🔄 Automations
We recommend analyzing the performance of your automations with a 1-day post-read attribution window.
This approach allows you to measure the immediate impact of your automated actions and optimize their effectiveness.
Indeed, since an automation is triggered by an action taken by the customer or prospect on your site, combined with the instant nature of WhatsApp, a Day+1 analysis is sufficient to provide a relevant view of its effectiveness.
📢 Campaigns
For your campaigns, we recommend a 2-day post-read attribution window.
In general, we advise you to align the attribution of your WhatsApp campaigns with that of your newsletters.
For example, if you measure the performance of your emails with a 3-day post-read attribution, it makes sense to apply the same methodology to your WhatsApp campaigns.
This will give you a coherent and comparable view of the impact of your different channels.
❓ Why attribution by read and not by click?
On WhatsApp, simply reading the message already constitutes strong engagement: the user has opened and seen the content.
Clicks, while useful, are a complementary indicator that do not always reflect the true value of the communication (for example, a customer may read an offer and later visit the site directly without clicking the link in the message).
Therefore, read attribution is the most reliable method for measuring the effectiveness of your campaigns and automations on WhatsApp.