> For the complete documentation index, see [llms.txt](https://docs.limecall.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.limecall.com/analytics.md).

# Analytics & Reporting

Call volume, outcomes, transcripts and what is actually converting.

Open **Analytics**.

## What is measured

**Volume** — calls and messages, inbound and outbound, over time.

**Outcomes** — answered, missed, voicemail, transferred, and your own outcome names.

**Handling** — who answered, how long it took to pick up, how long the call ran.

**Source** — which campaign, channel or number produced the contact.

**AI performance** — what the assistant handled, what it escalated, and how much AI time it used.

## Reading it properly

A few habits that avoid the usual mistakes.

**Compare like periods.** Week against week, not this week against last month. Call volume is strongly weekly — a Tuesday and a Saturday are different businesses.

**Watch missed calls, not just total calls.** Growth in total calls is only good news if you are answering them.

**Segment by source before drawing conclusions.** An overall conversion rate is the average of channels that behave nothing like each other, and the average describes none of them.

**Give it enough data.** A 40% change on nine calls is noise.

## The numbers worth acting on

| Metric                | Why                                                                    |
| --------------------- | ---------------------------------------------------------------------- |
| Missed call rate      | Every missed call is a lead you already paid for.                      |
| Time to answer        | Correlates strongly with conversion on inbound.                        |
| Answer rate by source | Tells you which channels bring real people.                            |
| AI escalation rate    | Rising means the assistant is out of its depth — check your knowledge. |
| Conversion by source  | The only way to compare channels honestly.                             |

## Attribution

Calls are attributed to their source when one is known — the campaign, the tracking source on the number, or the page the widget was on.

Use a distinct number per campaign or channel when you want clean attribution. It is cruder than tracking parameters but it never breaks. See [Buy a number](/virtual-numbers/buy-a-number.md).

## Exporting

Export call records and lead data for analysis elsewhere, or pull them through the API. See [Developers](/developers.md).

## In this section

* [Call insights & transcripts](/analytics/call-insights-and-transcripts.md)
* [Conversions](/analytics/conversions.md)