbers well inside that seven-day cutoff, and any gap in that ingestion schedule becomes a permanent hole in the dashboard's history, not a temporary one.

Cost figures have a coverage gap worth knowing about before relying on them for a billing reconciliation. Accounts billed through a reseller's shared credit line don't expose the same per-conversation cost data Meta provides for directly billed accounts, so cost-per-delivered and cost-per-click figures may simply be unavailable depending on how the business's WhatsApp billing is set up. An agency managing several clients' numbers should check this upfront, since it affects whether cost reporting can be shown to a client at all for a given account.

There's also a jurisdictional gap: WhatsApp Business Accounts linked to the EU or Japan are excluded from some of Meta's analytics fields entirely, as a result of regional data-handling requirements Meta applies at the platform level. This is outside Wavy's control — it's a limitation set by Meta for those regions — but it means an agency with a European client's WABA should expect certain metrics to be structurally unavailable, not missing due to a setup mistake.