Analyzing Results

Overall Results

The Overall Results Panel aggregates all your performance metrics in one place. It gives you a quick overview of how your campaigns and funnels are performing.

• Total Impressions & Investment

• Paid Clicks with conversion rate

• Messages Sent with conversion rate

• Started conversation with conversion rate

• Messages Replied with conversion rate

• Final Conversion (e.g., Link Clicks) with conversion rate

• Revenue & ROAS

• CPA for each funnel step

Funnel Visualization Chart

Numbers are useful, but visuals make it easier to understand where users drop off. The Funnel Visualization Chart shows your customer journey in a clear, step-by-step view.

See how users progress from one funnel step to the next, review conversion percentages at each stage to identify drop-offs.

This chart helps you quickly diagnose friction points and improve conversion flow.

CPA Performance Chart

Not all campaigns deliver the same value. The CPA Performance Chart ranks your campaigns by cost per acquisition so you can identify both your best and worst performers.

Campaigns are displayed in descending order of CPA.

Review which CTWA campaigns are driving the most efficient results and spot underperforming campaigns that may need optimization.

This chart helps you allocate budget to campaigns with the best returns.

Campaign Details Table

The Campaign Details Table is your detailed, sortable breakdown of all campaign metrics. It combines standard and dynamic data so you can drill down into specifics.

Standard Columns include (totals and averages):

• Impressions

• CTWA Paid Clicks & CPA

• % Conversion from CTWA Paid Clicks

• Started Conversation Qty & CPA

• ROAS and Revenue

Dynamic Columns (added automatically for custom events):

• Event Quantity (how many triggered the event)

• Event CPA

• Event Conversion Rate (CVR)

This table provides a flexible, detailed view of campaign results, enabling you to slice data any way you need.