Customer service
The 10 chat KPIs you actually need to track
3 March 2026 · 6 min read
Measure what matters
The number of conversations handled says nothing about quality or returns. A good chat dashboard combines speed, quality and commercial results.
The ten KPIs
Spread across three categories:
- Speed: first response time, average in-conversation reply time, conversation duration.
- Reach: number of conversations, missed or unanswered conversations, occupancy rate by time of day.
- Quality: CSAT, first-contact resolution rate, share of conversations that escalate.
- Commercial: conversation-to-lead ratio and revenue attributed to chat conversations.
The KPI that's most often missing
Missed conversations. Many dashboards only show what was handled, not what was never picked up at all. That number in particular shows how much revenue is leaking outside your staffed hours — and it's usually the strongest business case for extending opening hours.
From report to action
Discuss the numbers monthly with a fixed format: what stood out, what caused it, what action we're taking this month. Without that rhythm, a dashboard is just decoration.