#What is Conversation Initiation?

This metric looks at who starts conversations:

• Inbound: customers or leads message you first
• Outbound: you message them first

#Why it matters

High inbound initiation is one of the strongest safety and quality signals. When most conversations start with the other person, platforms see your traffic as reactive and service-oriented—not aggressive outreach.

#Healthy balance

• Ideal: Majority inbound (60–80%+)
• Neutral: Roughly 50/50
• Risky: Mostly outbound, especially 70%+ outbound

#How to improve this metric

• Create entry points where users naturally message you first: forms, website chat widgets, QR codes, on-site signage
• Put your number in email footers, receipts, and onboarding sequences
• Encourage replies in every message (“Just reply ‘YES’ if you want this”) instead of sending one-way announcements