> For the complete documentation index, see [llms.txt](https://learn.doubletick.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://learn.doubletick.io/enterprise-analytics/introduction-to-funnel-report/understanding-events-in-funnel-reports.md).

# Understanding Events in Funnel Reports

#### <mark style="color:$primary;">**What is an Event?**</mark>

An event is a single action you select while building a Funnel Report. Each event represents one specific step in a customer's journey with your business — from the moment you first send a message, all the way to a final outcome like a booked site visit or a completed purchase. By arranging events in order, one after another, you can see exactly how many chats moved from one step to the next, and where customers are dropping off along the way.

Events are grouped into five categories: **Message Delivery, WhatsApp Template Events, Chat Lifecycle, Call Events,** and **Custom Events**. Each is explained below, along with where you can use it and what data it gives you.

<figure><img src="/files/crD3lcZEucTcaSo6bxWA" alt=""><figcaption></figcaption></figure>

#### <mark style="color:$primary;">**Message Delivery**</mark>

These events track the lifecycle of a regular, non-template WhatsApp message — the everyday back-and-forth between your team and a customer.

**Message Sent** This event fires every time your team or bot sends a regular message to a customer. It gives you a count of chats where an outbound message went out, along with when it was sent. Use it as the starting point of a funnel when you want to track engagement within an ongoing conversation, rather than a broadcast.

**Message Delivered** This confirms the message actually reached the customer's device. It gives you a count of successful deliveries. Placing this right after Message Sent in a funnel helps you catch delivery problems — if the numbers drop sharply between the two, it usually points to a network or device issue rather than a content issue.

**Message Read** This confirms the customer opened and read the message, shown by the blue tick on WhatsApp. It gives you a count of chats where the message was actually seen. A large drop between Delivered and Read tells you customers are receiving your messages but not engaging with them, which is a signal to revisit your messaging rather than your delivery setup.

**Message Received** This tracks incoming replies — any message a customer sends back to you. It gives you a count of chats where the customer responded. Use it after Message Sent or Message Read to measure real two-way engagement, not just visibility.

#### <mark style="color:$primary;">**WhatsApp Template Events**</mark>

These events track approved WhatsApp templates, typically used for broadcasts, reminders, and notifications.

**Template Sent** This fires when an approved template is sent to a customer. It gives you a count of templates dispatched. This is almost always the first step in a broadcast campaign funnel.

**Template Delivered** This confirms the template reached the customer's device. It gives you a count of successful deliveries. Use it right after Template Sent to calculate your delivery rate, which is a useful indicator of overall contact list health.

**Template Read** This confirms the customer opened and viewed the template. It gives you a count of chats where the template was seen. Comparing this to Template Delivered gives you an open rate, helping you judge how compelling your template content and preview text really are.

**Template Failed** This tracks templates that did not deliver successfully. It gives you a count of failed sends. This event is best used on its own, outside a funnel, to spot systemic problems such as opted-out numbers, policy violations, or expired templates, so you can clean up your contact list or fix compliance issues early.

**CTA Button Clicked** This tracks clicks on a call-to-action button inside a template, such as "Shop Now" or "Book Now." It gives you a count of chats where the customer tapped the button. Use it as the final step in a campaign funnel to measure true conversion, since it reflects actual intent rather than just message visibility.

#### <mark style="color:$primary;">**Chat Lifecycle**</mark>

These events track when a conversation begins and ends.

**Chat Opened** This marks the start of a new conversation thread. It gives you a count of chats initiated in a given period. Use it as a top-of-funnel volume metric to understand how many new conversations are starting, whether from inbound interest or a campaign.

**Chat Closed** This marks when a conversation is marked as closed or resolved. It gives you a count of chats that reached closure. Placing this after Chat Opened in a funnel gives you a resolution rate, which is a useful metric for tracking support team performance.

#### <mark style="color:$primary;">**Call Events**</mark>

These events track WhatsApp calling activity in both directions, including the consent flow required before placing an outgoing call.

**Outgoing Call Dialed** This fires when your team or bot initiates a call to a customer. It gives you a count of outbound call attempts. Use it as the starting point of a calling funnel to measure how many attempts your team is making.

**Outgoing Call Connected** This fires when an outgoing call is successfully answered by the customer. It gives you a count of connected outbound calls. Pairing this with Outgoing Call Dialed gives you a connect rate — the percentage of your attempts that actually reach a live customer.

**Outgoing Call Missed** This fires when an outgoing call goes unanswered. It gives you a count of missed attempts. Use this diagnostically to identify better calling windows or to flag contact segments with unusually high miss rates.

**Incoming Call Received** This fires when a customer calls your business. It gives you a count of inbound call attempts. Use it as a top-of-funnel metric for inbound demand, showing how many customers are proactively trying to reach you.

**Incoming Call Connected** This fires when an inbound call is successfully answered by your team. It gives you a count of connected inbound calls. Pairing this with Incoming Call Received gives you an answer rate, an important measure of how responsive your team is to customer calls.

**Incoming Call Missed** This fires when your team does not answer an inbound call. It gives you a count of missed customer calls. A rising trend here usually points to understaffing or slow response during peak hours.

**Call Consent Sent (**<mark style="color:$primary;">**New**</mark>**)** This fires when a consent-request template is sent to a customer, asking permission to call them, which WhatsApp requires before an outgoing call can be placed. It gives you a count of consent requests sent. This is the starting point of a pre-calling funnel, ensuring outbound calls only go to customers who have opted in.

**Call Consent Delivered (**<mark style="color:$primary;">**New**</mark>**)** This confirms the consent request reached the customer's device. It gives you a count of successfully delivered consent requests. Placing this after Call Consent Sent helps you spot delivery issues within the consent flow itself.

**Call Consent Received** This fires when a customer grants consent to be called. It gives you a count of chats where consent was received. This is the final step of the consent funnel and the gateway into calling. Chaining Call Consent Sent, Call Consent Delivered, Call Consent Received, Outgoing Call Dialed, and Outgoing Call Connected together gives you a complete view of your pre-call-to-connected-call journey, showing exactly where you're losing people — whether consent requests aren't being delivered, customers aren't consenting, or consented customers aren't being reached.

#### <mark style="color:$primary;">**Custom Events**</mark>

Unlike the categories above, custom events don't come with a fixed system definition. The tool simply displays the event's name, since these are account-specific milestones defined by the account owner rather than standard WhatsApp events.

To learn more about custom events, refer to the [**Custom Events**](https://learn.doubletick.io/settings/how-to-use-custom-events#what-is-a-custom-event) documentation.


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