Measuring chat engagement in your analytics

The Sales Assistant reports two moments to your store's own analytics, so you can see how shoppers use it and tie it into your marketing — for example, "visitors from this campaign opened the assistant and asked a question."

Two events are sent:

• chat_open — a shopper opens the assistant.
• chat_message_sent — a shopper actually sends a message (the more meaningful one — real engagement, not just a click).

They fire in the shopper's browser, for your analytics only. Nothing extra is sent anywhere, no message content or personal data is included (just the event name), and they respect your cookie banner — if a shopper declines analytics cookies, nothing fires.

Will it work with my setup?

It adapts to how your store's analytics is wired:

Your analytics	Works?	What you do
Google Analytics 4 — Magento's built-in Google Analytics integration (Stores → Configuration → Sales → Google API), or a Google tag (gtag.js) you added	Yes, automatically	Nothing — the events show up in GA4
GA4 through Google Tag Manager	Yes	In GTM, add a Custom Event trigger for each event name and a GA4 Event tag
Another analytics tool (Matomo, Segment, a custom setup)	Yes	Have your tag listen for the browser events salesassistant:chat_open / salesassistant:chat_message_sent and forward them
No analytics, or cookies declined	Nothing happens	—

Most Magento stores use Google Analytics 4, where it just works — no extra configuration.

See the events

1. On your storefront, accept cookies, open the assistant, and send a message.
2. In Google Analytics, open Reports → Realtime and find the "Event count by event name" card. chat_open and chat_message_sent appear within a minute.

Once you see them, mark each as a Key event (Admin → Events) so you can use them in reports, funnels and audiences.

You may also see a form_start event — that's Google Analytics' own automatic tracking noticing someone typed in the chat box, not part of this extension.

Using it with Google Ads (optional)

These are engagement signals, not sales, so treat them accordingly:

• To analyse the funnel (did ad traffic open the chat and ask something?), you don't need to do anything beyond the Key-event step above.
• If you want Google Ads to see chat engagement, import chat_message_sent as a secondary conversion — don't make it a primary one, or automated bidding will chase chat-openers instead of buyers.
• Keep your primary conversion the real outcome — a purchase — exactly as before.