WhatsApp Audience growth

This article shows you how to use the Audience growth dashboard for a WhatsApp Business account.

1 Audience growth

The Audience growth dashboard provides an overview of contact growth and opt-out activity for the selected WhatsApp account.

For WhatsApp, the audience is represented by contacts rather than followers. The Measure requirements define WhatsApp contacts as users who have exchanged messages with the account.

Measure > Communication > Audience growth

2 Filtering the dashboard

Use the filters at the top of the dashboard to select the data you want to review.

Date range

Select the period you want to analyse.

Country

Filters the dashboard by the country associated with the contact's phone number.

Select All to include all available countries.

3 Comparing performance

Turn on Compare to compare the selected period with:

• Previous period
• Previous year

When comparison is enabled, changes are displayed alongside applicable metrics and charts.

4 Reading the audience overview

Total contacts

Shows the total number of contacts currently associated with the selected WhatsApp account.

A WhatsApp contact represents a user who has exchanged messages with the account.

New contacts

Shows the number of contacts newly added to the WhatsApp audience during the selected period.

Opted out

Shows the number of contacts recorded as opted out during the selected period.

Net change

Shows the net change in the WhatsApp contact audience during the selected period after new contacts and opt-out activity are taken into account.

Growth rate

Shows the rate at which new contacts were added relative to the contact audience at the beginning of the selected period.

Growth rate = New contacts ÷ Total contacts at start of period

The underlying requirements explicitly define contact growth using contacts gained divided by contacts at the start of the period.

Opt-out rate

Shows the proportion of the WhatsApp contact audience recorded as opted out for the selected period.

5 Contact growth overtime

The Contact growth overtime chart shows changes in the WhatsApp contact audience throughout the selected period.

The chart displays:

• New contacts – contacts newly added during the selected period.
• Opted out contacts – contacts recorded as opted out during the selected period.

The totals above the chart show the volume for each category.

When Compare is enabled, the current and comparison periods are both displayed.

6 Opt-out / Retention

The Opt-out / Retention section provides an overview of contact opt-out activity.

The summary boxes display:

• Opted out this period – the number of contacts recorded as opted out during the selected period.
• Opt-out rate – the proportion of the contact audience recorded as opted out.
• Net change – the net change in the contact audience after new contacts and opt-out activity are taken into account.

For opt-out metrics, a decrease represents improved audience retention.

7 Opted out over time

The Opted out over time chart shows when opt-out activity occurred during the selected period.

When Compare is enabled, the current and comparison periods can both be displayed.

8 Geography

The Geography (From phone prefix) section groups contacts by the country associated with their phone number prefix.

The table displays:

• Country – the country associated with the phone number.
• Contact share – the percentage of total contacts represented by that country.
• Contacts – the number of contacts associated with the country.
• Growth rate – the recorded contact growth rate for that country.

Use the pagination controls at the bottom of the table to view additional countries.

9 Exporting dashboard data

Select Export in the top-right corner.

The available export options are displayed in the Export menu.