Analytics & A/B Testing on WhatsApp: Metrics That Matter

Introduction

Move beyond vanity metrics and prove revenue impact.

• Reach & delivery

• Read rate (proxy for open)

• Response & time‑to‑first‑response

• Qualified rate (hits your ICP criteria)

• Conversion rate (to lead, booking, sale)

• Revenue per conversation

• Opt‑out rate (by campaign & frequency)

• First line hook vs. value proposition

• Button labels (2 options max)

• Image vs. no image

• Incentive size & framing

• Send time/day and frequency

• Holdout groups to measure incremental lift

• Minimum sample sizes (pre‑calculate!)

• One variable at a time; stop early only with clear significance