Analytics

The Analytics page lets you explore detailed performance metrics across your campaigns. You can break results down by day, week, or month, compare two campaigns side by side, switch between two table layouts, and generate preset or custom charts.

By default, the page shows your Company Total — every campaign aggregated — for the last 12 months, broken out by month. Use the controls at the top of the page to narrow the view.

Customize Your View

Filter by Campaign

Use the Filter by campaign dropdown to choose which campaign(s) to analyze. With no campaigns selected, results are aggregated across your entire company. You can pick up to two campaigns at once; when two are selected, each appears in its own table so you can compare them directly.

note

The campaign filter is only available on the company-level Analytics page. The campaign-level Analytics page is always scoped to the campaign you opened it from.

Date Range

Select a date range up to one year long. The range can extend back as far as two years from today. The picker includes shortcuts for common ranges:

• Last Week
• This Month
• Last Month
• Last 3 Months
• Last 6 Months
• Last 12 Months

Granularity

Choose Day, Week, or Month to control how results are grouped. Month is the default. Weekly periods are labeled in ISO week format (for example, 2026-W12); hover the label to see the date range for that week.

View Modes

Use the toggle at the top of the page to switch between two table layouts:

• Metric (default) — A pivot table with one row per metric and one column per period, plus a Total column on the right. The metric column stays pinned as you scroll horizontally.
• Period — A data grid with one row per period and one column per metric. The period column stays pinned, and a Total row appears at the bottom. Use the toolbar to manage column visibility and to export the visible data.

Metrics

In Metric view, use the Metrics dropdown to choose which metrics appear in the table. All metrics are selected by default. Hover any metric in the menu to reveal an Only button that isolates that single metric. In Period view, manage column visibility from the data grid toolbar instead.

Available Metrics

Metric	Description
Leads posted	The number of leads posted to the campaign in the period.
Leads created	The number of leads created in Aktify in the period, whether or not they were posted.
Engaged	The number of leads who replied or interacted with the agent.
Leads messaged	The number of leads that received at least one outbound message.
Total call transfers	The total number of transfers to the call center. A lead can transfer more than once.
Total call transfer rate	Total call transfers divided by leads posted.
60+ second call transfers	Transfers that lasted 60 seconds or longer (billable transfers).
60+ second call transfer rate	60+ second transfers divided by leads posted.
Non-billable transfers	Transfers that lasted less than 60 seconds.
Non-billable transfer rate	Non-billable transfers divided by leads posted.
Avg call duration	The mean duration of transferred calls, shown as m:ss.
SMS deliverability	Messages delivered divided by messages sent.
Outbound messages per lead	Messages sent divided by leads messaged.
Engagement rate	Engaged leads divided by leads posted.
Completed	Leads whose scripted outreach finished (see Definitions).
Completion rate	Completed leads divided by leads posted.
In flow	Leads still progressing through the outreach template.
End contact	Leads who asked the agent to stop contacting them.
Dead	Leads marked as disinterested or ineligible.
Opt-in	Leads who opted in to receive messages.
Undeliverable	Leads whose outbound messages could not be delivered.
Undeliverable rate	Undeliverable leads divided by leads posted.
Carrier DNC rate	Carrier-level STOP keywords divided by messages sent.
DNC rate	DNC'd leads divided by leads posted.

Link Click Metrics

The following metrics appear only when the selected campaign(s) have link-tracking data. If none of the data in the current view includes click information, these metrics are hidden from the menu and the table.

Metric	Description
Links sent	The number of trackable links sent during the period.
Unique clicks	The number of distinct leads who clicked a link.
Click-through rate	Unique clicks divided by links sent.
First clicks	The number of leads who clicked a link for the first time.
Second clicks	The number of leads who clicked a link a second time.
Third clicks	The number of leads who clicked a link a third time.
4th+ clicks	The number of leads who clicked a link four or more times.
Total clicks	The total number of link clicks across all leads.
Bot clicks	Clicks identified as coming from automated systems rather than humans.

Generate Charts

Click Generate Chart to open the Charts dialog. The dialog visualizes the same metrics in your table as bar and line charts, using the date range and granularity you've already selected.

Choose a Chart

Use the Chart dropdown to select a preset, create a new custom chart, or load one you've saved.

The preset chart groups are:

• Lead Counts: Leads posted, leads created, leads messaged, and engaged.
• Call Transfers: Counts and rates for total, billable (60+ second), and non-billable transfers.
• Avg Call Duration: The mean duration of transferred calls.
• Messaging: SMS deliverability and outbound messages per lead.
• Engagement & Completion: Engagement rate, completion rate, completed, and in flow.
• Lead Statuses: End contact, dead, opt-in, undeliverable, and undeliverable rate.
• DNC: Carrier DNC rate and DNC rate.
• Link Clicks: Links sent, unique clicks, click-through rate, and the breakdown of first, second, third, and 4th+ clicks, plus total and bot clicks. Only available when link-tracking data is present.

Custom Charts

Select New chart from the dropdown to build your own chart. Choose any combination of metrics from the Metrics picker; counts appear as stacked bars and rates appear as overlaid lines. Click the save icon to name and save the chart for future use.

note

Custom charts are saved to your browser, so they won't follow you to another device or another browser.

To edit or delete a saved chart, select it from the dropdown and click the pencil or trash icon next to it.

Layout

When a preset chart includes both counts and rates, the dialog renders them as two separate charts — one for the counts (bars) and one for the rates (lines). Use the layout toggle to display them stacked or side by side. Custom and saved charts always render as a single chart, with bars and lines sharing the same axes.

Comparing Two Campaigns

When you've selected two campaigns to compare, the Charts dialog adds a comparison toggle:

• Overlaid: Both campaigns appear on the same chart. The first campaign's series use one color palette and the second uses another; a legend at the top of the chart maps each color to its campaign.
• Split: Each campaign gets its own chart placed side by side.

Export

Both view modes support CSV export. In Metric view, click the download icon above the table. In Period view, use the Export option in the data grid toolbar. Exports include all visible metrics and the totals row or column. File names are generated automatically from the campaign label (if any) and the selected date range.