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
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.
Exporting
Export call records and lead data for analysis elsewhere, or pull them through the API. See Developers.