Analytics
The numbers behind your AI — call volume, peak times, outcomes, and conversion trends over time.
Analytics is the data view of your business — how many calls came in, when, what happened on them, and how that's changing over time. AI Insights tells you the story; Analytics gives you the receipts.
What this tab is
Analytics is split into three tabs across the top:
- Overview — the health snapshot. Hero "winner" tiles at the top surface your wins for the period (calls booked, leads captured, callers helped — vocab adapts to your business). Below them: the call-volume chart with a "By outcome" view, the conversion funnel card, and the outcome breakdown.
- Call Log — every call in the period as a table you can scan, with each call's outcome. Alongside it: call KPIs, peak call hours, AI minutes used, a day-by-hour heatmap showing when customers actually call, and the peak-concurrency card.
- Engagement — follow-up and messaging activity, including SMS metrics (messages sent against your included pool) and the captured-messages / caller-info funnel.
Across those tabs you get:
- Call volume by day, week, and month — see your busiest periods at a glance.
- Peak hours and peak days, plus a call heatmap — when callers actually reach out, which informs hours and staffing.
- Outcome breakdown — each call's outcome (Completed, Lead Captured, Appointment Booked, Voicemail, Missed, Failed, Unknown). The "By outcome" view of the volume chart groups these into four bands: Booked, Captured, Answered, and Missed.
- Peak concurrency — the most simultaneous calls your AI handled at once, against your plan's ceiling.
- The capture/conversion funnel — how callers move from connected call toward a booking or captured lead.
- Success metric — context-aware. If your business is configured for bookings, success is "% of calls booked." If you're lead-capture only, success is "% captured." The Receptionist tab's call-shape model decides which.
- Average call duration and minutes used — how much your AI is doing on each call.
- Trends over time so you can spot growth, drops, or seasonality.
How to use it
- 1Open it weekly to see the shape of the past 7 days. Look at peak hours specifically — if you're getting a rush at 8am but your hours are 9-5, you're missing those callers.
- 2Compare this week to last week. A drop in call volume isn't always bad (could be seasonal), but a drop in success rate usually is — it means callers are reaching you but not converting.
- 3Look at average call duration. Calls under 30 seconds usually mean callers hung up before your AI could help — worth listening to a few in the Calls tab.
- 4Watch the voicemail count. If it's rising, your after-hours routing or concurrent-call cap may be sending too many callers to voicemail instead of letting your AI handle them — check Receptionist → Routing.
- 5Use the period toggle at the top — 7, 30, or 90 days — to zoom in on the last week or pull back for a longer trend.
Analytics vs. Insights
Analytics is metrics — numbers, trends, charts. Insights is interpretation — the AI reads the numbers and tells you what to do. Use them together: Insights for "what should I do this week?", Analytics for "what's actually happening?".
Common questions
Why does my answer rate show less than 100% even though my AI is always on?
Answer rate counts calls where the conversation actually started. If a caller hung up during the very first second, or there was a network blip, that's logged as missed. It's normal to see 95-99% rather than exactly 100%.
What's a good success rate?
Depends entirely on your business. Service businesses (cleaners, contractors) where booking is the goal often see 40-60% booked. Industries where customers research and compare for a long time (legal, financial planning) are lower. Track your own trend over time — that's more useful than benchmarking against an industry average.
My minutes used is higher than I expected.
Each call counts the time from when your AI picks up to when the call ends. Long calls (3+ min) usually mean the caller had a complex question or your AI is gathering a lot of detail — listen to a few to confirm. If callers are repeating themselves, that's a sign your AI isn't catching answers cleanly and is worth investigating.
What do the four bands in "By outcome" mean?
Booked is calls that ended in an appointment. Captured is calls where a lead was captured but no booking was made. Missed rolls up missed, failed, and voicemail calls. Answered is everything else that connected — the AI handled it with no booking, capture, or miss. The four always add up to your total call volume.
Can I export the data?
Yes. Click Export at the top of the page to open the export panel. Pick which categories to include (a summary report, calls, leads, bookings, messages, campaigns), choose a time range (7, 30, 90 days, or all time), and choose a format: CSV is a zip with one spreadsheet per category, Excel is a single workbook with a tab per category, PDF is a polished report to send, and JSON is structured data for developers. Every format carries the same data, and you can add full call transcripts on any plan that has Analytics.
AI Insights
Same data, summarized weekly with specific recommendations.
Calls
Drill into individual calls behind any number you see in Analytics.
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