The Analytics page is your numbers cockpit. Where the attribution lesson explains how a reply gets credited to a campaign, Analytics is where you actually see the totals and trends.
It's a build-your-own dashboard
The dashboard is made of widgets you arrange yourself:
- Add widget — opens a catalog grouped by category (CRM, Outreach, Team, Tasks, Direct Mail, Deals, Websites, System). Pick a metric and it drops onto the grid.
- Drag cards to reorder; each card has a Resize button to cycle Small → Medium → Wide → Full.
- Reset to defaults — wipes your layout back to a sensible starting set.
Because it's customizable, two operators can watch completely different things — set it up around the channels you actually run.
Keep several dashboards
The tabs above the filters are your saved dashboards. Each one keeps its own widgets and its own saved filters, so you can have a "Daily calls" board, a "Team performance" board and a "Deals" board side by side.
- + New dashboard — name it and pick how it starts: empty, Team performance (each team member's calls, talk time, Interested leads, texts, emails, deals and tasks, this week), a copy of the dashboard you're on, or the standard widgets.
- Who can see it — Everyone on the team, or Only me for a private board (shown with a 🔒 on its tab).
- The ⋯ button next to the tabs renames, copies, shares or makes private, moves the tab left or right, and deletes the dashboard.
- Save filters to this dashboard (under the filter bar) stores the current time range, campaign, team member and other filters with the dashboard — it opens that way next time, for everyone who can see it.
Teammates can edit shared dashboards; only the person who made a dashboard can make it private, and a dashboard can be deleted by the person who made it or the account owner. An account can have up to 50 dashboards.
Every widget can be shown five ways
Click a card's edit (✎) button and pick Display as: Number, Bars, Pie, Line, or Table. The same metric works in all five — a KPI number for the wall, bars for comparison, a line for trend, a table for detail.
Line only shows a true time trend for metrics that carry real event dates. For one that doesn't, the edit dialog tells you so up front instead of drawing a meaningless chart.
Time ranges — and metrics that honestly have none
Most widgets have a Time Range filter: Today, This Week, This Month, Last 30 days, a custom range, or All time. Charts pick a sensible bucket (day, week, or month) for the span you chose.
Some metrics genuinely have no time dimension — "open tasks", "contacts needing attention", "mailbox health" are all right now, not a period. Rather than offering a filter that would quietly do nothing, those widgets show a short ⏱ note in the edit dialog explaining why. If a widget has no Time Range, that's the reason.
Filters that apply to the whole board
Above the grid: time range, status, All Types, All Campaigns, and Team: Everyone. Set one and every widget that has that dimension re-scopes to it — so you can read the entire dashboard "as" one campaign, or one teammate. Widgets with no such dimension ignore it, and their footer says so.
See each team member's numbers
Pick a person in the Team filter (or Me) and the board shows only what they did. You can also set a team member on a single widget in its edit (✎) dialog. What counts as theirs:
- Calls — calls they placed or logged in the Dialer, plus how many connected and how long they talked (talk time comes from calls made in the app's phone).
- Texts and emails — messages they typed and sent. Automatic campaign sends and AI replies don't belong to a person, so they show as Automated / not recorded.
- Interested leads — calls they marked Interested.
- Contacts added and deals — contacts and deals they created, including their imports.
- Tasks done — tasks they completed. Task widgets filter by who the task is assigned to.
The Team category in Add widget has a Team Scorecard (one row per person) and bar charts like Calls by Team Member and Talk Time by Team Member.
Team goals: a target for each person
To hold each person to a number — 100 calls a day, 300 texts a week, 4 deals a month — use 🎯 Team goals at the top of the Analytics page. Pick the number to track, the goal, and per day, week or month. Everyone gets that goal unless you open Different number for someone? and give a person their own (0 = no goal for them). You can track calls made, connected calls, talk time, Interested leads, texts sent, emails sent, contacts added, deals created and tasks done. Only the account owner or an admin can change goals; everyone on the team can see them.
Then add the Team Goals widget (Team category — it's also the first card on a new Team performance dashboard). It shows one row per person and one column per goal:
- ✓ Hit — they reached it.
- On pace / Behind — for weekly and monthly goals, compared with where they should be after the work days already over ("Behind · 200 by now"). Monday morning nobody is behind.
- In progress — today's daily goal, not judged until the day ends. Under it: how many days this week they hit it.
- Day off — today isn't one of your work days. Pick work days at the bottom of the goals window (Mon–Fri by default).
In the widget's edit (✎) dialog, set Show to Last period to see who hit their goals yesterday, last week and last month. The Team filter narrows it to one person. Each person also sees their own goals on their Home page in a Your goals card.
Goals: turning a number into a target
A number on its own doesn't tell you if the day went well. 200 calls is great against a goal of 150 and bad against a goal of 400. So most widgets take a goal.
Open a widget's edit dialog and find Goal / KPI target. Type a number. The card grows a progress strip showing where you are against it.
For metrics that count activity over time — calls made, emails sent, texts sent, replies, new contacts, deals created — you also pick a cadence:
- per day — "200 calls a day"
- per week, per month, per year
- for the selected range — one flat goal for whatever window the widget is showing
Rate goals scale to the days your range actually covers so far. A 200/day goal with This Week selected, viewed on a Wednesday, compares against 3 days of goal — not 7. So you're never "behind" just because the week isn't over.
Goal lines on charts
On a time-based Line or Bars view, the goal draws as a dashed amber line across the chart labelled with its value. The daily target converts to whatever the chart is bucketing by — a 200/day goal on a weekly chart draws at 1,400. One glance tells you which days cleared the bar.
(A goal set "for the selected range" draws no line — a whole-window number has no honest per-bar height.)
Limits — for metrics where lower is better
Some numbers you want to keep down: opt-outs, bounces, overdue tasks, untouched leads, days-to-close, cost. On those widgets the field reads Limit instead of Goal, and it works as a ceiling — green with "under the limit ✓" while you're clear, red when you go over.
Cadences work here too: "5 SMS opt-outs per week" is a genuinely useful alarm, because opt-out rate is what makes carriers throttle you.
How the comparison is decided
- The strip always compares against the number the Number view would show for that widget's current filters — so the goal composes with your time range and filters instead of fighting them.
- Match the units: percent metrics take a percent, dollar metrics take dollars, duration metrics take days.
- KPI cards set to an "average per day" style compare rate against rate, not a scaled total.
- Changing a widget's metric clears its goal — 200 calls and 200% are not the same target, so it won't silently carry over.
- Leave the field blank for no goal. Nothing is required.
Trend at a glance
KPI Number cards for metrics with real dates also draw a small 30-day sparkline and a vs prior 30d delta — so a card shows the number, the direction, and the goal together.
A good starting layout
- Total Calls Made with a per-day goal — the leading indicator you control directly.
- Reply Rate — the headline number, with a percentage goal.
- Reply Rate by Campaign as a table — tells you which campaigns to scale or kill.
- SMS Opt-Outs with a weekly limit — your early warning on deliverability.
- Email Unsubscribe Rate with a limit — of the people you emailed, the share who opted out (the unsubscribe link, a "remove me" reply, or marked by hand). Pair it with Unsubscribes by Campaign to see which campaign's emails people are leaving — each opt-out counts for the campaign whose email they got last. Email Unsubscribes is the plain count by day.
- Contacts Emailed as a Line — confirms your volume is steady, not bursty (bursty hurts deliverability).
- Overdue Tasks with a low limit — the honest measure of whether follow-up is actually happening.
Not every metric takes a goal — a few, like the per-campaign comparison tables, are lists rather than a single number, so the goal field simply isn't offered on them.
Turning it into decisions
The dashboard is only useful if it changes what you do. Set goals on the two or three activity numbers you control, limits on the two or three risk numbers that bite you, and check them daily. Cross-reference with the ROI math in Reading cross-channel attribution: scale the campaigns with a low cost-per-deal, pause the ones that spend without replying.
What's next
To understand the numbers behind the widgets, read Reading cross-channel attribution. To control what you're spending, read Plans, caps & credits explained. To make the follow-up happen without you: Automations.