Comparing your campaigns

One campaign’s report tells you how that campaign did. This screen is the other question — the one you ask on the fourth campaign, when you are deciding what to send next.

It has two tables. The first compares your campaign types against each other. The second lists every campaign in the period, one row each.

Where to find it: Broadcasts in the left-hand menu, then Compare campaigns.

⚠️ Nothing on this screen picks a winner, and that is deliberate. There is no “best type” badge and no ranking. With four campaign types and a handful of campaigns each, a leaderboard would dress up far too little evidence as a finding — and you know things it does not: which list each campaign went to, what else was happening that week, which offer was actually good. The screen puts the numbers side by side. The conclusion is yours.

The period it is showing

Under the title is the window: the last 90 days, ending today. Every number on the screen is drawn from campaigns created in that period.

A campaign appears from the day it was created, whether or not it has sent anything yet.

The columns

Column	What it counts
Selected	Everyone the audience picked up
Sent	Messages that actually went to Meta — also the number you are billed on
Replies	People who wrote back
Deals	Deals on your board that came out of a reply to that campaign
Won / Lost / Open	Where those deals are now
Pipeline	What the deals are worth, one line per currency
Opt-outs	People who asked you to stop because of that campaign

These are the same numbers, worked out the same way, as the ones on each campaign’s own report. If a figure here disagrees with the one on a campaign’s report page, that is a bug worth telling us about rather than working around.

Won, Lost and Open follow your board’s columns, not their names. If you rename “Won” to “Paid up”, nothing here changes.

Pipeline is never added up across currencies. If a campaign produced deals in rupees and dirhams, you get two lines. Adding them would need an exchange rate, and a total quietly built on one is a wrong number that looks right.

⚠️ Opt-outs read “at least”. The count only sees people who replied STOP to a conversation the campaign started, inside the attribution window. Someone who asks days later, says it on a call, or is recorded by one of your team is real and is not counted. Read a rising floor as the early warning it is. See Reading a campaign report.

Comparing the types

The first table has one row per campaign type, with the number of campaigns in that row stated beside the type’s name.

That number is the most important thing in the table. “Reactivation — 4 campaigns” and “Offer — 1 campaign” are not comparable claims, and the screen shows you both rather than hiding the second until it has “enough” data: your one offer campaign is real, you remember sending it, and a screen that silently withheld it would just look broken.

So read the sample size first and the funnel second. Two campaigns is an anecdote.

What is still moving

The numbers on this screen are not closed books:

• Deals arrive late. A campaign’s reply becomes a deal when your assistant works out that it is one, which can be days later. A campaign sent this week will look worse today than it does next month.
• Deals move. Won, Lost and Open change as your team works the board.
• Only WhatsApp replies count. A customer who answers on Instagram or your website chat is a real conversation and possibly a real deal, but it is not credited to the campaign. Every campaign is under-credited by some amount you cannot see. See How campaigns show up in your pipeline.

Compare campaigns over several sends rather than one, and prefer comparing campaigns of similar age.

Troubleshooting

A campaign I sent is not on the list

It was created more than 90 days ago. The window is fixed at the last 90 days on this screen today; the campaign is still on the Broadcasts list with its own report.

A campaign shows zeros everywhere

That is a real answer, not a loading state. A campaign that suppressed its whole audience sent nothing, and a campaign that sent nothing produced nothing. Open its report to see why people were left out — no consent record is the usual reason, and it is the safe one.

The types table adds up to more than the campaigns I can see

It should. The type table covers every campaign in the 90 days; the list below it is one page at a time. Paging through the list does not change the type table, on purpose — a comparison that shifted as you paged would not be a comparison.