# Campaign results and customer replies

Read sent, delivered, read, failed and replied states, then own the customer follow-up without duplicating a pending send.

## Read the campaign, then the conversation

Open the original campaign's monitor or report in [Bow Chat Panel](https://panel.bow.chat). Review the audience and recipient records as well as the totals. The campaign keeps the send and engagement history; the shared inbox is where your team handles the resulting customer conversation.

## Different states answer different questions

- **Sent:** the sending attempt progressed through the channel. It is not proof of delivery.
- **Delivered:** the channel reported delivery. It is not proof of a read or a reply.
- **Read:** a read event was received. An absent event does not prove the person did not read the message.
- **Failed:** inspect the recorded reason before deciding what to do next.
- **Replied:** review the reply and customer context. A reply is not automatically a qualified lead, booking or sale.

Keep the campaign, its audience and reporting period consistent when comparing results. Do not add repeated status events together as if they were different people.

## Own the replies

Use the replied-contact list and linked conversation to read what the customer actually asked. Assign the conversation to the responsible agent or team, leave a private handover when needed and complete the next action through the normal [inbox workflow](https://docs.bow.chat/inbox/working-with-conversations).

Check the active inbox and recipient before replying. A new message may need an approved template or another permitted reply path under that channel's rules. An opt-out or block must not trigger an automatic send on another channel.

## Handle a failure without duplicating the send

Read the original recipient and message state first. If an acknowledgement was lost or delivery is still pending, do not start a second campaign as a retry. Correct a confirmed permanent input or policy issue before any new approved attempt.

A second channel is a controlled recovery choice, not permission to bypass consent or duplicate a pending message. Integrations should follow the [delivery and fallback guide](https://docs.bow.chat/developers/delivery-and-fallback).

Use the campaign report to decide what needs follow-up, and your sales or booking records to verify the business result. See [Create a campaign](https://docs.bow.chat/campaigns/overview) for the setup path.

Canonical: https://docs.bow.chat/campaigns/results-and-replies
Version: 2
Updated: 2026-10-25T07:37:17.647Z