Website chatbot reports, KPIs, and metrics.

February 25, 2024

Chatbot KPIs

AI website chatbots are software applications that use artificial intelligence (AI) to simulate human conversations with website visitors. 

They can understand natural language, provide relevant and personalized responses, and learn from user feedback - and thus AI chatbots can provide information, book appointments, collect leads, or sell products.

AI website chatbots can benefit both website owners and visitors, as they can:

Enhancing customer service and satisfaction, by providing 24/7 support, instant answers, and friendly interactions.

Increasing user engagement and retention, by creating personalized and interactive experiences, offering relevant content, offers, and recommendations, and building trust and loyalty.

Streamlining lead generation and sales, by qualifying leads, recommending products or services, and guiding users through the sales funnel, helping businesses drive conversions and increase revenue.

Reducing costs and workload, by automating repetitive and mundane tasks, and freeing up human agents for more complex and valuable inquiries, improving overall business efficiency.

Gaining valuable insights and analytics, by collecting and analyzing data on user interactions, preferences, and behavior, providing businesses with insights that can be used to optimize marketing strategies, improve customer experiences, and make data-driven decisions.

AI chatbots can benefit many industries, for instance:

Retail and e-commerce

AI chatbots can help online shoppers find products, compare prices, get recommendations, place orders, track deliveries, and provide feedback.

Travel and hospitality

AI chatbots can help travelers plan their trips, book flights, hotels, car rentals, and activities, check in and check out, and get travel tips and updates. They can also offer personalized suggestions, deals, and rewards to enhance customer experience and satisfaction.

Banking, financial services, and insurance (BFSI)

AI chatbots can help customers manage their finances, check their balances, transactions, and statements, transfer money, pay bills, and apply for loans, credit cards, and insurance. 

Conversational AI with proper training can also offer financial advice and education.


AI chatbots can help patients book appointments, access medical records, get diagnoses, prescriptions, and monitor health and wellness. Simpler chatbtots can also offer health tips, and reminders.


AI chatbots on education websites can help students enroll in courses, access learning materials, get feedback and assessments, and interact with teachers and peers. They can also offer personalized learning, tutoring, and guidance to improve student engagement and performance.

Top website chatbot KPIs to track

Website chatbot KPIs are the key performance indicators that measure how well your chatbot is performing on your website.

They can help you evaluate your chatbot's effectiveness, efficiency, and user satisfaction. 

They can also help you identify areas for improvement and optimization.

You should always start by focusing on the KPIs that are relevant to your business goals - go through the list below and see which ones can be helpful. Some of the top website chatbot KPIs to track are:

Website chatbot enngagement rate

This is the percentage of website visitors who interact with your chatbot, and one of the key metrics that shows how well your chatbot attracts and retains user attention. 

It shows how well your chatbot attracts and retains user attention. 

A high engagement rate indicates that your chatbot is relevant, useful, and interesting to your audience.

There are different ways to measure and track chatbot engagement rate, depending on the platform and tool you use to create and manage your chatbot.

You can use Google Analytics to track the number of sessions, users, and pageviews that your chatbot generates on your website. 

You can also set up custom events and goals to measure specific actions and conversions that your chatbot triggers - and these will be helpful for all our KPIs.

You can then calculate the chatbot engagement rate by dividing the number of chatbot sessions or users by the total number of website sessions or users.

Response rate

Website chatbot response rate is one of the key metrics that shows how well your chatbot maintains and stimulates user conversation. This is the percentage of chatbot messages that receive a reply from the user. 

It shows how well your chatbot maintains and stimulates user conversation. 

A high response rate indicates that your chatbot is clear, concise, and conversational to your audience.

Message click-through rate (CTR)

This is the percentage of chatbot messages that contain a clickable element, such as a button, link, or image, that is clicked by the user. 

It shows how well your chatbot drives user action and conversion. 

A high message CTR indicates that your chatbot is persuasive, relevant, and compelling to your audience.

User retention

This is the percentage of users who return to your chatbot after their first interaction. It shows how well your chatbot builds and nurtures user relationships and loyalty. 

A high user retention rate indicates that your chatbot is valuable, helpful, and engaging to your audience.

User satisfaction

This is the rating or feedback that users give to your chatbot after their interaction. It shows how well your chatbot meets user needs and preferences. 

A high user satisfaction score indicates that your chatbot is friendly, respectful, and satisfying to your audience.

You can use surveys and feedback to measure and track your chatbot user satisfaction. 

You can ask your users to rate or review your chatbot after their interaction or send them a follow-up email or message with a survey link. 

You can also use sentiment analysis to measure and track your chatbot user satisfaction. Sentiment analysis is a technique that uses natural language processing (NLP) to identify and extract the emotions and opinions expressed by users in their messages.

Don’t overcomplicate it

Now, if you are a small business starting out with a website chatbot, you may want to skip most of the KPIs that enterprise chatbots are tracking. 

The reason is that you want to focus on useful data that’s relevant to your business to avoid confusion.

Many chatbot platforms and apps offer advanced built-in analytics and reporting tools. These tools can provide you with all kinds of chatbot KPIs and metrics that may seem over your head - so make sure you don’t start tracking everything for the sake of tracking and drowning in data you can’t use yet.

Chatbot reports

With Chatbit, we’ve made it easy to browse all past conversations of your chatbot. 

These reports are extremely helpful when you are only starting to explore the power of AI chatbots for your business.

Just go to the “Chat logs” section in your dashboard and see all the past interactions Chatbit had with your website visitors:

You can either browse the conversations your chatbot had with your visitors, or you can export them to view elsewhere.

Depending on the conversations and your goals, you can re-train Chatbit to alter its behavior and style. Operating and tweaking Chatbit is easy and intuitive.

If you want to have a robust and modern AI chatbot on your website but are worried that most products are over your head - sign up for the free version of Chatbit today and see how easy it is to work with.


Create a bot, add sources, share to your website in under 5 minutes.

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