What are in-app messaging metrics?

They provide a business with a quantifiable understanding of how users interact with its in-app communications, while helping to pinpoint any friction points or delivery issues that may diminish the user experience and engagement.

Key in-app messaging metrics

• Message open rate: The percentage of messages that are actually opened or viewed by users, out of the total messages delivered. It shows users' initial interest and engagement with in-app messages.

• Message delivery rate: The percentage of messages successfully delivered to users’ devices, out of the total messages sent. It reveals the efficacy of message delivery and any potential issues with reaching users, which may vary by global region or messaging service provider.

• Click-through rate (CTR): CTR tracks the percentage of users who click on a link or call-to-action (CTA) within an in-app message. It reflects how effective message content is at driving user action.

• ​​Time to first response: The average time users take to initiate a conversation or respond to an in-app message. It assesses how promptly users engage with the messaging functionality after first becoming active in your app.

• Message response time: The average time users respond to in-app messages sent by customer support. It helps measure the speed and efficacy of user support outreach.

• Unsubscribe rate: The percentage of users who opt out or unsubscribe from receiving in-app messages. It reflects the level of user satisfaction and potential issues with messaging content or strategy.

For a business, the most effective way to improve its messaging experience is to understand user engagement in terms of meaningful metrics. For this reason, Sendbird and other leading in-app communications platforms offer an analytics dashboard with real-time monitoring for metrics and analytics. This provides a reliable way to track performance, spot issues, and make improvements with data-driven insights that lead to improved engagement and retention.