PEVENDE team ·
Five Metrics for WhatsApp Sales and Support
Metrics should help decide what to fix, not decorate a dashboard. Defining denominators, periods and business hours enables comparisons without confusing a quick response with a sale or a closed conversation.
Response and backlog
Measure first response as the difference between arrival and the team’s first response, separating staffed time from calendar time. Measure backlog as open cases at period end. Do not hide unassigned conversations to improve the indicator.
Conversion and follow-up
Qualified-opportunity conversion equals won sales divided by qualified opportunities in the same tracked cohort. Follow-up completion equals actions completed on time divided by actions due in the period. Define what qualifies and what counts as complete.
Opt-outs and numeric example
Opt-out rate equals recipients requesting opt-out divided by recipients contacted in the same period, deduplicated. Fictional example: 4 sales among 20 qualified opportunities equals 20%. This is not a PEVENDE rate or an improvement promise.
Weekly review
Choose one action for each change: redistribute workload, improve a qualification question or correct a template. Keep definitions consistent for several weeks and record method changes; otherwise comparisons no longer represent the same process. Do not compare teams with different schedules and inquiry types without noting these differences. Display case counts alongside charts; percentages from small samples can vary substantially. Use the same cohort when comparing qualified leads with completed sales.
Practical checklist
- Document formula, period and exclusions.
- Separate response, conversation and opportunity.
- Use a change to choose one concrete improvement.
Editorial workflow guidance. Examples are hypothetical, not customer results.