Analytics - Definitions

Understanding your analytical chat performance data

The Web1on1 automotive communications platform provides you with a wealth of analytical data about the performance of your chat service, accessed from the left-hand navigation. Here's a helpful guide to know what the various analytical and other terms mean.


MEC: Your Monthly Engaged Contacts (MECs) are the total number of individuals who engaged with your organization via any of your messaging channels month to month.

Monthly potential MECs: The potential number of contacts who could be engaging with you via any of your messaging channels. This is derived from numbers you configure in your organization benchmark settings (Sales benchmarks data / Inbound leads and Service benchmarks data / Workshop jobs). You can configure these from the navigation bar by going to Organizations > Configuration > Organization details.

Scorecard:  Shows the measure of the dashboards until 24 months ago, plus a comparison of the measure in the current month versus the reference month.

Active users:   Users who interacted with the app with active status and whose role is either owner, admin, supervisor, or agent.

Monthly potential users: The potential number of users based on your sales and after sales departments. You can configure this number in your organization settings: Sales benchmarks data / Sales advisors and Service benchmarks data / Service advisors. You can configure these from the navigation bar by going to Organizations > Configuration > Organization details 

Visits: Unique sessions counted by our widget which is displayed on your website. A session is defined as a unique visitor who has a cookie that lives for 30 minutes. Please note that sessions will be counted automatically when our widget is added to a page. 

Monthly potential visitors: The potential number of website visitors on all of your webpages. This number can be configured in your organization settings: Sales benchmark data / Website Visits by going to Organizations > Configuration > Organization details 

Leads: Result of a chat that has been sent to your LMS / email system containing contact information to allow you to get in touch with the prospect.

Service chats: Results of a chat that has been sent to your LMS / email system without personal contact information.

Bot chats:  Results of a chat that has been sent to your LMS / email system and is generated by a bot.

Monthly benchmark:  Taken into account the business type of an organisation (Dealership / Car brand / Financial services) the average conversion from website visitor to result is calculated. This number is compared to your actual number of results.


Messaging lifecycle:  A funnel where five measures show you how often contacts start communicating with your organization on the platform and how many of them convert to session, chat and a lead:

.Messaging lifecycle
  • Active conversations - Ongoing streams of messages between contacts and your organization. Every time a message is sent in a specific hour the conversation is counted.
  • New conversations - when contacts start a conversation with your organization and are not recognized by the system as a returning visitor.
  • Chat sessions - A single chat where a contact engages with an agent or a bot. A conversation can hold multiple chat sessions at separate times.
  • Effective chats - When an agent or bot is able to add value to a chat session by responding to the contact's requirements and booking a result.
  • Leads - The result of an effective chat where a contact's personal information is collected and consent given to follow up their requirements by communicating at a later time.

Messaging lifecycle overview: The sum of the different measures of the messaging lifecycle displayed as a trend line.

Messaging lifecycle per device: The type of device used by the contact to create the messages in the chats. Can be desktop, mobile and tablet.

Messaging lifecycle per channel: The type of channel that is used by the contact to create messages in the conversation. Most common ones: web, WhatsApp, email, Facebook, SMS.

Messaging lifecycle per inbox: When a conversation is started or resumed by a contact, routing takes place and one or more inboxes are notified. This allows users to open the conversation and reply to a contact.

Messaging lifecycle per level: The level of a user tells you to which organization the user belongs. Web1on1 means the user is a Web1on1 agent, own represents a user that belongs to your organization and child represents a user from a child organization.

Messaging lifecycle per role: The role of a user represents the permissions and rights of the user on the platform. See user roles explained.

Messaging lifecycle per user: Makes it possible to see how active the users of your organization are on the platform. Every chat message that is send by a user is counted.

Distribution of Messaging lifecycle: Shows a matrix of days of the week in the columns and hours in a day in the rows, allowing you to see on average how busy it is on certain moments on the platform for your organization.

Messaging lifecycle per category: When a result is added to a conversation (effective chats or leads) a category is selected. This category represents the buyers's journey related to the result.



Session data is available in most reports. A session is a single chat where a contact engages with an agent or a bot. A conversation can hold multiple chat sessions at separate times.
A session starts when:
  • A conversation is assigned to a bot
  • A form is added
  • Certain results are sent (like the appointment planner).
A session ends when:
  • All forms are sent as form results, or removed
  • All bots have left the conversation
  • A conversation is closed by the last active participant
Sessions, and context as part of a session, are explained in the developer guide.
Context in most cases is the same as a session, because usually only one bot or form will be handled during a session. If there are multiple bots active or multiple forms open during the interaction between the contact and the system, the session will be unique throughout the interaction and only the context will differ.
If multiple participants have contributed to the same session, the session will be shown as data of the first agent and / or first bot participant.


Bot name: Name of the bot as listed in your bot section. To find them, from the navigation, go to Organizations > Chatbots > My Bots

Bot description: The original, descriptive name of the bot

Bot Messages: Number of messages sent by the bot

Bot started: Counted as the number of times a new context has been created by the bot. Please read more about context here.


After sales funnel: After sales conversations go through three phases: an invitation to join the after sales conversation is sent to the contact, the contact joins the conversation and finally the dealer joins the conversation.

Messages - A chat message send by an agent, bot or contact over the messaging platform.

Fields - Counted when profile fields or form fields are filled in by an agent or bot.

Invitation sent, contact did not join: A list of conversations where the invitation to join the after sales conversation was sent, but the contact didn't join the conversation.

Contact joined, dealer did not join: A list of conversations where the contact joined the conversation, but the dealer did not join the conversation.


Chatpoints: Based on our new pricing model everything on our platform is billed with chatpoints, including bot interactions. This number is giving you the amount of chatpoints charged for a bot interaction.

Botpoints (original pricing): In our older pricing model we used points as a way to bill for our bots. When a bot books a lead, a specific amount of points is charged to your account.