Chat rate is the new CTR for AdWords message extensions

Google rolled out its click-to-message AdWords extension in October 2016. Similar to call extensions, message extensions allow users to message a business directly from the ad.
Now the company is announcing formal reporting for messaging. It will be available in the next few weeks in the US, the UK, Canada, France, Brazil and Australia. Users of message extensions will need to turn on message reporting in account settings.
Three primary metrics will be captured:

Chat rate: This is analogous to CTR (impressions vs. actual messaging interactions).
Start time: When users tend to interact with you via messaging. Google says this metric will help with dayparting.
Number of messages exchanged within a single chat session: Google says to use this metric to evaluate which ad creatives are driving the most engagement.

Each session will be charged as a click.
The number displayed in the ad will be a Google call-forwarding number, which is how the company is able to track the above metrics. “Whenever possible, Google

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