Analytics
A focus on numbers can really boost your support performance. Our built-in Analytics allow you to take a birds-eye view on your messaging service, identify critical areas and zoom in. In this tutorial we’ll break down every KPI at your disposal in Analytics.
Enter Analytics from your Dashboard’s left navigation bar under:
| Topic | Description |
|---|---|
| Impressions | Numbers on your overall chat traffic. |
| Conversations | Metrics on the length and flow of your conversations. |
| Quality | Metrics to assess the quality of your messaging service. |
| Messenger availability | Your availability for live conversations on a timeline. |
| Operator status | Your operators’ status and availability on a timeline. |
| Goals | Metrics to assess your performance based on the goals you reached. |
| Missed Opportunities | Data on the conversations you miss while you’re offline. |
| Topics | The types of inquiries you get and their frequency. |
| Surveys | How contacts answer your surveys. |
| Contacts | Detailed information on who uses your messaging service. |
| Analytics dashboards | Build custom KPI overviews for your specific purposes. |
You can filter each KPI’s data by date range, Widget, operator, and group. If you limit the date range to 1 day, the data is displayed on an hourly basis for that specific day. For larger date ranges, select **auto**, **days** or **months**. Please note that no KPIs will be tracked for bot operators and therefore all of them have been removed from filter configurations and response times will be adjusted accordingly (based on human operators becoming eligible). For analytics purposes, a conversation is considered started only once a first message has been sent into the conversation.
On the right, you can select four different styles to visualize your data: line graph, bar graph, pie chart and table chart. To export your selection as a CSV file, hit **Download** on the right just above a KPI’s chart.
| Conversations | |
|---|---|
| What does it measure? | The number of conversations started in a given time. |
| Unit | Conversations |
| When is it counted? | Whenever the first message is sent in a conversation. This will be roughly equivalent to its creation date in the Message Center. There might be discrepancies if, for example, the contact filled out the pre-conversation survey but then waited some time before sending the first message. The value is counted for both assigned and unassigned conversations. |
| Why is it useful? | Allows you to measure your overall chat traffic and identify your peak times. |
| Example |
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This section shows detailed information about your conversations.
| Average conversation duration | |
|---|---|
| What does it measure? | The average time span between the first message sent in a conversation and the moment its status is set to “Ended” for a certain number of live and asynchronous conversations. Unanswered conversations are excluded. |
| Unit | Seconds |
| When is it counted? | Whenever a conversation with operator messages is set to “Ended.” Resumed conversations are counted anew. |
| Why is it useful? | Whether you’re aiming for quick resolutions or ongoing conversations, with this metric you keep track of these goals. |
| Example | A conversation starts and ends 20 minutes later. A second conversation takes 40 minutes, ends, is resumed later on and ends again after another 40 minutes. Considering those two conversations, your average conversation duration is 50 minutes. |
| Messages | |
|---|---|
| What does it measure? | The total number of messages exchanged across all conversations in a given time. Includes text, voice and media messages. |
| Unit | Messages |
| When is it counted? | Whenever a contact or an operator sends a message. |
| Why is it useful? | Shows you the overall volume of messages you exchanged with contacts. If you divide it by the number of conversations, you’ll get your average number of messages per conversation. |
| Outbound messages | |
|---|---|
| What does it measure? | The total number of messages sent by operators in a given time. |
| Unit | Messages |
| When is it counted? | Whenever an operator sends a message. |
| Why is it useful? | Shows you when your operators are particularly active. |
| Inbound messages | |
|---|---|
| What does it measure? | The total number of messages sent by contacts in a given time. |
| Unit | Messages |
| When is it counted? | Whenever a contact sends a message. |
| Why is it useful? | Shows you when your contacts are particularly active. |
| Conversation categories | |
|---|---|
| What does it measure? | The number of conversations started per category (live,offline, re-engage). |
| Unit | Conversations |
| When is it counted? | Live: Conversation is started by operator or contact while both are available Offline: Conversation is started by contact while operator is unavailable Re-engage: Conversation is started by operator while contact is unavailable A conversation is considered started when a first message is sent in it. |
| Why is it useful? | Allows you to directly compare how often new conversations immediately turn into live interactions and how often either contact or operator is not available at the time. |
| Ended conversations resumed | |
|---|---|
| What does it measure? | The number of ended conversations that have been resumed by either contact or operator. |
| Unit | Conversations |
| When is it counted? | Whenever an ended conversation is resumed by either contact or operator. |
| Why is it useful? | Shows you how many conversations are followed up on after they were considered finished. A low value usually means that most issues are solved conclusively, suggesting a high service quality. Please note that “Thank you” follow-ups can resume ended conversations, too. |
This section focuses on metrics to give an indication of the quality of your service. An interesting section to compare different operators and groups with one another.
| First response time live conversations | |
|---|---|
| What does it measure? | The time between a contact’s first message and your operator’s first reply in a newly started live conversation. |
| Unit | Seconds |
| When is it counted? | When an operator sends a first reply to a live conversation newly started by a contact while both parties are online. |
| Why is it useful? | Your first response shows contacts that their request has been acknowledged. A low FRT is a typical indicator of high service quality. |
| Example | A contact starts a conversation by sending a message while an operator is available. 10 seconds later the operator replies. The first response time is 10 seconds. |
| First response time live conversations (service times considered) | |
|---|---|
| What does it measure? | The time between a contact’s first message and your operator’s first reply in a newly started live conversation. The data is normalized by the service times defined for the Widget. |
| Unit | Seconds |
| When is it counted? | When an operator sends a first reply to a live conversation newly started by a contact while both parties are online. This metric only tracks data if service times are enabled for the Widget. |
| Why is it useful? | Your first response shows contacts that their request has been acknowledged. A low FRT is a typical indicator of high service quality. |
| Example | A contact starts a conversation by sending a message while an operator is available. 10 seconds later the operator replies. The first response time is 10 seconds. If the contact writes 5 seconds before the start of the defined service time and the operator replies after 10 seconds, the first response time is 5 seconds. |
| First response time live conversation sessions | |
|---|---|
| What does it measure? | The time between a contact’s first message and your operator’s first reply in a newly started or resumed live conversation. |
| Unit | Seconds |
| When is it counted? | When an operator sends a first reply to a conversation newly started or resumed by a contact while both parties are online. |
| Why is it useful? | When operators are available, your contacts expect quick answers. This metric shows you if they get them. |
| Example | Your operator is available and a contact sends a message in an existing conversation that has been idle for some time. 10 seconds later the operator replies. The first response time is 10 seconds. |
| First response time live conversation sessions (service times considered) | |
|---|---|
| What does it measure? | The time between a contact’s first message and your operator’s first reply in a newly started or resumed live conversation. The data is normalized by the service times defined for the Widget. |
| Unit | Seconds |
| When is it counted? | When an operator sends a first reply to a conversation newly started or resumed by a contact while both parties are online. This metric only tracks data if service times are enabled for the Widget. |
| Why is it useful? | When operators are available, your contacts expect quick answers. This metric shows you if they get them. |
| Example | Your operator is available and a contact sends a message in an existing conversation that has been idle for some time. 10 seconds later the operator replies. The first response time is 10 seconds. If the contact writes 5 seconds before the start of the defined service time and the operator replies after 10 seconds, the first response time is 5 seconds. |
| Response time live conversations | |
|---|---|
| What does it measure? | The time between a contact’s message and your operator’s reply in a live conversation with previous interaction. The time between your contact’s first messages and your operator’s replies to it is excluded. |
| Unit | Seconds |
| When is it counted? | When a contact is online and your operator replies to them. First responses are excluded. |
| Why is it useful? | Helps you ensure that your contacts receive timely responses to all messages throughout the conversation. Since operators might need to look up information, this metric tends to be higher than the first response time. |
| Example | In a live conversation, a contact greets your operator who replies after 30 seconds. The contact then asks a question and your operator answers it after 1 minute. Since the first messages are not counted, the response time for this conversation is 60 seconds. |
| Response time live conversations (service times considered) | |
|---|---|
| What does it measure? | The time between a contact’s message and your operator’s reply in a live conversation with previous interaction. The time between your contact’s first messages and your operator’s replies to it is excluded. The data is normalized by the service times defined for the Widget. |
| Unit | Seconds |
| When is it counted? | When a contact is online and your operator replies to them. First responses are excluded. This metric only tracks data if service times are enabled for the Widget. |
| Why is it useful? | Helps you ensure that your contacts receive timely responses to all messages throughout the conversation. Since operators might need to look up information, this metric tends to be higher than the first response time. |
| Example | In a live conversation, a contact greets your operator who replies after 30 seconds. The contact then asks a question and your operator answers it after 1 minute. Since the first messages are not counted, the response time for this conversation is 60 seconds. If the contact writes the second message 5 seconds before the start of the defined service time and the operator replies after 1 minute, the first response time is 55 seconds. |
| First response time asynchronous conversations | |
|---|---|
| What does it measure? | The time between a contact’s latest message and your operator’s first reply in conversations started while no operator was available. |
| Unit | Seconds |
| When is it counted? | When an operator sends the first reply in a conversation started by a contact while no operator was available. Please note: This KPI only considers conversations containing contact details when the Widget is configured to only receive conversations with contact details. Conversations received without contact details aren't counted. |
| Why is it useful? | When contacts leave messages while you’re not available, they expect you to reply as soon as possible. This metric helps you ensure that they receive timely first responses, even when you aren’t online to reply immediately. |
| Example | A contact starts a new conversation and leaves a message at 10 p.m., which is outside your service hours. Your operator replies at 8 a.m. the next morning. The FRT for this asynchronous conversation is 10 hours. |
| First response time asynchronous conversations (service times considered) | |
|---|---|
| What does it measure? | The time between a contact’s latest message and your operator’s first reply in conversations started while no operator was available. The data is normalized by the service times defined for the Widget. |
| Unit | Seconds |
| When is it counted? | When an operator sends the first reply in a conversation started by a contact while no operator was available. This metric only tracks data if service times are enabled for the Widget. |
| Why is it useful? | When contacts leave messages while you’re not available, they expect you to reply as soon as possible. This metric helps you ensure that they receive timely first responses, even when you aren’t online to reply immediately. |
| Example | A contact starts a new conversation and leaves a message at 10 p.m., which is outside your service hours. Your operator replies at 8 a.m. the next morning. If the service time for this Widget is defined as 7 a.m. to 5 p.m., the first response time is 1 hour. |
| Response time asynchronous conversations | |
|---|---|
| What does it measure? | The time between a contact’s latest new message and your operator’s reply in a conversation resumed while no operator was available. The conversation needs to have previous operator messages. |
| Unit | Seconds |
| When is it counted? | When an operator sends the first new reply in a conversation with previous operator messages that was resumed while no operator was available. |
| Why is it useful? | Helps you ensure that your contacts receive timely responses to additional questions, even when you aren’t online to reply immediately. |
| Example | A contact resumes an existing conversation with previous contact and operator messages at 10 p.m., which is outside your service hours. Your operator replies at 10 a.m. the next morning. The response time for this asynchronous conversation is 12 hours. |
| Response time asynchronous conversations (service times considered) | |
|---|---|
| What does it measure? | The time between a contact’s latest new message and your operator’s reply in a conversation resumed while no operator was available. The conversation needs to have previous operator messages. The data is normalized by the service times defined for the Widget. |
| Unit | Seconds |
| When is it counted? | When an operator sends the first new reply in a conversation with previous operator messages that was resumed while no operator was available. This metric only tracks data if service times are enabled for the Widget. |
| Why is it useful? | Helps you ensure that your contacts receive timely responses to additional questions, even when you aren’t online to reply immediately. |
| Example | A contact resumes an existing conversation with previous contact and operator messages at 10 p.m., which is outside your service hours. Your operator replies at 8 a.m. the next morning. If the service time for this Widget is defined as 7 a.m. to 5 p.m., the response time for this asynchronous conversation is 1 hour. |
| Satisfaction rating | |
|---|---|
| What does it measure? | The average rating your operators receive from contacts. |
| Unit | Star rating (from 1 to 5) |
| When is it counted? | Whenever a contact rates a conversation. Multiple entries per conversation are possible. Ratings submitted while no operator is assigned will be omitted. |
| Why is it useful? | Gives you quantitative insights into your contacts’ satisfaction with your operators and messaging support. |
| Feedback count | |
|---|---|
| What does it measure? | The number of times your contacts left feedback. |
| Unit | Feedback |
| When is it counted? | Whenever a contact leaves feedback. Multiple entries per conversation are possible. Feedback submitted while no operator is assigned will be omitted. |
| Why is it useful? | Customers tend to give feedback on particularly good or bad service experiences. So, this metric can give you insights on how common they are. |
| Unanswered live conversations | |
|---|---|
| What does it measure? | The number of conversations that received no operator reply although contact and operator were simultaneously online at some point. |
| Unit | Conversations |
| When is it counted? | When a live conversation reaches the timeout set in the Widget’s settings without an operator’s reply. The count stands even if an operator adds a reply later on. |
| Why is it useful? | Allows you to see when your operators fail to answer contacts although they’re available. If this happens too often, it might suggest that your operators have too many conversations at once to answer all directly. |
| Example | An operator receives a conversation while available but does not reply before the conversation timeout is reached. |
| Unanswered ended conversations | |
|---|---|
| What does it measure? | The number of conversations that end without a single operator message. |
| Unit | Conversations |
| When is it counted? | When a conversation is set to Ended without having received an operator’s message. The count stands even if an operator replies later on or the contact resumes the conversation. |
| Why is it useful? | There are legitimate reasons for leaving conversations completely unanswered, for example trolls or contacts that are on the wrong website. However, if the numbers here are especially high, it might be worth checking up on your operators. |
| Example | A contact starts a conversation and doesn’t receive an answer until the conversation is set to Ended. |
A conversation can be counted as unanswered in both “Unanswered...” metrics. For example, if a live conversation remains unanswered until its timeout and an operator ends it later on without having replied.
| Triggered inactivity prevention actions | |
|---|---|
| What does it measure? | The number of various inactivity prevention actions triggered. |
| Unit | Inactivity prevention actions |
| When is it counted? | Whenever an inactivity prevention action is triggered or fails. At least one inactivity prevention action needs to be enabled on a Widget for this metric to receive data. |
| Why is it useful? | Shows you when and how often your inactivity prevention kicks in, and how effective it is. |
| Example | A contact sends a message while the assigned operator is not available. The conversation is reassigned to another, available operator after the time defined in the inactivity prevention settings. |
The **Messenger availability** shows the status of your Widgets on a timeline so you can determine when exactly your Widget was available for your customers. When you hover over a segment in the timeline, a tooltip with detailed information will show up.
| Widget status | |
|---|---|
| What does it measure? | A Widget’s availability status during a given time. The three possible status are online, offline and chat slots full. |
| Unit | Widget availability status |
| When is it counted? | Available (green): At least one operator is available. Unavailable (light red): No operator is available. Chat slots full (red): At least one operator is online, but all operators are fully occupied and can’t receive live conversations. |
| Why is it useful? | It shows you how busy your team was and thus how easy it was for contacts to start a live conversation on your Widget during a certain time. Long time spans of full chat slots might call for adding staff to satisfy the demand. |
| Please note: | If you edit the Widget’s configuration while operators allocated to it are logged in to the Message Center, this can lead to distorted values in the day’s timeline. We recommend making Widget edits while no operators are connected to the Message Center. |
This section gives you detailed insights into the daily activities of your operators.
The **Operator status** shows the status of your operators in segments on a timeline in different colors for each status. When you hover over a segment in the timeline, a tooltip with detailed information will show up.
| Operator status | |
|---|---|
| What does it measure? | An operator’s availability status during a given time. The four possible status are online, offline, away, and full chat slots. |
| Unit | Operator availability status |
| When is it counted? | Online (green): The operator is online, the only status in which operators are available for incoming live conversations. Offline (black): The operator is offline. Away (orange): The operator’s status is set to away. Chat slots full (red): The operator is online but fully occupied until one of the ongoing conversations is ended or times out. |
| Why is it useful? | It shows you how busy or available individual operators were and thus how easy it was for contacts to start a live conversation with them during a certain time. Long time spans of full chat might call for adding staff to satisfy the demand. |
| Operator chat slot utilization | |
|---|---|
| What does it measure? | An operator’s average chat slot utilization during a given time in percent. |
| Unit | Chat slot utilization in percent |
| When is it counted? | Whenever the number of occupied chat slots changes for an operator. |
| Why is it useful? | It shows you how busy or idle individual operators were during a certain time. A low slot utilization might call for reducing the number of operators while a high slot utilization might suggest raising it. |
In the **Goals** section, you can see how many of your Goals are reached during a conversation. A Goal is registered as reached when a contact visits your designated URL during a conversation.
| Goals reached | |
|---|---|
| What does it measure? | When and how often you reached certain goals during live conversations. |
| Unit | Goals |
| When is it counted? | Whenever a goal is reached during a conversation in which operator and contact are online. Goals are only tracked if reached by contacts while an operator is assigned and at least one message was sent in the conversation. |
| Why is it useful? | Allows you to track the goals you defined for a Widget. This gives you insights into your service’s effectiveness. |
| Example | You set up a Widget goal that’s reached when contacts visit your pricing page. When your contact navigates or is pushed to the page, the goal is recorded as reached. |
| Missed opportunities | |
|---|---|
| What does it measure? | The number of times a contact tries to start a new conversation while no operator is available. |
| Unit | Conversations |
| When is it counted? | Whenever a contact sends a message in a newly started conversation and the conversation reaches its timeout, meaning the operator didn’t reply. It’s also counted when no operator is available at all and the Widget’s offline message is displayed to the contact, regardless of whether they send a message |
| Why is it useful? | Shows you how often contacts want to speak with you while no operator is there to respond. Too many of these might suggest extending your service times, team or chat slots. |
If missed opportunities turn into conversations because the contact sends an offline message, their previous count as missed remains.
This section gives insight into the type of inquiries your contacts reach out to your service for. The topic function allows you to organize your service more effectively.
| Conversation topics | |
|---|---|
| What does it measure? | The number of times and when a certain topic or a combination of topics was assigned to a conversation. Please note that the conversation must have already been started by a first message. Changing the topic of a conversation at a later date will update this KPI by removing the original datapoint and displaying the new topic(s) at the time it was set instead. |
| Unit | Topic assignment |
| When is it counted? | When a conversation is tagged with one or several topics. |
| Why is it useful? | Shows you which topics your contacts are more and less interested in. |
If you enabled the **Survey** function in your Widgets, you can analyze your contacts' responses in this section.
| Pre-conversation survey results | |
|---|---|
| What does it measure? | The number of times and when a contact selected a certain answer in your survey before a conversation. |
| Unit | Survey answer |
| When is it counted? | When a contact answers a pre-conversation survey. Note that the KPI is recorded when the contact completes the survey, but will only be displayed once the conversation appears in the Message Center, even if this happens at a later point in time. |
| Why is it useful? | Allows you to gather representative results of your surveys. |
| Post-conversation survey results | |
|---|---|
| What does it measure? | The number of times and when a contact selected a certain answer in your survey after a conversation. |
| Unit | Survey answer |
| When is it counted? | When a contact answers a post-conversation survey. |
| Why is it useful? | Allows you to gather representative results of your surveys. |
In this section you can see details about your contacts, for example where they are from or what Browser they are using.
| Unique visits | |
|---|---|
| What does it measure? | The number of unique visitors you had conversations with. |
| Unit | Unique visits |
| When is it counted? | When a unique visitor is identified via cookie and starts a conversation. As soon as a conversation reaches its timeout, a unique visit is counted. This can happen once every 30 minutes and is based on the UUID assigned to a visitor. |
| Why is it useful? | Shows you how likely unique and potential first-time visitors are to use your messaging service. |
| Browsers | |
|---|---|
| What does it measure? | The number of times your contacts use a certain browser when they start or resume a conversation. |
| Unit | Browser type |
| When is it counted? | When a contact starts or resumes a conversation, the browser they’re on is counted. This metric is suppressed if the conversation never appears in the Message Center. |
| Why is it useful? | Shows you which desktop or mobile browsers your contacts are most commonly on when using your messaging service. |
| Countries | |
|---|---|
| What does it measure? | The number of times contacts located in a certain country start or resume a conversation. |
| Unit | Country |
| When is it counted? | When a contact starts or resumes a conversation, the country they’re located in is counted once. This metric is suppressed if the conversation never appears in the Message Center. |
| Why is it useful? | It shows you the geographic locations your contacts come from, which can also inform you about their language preferences preferences. |
| Contact response time to offline replies from operators | |
|---|---|
| What does it measure? | The time between an operator’s latest new message, sent while the contact is offline, and your contact’s reply to it. |
| Unit | Seconds |
| When is it counted? | When a contact replies to a conversation in which the operator has sent the last message while the contact was offline. |
| Why is it useful? | Shows you how long it takes for contacts to follow up on answers they received while offline. This allows you to estimate when your operators will have to reply again and plan accordingly. |
| Contact response time to offline replies from operators (service times considered) | |
|---|---|
| What does it measure? | The time between an operator’s latest new message, sent while the contact is offline, and your contact’s reply to it. The data is normalized by the service times defined for the Widget. |
| Unit | Seconds |
| When is it counted? | When a contact replies to a conversation in which the operator has sent the last message while the contact was offline. This metric only tracks data if service times are enabled for the Widget. |
| Why is it useful? | Shows you how long it takes for contacts to follow up on answers they received while offline. This allows you to estimate when your operators will have to reply again and plan accordingly. |
Analytics dashboards allow you to compile your own custom view with up to ten of the KPIs we offer. Build a dashboard featuring the KPIs you’re most interested in or individual dashboards for specific purposes, like operator statistics or a single Widget’s data. Select one of your dashboards as your default and it will always be the first thing you see when you open **Analytics > Dashboards**.
Click **Edit dashboards** to open an overview from which you can add, edit, clone and delete Analytics dashboards. Note that you cannot delete a dashboard as long as it is marked as your default.
In this view, you can configure the name of your new Dashboard and add one or more KPIs. To add a KPI, click the "Add KPI" Button in the Analytics KPI list. KPIs can be moved using the drag handle to the left, their order in the list determines the order in the Dashboard view. KPI Names default to the selected KPI Type, but you can change the name by simply clicking on it:
Click the cog symbol to the right of a KPI to configure its settings in the filter view below:
All settings are directly applied to your dashboard view, giving you a great range of options to configure it for your individual reporting needs.