Reach and engagement
- New registrations over time, by channel and language.
- Active participants: people who replied in a given period, not just those who received messages.
Journey completion and drop-off
For each journey, measure how many people start and finish, and at which step those who leave stop. Drop-off by step is the most useful number for improving a journey.
Opt-outs and failures
Track opt-outs after each message or series, and messages that failed to deliver. A rise in either is an early sign that content, timing, or frequency needs attention.
Data quality
Measure how often answers are invalid or need re-asking, and how often fields are left empty. Poor data quality usually points to a confusing question.
Messages and cost per outcome
Count messages sent per completed journey and, where possible, the cost per registration or per completed survey. This is increasingly important as messaging charges change.
Links to programme outcomes
The most valuable reporting connects chatbot activity to programme indicators, such as clinic visits or course completions. This usually needs an integration with the system where those outcomes are recorded.
Dashboards people use
Agree a short set of measures for each audience. A dashboard with six numbers people check weekly is more useful than one with sixty that nobody opens.