Outbound Metrics: Summary Section
This article explains how to read the Outbound Report on its Summary tab, what each metric means, and how to use the available filters to properly segment users by type (new vs. recurring), channel, etc.
❓Frequently asked question or initial context
What does each metric in the Outbound Report represent?
What does each metric in the Outbound Report represent?
How can I segment campaigns to find out how many users responded?
How can I segment campaigns to find out how many users responded?
Can I distinguish between new and recurring users?
Can I distinguish between new and recurring users?
How do I filter by channel, campaign type, or intent (e.g., sales, after-sales)?
How do I filter by channel, campaign type, or intent (e.g., sales, after-sales)?
The Outbound Report allows you to analyze the performance of your outbound campaigns (by flow, template, webhook, etc.) and understand how effective they were in terms of delivery, response, assignment, and sales.
🤓 Explanation
The Outbound Report is designed to analyze outbound campaigns. It shows metrics related to conversations initiated by your company, broken down by date, channel, group, agent, and type of tagging.
⚙️ Troubleshooting: Step by step
✅ Accessing the report
Go to Reports > Outbound > Summary Section.
Go to Reports > Outbound > Summary Section.
Apply the available filters:
Apply the available filters:
Send date: allows you to limit the analysis to a specific period.
Send date: allows you to limit the analysis to a specific period.
Channel: select by platform and number (WA, FB, IG, etc.).
Channel: select by platform and number (WA, FB, IG, etc.).
Origin type: outbound campaigns, such as flow, template, webhook, etc.
Origin type: outbound campaigns, such as flow, template, webhook, etc.
Campaign name
Campaign name
Tagging type: filter by Positive, Negative, Follow-up, Self-management End, etc.
Tagging type: filter by Positive, Negative, Follow-up, Self-management End, etc.
Final Tagging: allows you to see only conversations with a specific classification.
Final Tagging: allows you to see only conversations with a specific classification.
✅ How to interpret the metrics
Total Contacts: number of unique users reached by the campaigns.
Total Contacts: number of unique users reached by the campaigns.
Successful Sends: conversations triggered correctly, regardless of whether a new conversation was started or not.
Successful Sends: conversations triggered correctly, regardless of whether a new conversation was started or not.
Assigned: conversations that were managed by an agent.
Assigned: conversations that were managed by an agent.
Sales: conversations that ended with a "Sale" type tag.
Sales: conversations that ended with a "Sale" type tag.
Sales funnel: shows the journey from successful send to sale.
Sales funnel: shows the journey from successful send to sale.
Performance by campaign type: compares the effectiveness of different types of campaigns.
Performance by campaign type: compares the effectiveness of different types of campaigns.
Distribution by last tagging and summary: breaks down how many times each closing tagging was used.
Distribution by last tagging and summary: breaks down how many times each closing tagging was used.
📌Important: this report counts successful sends even if the campaign was sent over an already open conversation. Therefore, there may be more successful sends than "conversations started" in the General Report.
🔍 Tips for using filters and segmenting your audience
🎯 Classify users by type: new vs. recurring
Combining "Send Date" and "Campaign Name" filters can help you identify whether you are reaching new users or users already contacted in previous campaigns.
Combining "Send Date" and "Campaign Name" filters can help you identify whether you are reaching new users or users already contacted in previous campaigns.
By exporting the report and cross-referencing by phone number (unique contact), you can identify repetitions.
By exporting the report and cross-referencing by phone number (unique contact), you can identify repetitions.
📱 Segment by input channel
Use the "Channel" filter to compare results between WhatsApp, Instagram, Web, etc.
Use the "Channel" filter to compare results between WhatsApp, Instagram, Web, etc.
This allows you to detect if certain platforms generate more responses or sales.
This allows you to detect if certain platforms generate more responses or sales.
💬 Filter by campaign intent
Use "Campaign Name" or "Origin Type" to group campaigns by their purpose:
Use "Campaign Name" or "Origin Type" to group campaigns by their purpose:
Ex: "Black Friday Campaign" (sales),
Ex: "Black Friday Campaign" (sales),
"Shopping Cart Recovery" (remarketing),
"Shopping Cart Recovery" (remarketing),
"Reactivation of Inactive Clients" (retention).
"Reactivation of Inactive Clients" (retention).
Combine these filters with final tagging = Sale to measure the effectiveness of each intent.
Combine these filters with final tagging = Sale to measure the effectiveness of each intent.
🗂 Group by flow stage or expected tagging
In campaigns that use complex flows, the expected taggings can indicate intent:Ex: "Interested but undecided" (follow-up),"Dismissed" (negative end),"Closed purchase" (sale).
In campaigns that use complex flows, the expected taggings can indicate intent:
Ex: "Interested but undecided" (follow-up),
Ex: "Interested but undecided" (follow-up),
"Dismissed" (negative end),
"Dismissed" (negative end),
"Closed purchase" (sale).
"Closed purchase" (sale).
📝 Additional notes
Differences with the General Report:The General Report counts conversations started.The Outbound Report reflects sends, even if they have not started new conversations.
Differences with the General Report:
The General Report counts conversations started.
The General Report counts conversations started.
The Outbound Report reflects sends, even if they have not started new conversations.
The Outbound Report reflects sends, even if they have not started new conversations.
Detailed Tab:Allows you to compare campaigns by volume and performance.Ideal for understanding which generated more responses, assignments or sales.
Detailed Tab:
Allows you to compare campaigns by volume and performance.
Allows you to compare campaigns by volume and performance.
Ideal for understanding which generated more responses, assignments or sales.
Ideal for understanding which generated more responses, assignments or sales.
Audit Tab:View up to 2,000 records.The download includes up to 1,000,000 rows (formats:.csv,.xlsx,.json).Includes all report fields for custom analysis.
Audit Tab:
View up to 2,000 records.
View up to 2,000 records.
The download includes up to 1,000,000 rows (formats:.csv,.xlsx,.json).
The download includes up to 1,000,000 rows (formats:.csv,.xlsx,.json).
Includes all report fields for custom analysis.
Includes all report fields for custom analysis.
To see other sections of the Outbound Report, please visit the following articles:
Outbound Report Metrics - Flow Campaigns Section
Outbound Report Metrics - Template Campaigns Section
Outbound Report Metrics - Webhooks Section
Outbound Report Metrics - Individual Templates Section
Outbound Report Metrics - Flows by Tagging Section