20 Essential Texting Metrics Every Retailer Should Track in 2025
Texting is no longer just a customer service tool—it’s your sales floor, feedback loop, and digital front door all in one.
As retailers double down on conversational commerce, one thing is crystal clear: what you measure determines how you grow.
From text-to-pay conversions to webchat sales and NPS response rates, the right data can show you what is working and what can be improved.
In this guide, we break down 20 essential texting metrics, organized by Payments, NPS, Campaigns, and Webchat, so you can scale what’s working, and course-correct what’s not.
Let’s dig in.
NPS — Feedback You Can Actually Use
#1 NPS Score: Over Time
| Items | Text-to-pay revenue |
|---|---|
| Unit | Score (0 to 100) |
| Benefit | Measures customer loyalty and satisfaction trends |
| High value | Your customer experience is thriving |
| Low value | You’ve got some work to do |
We built automated NPS into texting because timing is everything. Sending a survey when a customer is already engaged gets more honest responses. Tracking score over time lets you spot patterns—whether one store is slipping or a new service tweak is paying off.
#2 Total sent
| Items | Total send |
|---|---|
| Unit | Number of messages |
| Benefit | MIndicates survey reach and consistency |
| High value | You’re checking in with customers regularly |
| Low value | You might be missing out on valuable feedback |
You can’t get answers if you don’t ask questions. This stat shows if you’re actually sending out NPS requests. It’s a simple check to make sure you’re prioritizing feedback.
#3 Total replies
| Items | Total replies |
|---|---|
| Unit | Number of responses |
| Benefit | Shows engagement with feedback requests |
| High value | People are engaging and giving you feedback |
| Low value | Your message might need better timing or wording |
Texting makes replying to an NPS request dead simple. But if responses are low, it might mean your timing or tone is off. This metric helps you gauge how engaged your customers really are.
#4 Response rate
| Items | Response rate |
|---|---|
| Unit | Percentage (%) |
| Benefit | Conversion rate of surveys to actual feedback |
| High value | Most people you ask are answering |
| Low value | Your feedback game needs a boost |
This one’s all about engagement. Are people ignoring your NPS requests or actually taking the time to answer? A high response rate means your outreach is on point.
#5 Response by type
| Items | Response by type |
|---|---|
| Unit | Number of each response type (promoter, neutral, detractor) |
| Benefit | Segment customers for follow-up and retention |
| High value | Promoter-heavy = high brand loyalty |
| Low value | Detractor-heavy = something needs to change |
It’s not just about how many people respond—but what they say. This breakdown helps you see who loves you, who’s meh, and who’s unhappy. Super helpful for deciding who to reward, follow up with, or re-engage.
Campaigns — Turning Conversations Into Conversions
#6 Total revenue generated
| Items | Total revenue generated |
|---|---|
| Unit | Dollars ($) |
| Benefit | Direct ROI from messaging campaigns |
| High value | Campaigns are converting at scale |
| Low value | Time to rethink your strategy |
This is the one that makes or breaks a campaign—how much money did it bring in? It’s the clearest sign that your text messages are converting into real sales.
#7 Total messages sent
| Items | Total messages sent |
|---|---|
| Unit | Number of texts |
| Benefit | Tracks campaign volume and reach |
| High value | You’re actively reaching out |
| Low value | Potential underutilization |
This tells you how active you’ve been. A steady flow of messages keeps your brand top-of-mind. If you’re not sending enough, you might be missing opportunities to connect.
#8 Total sales
| Items | Total sales |
|---|---|
| Unit | Number of transactions |
| Benefit | Indicates campaign effectiveness beyond just revenue |
| High value | Lots of people are buying from your campaigns |
| Low value | Message may not be resonating |
Revenue is great, but volume counts too. Are your campaigns getting people to buy (even small stuff)? This number shows you if you’re driving consistent action.
#9 Highest revenue generator
| Items | Highest revenue generator |
|---|---|
| Unit | Dollars ($) |
| Benefit | Pinpoints the most successful message |
| High value | Indicates strong messaging and perfect timing |
Knowing your top-performing campaign helps you replicate success. Use it as a blueprint to do more of what works
#10 Most interactive campaign
| Items | Most interactive campaign |
|---|---|
| Unit | Number of replies or clicks |
| Benefit | Measures engagement beyond sales |
| High value | High customer interaction |
Sales are awesome, but engagement is key. If people are clicking, replying, or even just asking questions—that’s a win. It means your message sparked interest, which can lead to future sales.
Webchat — Capture Customers When They’re Ready to Buy
#11 Number of messages
| Items | Number of messages |
|---|---|
| Unit | Message count |
| Benefit | Measures engagement volume |
| High value | Your site is active and people are reaching out |
| Low value | Either traffic is down or chat’s not visible enough |
Webchat is the new front desk.
This one shows how much your customers are talking to you. A busy webchat = a chance to help people right when they’re interested.
#12 New customers
| Items | New customers |
|---|---|
| Unit | Number of first-time contacts |
| Benefit | Measures lead generation |
| High value | You’re catching new leads |
| Low value | You might need better site calls-to-actions |
First-time messages = fresh opportunities. Whether they’re browsing bikes or asking about your pet grooming hours, this is where conversions start. We highlight this stat in your dashboard so your team can follow up while interest is still hot.
#13 Existing customers
| Items | Existing customers |
|---|---|
| Unit | Indicates loyalty and retention |
| Benefit | Customers coming back for service or buying again |
| High value | Your customer experience is thriving |
| Low value | Could signal lack of relationship building |
If they’re coming back to chat, you’re doing something right. These are your brand believers. This stat helps you spot which locations are building strong relationships—and where follow-up game might need a boost.
#14 Average sales conversion time
| Items | Average sales conversion time |
|---|---|
| Unit | Time (minutes/hours) |
| Benefit | Shows efficiency of chat-to-sale flow |
| High value | Long delays = friction in the process |
| Low value | Quick turnaround = great team + good process |
Speed matters in sales. When someone messages in, how fast you close them counts. This metric shows how streamlined your team is at turning interest into revenue. We track this per location so you can spotlight and scale high-performers.
#15 Total conversion
| Items | Total conversion |
|---|---|
| Unit | Dollars ($) |
| Benefit | Measures total revenue via webchat |
| High value | Webchat is driving real value |
| Low value | Indicates under-leveraged channel |
This is where webchat proves its worth. It’s not just customer service—it’s a sales engine. This number lets you measure ROI from conversations and shows where more training or attention could unlock even more revenue.
#16 Total sales
| Items | Total sales |
|---|---|
| Unit | Number of completed orders |
| Benefit | Measures total sales volume generated via webchat |
| High value | You’re capitalizing on every opportunity |
| Low value | Leads may be slipping through the cracks |
Webchat isn’t just for answering “what time do you close?”—it’s a serious sales tool. This metric helps you track how many of those conversations end in completed sales. It’s your clearest indicator that webchat isn’t just helpful—it’s profitable.
Payments — Drive Revenue, One Text at a Time
#17 Text-to-pay revenue
| Items | Text-to-pay revenue |
|---|---|
| Unit | Dollars ($) |
| Benefit | Quantifies how much revenue texting is directly generating |
| High value | Customers are confidently purchasing via text |
| Low value | Could mean they’re not seeing the link, not trusting it, or it’s just not landing |
#18 Payment link conversion rate
| Items | Text-to-pay revenue |
|---|---|
| Unit | Dollars ($) |
| Benefit | Quantifies how much revenue texting is directly generating |
| High value | Customers are confidently purchasing via text |
| Low value | Could mean they’re not seeing the link, not trusting it, or it’s just not landing |
If the conversion rate is low, something's off.
This is like your “texting checkout success rate.”
You can send a million links, but if no one’s buying, it doesn’t matter. This stat helps you see what percentage of your customers actually follow through. If this number’s low, you might need to rework your message or the way you present the link.
#19 Highest transaction amount
| Items | Highest transaction amount |
|---|---|
| Unit | Dollars ($) |
| Benefit | Identifies high-value buyers and big wins via text |
| High value | Potential for more VIP or high-ticket sales |
| Low value | Maybe you’re only moving small stuff, or not upselling enough |
Not all sales are created equal. We added this metric so you can see what's possible when texting goes right.
When a store closes a $2,000 sale via text (trust us, we have seen much larger sales via text 😉), that really tells you something about trust and convenience.
Once you see such a high-ticket sale, there’s nothing stopping you from repeating that sale.
#20 Average transaction amount
| Items | Average transaction amount |
|---|---|
| Unit | Dollars ($) |
| Benefit | Gives you the average spend per sale through text |
| High value | People are buying multiple items or higher-value stuff |
| Low value | Could mean you’re only getting one-off or low-price orders |
Think of this as your “text cart size.”
This helps you understand how much customers usually spend when they buy via text. If this number is lower than your in-store or online average, you might need to rethink your text payments strategy.
Final Take: Track What Matters & Text Like a Pro
The most successful retailers in 2025 will be the ones who treat texting as a measurable, scalable, and revenue-generating part of their business—not just a communication channel.
By getting familiar with the data across payments, NPS, campaigns, and webchat, you gain unmatched clarity.
You see where sales are happening, where service is slipping, and where customers are most engaged. The rest is a matter of rinse and repeat what is working, and adjust what is not.
So pull up your dashboard. These are the numbers worth watching.
