Read campaign metrics
Dial attempts, connect rate, meetings booked and progress — and how to tell a list problem from a script problem.
Four numbers sit across the top of Campaigns, and the useful skill is reading them as ratios rather than as totals. Totals tell you how busy you were; ratios tell you what to fix.
The most valuable single distinction: connect rate is about your list and your number. Bookings per connect is about your script and your bot. Mixing them means you will spend a week improving the wrong one.
Before you start
- A campaign that has run against enough contacts to mean something.
- Ten minutes to listen to two recordings, which explains more than the dashboard.
Steps
Read each channel on its own terms
Connect rate for the call step. Reply rate for the WhatsApp and email steps. A campaign that switches channels is telling you where this audience actually lives: if calls go unanswered but WhatsApp replies are healthy, that is a finding about the list, not the script.
Read connect rate against dials, not against the list
"63% — 5 of 8 answered" tells you about the number you dialled from and the quality of the data. A poor connect rate is almost never a script problem.
Read bookings against connects
Of the people who answered, how many booked? That ratio is your bot and your offer. It is the number to move once your connect rate is healthy.
Read progress to see how far through the audience you are
A campaign at 60% progress with a poor connect rate is worth pausing now rather than letting it finish.
Look at the outcome distribution, not just the totals
A high proportion of "wrong number" is a data problem you can fix cheaply at source. A high proportion of "not interested" is a targeting problem. Neither is fixed by editing the bot.
Cross-check a suspicious number on one contact's feed
Every attempt lands there as a call log entry. When a metric looks wrong, one contact's history usually explains it in ten seconds.
Listen to two calls before changing anything
Metrics tell you something is wrong. Recordings tell you what, and a WhatsApp thread shows the reply the call never got. Changing an instruction based on a number alone is guessing.
Check it worked
Write down your connect rate and your bookings-per-connect for one campaign. Change one thing — the number you dial from, or the bot's opening line — and compare after the same number of dials. That is the only way to learn anything from a campaign.
The parts people get wrong
- Because outcomes move lead stages, campaign results already appear in your normal pipeline reporting. There is nothing to reconcile.
- Two campaigns with different audiences are not comparable however similar the scripts. Change one variable at a time.
The ones people actually ask
Connect rate is poor. Should I change the script?
No. Connect rate tells you about your list and the number you dial from, not about the conversation. A great script cannot help you if nobody answers — fix connects over dials before you touch bookings over connects.
A metric looks wrong.
Open one contact's activity feed. Every attempt lands there as a call log entry, and one contact's history usually explains a suspicious number in about ten seconds.
Should I change the bot based on the numbers?
Listen to two calls first. Metrics tell you something is wrong; recordings tell you what. Changing an instruction from a number alone is guessing, and it changes the bot everywhere else it is used.