When every order starts in a chat, analytics should explain the journey from tap to paid order. Revenue matters, but the supporting signals tell you which storefront links, products, and broadcasts deserve attention.
Separate demand from paid orders
Track created orders, paid orders, cancelled orders, and average paid order value. A high order count with a low paid rate usually points to payment friction, delivery fees, or slow replies.
Compare sources
Instagram links, QR codes, WhatsApp catalog taps, broadcasts, and manual orders behave differently. Source attribution tells you where to invest the next campaign.
Review best days and repeat buyers
Chat commerce has rhythm. Best-day reports help schedule broadcasts, while repeat-order metrics show whether the storefront is becoming a habit instead of a one-off experiment.