Maximize the effectiveness of your marketing initiatives on WhatsApp with Zapper Analytics. The platform enables detailed tracking of crucial metrics such as impressions, reach, and interaction rates of sent messages, facilitating strategic, results-driven decision-making.
Marketing Settings
1.1 Accessing the Settings
Navigate to the Marketing tab
2. Click the gear icon ⚙️ located in the upper left corner image
3. Now, access to essential settings such as Campaigns, Content, and Keyword Monitoring is at your fingertips.
1.2. Setting Up Campaigns
Campaigns in Zapper Analytics represent a strategic grouping of content, centralized in a single marketing plan with a specific objective, making performance analysis and evaluation easier.
To effectively implement marketing strategies on the platform, it is crucial to start with a clear definition of campaign names, which will subsequently serve as guides for configuring and organizing the corresponding content.
In the campaigns section, locate and click the "+" icon at the bottom right corner to start creating a new campaign.
Assign a distinct name to the campaign and remember to save before proceeding.
1.3. Configuring Content
After defining campaigns, go to the Contents section, where the content to be sent will be established.
Locate and click the "+" icon at the bottom right corner to start creating new content.
This step includes three primary configurations:
Content: This section serves as an essential tool for managing and organizing marketing content. It is the space where you should define the visual identification of the content within the Zapper Analytics platform. A strategic naming approach will facilitate filtering and detailed analysis of the metrics associated with each content, promoting more efficient and informed marketing management.
Content Key: This is a unique identifier required for each marketing material you develop. It plays a crucial role in the individualized tracking of each piece of content distributed via WhatsApp messages.
💡 Guidelines for Setting the Content Key:
Each WhatsApp message distributing marketing material must include the corresponding Content Key. The absence of this key may result in inaccurate or nonexistent marketing tracking.
For example, in the image below, note that the message is linked to the specific content key #zapper-welcome:
It is essential to follow these instructions when creating a Content Key:
Format to be followed: *#companynamecontent;
The key should not include spaces or uppercase characters to ensure proper traceability and identification.
Campaign: In the Campaign column, select the campaign related to the content being configured through a drop-down menu.
2. Campaign Statistics
The Marketing tab on our dashboard is your analysis center for WhatsApp marketing campaigns. Here, you will find detailed data on the messages sent, all tracked using a unique keyword embedded in each message.
2.1. Filters
You can refine the analysis of marketing campaign performance by adjusting the available filters to select specific data by period, group, agent, sent campaign, or sent content. This feature allows for a more detailed and focused observation, meeting different analysis needs and interests.
The available filters for detailed analyses include:
Period: Defines a specific time range for analysis, optimizing the tracking of metrics through various campaign stages.
Group: Facilitates segmented analysis of agents based on different organizational units, such as teams, departments, or managers, promoting a focused and detailed evaluation of various segments.
Agents: Helps assess individual engagement and performance in campaigns, identifying successful areas and opportunities for improvement.
Campaign: Enables refined and comprehensive analysis by filtering data from all executed campaigns, providing a detailed overview of overall or individual campaign effectiveness.
Content: Offers the opportunity to analyze specifically sent content, delivering deep insights into the reception and effectiveness of each distributed piece.
Use these filters for a more refined and specific analysis, facilitating strategic decision-making based on precise and relevant data.
2.2. Big Numbers
This dashboard section provides an overall and quantitative overview of your marketing campaigns, offering a clear and concise visualization of key performance indicators. Below are the detailed categories of available metrics:
Agents: Indicates the total number of distinct agents who participated in sending content within a given campaign.
Campaigns: Represents the total number of distinct campaigns effectively sent, helping to monitor the breadth of your marketing initiatives.
Content: Refers to the number of different content pieces actively monitored, offering insights into the diversity and volume of circulating materials.
Reach: Shows the total number of people who received the messages sent, demonstrating the extent of your campaigns' impact.
Impressions: Indicates how many times the monitored content was sent, providing an idea of frequency and repetition within your campaigns and content.
Interactions: Counts the number of recorded interactions, reflecting how many times recipients responded or interacted in some way with the sent campaign, offering valuable insights into audience engagement.
2.3. Averages
This section provides an analysis of key averages to assess the overall performance of marketing strategies. Below is a detailed description of the indicators:
Average impressions per agent: Represents the average number of impressions generated by each agent, illustrating the average activity of each agent in distributing content.
Average reach per campaign: Indicates the average number of individuals reached per campaign, providing insights into the effectiveness of each marketing initiative.
Average reach per content: Reflects the average number of people reached by each content piece, offering insights into the individual penetration of each distributed type of content.
3.Graphical Analyses
3.1. Campaigns and Content
This chart, covering a period of up to six months, illustrates the number of campaigns and content sent each month. It provides a clear view of the sending frequency, enabling a monthly analysis of distributed campaigns and content.
3.2. Impression Variation
Represents the evolution of the number of impressions month by month over the last six months. This is a vital tool for monitoring impression fluctuations over time, facilitating pattern or trend identification.
3.3. Impressions by Campaign
Demonstrates the total number of impressions accumulated per individual campaign. This chart is an effective tool for evaluating the performance and reach of each campaign.
3.4. Interactions by Campaign
Displays the number of interactions occurring in each campaign, complemented by a line showing the accumulated interaction percentage. This data combination provides deep insights into campaign effectiveness and accumulated engagement rates.
4. Performance Analysis
This section presents the performance of campaigns and agents clearly and objectively through two distinct tables: "Content" and "Agent." These tables offer a detailed overview of the efficiency and reach of implemented marketing strategies.
4.1. Content
This table focuses on analyzing the individual performance of each content, providing valuable insights through the following columns:
Content: Displays the name of each sent content.
Impressions: Shows the total number of impressions with a visual bar for easier analysis.
Interactions: Displays the total number of interactions, accompanied by a visual bar for easier analysis.
% of Interactions: Represents the percentage of interactions relative to the number of impressions, providing an engagement metric.
4.2. Agent
This table provides a comprehensive view of agent performance in campaigns through the following columns:
Agents: Individual names of agents involved in campaigns.
Campaigns: Number of campaigns each agent sent.
Content: Number of content pieces each agent sent.
Impressions: Total number of impressions generated by each agent.
Reach: Number of people reached by each agent's initiatives.
Interactions: Number of interactions each agent's campaigns generated.
5. Keywords
In this final section, you can explore a detailed analysis focused on the keywords that have been pre-configured for monitoring. Carefully tracking these keywords is essential to understanding communication trends and adjusting marketing strategies effectively. This section is divided into filters, big numbers, and an informative table, detailed below:
5.1. Configuring Keywords
Click on the ⚙️ gear icon located in the upper left corner.
Go to the "Keywords" tab.
Find and click on the "+" icon at the bottom right corner to start creating new content.
To configure keywords effectively and in an organized manner, follow these steps:
Defining the Rule: First, select or define a rule that will serve as a category to facilitate future grouping and analysis.
Keyword Selection: After defining the rule, associate it with a specific keyword, such as the name of a product that requires monitoring. This process allows you to track how often it has been mentioned, as well as identify when and by whom.
Note:
Keyword identification is case insensitive and ignores the presence of accents, ensuring an unbiased analysis despite spelling variations.
This structured approach enables precise tracking and detailed analysis of relevant mentions, enhancing marketing strategy through valuable insights.
5.2. Filters
Here, two crucial filters are available to assist in navigating and analyzing data:
Rule: Allows filtering data based on the rule or grouping criteria established for the keywords.
Keyword: Facilitates searching and analyzing specific monitored keywords.
5.3. Big Numbers
This section highlights two key metrics that indicate the scope and impact of the monitored keywords:
Total Mentions: Indicates the total number of times the keywords have been mentioned in monitored communications.
Keywords: Represents the total number of registered keywords that are currently being monitored.
5.4. Table
Rule: Displays the name of the rule or grouping criteria assigned to a set of keywords.
Keyword: Lists all individual words that have been configured for monitoring.
Quantity: Highlights the frequency with which each keyword was mentioned, represented both numerically and visually through a bar.