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Analyze chat performance

Analyze chat performance

Analyze chat performance

Chat Performance gives you a complete view of what happens after buyers start conversations with your company.

Instead of measuring chat volume alone, Knock connects conversations to intent, qualification, rep performance, acquisition source, opportunities, and revenue.

Use this report to understand:

  • How many conversations buyers are starting.
  • What those buyers are trying to accomplish.
  • Which conversations are qualified or rejected.
  • How AI and your reps are handling conversations.
  • Which chat links and touchpoints generate the strongest results.
  • Where buyers are coming from.
  • Which conversations eventually become opportunities and revenue.

This gives marketing and sales one place to understand whether chat is creating meaningful pipeline, not just engagement.

Open Chat Performance

Go to Chats → Performance.

By default, the report shows aggregated performance across all of your chat links.

Use the filters at the top of the report to narrow the analysis by:

  • Date range
  • Attribution Channel
  • Attribution Source
  • Lead location

The selected filters apply across the report, making it easy to compare specific campaigns, audiences, channels, or time periods.

Review overall chat performance

At the top of the report, Knock summarizes the commercial performance of your chats.

Chats

The total number of conversations started during the selected period.

Disqualified Chats

The number of conversations that shouldn’t be assigned to a human rep based on your qualification and routing criteria.

Knock also shows the estimated number of rep hours saved by handling these conversations without requiring manual qualification.

This is particularly useful for understanding how much low-intent, irrelevant, or non-ICP demand your AI agent is absorbing. Every disqualified chat, saved time for your reps.

Deals created

The number of deals associated with people who engaged through your chats.

Revenue

The revenue associated with deals generated from chat relationships.

Understand what happens to chats

Chats over time

The Chats over time chart shows how many conversations were started throughout the selected period.

Use it to identify:

  • Increases or decreases in chat engagement.
  • Spikes caused by campaigns or launches.
  • Changes after adding new chat touchpoints.
  • Seasonal patterns in buyer engagement.

You can filter the dashboard by attribution channel, attribution source, or lead location to view this trend.

Intent Breakdown

The Intent Breakdown shows how chats are distributed across detected intents such as buying intent, partnership requests, spam, and other intents configured in your workspace.

You can analyze intent in two ways:

By Volume shows how many conversations belong to each intent.

By Conversion shows which intents are more likely to progress toward your desired commercial outcome.

Analyze SDR performance

The SDR Performance table shows how individual reps handle conversations assigned to them.

For each rep, you can review:

  • Chats: Number of conversations handled.
  • Avg. Response: Average time it takes the rep to respond.

Use this table to understand how workload and response speed differ across your team.

For example, you can identify:

  • Reps handling the highest chat volume.
  • Reps with faster or slower response times.
  • Whether additional routing capacity may be needed.
  • How response performance changes as chat volume increases.

You can sort the table by its available metrics to compare reps more easily.

Understand chat status

The Chat Status section shows where conversations ended up after qualification and discovery.

Statuses include:

Qualified

Chats that completed the required qualification process and were determined to be qualified.

Rep Discovery

Chats currently being handled or progressed through discovery by a human rep.

AI Discovery

Chats where the Knock AI agent is handling the discovery process.

Rejected

Chats that did not meet the requirements to progress.

Looking at this distribution gives you a quick picture of how much demand requires human attention, how much AI is handling, and how much is being filtered out.

This can be especially useful for answering:

  • How many chats actually require a rep?
  • How much discovery is AI handling?
  • What percentage of chat demand is rejected?
  • How efficiently are we turning conversations into qualified opportunities?

See where chat links get clicked

For every touchpoint, you can analyze:

  • Touchpoint
  • Source type
  • Engaged
  • Rejected
  • Qualified
  • Deals

This lets you go beyond clicks and understand the quality of demand coming from each placement.

A touchpoint with fewer conversations but a higher number of qualified leads or deals may be more valuable than a placement generating significantly more raw engagement.

Use the search field to quickly find a specific source or touchpoint.

Use touchpoint performance to optimize distribution

This report can answer questions such as:

  • Which website CTA generates the most qualified conversations?
  • Which paid campaign produces the highest-quality chats?
  • Which chat link creates the most deals?
  • Which placements attract large amounts of irrelevant demand?
  • Where should we add more chat entry points?
  • Which chat links should we change or remove?

The goal is not simply to generate more clicks.

It is to understand where the right buyers are most likely to start a conversation.

Understand what leads want

Knock analyzes the content of your conversations to identify what buyers are asking about.

The What do leads want? section includes two views.

Top questions

Top questions shows the questions buyers ask most frequently.

For example:

  • What is the pricing?
  • How does the product work?
  • How do I contact support?
  • What integrations do you support?

The number next to each question shows how frequently that question appeared during the selected period.

Use this information to identify:

  • Questions your website is not answering clearly enough.
  • Information buyers consistently need before moving forward.
  • Opportunities to improve your website content.
  • Topics your AI agent should be prepared to answer.
  • Content your marketing team should create.

Top topics

Top topics groups conversations into broader themes.

Instead of looking only at individual questions, this view shows the subjects that dominate buyer conversations, such as pricing, features, integrations, trial access, or support.

This gives marketing a direct view into what buyers actually care about when they engage.

Understand who is starting conversations

The Who are the leads? section lets you analyze the audience behind your chats.

You can switch between:

  • Acquisition
  • Company
  • Audience
  • Behavior

This makes it possible to move from understanding what happened in chat to understanding who is creating that demand.

Acquisition

The Acquisition view shows how people who started conversations reached your company.

It includes:

Channels

The marketing channels responsible for chat relationships, such as:

  • Direct
  • Organic Search
  • Organic Social
  • Paid Social

Source

The specific source that drove the visitor, such as:

  • Google
  • LinkedIn
  • Facebook
  • Direct

Touchpoints

The specific Knock experience or CTA where the conversation began.

For example:

  • Navigation bar
  • Campaign CTA
  • Footer link
  • Contact page

Together, these views let you move from a broad acquisition channel all the way down to the exact touchpoint that generated the relationship.

Use Chat Performance to improve your funnel

Chat analytics becomes most valuable when you connect engagement with commercial outcomes.

Instead of asking:

How many chats did we generate?

Use the report to answer:

Which buyers started conversations?

What did they want?

Where did they come from?

Which touchpoints created qualified demand?

How many conversations required a rep?

Which conversations became deals?

How much revenue did those relationships generate?

This lets you optimize chat around pipeline rather than activity.

For example, you may discover that:

  • Organic search generates fewer chats than paid social but significantly more qualified demand.
  • A navigation-bar chat link generates more deals than a traditional Contact Us page.
  • Pricing conversations convert better than generic product questions.
  • AI can complete discovery for a meaningful percentage of conversations without involving an SDR.
  • One website page is generating a high volume of rejected chats and needs a different CTA or message.

The goal of Chat Performance is to give your team enough context to continuously improve where conversations start, how they are handled, and how effectively they turn into revenue.