Event: Register for the "Getting your Business Messages agents on Google Search and Maps" training on August 17, 2021 at 1 PM Pacific.


After you launch your agent, Business Messages tracks key performance metrics to make sure your agent performs well. You can develop your own analytics by tracking events and other attributes of your agent's conversations.

Target metrics

Business Messages tracks two agent metrics:

  • Customer satisfaction (CSAT): User satisfaction ratings, reported as a percentage.
  • Merchant response rate (MRR): The frequency that your agent responds to new conversations with users, either through automation or live agents, reported as a percentage.

Agents should maintain a CSAT of at least 80% and an MRR of at least 95%. If an agent falls below either threshold, Google may reach out to discuss the agent's performance.

Improve your metrics

If your agent performance is low, make sure your agent does the following.

Process and respond to messages without technical issue

  • Confirm that your webhook receives, acknowledges, processes, and routes all incoming messages, regardless of message type or content.
  • Make sure that your agent has an effective fallback strategy in case a required field is missing from a message payload. Missing or dropping user messages because a field is missing results in a bad user experience.
  • Confirm that your agent successfully sends all expected message types.

Reply intelligently and compassionately

  • Reply to every message. Automated replies can help you address common questions.
  • Be aware of users' conversation entry points and respond accordingly. For example, users coming from Google Maps are more likely interested in location-specific information like opening hours and stock checks.
  • For location-based messages, route questions to the individuals best suited to respond to them.
  • If a live agent isn't available, use automation to response to the user. Let them know your agent's chat hours and how else they might reach someone (for example, a support phone number).

Provide guidance

  • Use a welcome message, written in a friendly and welcoming tone, to set expectations about what your agent can do.
  • Use conversation starters to guide users through common or automated tasks.
  • If a user asks a question your agent can't handle, respond with guidance about the kinds of questions it can answer.

Handle data carefully

  • Whenever possible, gather location and other data from messages you receive rather than asking for it.
  • Don't request sensitive information (log in credentials, banking/credit details, personal identification numbers)
  • Only ask for data when it's required. Data overreach creates a bad user experience.
  • When you need data, be clear about why and how you'll use it.

Behave asynchronously

  • Don't mark conversations as inactive. Communications over Business Messages is ansynchronous, so users may not respond immediately.
  • Don't follow up on unresponsive users. Users aren't disconnected after navigating away from the conversation.

For additional guidance on achieving agent performance, see the best practices.

Track your own metrics

If you have different metrics preferences or require more in-depth information than is available in the quality report, you can capture your own metrics data.

Here are some metrics that you might capture:

  • Customer satisfaction. Send surveys to capture and track user satisfaction. You can customize your survey questions to suit your data collection requirements.
  • Messages sent. Capture details each time your agent sends a message.
  • Messages received. Capture details each time your agent receives a message.
  • Agent response rates. Capture how often your agent responds to user messages. Track the differences between bot and live agent response rates.
  • Agent response times. Capture how long it takes your agent to respond to user messages. Track the differences between bot and live agent response times.
  • Delivery receipts. Capture DELIVERED events.
  • User engagement. Capture IS_TYPING events, the number of user responses, and the time difference between DELIVERED events and the following user responses.
  • Interaction type. Identify how users respond to your messages. Use meaningful postback data to track suggested replies and actions, and monitor response formats to identify if users send images or plain text messages.

With your metrics captured, you can parse and organize them however best suits your business needs.