Understanding Your Insights Metrics

Insights shows you how your Agents are performing: how many Conversations they handled, how many messages went back and forth, how often guests clicked through to book, and how often they asked for a human. This article is the formal reference for those numbers. For each metric you'll find exactly what's counted, what's excluded, how it's calculated, and where today's definition has limits you should know about before you compare it against your own analytics.

How Insights Metrics Work

Insights doesn't query your Conversations live every time you open the dashboard. Instead, every time a Conversation changes, the underlying counts are rebuilt and stored, and the dashboard reads those stored counts. In practice that means the numbers are near real time: there's a short delay between something happening in a chat and it appearing in Insights, but you're never looking at a report that's hours old.

Every metric below is scoped to the date range you select in the dashboard.

Automation Rate

Automation Rate tells you what share of Conversations ended without the guest clicking through to contact a human.

What's counted

• Denominator: all Conversations that started within the selected date range (see Conversations below for what "started" means).
• Numerator: the number of distinct Conversations in that same range where the guest clicked the support-contact link at least once.

How it's calculated

Automation Rate = 1 - (Conversations with a support link click / Conversations started)

The numerator counts Conversations, not clicks. If a guest clicks the support link three times in one Conversation, that Conversation still counts once.

Thresholds and assumptions

• If there are zero Conversations in the selected period, Automation Rate is undefined and is not shown. It is never displayed as 0%.
• This metric is based on a single signal: whether the guest clicked the support-contact link. It reflects the share of Conversations where the guest didn't need to seek further support through that link. It isn't a complete measure of everything your Agent resolved on its own, and it doesn't assess answer quality.

Note: Automation Rate doesn't account for human handovers dispatched by email or into a ticketing system. That's a separate path, built for requests that need direct action from your team rather than something the guest chooses to escalate themselves, so a Conversation handed over this way still counts as automated in this number today.

Conversations

What's counted

Conversations counts distinct Conversation records whose first message timestamp falls inside the selected date range. A Conversation is attributed to the period in which it started, not the period in which it was last active.

How it's calculated

A straight count of distinct Conversation records matching that start-date condition, for your Organization.

What Counts as a Conversation

• A Conversation needs at least one message from the guest to be counted at all. Opening the chat widget and seeing the welcome message, without the guest ever replying, doesn't count as a Conversation.
• Beyond that first guest message, there's no further threshold: a short, two-message exchange counts the same as a long, 50-message one.
• A Conversation that spans more than one Channel (for example, it starts in web chat and continues over WhatsApp) is one record and is counted once, under the Channel it was opened on.

Note: Every Conversation that starts in the period is counted the same way, whether it's two messages or fifty. Insights doesn't apply a length or depth filter to this number. If you want to see how your Conversations break down by length, use the Conversation depth chart on the Insights dashboard, which buckets Conversations by the number of guest messages they contain (1-2, 3-5, 6-10, and 11+).

Messages

What's counted

Messages counts individual message events attached to Conversations within the selected date range. Only messages inside a Conversation are counted. If an interaction never becomes a Conversation (see Conversations above), nothing about it is counted here either.

How it's calculated

A straight count of message events. No minimum-message threshold applies, and no deduplication is performed.

Note: This count is broader than the visible back-and-forth between the guest and the Agent. It includes every message on the Conversation record, including internal and system-generated messages the guest never sees, such as internal moderation notices and state-callback messages. No role filter is applied to this Organization-wide total. Treat Messages as a measure of total message-event volume, not as a count of visible guest and Agent turns. It will run higher than the number of messages you'd count by reading a transcript.

Booking Links

What's counted

Booking Links counts guest clicks on a booking link that the Agent provided in a reply. It counts the guest actually using the link, not the Agent offering one. A booking link the Agent generated but the guest never clicked is not counted.

How it's calculated

Every click is counted individually. If the same guest clicks the same link twice, that's two. Unlike the Automation Rate numerator, this metric is not deduplicated per Conversation.

Note: Click tracking currently works on the web chat Channel only. On email, SMS, and WhatsApp, the guest still receives the booking link, but there's no click-tracking mechanism on those Channels, so a completed booking won't show up in this count. If you run non-web Channels, treat this number as web chat activity only.

Support Requests

What's counted

Support Requests counts guest clicks on the support-contact link that the Agent provided. As with Booking Links, this counts the guest acting on the link, not the Agent offering it.

How it's calculated

Every click is counted individually, with no per-Conversation deduplication. The same web-chat-only click-tracking limitation described under Booking Links applies here as well: clicks on email, SMS, and WhatsApp are not tracked.

Why guests sometimes see a different contact form

Which contact form a guest lands on is set by the support form tool's configuration for that Agent. It's a fixed setting per Agent, not a decision made case by case. It doesn't depend on the guest or on what the Conversation is about, and there's no dynamic logic that switches between forms mid-conversation today.

Tip: If your Knowledge Base contains links to other support or contact forms (for example, a general contact page referenced in an FAQ document), your Agent can pick those up from Knowledge and share them instead of, or alongside, the support form tool's link. Those Knowledge-sourced links aren't tracked as support-request clicks in this metric at all, so if you want a clear signal here, it's worth minimizing other support-channel references in your Knowledge Base content.

Note: Human handovers dispatched directly by email or into a ticketing system run through a separate mechanism built for requests that need direct action from your team, and they aren't counted in Support Requests at all. If your evaluation cares about total escalation volume, including email and ticket handovers, today's Support Requests figure will understate it.

What's Next

• Browsing and Filtering Conversations -- read the individual Conversations behind the numbers
• Flagging an Agent Message -- mark a reply that's worth a second look