Reading your analytics
What each figure counts, what is deliberately excluded, and which questions the numbers can answer.
Analytics is at Analytics in the dashboard, and needs the admin role.
What is counted, and what is not
Every figure excludes playground conversations. They are simulated — you talking to your own bot — and counting them would inflate your lead volume and, worse, wreck your averages: a playground lead is qualified in about ninety seconds, so a handful of them drag "average days to qualify" towards zero and quietly make the number meaningless.
The exclusion is total. Volume, funnel, outcomes, averages, disqualification reasons: none of them can see a simulated lead.
The overview
Available on every plan.
| Figure | What it counts |
|---|---|
| Leads by status | Where every real lead currently sits |
| Leads this week / this month | New leads in the last 7 and 30 days |
| Average days to qualify | Arrival to qualification, for leads that got there |
| Average days to match | Arrival to first match |
| Average days to win | Arrival to closed-won |
| Match statistics | How many matches, and how they were resolved |
| Won and lost | Closed outcomes |
| Your records | How many are in your pool |
The averages only include leads that reached the stage. A lead still in conversation is not counted as a slow qualification — it is not counted at all. That makes the averages honest about the leads that completed and silent about the ones in flight, which is the right trade but worth knowing when a number moves for no obvious reason.
The trend reports
Three reports need the advanced analytics feature — check the pricing page for which plans include it. If yours does not, the overview is still fully available.
| Report | Shows | Window |
|---|---|---|
| Funnel | New leads per day | Up to 90 days |
| Outcomes | Won and lost per day, side by side | Up to 90 days |
| Disqualification reasons | Why leads were turned away, most common first | All time |
Ninety days is the maximum window; ask for more and you get ninety.
Disqualification reasons are worth reading first
This report groups closed-lost leads by the reason recorded on the rule that turned them away — which means it is exactly as useful as the reasons you wrote.
"Budget below minimum" appearing forty times is a finding: either your floor is too high or your marketing is reaching the wrong people. "no" appearing forty times is not.
If the report is unreadable, the fix is in Qualification rules, not here.
Questions the numbers can answer
- Is the bot finishing conversations? Compare leads in conversation against leads qualified. A pile in conversation usually means a required question people cannot answer.
- Are the rules too tight? Disqualification reasons, against your total volume.
- Is matching helping? Match statistics — suggested against finalised. Lots of suggestions and no finalisations means the ranking is not earning its place, and weights are where to look.
- Is anything reaching us at all? If lead volume is zero and you expected otherwise, this is not an analytics question — Webhooks is.
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