Analytics

Dashboard Overview

The analytics dashboard at Dashboard > Analytics provides a high-level view of your calling activity and performance. Summary cards at the top of the page display key metrics at a glance:

• Total calls — The total number of calls made and received in the selected time period, with a comparison to the previous period showing the trend direction.
• Answer rate — The percentage of outbound calls that were answered by a live person. Industry benchmarks typically range from 15–30% for cold outreach and 40–60% for warm follow-ups.
• Average call duration — The mean length of answered calls in minutes and seconds. Longer calls generally indicate higher engagement. Unanswered calls and voicemails are excluded from this metric.
• Outcome breakdown — A summary of call results: interested, not interested, appointment booked, callback requested, voicemail left, no answer, and other custom outcomes defined in your agent's configuration.

Below the summary cards, a call volume chart shows your daily or weekly call counts over time. Use the date range picker to view data for the last 7 days, 30 days, 90 days, or a custom range. All metrics update in real time as new calls complete.

Call History

The call history log at Dashboard > Calls provides a complete, searchable record of every call your agents have made or received. Each call entry includes:

• Date and time — When the call occurred, displayed in your organization's configured timezone.
• Contact — The name and phone number of the person called (or the caller for inbound calls).
• Agent — Which voice agent handled the call.
• Direction — Whether the call was inbound or outbound.
• Duration — The length of the call.
• Outcome — The result of the call as determined by the agent (e.g., interested, not interested, appointment booked).
• Sentiment — The overall sentiment score (positive, neutral, or negative).

Click any call to open the full detail view, which includes:

• Full transcript — A word-by-word transcription of the entire conversation, with speaker labels distinguishing the agent from the contact. Timestamps are included for each speaker turn.
• Audio recording — A playable recording of the call. You can play, pause, and scrub through the audio. The transcript highlights the corresponding text as the audio plays.
• AI summary — A concise AI-generated summary of the call covering the key topics discussed, the contact's intent, any commitments made, and recommended next steps.

Use the search bar to find calls by contact name, phone number, or keywords in the transcript. Filter by date range, agent, direction, outcome, or sentiment to narrow results.

Sentiment Analysis

CallTone automatically analyzes the sentiment of every call using AI natural language processing. Sentiment is scored at two levels:

• Overall call sentiment — Each call receives an aggregate sentiment rating of positive, neutral, or negative based on the full conversation. This rating appears in the call history list and is used in dashboard-level analytics.
• Turn-level sentiment — Within the call detail view, individual speaker turns are annotated with sentiment indicators. This helps you identify the exact moments in a conversation where sentiment shifted — for example, when a contact became frustrated or when the agent successfully addressed an objection.

The analytics dashboard includes a sentiment distribution chart showing the percentage of positive, neutral, and negative calls over time. Track this metric to evaluate how well your agents are handling conversations and whether script changes are improving outcomes.

You can filter the call history by sentiment to quickly find and review negative calls that may need follow-up or coaching attention.

Lead Scoring

CallTone's smart lead scoring system automatically evaluates and ranks contacts based on their call interactions. Lead scores are computed using AI analysis of multiple signals:

• Engagement level — How actively the contact participated in the conversation. Longer calls with more back-and-forth exchanges indicate higher engagement.
• Intent signals — Specific phrases and questions that indicate purchase intent, such as asking about pricing, timelines, or implementation details.
• Sentiment — The overall tone of the conversation. Positive sentiment correlates with higher conversion likelihood.
• Outcome — The call result (appointment booked scores highest, callback requested scores high, not interested scores low).
• Multi-call history — If a contact has been called multiple times, the scoring considers the trajectory across interactions (improving sentiment, increasing engagement).

Lead scores range from 0 to 100 and are categorized into tiers: Hot (80–100), Warm (50–79), Cool (20–49), and Cold (0–19). The lead scoring dashboard at Dashboard > Leads shows your leads organized by score with AI-generated next-best-action recommendations (e.g., "Schedule a follow-up call within 24 hours" or "Send pricing information via email").

Lead scores update automatically after each call. You can also manually adjust scores or add notes from the lead detail page.

Conversation Intelligence

The conversation intelligence module at Dashboard > Intelligence goes beyond individual call metrics to surface patterns and insights across all of your conversations. This feature analyzes your call transcripts at scale to identify:

• Competitor mentions — Tracks when contacts mention competitor names during calls. The dashboard shows which competitors are mentioned most frequently, the context of each mention, and whether the agent effectively addressed the competitive comparison. Use this data to refine your agent's handling of competitive objections.
• Objection patterns — Identifies the most common objections raised by contacts (e.g., "too expensive," "not the right time," "already have a solution"). For each objection type, you can see how frequently it occurs, how the agent responds, and the success rate of different responses. This helps you optimize your agent's objection-handling scripts.
• Coaching insights — AI-generated recommendations for improving your agent's performance. These might include suggestions like "Your agent is not asking for the appointment early enough" or "Calls where the agent mentions a specific benefit have a 40% higher conversion rate."
• Topic trends — Identifies what subjects contacts are asking about most frequently, helping you understand market interest and adjust your messaging.
• Talk-to-listen ratio — Measures how much of the conversation is the agent speaking versus the contact. A balanced ratio (40–60% agent, 40–60% contact) typically correlates with better outcomes.

Conversation intelligence data refreshes as new calls complete. Trends are most meaningful with at least 50–100 calls in the dataset. The module is available on the Business plan and above.

Campaign Analytics

Each campaign has its own analytics view accessible from the campaign detail page. Campaign-specific metrics include:

• Completion rate — Percentage of contacts in the list that have been called (including retries).
• Answer rate — Percentage of calls answered by a live person within this campaign.
• Outcome breakdown — Distribution of call results for this campaign specifically, letting you compare performance across different campaigns, agents, or contact lists.
• Pace metrics — Calls per hour, average time between calls, and estimated time to completion.
• Time-of-day analysis — Shows which hours of the day produce the best answer rates and outcomes for this campaign, helping you optimize your calling schedule.
• Retry effectiveness — How often retry attempts succeed versus first attempts, and the optimal time between retries based on your data.

Compare campaign analytics across multiple campaigns to identify which agent scripts, contact lists, and schedules produce the best results. Use the Compare Campaigns feature to view side-by-side metrics.

Exporting Data

CallTone provides multiple ways to export your analytics data for external analysis, reporting, or CRM integration:

CSV Export

Most analytics views include an Export CSV button that downloads the current data set as a comma-separated values file. You can export:

• Full call history with all metadata (date, time, contact, agent, duration, outcome, sentiment, lead score)
• Campaign-specific call logs
• Lead scores and rankings
• Appointment lists

Exports respect your current filters and date range. Apply filters before exporting to download exactly the data you need.

REST API

For programmatic access, the CallTone REST API provides endpoints for retrieving call data, lead scores, campaign metrics, and more. Generate an API key in Settings > API Keys and refer to the API Reference documentation for endpoint details.

Common API use cases include syncing call outcomes to your CRM, triggering workflows in Zapier or Make based on lead scores, and building custom analytics dashboards with tools like Metabase or Looker.

Webhooks

For real-time data flow, configure webhooks to receive event notifications when calls complete, appointments are booked, or lead scores change. See the Webhooks documentation for setup instructions and payload formats.

Data Retention

Analytics data is retained according to your subscription plan:

• Starter — 30 days of call history and analytics
• Growth — 90 days of call history and analytics
• Business — 1 year of call history and analytics
• Enterprise — Unlimited retention with custom archival options

We recommend exporting important data before it reaches the end of your retention window. Call recordings follow the same retention schedule unless you configure a custom retention policy in Settings.