Analytics

Introduction

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: Unified Messaging Analytics

TopicDescription
ImpressionsNumbers on your overall chat traffic.
Conversation insightsMetrics on the length and flow of your conversations.
QualityMetrics to assess the quality of your messaging service.
Messenger availabilityYour availability for live conversations on a timeline.
Operator statusYour operators’ status and availability on a timeline.
GoalsMetrics to assess your performance based on the goals you reached.
Missed OpportunitiesData on the conversations you miss while you’re offline.
TopicsThe types of inquiries you get and their frequency.
SurveysHow contacts answer your surveys.
ContactsDetailed information on who uses your messaging service.
Analytics dashboardsBuild 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**.

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.

Impressions

Conversations
What does it measure?
The number of conversations started in a given time.
Unit
Conversations
When is it counted?
Whenever a conversation is created and shows up in the Message Center.
Why is it useful?
Allows you to measure your overall chat traffic and identify your peak times.
Example
  • A contact starts a conversation on your website via the Website Messenger.
  • A contact reaches out to you through Facebook Messenger.

Conversation insights

This section shows detailed information about your conversations.

Average conversation duration
What does it measure?
The average time span between the start of 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.
ExampleA 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.
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.

Quality

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.
ExampleA 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.
ExampleA 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.
ExampleYour 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.
ExampleYour 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.
ExampleIn 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.
ExampleIn 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.
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.
ExampleA 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.
ExampleA 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.
ExampleA 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.
ExampleA 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.
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.
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.
ExampleAn operator receives a conversation while available but does not reply before the conversation timeout.
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.
ExampleA 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.
ExampleA 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.

Messenger availability

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?
Online (green): At least one operator is available.

Offline (red): No operator is available.

Chat slots full (neon green): 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.

Operator status

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 (red): The operator is offline.

Away (orange): The operator’s status is set to away.

Chat slots full (neon green): 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.

Goals

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.
Why is it useful?
Allows you to track the goals you defined for a Widget. This gives you insights into your service’s effectiveness.
ExampleYou 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

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?
When a contact clicks the button to start a new conversation and the Widget’s offline message is displayed.
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.

Topics

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.
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.

Surveys

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.
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.

Contacts

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.
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.
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.
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

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.