5 Key WhatsApp Sales Chat & Agent Performance Metrics to Track

WhatsApp Sales Chat & Agent Performance

Tracking live chat statistics on WhatsApp such as response times and resolution times is key to upholding high chat service level standards for your business. It’s also a great way to keep up with agent performance monitoring of your WhatsApp customer service reps to ensure they’re providing customers with the answers they need. 

You have WhatsApp Business in place (be it the free app or the API), your customer service agents are trained and all onboard, and you’re good to go. However, providing good customer service on sales chat platforms like WhatsApp doesn’t just end there. 



It also involves monitoring and tracking key WhatsApp live chat stats to make sure goals and benchmarks are achieved, standards are high, and all in all, that customers are happy and your business is growing. 


Whether you’re using the free WhatsApp Business app or the WhatsApp Business API, these are certain live chat sales metrics you definitely want to be monitoring.


In this article, we’ll get into what these live chat performance metrics are and what they mean. Let’s get straight to them.


Note: Not all of these metrics can be automatically tracked with the free WhatsApp Business app. Setting these up on the API will depend on the WhatsApp Business Service Provider (BSP) you’re using. More on this later.


1. Live Chat Statistics: Messages Sent, Delivered, Read, Received

Perhaps one of the most basic metrics of live sales chats to track is the number of messages that have been sent, delivered, read, and received.

These are helpful for agent performance monitoring and understanding how much your customer service agents are engaging with your customers. 


Plus, it also paints a picture of their overall experience with your business.

To get these sales to chat statistics on the free WhatsApp Business app, simply go into the app, tap on the three vertical dots at the top right-hand corner and select Business tools.


WhatsApp Sales Measurement on WhatsApp Business App


Once in, tap on the three vertical dots again, and select Statistics.



This should take you to a screen that breaks down the total number of messages ever sent, delivered, read, and received. Here’s an example of what it should look like:


2. Number of Chats

Another basic sales chat metric you’ll want to track is the number of WhatsApp chats you have with your customers.


This can mean the total number of chat sessions going back to when you started using WhatsApp Business or even over a fixed period like a specific week or a month. The latter comes in handy when you have a sales or marketing campaign that’s tied to your WhatsApp communication with your customers that you want to monitor.


You even track the total number of chats over time to measure the rate at which customers are contacting you via WhatsApp. 

A low number of chat sessions may be an indication that your customers prefer to communicate via another channel. 


It could also mean that your accessibility on WhatsApp isn’t obvious enough. If this is the case, consider placing WhatsApp chat icons in more high-profile places like as a floating button on your homepage or creating Facebook ads that click to WhatsApp.


Tip: To go the extra mile, you can even set up your monitoring to detect specific keywords mentioned in your WhatsApp sales chats. That way, you gain a better understanding of the common problems your customers are encountering and can create an FAQ page addressing these issues to reduce problem resolution time.


3. Live Chat Response Time

Live chat response time is an important metric to track for agent performance monitoring.

This refers to both first response time and subsequent replies, with particular importance on the former as it indicates, right off the bat, the availability and reachability of your customer service agents on WhatsApp.


Essentially, this statistic tells you how quickly your customer service representatives are responding to messages received via WhatsApp live chats.


As a reference, the average handle time benchmark for first messages is between six and 15 seconds (yup, seconds, you read that right).

If you’re wondering how to improve chat quality, sometimes, simply responding will do just the trick as customers just need to know that there’s an agent beyond the screen who’s reading and attending to their queries.


Tip: If a customer has reached out with an issue that cannot be immediately solved, a simple message to let them know that their message has been received and will be looked into can help to allay worries. This gives you a bit of cushion time to reply a little later with a more concrete answer. This can even be set up to be sent out automatically. For more on this, check out our guide on WhatsApp Templates: Automated Messages for Businesses.


4. Average Resolution Time (ART)


To uphold your chat service level standards on WhatsApp, one of the most important sales chat metrics to monitor is the average resolution time, also known as ART.


This is the average amount of time your WhatsApp chat agents take to solve a customer’s problem.


Though keeping the general response time down is vital, interactions with your customers via live chat must also be productive and yield results. This means aiming to resolve their problems as swiftly as possible. 

Here’s a simple formula to calculate ART: 

Total resolution time across all chats (or cases) / Total number of resolved tickets.

A low ART indicates efficient problem solving, while a high ART could be down to anything from having untrained agents and being understaffed to receiving more complex issues.


In short, this is one metric you’ll want to add to and highlight on your WhatsApp agent performance dashboards as it provides great insights into your customer service and chats quality on WhatsApp.


5. Chat to Conversion Rate

Another one of the top agent performance metrics to track is the live chat conversion rate. 


This is calculated by dividing the number of consumers who have converted after having spoken to one of your agents on WhatsApp by the total number of consumers who have chatted with your agents.

Note that a “conversion” here varies according to the context it’s in. It can refer to anything and is defined by you. 


As an ecommerce business, conversions usually mean a sale (i.e. when a consumer purchases your product). However, it can also mean add-to-carts, newsletter signups, or even repeat purchases, depending on the goal and objective of the campaign you’re running.


To improve your chat conversion rate, you must ensure high chat service level standards. That means training your agents to go the extra mile when using WhatsApp as a customer support channel


If your resources allow for it, you can also have certain agents trained for specific tasks. For instance, you can have a team dedicated to upselling, another to encourage repeat purchases, and so on.


Tracking Sales Chat and Agent Performance Metrics on WhatsApp API

Some of the WhatsApp sales chat and agent performance metrics mentioned above aren’t trackable on the free WhatsApp Business app. (Well, not easily, anyway, unless you have a statistics and Excel expert on your team who has the time and energy to do this manually on a spreadsheet.)


They can, however, be configured on the WhatsApp Business API. These key WhatsApp live chat statistics can be set up such that they can be easily seen, monitored, and analyzed on your WhatsApp agent performance dashboard.


If you’re interested in getting the WhatsApp Business API, WATI is an official WhatsApp Business Service Provider and can help you get access to it. Just get in touch with our team and we’d be happy to help.

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