Analytics Metrics Guide

Detailed definitions and calculation methods for all analytics metrics.

Metric Definitions

Total Conversations

Definition: Count of all conversations across all channels for the selected time period.

Calculation: Sum of unique conversation IDs where created_at falls within the date range.

Includes:

• Voice calls
• SMS conversations
• Chat sessions
• Email threads

Excludes:

• Test/demo conversations (unless specifically included)
• Cancelled or failed conversations
• Internal system messages

Time Period: Based on selected date range (7, 30, or 90 days).

Qualified Leads

Definition: Number of conversations that resulted in qualified leads.

Calculation: Count of conversations where qualified = true and created_at falls within the date range.

Qualification Criteria: Determined by your AI configuration and may include:

• Budget requirements met
• Timeline expectations aligned
• Project scope defined
• Contact information collected
• Other custom criteria

Automatic Process: Qualification happens automatically during conversations when criteria are met.

Conversion Rate

Definition: Percentage of conversations that resulted in qualified leads.

Calculation:

Conversion Rate = (Qualified Leads / Total Conversations) × 100

Interpretation:

• 0-10%: Very low, may indicate strict criteria or poor lead quality
• 10-20%: Below average, consider reviewing qualification criteria
• 20-30%: Industry average, solid performance
• 30-40%: Above average, strong qualification process
• 40%+: Excellent, highly targeted leads

Factors Affecting Rate:

• Qualification criteria strictness
• Lead source quality
• Industry standards
• AI configuration effectiveness

Average Call Duration

Definition: Mean length of voice calls in minutes.

Calculation:

Average Duration = Sum of all call durations / Number of calls

Measurement: From call start (started_at) to call end (ended_at), including:

• Active conversation time
• Hold time
• Transfer time
• Pauses and delays

Typical Ranges:

• < 2 minutes: Very short, may indicate quick disqualification
• 2-5 minutes: Standard qualification call
• 5-10 minutes: Detailed conversation, high engagement
• 10+ minutes: Extended discussion, likely qualified lead

Channel Metrics

Channel Breakdown

Each channel is tracked separately with:

• Total: Total conversations in that channel
• Qualified: Number of qualified leads from that channel
• Rate: Qualification rate for that channel

Channel-Specific Calculations

Voice:

• Counted when call is answered and conversation begins
• Duration measured in minutes
• Includes both inbound and outbound calls

SMS:

• Counted when first message is sent or received
• Each phone number = one conversation
• Threaded messages count as single conversation

Chat:

• Counted when widget opens and first message is sent
• Each browser session = one conversation
• Multiple messages in same session = one conversation

Email:

• Counted when email thread is created
• Each email address = one conversation
• Reply chain counts as single conversation

Shortlink Metrics

Shortlink Click Tracking

When shortlink tracking is enabled, the system tracks detailed analytics for each shortlink click.

Available Metrics:

• Total Clicks: Total number of clicks across all shortlinks
• Clicks per Shortlink: Individual shortlink performance
• Click Rate: Percentage of shortlinks that received clicks
• Channel Breakdown: Clicks by channel (SMS, email, chat, voice)
• Geographic Data: Country and city information (when available)
• Click Timestamps: When each click occurred
• Device Information: User agent and referrer data

Shortlink Click Calculation

Total Clicks:

Total Clicks = Sum of all click_count values for shortlinks in date range

Clicks per Shortlink:

• Each shortlink tracks its own click count
• Updated in real-time when clicked
• Includes first click and last click timestamps

Click Rate:

Click Rate = (Shortlinks with clicks / Total shortlinks created) × 100

Shortlink Analytics Data

Tracked Information:

• Shortlink ID: Unique identifier for each shortlink
• Destination URL: Where the shortlink redirects
• Click Count: Number of times clicked
• First Clicked At: Timestamp of first click
• Last Clicked At: Timestamp of most recent click
• Channel: Communication channel (SMS, email, chat, voice)
• Conversation ID: Associated conversation
• UTM Parameters: Source, medium, campaign, content, term

Click Details:

• IP Address: Clicker's IP (may be anonymized)
• User Agent: Browser/device information
• Referrer: Where the click came from
• Country: Geographic location (when available)
• City: Geographic location (when available)
• Timestamp: Exact time of click

Accessing Shortlink Analytics

View shortlink analytics in:

• Analytics Dashboard: Overview of shortlink performance
• Shortlink List: Individual shortlink statistics
• Click History: Detailed log of each click
• Channel Reports: Clicks broken down by channel

UTM Parameter Tracking

Shortlinks automatically include UTM parameters for integration with analytics tools:

• utm_source: Identifies the source (e.g., ai_agent)
• utm_medium: Communication channel (sms, email, chat, voice)
• utm_campaign: Optional campaign identifier
• utm_content: Optional content identifier
• utm_term: Optional term identifier

These parameters enable tracking in:

• Google Analytics
• Other analytics platforms
• Custom dashboards

Time Series Data

Data Points

Time series charts show data points for each day in the selected period, including:

• Total conversations per day
• Qualified leads per day
• Channel-specific counts per day

Aggregation

Daily data is aggregated from:

• Individual conversation records
• Real-time updates
• Historical data

Trends

Use time series data to identify:

• Growth trends: Increasing conversation volume
• Seasonal patterns: Day-of-week or time-of-day patterns
• Anomalies: Unusual spikes or drops
• Correlations: Relationship between volume and qualification

Export Data Format

CSV Structure

Exported CSV files include:

• Date column (YYYY-MM-DD)
• Total conversations
• Qualified leads
• Conversion rate
• Channel breakdowns
• Daily time series data

Data Fields

• date: Date of the data point
• total_conversations: Total conversations on that date
• qualified_leads: Qualified leads on that date
• conversion_rate: Calculated rate for that date
• voice_calls: Voice conversations
• sms_messages: SMS conversations
• chat_sessions: Chat conversations
• emails: Email conversations

Calculation Methods

Real-Time Updates

Metrics update in real-time as:

• New conversations are created
• Leads are qualified
• Conversations are updated

Historical Data

Historical data is calculated from:

• Stored conversation records
• Timestamp-based filtering
• Aggregated daily summaries

Accuracy

Metrics are calculated from:

• Database records (primary source)
• Real-time event streams
• Cached aggregations (for performance)

Best Practices for Analysis

1. Compare Periods: Always compare current period to previous periods
2. Channel Analysis: Analyze each channel separately to identify strengths/weaknesses
3. Trend Analysis: Look for patterns over time, not just point-in-time metrics
4. Goal Setting: Set realistic goals based on industry benchmarks
5. Regular Review: Check metrics weekly to catch trends early

Troubleshooting

Metrics Not Updating

• Check date range selection
• Verify conversations are being created
• Refresh the page
• Check for system notifications

Unexpected Values

• Review qualification criteria
• Check conversation data in detail view
• Verify date range includes expected data
• Contact support if issues persist

Related Documentation

• Analytics Overview - General analytics guide
• Conversations - Detailed conversation data
• Settings - Configure qualification criteria