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Analytics in the sidebar answers one question: what happened in the conversations your deployments handled? The page heading reads Analytics with the subtitle Results, trends and opportunities across your deployments. Analytics is one page of cards, with no tabs. Analytics needs a role with analytics access. Without it the sidebar hides the Analytics entry, and opening the URL directly returns you to the home page. This example uses 28d, the New York timezone, All deployments, All channels, and Live. Your numbers follow the scope you select.

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The scope bar

One scope bar sits at the top of the page, and every card follows it.

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The cards

A new organization starts with these cards, in this order: Three more cards, Countries, Devices, and WhatsApp messages, are available from Add chart. Read the Analytics cards explains each card, and Change the layout covers adding cards to a layout saved before they existed. A layout saved before the Labels card existed gets Labels added once. It goes after Team, or before Tools and integrations when Team is not on the page.

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Who can change the layout

The layout belongs to the organization, so every member sees the same cards. Only an Admin can change it. An Admin changes the layout in three ways:
  • The options menu on each card offers Move up, Move down, and Remove.
  • Add chart below the last card opens the Add a chart dialog with every card that is not on the page.
  • A bar with Discard and Save appears after a change. Nothing is kept until you select Save.

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Outcomes

An outcome is a result that you decide counts as success, such as a captured email address or a selected button. An Admin adds an outcome on the Key metrics card with Customize, Add metric, and New outcome. Outcomes show on the Key metrics card and end the Funnel. Until an Admin adds an outcome, the Outcomes tile shows Choose which outcomes count.

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Humans, AI agents, and crawlers

Analytics sorts every end user by the kind of traffic that caused it:
  • Humans are people in a browser.
  • AI agents act for a person, such as ChatGPT agent or Claude agent. They are counted by default.
  • Crawlers index pages for a company, such as Googlebot or Bingbot. They are not counted by default.
The Sources card has a Bots and crawlers view that lists each kind. In the Funnel, Narrow lets you tick which kinds of traffic to count.

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Compare periods

Most numbers compare the selected range with the previous period of the same length. A number shows its change and the count for the previous period. Pick 7d and the change compares this week with the week before it.

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Drill into conversations

Admins, Members, and Auditors can open the conversations and traces behind a metric. Viewer and Billing roles can read aggregate analytics, but cannot open customer history, transcripts, or exports. Select a conversation count, a supported funnel step, or a conversation table row to open the conversation drawer. Counts of end users, such as Visitors and Opened the widget, do not open this drawer. See Read the Analytics cards for each card’s available actions. The drawer opens on the right, titled after the number you selected. A line under the title shows how many conversations it lists and the period, and can also state what the number counts. The drawer splits into a list and a reader:
  • The list shows each conversation’s start time and outcome, then its length, turns, and any tool failures. Channel, source, and device appear only when they differ between rows. Load more adds the next page.
  • The reader shows the selected conversation. Transcript holds the full thread, and Details lists facts such as Messages, Handoff, AI quality, and AI cost.
  • View trace opens the trace inspector, which replays the conversation step by step. Open in Conversations opens the thread on the Conversations page.
  • J and K move to the next and previous conversation while the drawer is on top.
When the drawer opens from a topic’s ask, the transcript highlights the messages that the topic analysis cited, and scrolls to the first one. Traces expire after the retention period on your plan. An expired trace shows View trace disabled.

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How numbers relate to conversations and billing

Every analytics number is a count, rate, or duration over the conversations and end users inside the current scope. Change the deployment, the channel, the range, or the Live and Test switch and every card recomputes over a different set. One conversation never shows under both Live and Test. Live conversations are the production conversations that count against your plan allowance. Test conversations show under Test and are never billed. Analytics does not replace the usage counter, and card totals are not invoices. To see how many conversations remain in your allowance, read Conversation usage.

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When there is no data yet

If analytics is not enabled for your organization, the page shows Analytics is not configured for this environment. Ask an administrator to enable it. Events are still captured meanwhile, so nothing is lost. If analytics is connected but nothing has run in the selected environment, the page shows Waiting for first events. Data usually appears within 30 seconds of the first conversation, so run a test conversation and switch to Test to see the first numbers.