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Overview

The Analytics dashboard turns every conversation your agents handle into AI call analytics you can act on. Open Analytics in your dashboard (the /analytics route) to see how your voice agents are performing across volume, sentiment, lead quality, cost, and marketing attribution. Figures recompute from your raw call history each time you open the page, so the numbers always reflect your latest calls. Pick a date range at the top and every chart, table, and scorecard updates to that window.
Lead quality, quality scores, objectives, and conversation moments come from automatic post-call analysis. Where that analysis has not run yet on a call, those cards show an empty state rather than a wrong number.

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How a call becomes a metric

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What you can measure

Every metric below is captured per workspace for the date range you select.
There is no telephony “answer rate” or “connect rate”. The closest signal is the per-campaign success rate (see Per-campaign reporting), which is SmartAlex’s own conversation-quality heuristic, not a dial-tone pickup rate.

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The dashboard views

Analytics is split into focused tabs. Your active tab is saved in the URL (?tab=), so you can bookmark or share a view. On mobile the tabs collapse into a single dropdown.
On inbound-only plans, the outbound and campaign call categories and the Attribution tab are hidden, because they do not apply.
The engagement funnel runs from Conversations started, to Real conversations (longer than 30 seconds), to Converted (objective met or a booking made). Two upper stages, impressions and opens, are shown as inert “coming soon” steps, because widget impressions are not yet instrumented.

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Attribution

The Attribution tab answers “which channel drove this call?” It reads the marketing tags carried on each conversation when a visitor arrives at your widget from an ad or a campaign link. This is last-touch attribution on the individual conversation, not multi-touch modelling. Each conversation is classified by source: Filter by source, campaign (utm_campaign), or medium (utm_medium), then read the channel performance table: conversations, qualified leads (score 60 and above), average lead score, average length, and confirmed conversions uploaded to the ad platform. When conversion uploads are configured, a conversion tracking card shows delivered, failed, and pending counts, the delivered percentage, and the time of the last upload, with a link to your ad platform settings.
No attribution data yet? Confirm your widget is deployed on the landing pages, that Google and Meta auto-tagging is on, and that ad traffic actually lands on a page carrying the widget. Then connect a platform under Integrations.

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Per-campaign reporting

The Outcomes tab includes a performance card for each outbound campaign, showing its conversations, average length, cost, and success rate. Success rate here means a conversation that lasted more than 30 seconds and ended on a positive or neutral note, as a percentage of that campaign’s calls. It is a conversation-quality heuristic, not a telephony pickup rate, so read it as “how many calls turned into real, non-negative conversations”.
Analytics rolls up by campaign and call type (outbound, inbound, test, campaign), not by individual agent. For agent-level detail, filter the Call Logs page by agent.

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Cost visibility

Cost is tracked on every call and shown in your workspace currency:
  • Spent across the window, on the Overview scorecard.
  • Cost by call type on Outcomes: total cost, cost per call, average length, and each type’s share of spend, with a mini bar.
Usage runs from a prepaid wallet, shown in your billing as Tokens (1 token = $0.01). For per-minute rates and what each plan includes, see Pricing.

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Date ranges, filters, and refresh

Presets are 7 days, 30 days, 90 days, and All. A Custom calendar adds quick picks for this month, last month, the last 60 days, and the last 6 months. Future dates are disabled. The range scopes every tab.
In-tab filters live on the Attribution tab only (source, campaign, medium). The other tabs are scoped by the global date range.
A manual Refresh button re-runs the query so you can pull the latest calls without reloading the page.

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Exporting data

The Analytics dashboard is for reading and comparing, not for export. To pull the underlying rows, use CSV export on the Call Logs page:
1

Apply your filters

Narrow to what you want, or export everything.
2

Choose a scope

Current view, all, incoming, or outgoing.
3

Download the file

You get a call-logs-<scope>-<date>.csv file.
Each row includes date and time, from, to, call type, duration, status, and cost (browser calls are masked to “Web”). Individual transcripts, recordings, and AI summaries also live on Call Logs, one call at a time.

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Acting on your analytics

  • Refine your agent. Watch sentiment and quality scores after each prompt change. A dip usually points at a script line that frustrates callers.
  • Prioritise follow-up. Work the hot leads first and re-engage cooling leads before they go cold. Push the best ones into Deals or schedule a Callback.
  • Tune campaigns. Compare success rate and cost across campaigns, then double down on the sequences that convert. See Campaigns.
  • Shift ad spend. Use Attribution to move budget toward the sources that produce qualified conversations, not just clicks.

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What is coming

The Coming soon tab previews reporting still in build: topic and question clustering, conversation depth, an ad “brain” for creative performance, estimated revenue impact, and predictive next-best-action. These tiles are read-only previews today, not live metrics, so treat any revenue or ROI figure you see there as illustrative until it ships.

Call logs

Inspect any single call: transcript, recording, summary, and CSV export.

Campaigns

Run outbound sequences that feed per-campaign reporting.

Contacts

Where captured leads and lead scores land for follow-up.

Integrations

Connect Google and Meta ad platforms for attribution and conversion tracking.