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WhatsApp data dictionary

Here you'll find all the definitions and calculations of data fields used in the WhatsApp channel dashboard.

Dimensions

Reporting field name Type Definition
Name string The name of the campaign.
Code string Sender ID for WhatsApp.
Consent action string Mobile originated requested consent action: OPTED-IN, OPTED-OUT.
Delivery status string Status of delivery: SENT, REJECTED, ERROR, FAILED, DELIVERED, PARTIALLY_DELIVERED.
Event category string The channel category of the event.
Event Date datetime Datetime of event.
Event details string Details for this event.
Event type string Type of the email event.
Includes media string Indicates whether the send includes media, like images or files.
Message Date time Message Send Date UTC.
WhatsApp message ID string ID of the message.
Mobile number string Contact Identifier of a mobile device.
Num media URLs string The number of media URLs sent.
Sent datetime The first sent event of the message.
Sent date (formatted) datetime The first sent event of the massage, formatted as 'Month Date, Year'.

Measures

Reporting field name Type Definition Calculations
Count Count The number of WhatsApp events by event_id. Count of event_id records.
Clicked gross count The number of times a recipient clicked on a link within a WhatsApp message. Count of events with event_type: 'linkClicked'.
Clicked unique count_distinct The number of unique clicks. Count of unique contact_ids by message_id with one click count.
Clicked rate gross number The number of click events out of the number of delivered messages. Click count out of delivery count, by percentage.
Clicked rate unique number The number of unique clicks out the delivered events, as a percentage. Unique click count out of delivery count, by percentage.
Delivered count The number of times a WhatsApp message was not rejected by a server. Count of events with event_type: 'delivered'.
Delivery rate number The number of delivered by the number of sent messages. Delivery count out of the sent count, by percentage.
Failed delivery count The number of sent messages that were undelivered. Count of events with delivery_status: 'FAILED'
Failed delivery rate number The number of failed delivery count by the number of sent events, as a percentage. Failed delivery count out of sent count, by percentage.
Interacted count The number of interacted messages. Count of events with event_type: 'interacted'.
Read count The number of times a WhatsApp message is read by a recipient in a marketing campaign. Count of events with event_type: 'read'.
Sent count The number of times a WhatsApp message is sent to a recipient in a marketing campaign. Count of events with event_type: 'sent'.
Opt-ins count The number of opt-in events out of the number of delivered messages. Count of events with event_type: 'interacted' and consent_action: 'OPTED-IN-OK'.
Opt-outs count The number of times a recipient declines to receive messages from a sender. Count of events with event_type: 'interacted' and consent_action: 'OPTED-OUT-OK'.

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