A campaign has two numbers people usually ask for — how many got it, and how many read it — and four more that explain the gap between them.
The tiles
| Tile | What it counts |
|---|---|
| Campaigns run | campaigns that addressed at least one contact in this period |
| Recipients addressed | contacts the period's campaigns selected, counted once per campaign |
| Sent | recipients Meta accepted a message for |
| Delivered | recipients Meta confirmed as delivered or read |
| Read | recipients Meta confirmed opened the message |
| Failed | recipients Meta refused to deliver to |
| Skipped | recipients never attempted — for example a contact with no phone number |
| Still queued | recipients addressed with no outcome yet |
| Delivery rate | delivered as a share of the recipients addressed |
| Read rate | read as a share of the recipients addressed |
| Failure rate | refused as a share of the recipients addressed |
The rates are measured against addressed, not against sent. This is the important difference between this screen and WhatsApp delivery, and it is deliberate. A campaign that addressed a thousand contacts, skipped six hundred for want of a phone number and delivered to all four hundred of the rest has a delivery rate of 40%, not 100%. The first figure is the truth about the campaign; the second is the truth about the four hundred messages that existed.
Skipped is the number to read first on a disappointing campaign. It is almost always an audience problem — contacts with no phone number, no consent, or a number in a format the provider refuses — and it is fixable before the next send in a way that a low read rate is not.
Still queued is only meaningful while a campaign is running. Hours later it should be zero; if it is not, something stopped.
Limits
- A contact addressed by two campaigns counts in both. These are campaign recipients, not people.
- Read requires the recipient's read receipts to be on. Where they are off, a read message is reported only as delivered, so read rate is a floor rather than a measurement.
- Nothing here says whether the campaign worked. Delivery is not a reply, and a reply is not a sale. What a campaign produced lives in the conversations it started.