Metrics

The Metrics page has two tabs: Main Metrics, with your business’s sales, orders, conversations and conversion, and Meta Ads Integration, with your ads’ spend and return once you connect your ad account.

Summary and full panel

If your plan does not include the full panel, Main Metrics shows a fixed summary: Amount in orders, Sales, Orders, Conversations, Conversion rate and Customers and sales, which you can view by period and export. With the full panel, available from the Pro plan, you also add metrics from the catalog, create and edit your own panels, filter, compare with the previous period and export the Customer register to Excel.

What each metric counts

Sales and orders

Metric	What it counts
Sales	Sales in the period, repeat purchases included. The same definition the conversion rate, the funnel and the customer register use. It is not Orders plus the sales without an order: several orders on the same day in one conversation count as one sale, and sales without an order are counted once per conversation.
Orders	Number of orders closed in the period. Not the number of sales: a sale your team closes by hand creates no order.
Amount in orders	Amount of the orders closed in the period. A sale your team closes by hand creates no order, so it adds to Sales but not to this total.
Average order value	Average amount per order in the period. Averages orders only, not sales without an order.
Sales over time	Time series of orders by day, week, or month.
Top selling products	Products with the most units sold in the period.

Conversations and conversion

Metric	What it counts
Conversations	Conversations that started in the period, excluding the platform's test chat. Not your plan's conversation usage.
Conversion rate	Conversations with a sale divided by total conversations.
Customers and sales	Conversations with a message from the customer, conversations with a sale, and the conversion rate per period. Does not count the platform's test chat.
Conversion funnel	Incoming conversations → answered by the agent → with a sale.
Funnel by temperature	Incoming conversations by temperature (cold, warm, hot) and with a sale.
Busiest activity and sales hours	Volume of messages and sales by day of week and time block.

Ads

Without connecting your ad account you still see, in Metrics, the conversations and sales of each ad that opened a WhatsApp chat. Once connected, those metrics add the ad’s name and what you spent on it.

Without connecting your Meta Ads account

Metric	What it counts
Performance by ad	Conversations and sales by the ad that opened the WhatsApp conversation; with a Meta Ads connection it adds the ad name and spend.
Ad performance (creatives)	Conversations and sales by the ad creative that opened the WhatsApp conversation.
Performance by video link	Conversations and sales by the video creative that opened the conversation. One ad can rotate several videos, so this groups by the link rather than by the ad.

With your Meta Ads account connected

Metric	What it counts
Ad spend	Amount spent on Meta Ads in the period.
Ad spend over time	Time series of Meta Ads spend by day, week, or month.
Performance by campaign	Spend, clicks, conversations, and attributed sales by Meta Ads campaign.
Cost per conversation	Spend divided by WhatsApp conversations started from ads.
ROAS	Ad-attributed revenue divided by the period's spend.
Ads funnel (CTWA)	Ad clicks → attributed conversations → attributed sales.

The Meta Ads Integration tab: ROAS, CAC, customers and what each column measures →

Periods and export

Metrics are shown by period (Last 7 days, Last 30 days, This month or Custom) and by day, week or month. They export as a PDF, ready to share, or as Excel, with one sheet per widget. The Customer register has one row per conversation, with contact details, interest level and sales; it comes in Excel only and with up to 50,000 conversations.

Ask Yago

Yago tells you the figures on your Metrics page (sales, orders, amount in orders, conversations, conversion rate and, on the Pro plan, average order value) for a day, a week, a month or the range between two dates you give it, the same ones the page shows (for sales and conversion rate, before 1 May 2026 they can differ); it only reads and changes nothing.