Chatbot Analytics: 10 Metrics That Actually Matter

Beyond Vanity Metrics

Total messages sent doesn't tell you if your chatbot is working. Here are the metrics that actually matter.

Core Performance Metrics

1. Resolution Rate

The percentage of conversations successfully resolved without human intervention.

• Good: 60-70%
• Great: 80%+

2. Containment Rate

How many users complete their journey within the chatbot without leaving.

• Target: 70%+

3. Average Handle Time

Time from conversation start to resolution.

• Lower is usually better (but not always)

User Experience Metrics

4. CSAT (Customer Satisfaction)

Post-conversation satisfaction rating.

• Good: 4.0/5.0
• Great: 4.5/5.0+

5. Fallback Rate

How often the bot says "I don't understand."

• Target: Under 10%

6. Drop-off Points

Where users abandon the conversation.

• Use this to identify and fix problem areas

Business Impact Metrics

7. Cost per Conversation

Total chatbot cost divided by conversations handled.

• Compare to human agent cost

8. Conversion Rate

For sales bots: percentage of conversations that convert.

• Depends on your industry and funnel

9. Revenue Influenced

Total revenue from chatbot-assisted conversions.

• Track attribution properly

10. Deflection Rate

Support tickets avoided thanks to self-service.

• Good: 30-40%
• Great: 50%+

How to Track

1. Use your chatbot platform's built-in analytics

2. Integrate with Google Analytics for web behavior

3. Connect to your CRM for customer journey data

4. Set up custom events for key actions

5. Create dashboards for different stakeholders

Conclusion

Focus on metrics that align with your business goals. A lead gen bot needs different KPIs than a support bot.