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Viewing metrics | Developer Documentation

Viewing metrics

Updated: Feb 10, 2026
Marketing Messages API for WhatsApp (formerly known as Marketing Messages Lite API) is now generally available.
Conversion metrics will be solely available in the WhatsApp Manager UI and WhatsApp Business Management API that businesses use with Cloud API in October 2025.
As a result, the following conversion metrics will be depreciated:
    Viewing conversion metrics via Ads Manager UI (September 8th, 2025).Viewing conversion metrics via Ads Insights API (Q1 2026).
    Businesses that use Marketing Messages API for WhatsApp can view metrics from 4 surfaces:
      Via WhatsApp Business Platform surfaces
        WhatsApp Manager UIWhatsApp Business Management APIVia Ads surfaces (optional)
          Ads Manager UI “Marketing Messages” tabMarketing API “Insights API”
          ROI Reporting WhatsApp Business Management surfaces Ads surfaces
          Messages sent, delivered, read
          Y
          Y
          Total amount spent
          Y
          Y
          Cost per delivery
          Y
          Y
          CTA URL link clicks
          Y
          Y
          Cost per click
          Y
          Y
          CTA URL link click rate
          N
          Y
          Add to cart (Web + App)
          Y
          Y*
          Checkout initiated (Web + App)
          Y
          Y*
          Purchase, purchase value (Web + App)
          Y
          Y*
          App Activations
          Y
          Y*
          Quick Replies
          Y
          Y
          * Requires a business to report this conversion event via Meta Pixel or Conversions API for App Events see Get started with the Meta Pixel and Conversions API⁠.

          View metrics via UIs

          After sending Marketing Messages via Marketing Messages API for WhatsApp, view read-only metrics on sends, clicks, and conversions from two UIs:
            WhatsApp ManagerAds Manager “Marketing Messages” tab
            Marketing Messages API for WhatsApp metrics, can be viewed in WhatsApp Manager on both Phone Number and Template screens:

            Benchmarks and recommendations metrics

            Benchmark metrics provide insights into how your business is performing compared to similar businesses in your industry. These metrics are based on data from the past 30 days and take into account various factors that define similar businesses. Based on the benchmark metrics, we provide personalized recommendations to help you improve your template’s performance. If your template’s read rate or click rate falls below the benchmark, we provide suggestions to boost engagement.

            Calculating benchmarks

            To calculate benchmark metrics, we consider the following characteristics:
              Business Country or Region: We use the business country as the default cohort, but if the cohort size is too small, we switch to the business region.Business Industry: We compare your business with others in the same industry or vertical to provide relevant benchmarks.Template Categories: We only compare templates within the same category (e.g., marketing templates with other marketing templates) to ensure accurate and relevant benchmarks.
              We then calculate two key benchmark metrics:
                Read Rate Benchmark: We calculate this metric as the 75th percentile of read rates across similar businesses, representing the percentage of messages read out of total messages delivered.Click Rate Benchmark: We calculate this metric as the 75th percentile of click rates across similar businesses, representing the percentage of link clicks out of total messages delivered.

                Understanding your ranking and how to use benchmark metrics

                When you view your benchmark metrics, you will see a ranking that indicates how your template performs compared to templates in the same category. This ranking is calculated by comparing your template’s performance with the read rate or click rate performance of peer templates with high engagement over the past 30 days.
                Use the benchmark metrics to compare your template’s performance to templates from similar businesses over the past 30 days. Benchmarks are calculated daily, with a delay of up to 2 days. This ensures that you have access to updated and relevant data to inform your business decisions.
                To access the benchmark and recommendations metrics:
                  Go to the WhatsApp Manager and select “Manage templates”.Choose the template you want to view.Select the “Marketing Messages API for WhatsApp” option from the dropdown menu highlighted in red.The benchmark metrics and recommendation cards will be displayed below the preview card in the left panel.

                  Error metrics

                  You can see a summary of error messages your template encountered within a given period of time by navigating to the WhatsApp Manager⁠ > Message templates > Manage templates panel and clicking on the template. Errors are displayed in the Error messages section.
                  The period of time can be defined using the date selector dropdown at the top of the page. See Cloud API error codes for a list of error codes and their descriptions.
                  The most frequently encountered message delivery errors are displayed in the Summary tab:
                  This information is also displayed as trend lines in the Trend tab:

                  View metrics via APIs

                  After registering in Marketing Messages API for WhatsApp, analytics for a business’s marketing message templates sent via the API are available from two APIs:
                    The WhatsApp Business Management API (does not include conversions)The Marketing API “Insights API” (includes conversions)

                    Benchmark metrics

                    You can get benchmark metrics via Insights API for read rates and click rates by requesting the following fields:
                      marketing_messages_read_rate_benchmarkmarketing_messages_click_rate_benchmark
                      Syntax
                      curl
                      'https://graph.facebook.com/<API_VERSION>/<AD_GROUP_ID>/insights?fields=<METRICS>' \
                      -H 'Authorization: Bearer <ACCESS_TOKEN>'
                      Example query
                      This example query returns the number of messages read, their read rate, and the benchmark read rate for comparison, as well as the number of button link clicks, their click rate, and the benchmark click rate for comparison, with a default lookback of 30 days:
                      curl'https://graph.facebook.com/v17.0/120229306178900226/insights?fields=marketing_messages_read,marketing_messages_read_rate,marketing_messages_read_rate_benchmark,marketing_messages_link_btn_click,marketing_messages_link_btn_click_rate,marketing_messages_click_rate_benchmark' \
                      -H'Authorization: Bearer EAACE...'
                      Example response
                      {
                      "data": [
                          {
                      "date_start": "2025-05-11",
                      "date_stop": "2025-06-09",
                      "marketing_messages_read": "265",
                      "marketing_messages_read_rate": "481.818182",
                      "marketing_messages_read_rate_benchmark": "70.27",
                      "marketing_messages_link_btn_click": "59",
                      "marketing_messages_link_btn_click_rate": "107.272727",
                      "marketing_messages_click_rate_benchmark": "18.74"
                          }
                        ],
                      "paging": {
                      "cursors": {
                      "after": "MAZDZD",
                      "before": "MAZDZD"
                          }
                        }
                      }
                      Measuring ROI with the Marketing API “Insights API” endpoint (richer analytics, recommended)
                      Businesses can use the Meta Pixel⁠ and Conversions API for App Events to send signals to Meta when customers take an action on their website or app, after clicking a URL in a marketing message. Note that in-thread conversion optimizations and reporting are not yet available for Marketing Messages API for WhatsApp.
                      The Insights API is an interface to retrieve ads statistics, allowing a business to view all of the metrics of the Template Analytics plus additional metrics on when marketing messages sent via Marketing Messages API for WhatsApp led to an event reported from their website via Meta Pixel or Conversions API, like a user adding to cart or checking out. It is required that the business that owns the Pixel is the same business that owns the WABA.
                      Step 1: Fetch Ad IDs for Templates, using the Templates endpoint
                      When a business has registered for Marketing Messages API for WhatsApp, a read-only Ad account will be created for each WABA under their BMID, and any marketing message templates under the WABA will be linked to an Ad object in that Ad account. Each marketing message template under the WABA will also be linked to an Ad set. These IDs are needed when calling the Insights API to retrieve metrics on marketing campaigns sent via Marketing Messages API for WhatsApp.
                      Once a business has registered for the Marketing Messages API for WhatsApp, the Business Management API’s Template endpoint will return an additional parameter reflecting their Ad IDs.
                        ad_idad_account_idad_campaign_idad_adset_id
                        These fields indicate the Ad id of linked Ads object for each marketing message template.
                        Call the Template endpoint to retrieve the Ad IDs for each ad entity linked to marketing message templates, for calling the Insights API later.
                        
Endpoint

Authentication

                        /WHATSAPP_BUSINESS_ACCOUNT_ID/message_templates
                        Developers can authenticate their API calls with the access token generated in the App Dashboard > WhatsApp > API Setup.
                        Business messaging partners must authenticate themselves with an access token with the whatsapp_business_messaging permission.
                        Request Syntax
                        GET /<WHATSAPP_BUSINESS_ACCOUNT_ID>/message_templates
                          ?fields=category,ad_id,ad_adset_id,ad_campaign_id,ad_account_id
                        If you only want to fetch 1 Template at a time, you can fetch the Ad ID fields at a Template level.
                        
Endpoint

Authentication

                        /<TEMPLATE_ID>/
                        Developers can authenticate their API calls with the access token generated in the App Dashboard > WhatsApp > API Setup.
                        Business messaging partners must authenticate themselves with an access token with the whatsapp_business_management permission.
                        Request Syntax
                        GET /<TEMPLATE_ID>
                          ?fields=category,ad_id,ad_adset_id,ad_campaign_id,ad_account_id
                        See docs: GET Templates
                        Step 2: Call the Insights API using the Ad IDs
                        Direct integrators or business messaging partners retrieve these read-only campaign objects through the existing Insights API endpoints:
                        
Endpoint

Authentication

                        /AD_CAMPAIGN_ID/insights
                        Partners must authenticate themselves with an access token with the ads_read permission.
                        Get the specified metrics at an ad object level (that is to say, ad account, campaign, ad set, or ad id level) given its ID:
                        Example Request
                        curl--verbose-s-G-d"access_token=${ACCESS_TOKEN}" https://graph.facebook.com/v19.0/${AD_ACCOUNT_ID|CAMPAIGN_ID|AD_SET_ID|AD_ID}/insights?fields=marketing_messages_sent%2Cmarketing_messages_read"
                        Example Response
                        {
                        "data": [
                            {
                        "marketing_messages_sent": "2",
                        "marketing_messages_read": "1",
                        "date_start": "2023-09-24",
                        "date_stop": "2023-10-23"
                            }
                          ],
                        "paging": {
                        "cursors": {
                        "before": "MAZDZD",
                        "after": "MAZDZD"
                            }
                          }
                        }
                        This is only an example. For all available params of the API see the full doc: Insights API docs
                        All available insights fields are listed below:
                          Sent, Read, Delivered, Click
    
                            marketing_messages_sentmarketing_messages_readmarketing_messages_deliveredmarketing_messages_link_btn_clickRates
    
                              marketing_messages_delivery_ratemarketing_messages_read_ratemarketing_messages_link_btn_click_rateSpend metrics
    
                                marketing_messages_spendmarketing_messages_cost_per_deliveredmarketing_messages_cost_per_link_btn_clickConversion events
    
                                  marketing_messages_website_add_to_cartmarketing_messages_website_initiate_checkoutmarketing_messages_website_purchasemarketing_messages_website_purchase_valuesmarketing_messages_app_add_to_cartmarketing_messages_app_initiate_checkoutmarketing_messages_app_purchasemarketing_messages_app_purchase_values
                                  Measuring ROI with the WhatsApp Business Management API “Template Analytics” endpoint (basic analytics)
                                  The Template Analytics endpoint of the WhatsApp Business Management API offers the ability to view metrics including: Sent, Delivered, Read, Clicked, and Cost.
                                  In order to fetch metrics for messages sent via Marketing Messages API for WhatsApp, attach the new parameter “product_type” with the value below. If omitted, only analytics for Cloud API will be returned.
                                  
Endpoint

Authentication

                                  /WHATSAPP_BUSINESS_ACCOUNT_ID/conversation_analytics
                                  Use the query parameter conversation_categories = MARKETING_MESSAGES to include data from the Marketing Messages API for WhatsApp.
                                  If omitted, the API will return results for all conversation categories.
                                  Developers can authenticate their API calls with the access token generated in the App Dashboard > WhatsApp > API Setup.
                                  Business messaging partners must authenticate themselves with an access token with the whatsapp_business_management permission.
                                  Request Syntax
                                  GET /WHATSAPP_BUSINESS_ACCOUNT_ID/?fields=conversation_analytics.start(<START_TIMESTAMP>).end(<END_TIMESTAMP>).granularity(DAILY).conversation_categories(MARKETING_LITE).dimensions(["CONVERSATION_CATEGORY"])
                                  
    
                                          
                                  
    
                                  

            
                                  
        
                                  
    
                                  

    
                                  

    
    
                                  
        
                                  
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