Understanding how your chat playbooks are performing on your web site is a key part of increasing the number of conversations you have, leads you capture, and meetings you book.
Five metrics are available via the Drift Chat app for chat playbooks. They are defined below:
Impressions are the number of times a playbook was shown to a site visitor. Each time the content of a playbook is shown to a site visitor, it counts as a single impression.
The screenshot above is an example of a single chat playbook impression.
Note: Impression data is not available prior to August 18th, 2020. When displayed before that date, '0' will be shown.
After Oct 15, 2020: The number of visitor session where this playbook was shown. Sessions begin when a user first visits a page with the Drift Widget and ends when the user has not visited a page for 30 minutes or at midnight UTC.
Prior to Oct 15, 2020: The number of times a playbook was delivered because a site visitor matched the playbook's targeting conditions.
The number of conversations that were started as a result of the playbook.
When a site visitor engages with a chat playbook, they start a conversation. They can engage by clicking a button or sending a message in response to a bot playbook, providing their email via an announcement playbook, or by initiating a conversation from a welcome message playbook.
This is a great metric to use as a numerator when calculating an engagement rate for your playbooks.
The number of emails captured within a conversation started by the playbook.
A site visitor can provide their email via a email capture bot skill or by simply typing it into chat. When Drift recognizes that an email has been sent by the site visitor as part of a conversation, it will be represented as a single email capture by the playbook that initiated the conversation.
If a contact had an email associated with it prior to a conversation, it will not count as an additional capture if they provide their email again in the latest conversation.
The number of meetings that were booked within a conversation started by the playbook.
Any meeting that is scheduled as a part of conversation started by the playbook will be counted toward this metric. Scheduling cards sent by bot playbook skills, or by humans will both be counted.
Accessing reports in the Drift Chat app
Chat playbook reports are available at https://app.drift.com/reports/chat-playbooks
The homepage for chat playbook reporting lists your top 25 highest performing playbooks for the time range selected. This report does not reflect real time interactions on your website, but the table is updated on a regular schedule throughout the day.
For each playbook, you'll find the five keys metrics that represent different key moments of a visitor's engagement with the playbook.
Clicking on a row will take you to a report for that particular playbook broken out by time period (day, month, or year).
Underneath some of the metrics you'll find pre-calculated conversion rates between different metrics so you can easy benchmark two playbook's against one another. See below for details.
Single playbook report
The performance report provides data on a single playbook but broken out by time periods. The metrics show on the cards and in the table are the same five core metrics shown on the playbook overview report. This report is also not in real time.
The default time period is by day, and you can switch the time period to week or month with the dropdown at the top right of the page.
The People tab will bring you to a list of people, anonymous or not, who have interacted with the particular playbook!
On this page you'll see their name if available, their role/company if available (as supplied by Clearbit), when the playbook was sent, whether they had a conversation, had an email captured, or booked a meeting! There is also a link to the conversation that each person had with this playbook. Here you can also set the date range and export a CSV of this report using the buttons at the top of the page.
The Conversations tab will show you conversations that people have had with a specific playbook and you can even view the conversation from the reporting screen just by clicking on a specific user along with a button that will open the conversation in the live chat view!
You can also change the date range and export a CSV of this report using the buttons at the top of the screen
Conversation flow report
The Conversation flow tab will show you a breakdown of the flow of your bot so you can view which paths site visitors are going down and where they are dropping off.
With this, you can fully optimize your playbooks!
Conversation ratings report
If you have conversations ratings enabled for any of your bot playbooks, then you will find data on those ratings in the Conversations ratings tab!
09/08/2020 - Adding Impressions to chat playbook reports
In chat playbook reports, you will now see an additional ‘Impressions’ column for time ranges during or after 08/18/2020. Impressions are calculated based on the number of times a playbook’s content was displayed on a site visitor’s screen.
10/15/2020 - Change to the definition of the 'Sends' metric
What is changing?
On and after October 15th, 2020, 'Sends' will be calculated as the number of unique user sessions that interacted with a playbook in the given time period. More information is available about the definition of a user session above.
Prior to Oct 15, 2020, the 'Sends' metric relied on the number of instances of an internal type of data that was generated when a chat playbook was shown to a site visitor via the Drift widget. As we added new capabilities to the Drift widget and to chat playbooks, the logic around when we created new instances of this data or reused existing instances was not always consistent.
We made the decision to change the definition in order to make the 'Sends' metric more accurately reflect the traffic on your site and to make it easily understandable.
How you may be affected
Any difference that is observed between the average 'Sends' for a playbook before Oct 15, 2020 and after Oct 15, 2020 is highly dependent on the particular account's playbook configuration. The vast majority of playbooks will see no more than a 20% change in their typical 'Sends' count.
We are aware that there will be playbooks that experience a large change in their 'Sends' metric when this change occurs. If you questions around a particular playbook that experienced a significant change in its typical send 'Sends' volume, please reach out to your CSM.
Exporting playbook data
From the Drift Chat app
Playbook data is available for export within the Drift Chat app via a CSV that will be delivered via email. Click the 'Email CSV' button (as shown below) and follow the prompts to send and the CSV.
The playbook overview report, and various reports for a single playbook will allow you to export data via a similar Email CSV method.