Why do we need chatbots analytics? We, as humans, need feedback to be able to understand where we’re excelling and what we need to work on; we need a little bit of guidance to know which way to go.

Chatbots are no different. In order to build, create, and successfully manage a chatbot, you need to pause every now and then and check how your bot is performing: what’s working, what isn’t, what can stay and what needs to go.

Otherwise, your bot will never evolve, and at some point, will most probably give you little to no ROI.

Which is why you need to analyze the results of your efforts, to understand more and improve inevitably.

What Do I Analyze?

There’re always specific key performance indicators (KPIs) that you can track and analyze in order to understand your bot efforts better.

Those are four basic, essential metrics you can track to understand your bot better. Those metrics are more focused on tracking your engagement and retention rates.

Based on your industry and needs, you can track other metrics such as engaged users, total conversations, retention rate, and user satisfaction.

The most important, basic KPIs are as follow:

Active Users

You need to know how your bot is performing in general; how many people are talking to your bot actively? Moreover, how many people are using your chatbot on a regular basis? more importantly, how are people finding your chatbot?

Besides tracking the active users, you also need to track the new ones, the engaged ones, as well as the new engaged ones.

Session Length

How long do people interact with your bot? Let’s face it, some bots are boring, some are annoying, and some are pretty fun! You need to observe how much time people spend chatting with your bot, and what is affecting their session length.

A long session doesn’t necessarily mean your bot is performing well, and vice versa. A long session can mean your user and bot couldn’t understand each other; meanwhile, a short session can mean your bot is so efficient that the user was able to benefit from it straight away.

Which is why you sometimes need to skim through the chats to understand your bot’s performance even better.

Chatbot Ratings

What’s a better way to know what people think of your chatbot than actually asking them? Listen to your users to ratings to your chatbot because it may raise a flag for you when your users are suffering, or reassure you when everything with it is fine.

Chatbot Fallback Responses

Fallback responses are the automated messages your chatbot uses when it doesn’t understand the user’s input. Now, think, how many times does your chatbot not understand the user? You need to track those because it’s a major red flag if your chatbot uses a lot of fallback responses.

Now, How Do I Measure These Things?

Measuring those on your own is exhausting and will most probably be pointlessly inaccurate. Based on that, you now have the below options:

  1. Native Facebook Messenger Insights.
  2. Third-party tools.
  3. The bot funnel.
1. Using The Native Facebook Insights Analytics

You can use the “Messages” tab present in the Page Insights section on your page to track how your messages are performing. The insights here will be very similar to the normal Facebook Pages insights.

You can also use Facebook Analytics tool as it now supports Messenger bots to track how your bot is performing.

If those metrics are not enough for you, you can use third-party tools for more profound metrics.

2. Using Third-party Chatbots Analytics Tools

Third-party tools come with a variety of options, and each one is inevitably different. Deciding which tool(s) to use depends on your needs as well.

Here are our pick for chatbots analytics tools:

Dashbot provides bot-specific analytics and comes packed with a lot of features, including but not limited to: conversational analytics, audience demographics, user behavior analytics, comparison metrics, and more.

Chatbase is Google’s chatbot analytics platform that can also be used to build AI-powered virtual agents and provide analytics for those agents.

Being a Google product, Chatbase naturally comes packed with suggested intent and machine learning features, A/B testing features, transcripts, reports, integrations, and much much more.

BotAnalytics is a conversational analytics tool focused on analyzing engagement and retention measurement for chatbots. Some of the breathtaking features of BotAnalytics include but are not limited to analytics & user/conversation metrics, segmentation of conversations, and funnels & events analysis.

BotMetrics is characterized by its simple API that allows you to track your bot with one simple request. With a simple dashboard, conversation analysis, and retention tracking. BotMetrics is quite different.

Statsbot is an analytics software designed to easily work with raw data stored in modern data warehouses. It queries and transforms data and does background jobs to optimize heavy calculations for better performance.

Statbot is a powerful Discord statistics bot with a web dashboard you can track messages, voice, member flow, invites and much more.

3. Using Bot Funnels

What is a bot funnel?

Quite similar to the marketing funnel, a bot funnel is used to track how successfully the user is interacting with the bot.  

Why bot funnels?

The important thing about bot funnels is that not only do they provide you insights on how your bot is performing, but more importantly, they give you deep insight on how to improve it.

You can use the bot funnel in any of the three ways below:

1. Organically using the bot funnel
Image courtesy of Social Media Examiner

This is the standard, basic bot funnel that you can use. However, you can make your own bot funnel, decide what is the start point and end/success point in your funnel that means your user’s interaction with the bot was successful. And use basic metrics or just track conversations to identify where exactly your user is in your bot funnel.

The con about this is that it might be inaccurate and is definitely exhausting.

2. Using the bot funnel through Facebook Analytics

Inside Facebook Messenger Insights, there’s an organic bot funnel section. Through which, you can choose the metrics that form your bot funnel, and track your user’s position in the funnel based on that.

The only con to that is that you’re tied up to Facebook’s metrics, which are relatively limited.

3. Using the bot funnels through third-party tools

Just like with Facebook Messenger Insights, there is also an organic bot funnel inside most of (if not all of) third-party analytics tools.

The super-pro with using third-party analytics tools is that they’re extra-customizable when it comes to the metrics you choose to track.


However you choose to track your bot’s success, now you know the most important things you need to know about chatbots analytics from the why to the where to the how.




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