1. Revenue per conversation (RPC)
Benchmark: €1.5-2
This is the average amount spent per conversation through a WhatsApp campaign. It's calculated by dividing the total revenue by the number of conversations.
This amount will depend on your average order value (AOV), but its trend over time can provide insights into your campaign's effectiveness and the profitability of your WhatsApp channel. This metric is also sometimes referred to as revenue per recipient (RPR).
🧮 How to calculate? Divide the total revenue by the number of people who received the message.
⚖️ Unit: € per conversation
💬 Example: If a campaign brings in €1,500 with an audience of 500, the RPC would be €3.
2. Return on campaign spend (ROCS)
Benchmark: x30/x100 for automations - x6/x10 for campaigns
This is the return on investment of a campaign.
🧮 How to calculate? RPC / WhatsApp cost per conversation
⚖️ Unit: x or "times" (like "12x ROCS")
💬 Example: A campaign achieves €2 RPC at a cost of 11c per conversation to WhatsApp and 10 to the software provider = ~10x ROCS
3. Click-through rate (CTR)
Benchmark: 15-30%
It's analogous to the click-through rate (CTR) commonly used in email marketing. It quantifies the proportion of recipients who tapped on a link in your WhatsApp message out of the total number who opened it.
🧮 How to Calculate: (Number of people who tapped on the message / Number of people the message was delivered to) * 100
⚖️ Unit: %
💬 Example: If a campaign is delivered to 200 people and 120 people tap on it, the CTR is 60%.
A quick note: We use "number of people the campaign is delivered to" instead of "number of people you sent a campaign to" because a small percentage of your messages may not successfully reach the recipient, such as when the person changes their phone number.
4. Open rate
Benchmark: 85-90%
The initial WhatsApp message open rate is similar to email open rate. It indicates the number of people who opened your message out of the total recipients. Typically, these rates are high on WhatsApp.
🧮 How to calculate? Divide the number of people who opened your message by the number of people the message was delivered to and multiply by 100.
⚖️ Unit: %
💬 Example: If a campaign is delivered to 200 people, and 180 of them opened it, the open rate is 90%
5. Opt-out rate
Benchmark: 0.3-0.6%
This metric is similar to the email unsubscribe rate. It indicates the number of people who leave your WhatsApp channel after receiving a WhatsApp campaign. A low rate signifies that your content is relevant and engaging, and is being sent at an appropriate frequency. However, a high rate suggests that you need to revisit your WhatsApp text, frequency, automated flows, and overall strategy.
🧮 How to calculate? Multiply by 100 the ratio of the number of people who messaged "STOP" to leave your WhatsApp channel just after you sent a campaign to the number of people your message was delivered to.
⚖️ Unit: %
💬 Example: If 10,000 people received your campaign and 50 messaged "STOP" to leave your channel, the opt-out rate would be 0.5%.