WeChat Analytics 2025: Unlock Your WeChat Marketing Potential

Most marketers assume they fully understand their WeChat audience  but the reality is often quite different. Most brands focus only on surface-level metrics  such as tracking follower numbers, simple view counts, or occasional shares.

But hidden inside the WeChat Official Account backend is a goldmine of analytics that most people overlook. WeChat Official Account admins gain access to a rich set of analytics that help track how well your  marketing efforts are performing. 

These tools allow you to go beyond just follower counts and reveal patterns in user behavior, content performance, and sharing trends, helping you make informed marketing decisions.

This article break down exactly what’s available: not just demographics, but deep patterns in how followers behave, which articles actually drive action, how users interact with your menus, and what messages spark replies.

If you want to go beyond surface-level WeChat marketing and uncover insights that drive smarter decisions, keep reading.

How to log in WeChat and access analytics dashboard?

To get started with WeChat analytics, head into the Official Account management section where all your performance data is stored. By default, the dashboard displays in Chinese, but you can switch to English by clicking the small globe icon in the top right (though note that some areas may still appear untranslated). You can see this in the below image. 

Logging in is straightforward: simply enter your username and password or scan the QR code with your WeChat app. Just make sure you have the necessary access permissions, as the system will require admin approval if you don’t.

Once inside, you’ll unlock a full view of your WeChat analytics, giving you the insights you need to improve your content, strengthen your marketing strategy, and make the most of your WeChat business account setup.

What’s included in WeChat analytics: A complete breakdown

#1 WeChat User Analytics

WeChat user analytics gives you a big-picture view of your audience with detailed demographic insights, though it doesn’t provide individual user-level data.

WeChat user analytics covers two aspects: General followers and consistently engaged followers, helping you understand both your overall audience and your most loyal readers.

General followers

Here’s what you can explore:

• Daily follower stats: Track total followers, new followers, and those who unsubscribed. This can be easily understood from the image below.

• Source breakdown: See where your followers came from — whether it’s an Official Account search, QR code scan, WeChat Channels, article pages, or other entry points.

• Device insights: Find out if your audience is on Android or iPhone.
• Demographics: View gender, language, and location data (province and city within China — note there’s no geo-data for international users).

Just remember, all demographic details rely on what users self-report, so they might not be 100% accurate, but they still offer valuable clues to help shape your WeChat digital marketing approach.

Consistently Engaged Followers

WeChat offers a clear view of your most loyal users called consistently engaged followers. These are the people who read and interact with your content more often than others and they regularly see your Official Account at the top of their messages.

In the analytics dashboard you can track the number of new engaged followers, total engaged followers and monthly growth trends. You can also review their gender age groups location and device type helping you compare them to your general audience.

In the image above, you can see the number of consistently engaged followers. These are users who regularly interact with your content, not just follow passively. For example, there might be 13 newly engaged followers, contributing to a total of 510 consistently engaged followers, showing a 9% increase in active engagement that month.

For example you may find that users over 60 are more active among engaged followers while they appear less often in the less engaged group. These insights help you better understand your core audience and refine your WeChat marketing strategy.

You can also view where these followers are located and which devices they use such as Android or iPhone.

#2 WeChat Article/Content Analytics

WeChat content analytics cover two key areas including individual article analytics and aggregate content analytics both of which are explored in the following sections.

Individual article analytics

For each article, you can view key metrics that show how your followers responded to the content and how it was shared with a wider audience.

For individual articles, you can track view trends for either 7 days or 30 days after publishing. It is common to see strong performance in the first week, followed by a gradual decline in views over time. You can easily see this in the image below.

While this works well for tracking short-term peak views of a typical WeChat post, it does not show how the article performs in search results over time.

The analytics also display how many people the article was shared with and how many read it. 

• You can see detailed data such as the total number of shares including reshares by non-followers and the resulting number of reads. 
• Here, “shares” include distribution across Moments (newsfeed), groups, direct messages, and other channels.

A larger follower base increases the size of the top of the funnel and can lead to more conversions at the bottom if you have:

• Well-targeted and active audience
• Engaging article introduction
• Strong content sharing
• Good timing when publishing

You can also track the share rate and expansion rate, which reflect how often followers share content they find useful, entertaining, or personally meaningful.

Additionally, demographic data for each article is available, including gender, province within China, and device type, though this data has the same limitations as the general account-level information.

Aggregate content analytics

In addition to individual article data, you can also review performance data for all WeChat content over time such as from the past month.

The main metrics shown are daily trends in article views and viewer numbers both of which are strongly shaped by the quality and relevance of the content.

The source of article views helps you understand how people are sharing the content. Below are six main categories and how they can be interpreted.

Hourly view data provides useful insights into the best times to post your content.

The example above shows how an article’s views change over time on the day it is published. In the first hour after posting, the article received 89 views, but in the second hour, the number dropped to fewer than 62 views. Understanding this trend can help you plan the best times to post and promote your content for better results.

Next, you can see how many views the article received the following day. In this example, the highest number of views happened in the morning and again in the afternoon.

This means your audience was most active during these times which can help you plan when to post future content for better reach and engagement.

All of these analytics apply not only to articles but also to videos. Since videos are often included within articles, you can easily check video-specific metrics to understand how well they are performing.

#3 WeChat Menu Analytics

WeChat Official Accounts include menu options that make it easy for users to navigate. With just a click, users can access articles, visit WeChat pages, or open external websites directly from the account menu. 

This feature helps you guide your audience smoothly to key content or resources, improving both user experience and engagement with your account. By organizing your menu well, you can highlight important links and make sure followers can quickly find the information they are most interested in.

For each menu option WeChat provides data on how many times it was clicked and how many users visited it. To improve these results you can adjust the menu items or change the layout to make them more appealing and easier to navigate.

#4 WeChat Message Analytics

WeChat message analytics give you a clear summary of all the messages your account receives from users. 

This section helps you see how many messages come in each day, how many unique users are sending them, and what common keywords appear in those messages.

By reviewing this data, you can better understand what topics matter most to your audience, spot trends in user questions or feedback, and adjust your communication approach to better meet their needs. This is visible in the image below.

WeChat message analytics let you track how many messages your account receives each day, how many users are sending them, and which keywords appear most often in those messages.

While individual messages are only stored for 30 days, the overall analytics and summary data remain available for you to review and use in your strategy.

#5 WeChat Interface & Web Page Analytics

WeChat interface and web page analytics help you understand how often your connected third-party tools are used and whether they are working smoothly.

This section provides various features shown in the below table. 

You can also see the highest load times recorded which helps identify any performance issues that may affect the user experience. By reviewing these details you can ensure that all linked services are running efficiently and address any problems early to maintain a smooth and reliable experience for your followers.

#6 WeChat Report Template

The WeChat report template helps you focus on the metrics that truly matter rather than getting lost in unnecessary details. While the platform provides a wide range of data, the most valuable insights usually come from tracking the growth in followers, the number of shares and views your content receives, and most importantly, the number of leads generated.

By paying close attention to these key areas, you can better understand how your WeChat marketing efforts are performing and where you should focus your improvements. This targeted approach saves time and ensures your reports deliver clear, actionable insights that help you drive real results.

Final words 

WeChat analytics offer far more than surface-level metrics; they give you a powerful window into your audience’s behavior, content performance, and engagement patterns. 

By using these insights, you can fine-tune your WeChat marketing strategy, create more targeted content, and drive stronger results. Whether you are growing followers, increasing shares, or generating leads, the right data helps you make smarter decisions every step of the way.

Ready to take your WeChat marketing to the next level? Partner with a trusted WeChat advertising agency like ours, and let us help you turn these insights into real, measurable success.