CRM metrics

The CRM view shows you message activity and reply performance. Everything below assumes Pro (or the trial). On Basic, the page falls back to Custom Fields Analytics (see the bottom of this article).

Headline stats

Four cards sit at the top:

Total messages — incoming + outgoing, respecting active filters
Response rate — percentage of trigger conversations you answered inside the response window
Active chats — unique chats with at least one message in the range
Outgoing messages — what you sent

For short ranges each card carries a colored delta vs. the previous equivalent period. Each card has a help icon explaining how the number is calculated.

Example reading

Range: last 7 days
Total messages: 1,450 (+8% vs prior 7 days)
Response rate: 72.3% (–3.1%)
Active chats: 62 (+4)
Outgoing: 610 (+12%)

You’re sending more but replying a bit less often — worth digging into the Response Stats card to see why.

Message volume chart

Daily incoming vs outgoing as a stacked area.

X axis: date, auto-formatted for the range length
Y axis: message count
Tooltip shows exact counts on hover

Use it to spot sudden spikes (campaigns, viral posts, incidents), day-of-week patterns, or drops that correlate with leave/outages.

Activity heatmap

A 7 × 24 grid: rows are weekdays, columns are hours of day. Cell color intensity = message count for that day/hour.

Direction toggle

All — default, both directions
Incoming — only what you received; tints blue
Outgoing — only what you sent; tints green

Click a cell

A modal opens showing day + hour, exact count, and percentage of the heatmap’s max (e.g. “36% of peak”).

Chat type filter (personal mode)

A toggle narrows the entire page to one chat type:

User — 1:1 DMs
Group — groups and supergroups
Channel — channels

Useful for “how often am I replying in DMs only?” without group/channel noise.

Response statistics

The most opinionated card on the page.

What counts as a “trigger”

Private chats — every incoming message is a trigger
Groups/supergroups — only @mentions of you, or replies to your messages, count
Channels — ignored

Response window

Replies within 1 hour of the trigger count as responses. Anything later doesn’t.

Weighting for average response time

Private chats weight 1.0
Groups weight 0.5 (half-weight)

The three numbers

Response rate — responses ÷ triggers in the period
Avg response time — weighted average reply latency over responses
Total conversations — how many triggers there were

Reading the deltas

Response rate up = good. Down = investigate.
Response time deltas are inverted: lower (faster) = green, higher (slower) = red.

Media statistics

Summary of non-text content in your conversations.

Files — total + sent vs received split
Reactions — count + sent vs received
Deleted messages — count (if any)
Media type breakdown — top few types (photo, video, voice, document, sticker, GIF, audio, text) with counts and % of total

For short ranges, period-over-period changes are shown for files and reactions.

Top chats

A ranked list of up to 20 chats, sorted by total messages.

Each row shows: rank, avatar, chat name, total message count, small sent/received bar, deleted-message badge if applicable.

Clickability — if the page is scoped to a single account, clicking a row opens a Chat Analytics dialog with overview stats, new-chat formation trend, per-type message breakdown, and per-account activity. With multiple accounts in context, rows are informational only.

Custom fields analytics (Basic fallback view)

If you don’t have Pro-tier analytics access, the Analytics page still loads — but you see this view instead of the message dashboards.

What it shows:

Field coverage — what % of your contacts have each custom field filled
Value distribution — pie charts for select and multiselect fields
Change heatmap — when fields were edited, by day/hour
Recent changes timeline — who edited what, when

This view is genuinely useful on any plan for understanding the shape of your contact database.