How to use the chatbot conversion rate calculator
Counting chats tells you the bot was used, not that it accomplished anything. Enter the number of conversations started and how many reached your goal, and this calculator returns the conversation conversion rate. The denominator is conversations actually started, not widget impressions or site visitors, so the label carries the formula to keep the two apart.
What counts as a conversion depends on the job the bot is doing: a booking completed, a quote request submitted, an item added to cart, a demo requested. Pick one goal per conversation and stick to it. If a single chat is counted twice, the rate is inflated.
Add escalated conversations and you also get the escalation rate and the number of chats the bot closed on its own. A high escalation rate usually means the flows do not cover the questions people actually ask. A low escalation rate with a low conversion rate usually means chats are being abandoned mid-flow. There is no benchmark worth quoting here, because the rate depends entirely on your goal definition.
Frequently asked questions
You can, but it is a different metric. Impressions produce a much smaller number and are driven more by where the widget sits than by the quality of the flows. Do not compare the two figures with each other.
Only if handing off is the goal for that channel. In that case put the escalation count in the goal field and leave the optional field blank. Entering the same number twice double-counts it in the results.