Building Real-Time Analytics for a WhatsApp Native CRM
Every CRM vendor ships a table of numbers. Very few ship analytics that a team actually acts on. When we were building the analytics layer inside Zetta CRM, the numbers were never the hard part — the hard part was deciding which numbers matter and getting them to the screen fast enough that a support lead can change their routing mid-shift, not report on last week's problems.
This is the story of that layer: the event pipeline, the metric definitions that survived contact with real teams, and the operational decisions we'd make differently next time.
Why WhatsApp Analytics Is Different
If you've ever built analytics for an email-based product, you're used to a comfortable rhythm: open a message, leave it in the inbox, process it hours later. Timestamps are forgiving. Peaks and valleys are predictable.
