The CPaaS KPI Handbook: 50+ KPIs for WhatsApp, SMS and RCS
A practical reference of 50+ metrics for measuring WhatsApp, SMS and RCS performance. Each entry pairs a definition with its formula, a worked example and interpretation guidance so marketing, CRM and CX teams can read a campaign report with confidence.
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Insights
A campaign report is not a number — it is a sequence of stages, and each stage has its own metric.
The denominator changes the meaning. Two reports can quote the same percentage and mean very different things.
A delivery rate is not a delivery guarantee, and a read receipt is not proof that anyone paid attention.
CTR is not the same as conversion rate. CTR counts clickers; conversion counts buyers.
Attributed revenue is not incremental revenue — incremental lift needs a holdout, not a calculation.
SMS has no native read rate. Stop comparing read percentages from a channel that does not report reads to one that does.
Cost per delivered message and cost per conversion are not interchangeable. Pick the cost basis before you compare.
Pending and unknown statuses are not silent failures. Report them separately so failure rate does not undercount.
API success does not guarantee delivery. A 200 response means the request was accepted, not that a customer received it.
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