When you want your business to crush it with live chat, you need to measure, analyze, and execute with precision. There’s a lot of data to look at, so let us help you cut through irrelevancy and hone in on what matters most. 

Step 1: Export Your Data Into a Spreadsheet

Log into your live chat portal. Go into reports. You’ll see data on transcripts, agents, duration, customer satisfaction, and more. Select a date range for your data, then “export CSV” to download the spreadsheet onto your computer. 

Export live chat data to your computer

Related: How to Get a Customer-Obsessed Reputation With Live Chat


Step 2: Enhance The Data Into Pivot Tables

Raw data is challenging to read. You’ll organize, then create pivot tables to summarize and analyze with ease. 

1. Add Filters

Add row filters to the data to show only the chats or data that is pertinent. For example, if you wanted to see only the conversations with visitor emails, you can filter for only the chat with emails disclosed. 

In this instance, you’ll need to filter the tags. 

Filter the data for tags

2. Check Tags

Agents add chat tags to every conversation after talking to visitors. Think of a chat tag like a shortcut to determine the type of customer interaction. An agent can tag a conversation as a lead, support, or as a dud. Tags are great because you can filter them in your spreadsheet, helping you to identify more specific data.

However, it is essential to verify that all chats are tagged correctly in order to achieve accuracy. One way to do this is when you filter by your individual tags, go through each chat to make sure it’s tagged correctly. For conversations that have no tag, re-read the chat and assign a tag. 

Double-checking and re-reading chats can feel excessive — but it’s worth recording 100% of your leads. 


3. Make Pivot Tables

Once you’ve cleaned up all the tags, you can make a pivot table. A pivot table organizes the information into a bar graph. You can see the total number of chats and all the different conversations like duds, support, and leads. 

To make your pivot table: 

Go to the tabs at the top and click “Insert” and select “Pivot Table.” 

Create a PivotTable

You’ll get a pop-up asking to create a new pivot table, select “Ok.”

Select "ok" to create the table

On the right side, you’ll see “PivotTable Fields.” Select dud, lead, and support to add the to “Values.” 

Select the fields for your table to display

In “Pivot Table Fields,” select “Week” and “Day” and drag them to rows. 


Step 3: Calculate Percentages

With your table data, you can find chat traffic, prospects, and conversion rates. You can analyze past and current chat performance with these calculations: 

Change in Chat Traffic 

The percent change in chat traffic gives insight to your web traffic. To calculate the change in chat traffic, divide last month’s total chats by this month’s total chats: 

Last Month’s Total Chats/Current Month’s Total Chats = Change in Chat Traffic %

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Prospects are anybody interested in your company. They’re vital for conversions. To find your prospects, add together your true leads and chats that had the potential to produce a lead, excluding duds and support chats: 

True Lead Chats + Potential Leads = Prospects

Note: We don’t include duds in prospects because dud chats are too short to consider conversational. 


Conversion Rate

Conversions show how many prospects convert into valuable leads. Calculate your conversions by dividing total leads by prospect chats. 

Total Leads/Total Prospects= Conversion Rate %

Once you’ve made your calculations, add them to your pivot table. The final result should look like this: 

The final pivot table results

Now you’re ready to analyze. 


Step 4: Analyze The Data

With plenty of live chat metrics to consider, these analytics will give you the most bang from your data.

Related: Live Chat Metrics That Really Matter  

Chat Traffic

The best place to start is your total chats. Chat traffic will tell you how many people are engaging with your site. Live chat traffic correlates to web traffic. Though there may be other influencing factors, an increase in chats may mean an increase in traffic. Chat traffic can also predict future chat requirements. For instance, whether you need more or fewer agents, or better copy to direct people to use your live chat. 


Chat Type

Chat types tell you why people are talking to you. For instance, a lot of support chats could mean technical issues with your site or service. Tons of dud chats could reflect high bounce rates or tech issues as well. Increased lead chats can identify customers with questions before they buy. 



Your conversion rate is one of the best indicators of your business’s health. For instance, increased traffic, but reduced leads result in low conversion rates, while an increase in leads will raise your conversion rates. A drop in conversion indicates poor performance in areas like chat, marketing, design, or product experience. 


Step 5: Create Action Plans

Since you have all the data and analysis, you can explore ways to improve the results. The best places to consider are: 

  • Customer Service and Live Chat
  • Website Knowledge Base and FAQ
  • Website Design and User Experience
  • Product Design and Function

Organizing and analyzing chat data can lead to better business.

At Flow, we provide live chat data visualization so you can spot impactful issues and trends. Knowing this data can increase and enhance the results that you see from your business, but not knowing can be extremely detrimental. Feel free to schedule a consult with us! We’d love to turn your chat data into tangible improvements and solutions.