# 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](../introduction/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.