> ## Documentation Index
> Fetch the complete documentation index at: https://help.storetalk.app/llms.txt
> Use this file to discover all available pages before exploring further.

# Understanding your campaign results

> What the stats mean and how to tell if your campaign worked.

After a campaign is sent, StoreTalk shows you exactly what happened to every message.

## Message status explained

| Status    | What it means                               | Good or bad?                   |
| --------- | ------------------------------------------- | ------------------------------ |
| Queued    | Message is waiting to be sent               | Normal — clears within minutes |
| Sent      | Message left StoreTalk and reached WhatsApp | Good                           |
| Delivered | Message arrived on the customer's phone     | Good                           |
| Read      | Customer opened and read the message        | Great!                         |
| Failed    | Message could not be delivered              | Action needed                  |

## Delivery flow

```
SENT ──► DELIVERED ──► READ
  │
  └──► FAILED  (number invalid, account banned, or customer blocked you)
```

## What is a good open rate?

WhatsApp campaigns typically achieve **60–80% read rates** — much higher than email. If your read rate is below 40%, review your template text or reconsider your audience targeting.

## What to do about failures

<Steps>
  <Step title="Open the campaign">Navigate to the campaign and scroll to the recipient table.</Step>
  <Step title="Filter by Failed">Use the status filter to show only failed messages.</Step>
  <Step title="Check the numbers">Are they valid Indian mobile numbers (+91 followed by 10 digits)?</Step>
  <Step title="Clean your list">Remove invalid numbers from your contacts to keep the list clean.</Step>
  <Step title="Contact support if needed">If many numbers failed at once, contact StoreTalk support — it may be a delivery issue on our end.</Step>
</Steps>

<Tip>
  A "Read" does not mean the customer replied. If you want responses, end your template message with a clear call to action — for example: "Reply YES to confirm your order."
</Tip>