Report results to clients¶
Clients ask three questions: is the phone ringing, which marketing made it ring, and are we answering. This page maps each to the view that answers it, and suggests a monthly routine.
Which view answers which question¶
| Question | View | Where |
|---|---|---|
| How many calls did we get, and is it going up? | Total calls with the change from the previous period | Weekly and monthly email reports; the site overview |
| Which campaigns and sources drove them? | Calls by source, medium and campaign | The email reports' top sources and campaigns; Explore grouped by campaign |
| Which pages make people call? | Calls by landing page | Explore grouped by landing page |
| Were they good leads? | Label mix from AI Call Insights | The email reports; the call log filtered by label |
| Did Google Ads get the conversions? | Calls sent to Google Ads against calls eligible | The email reports' integration section; Google Ads conversion reports |
| Are we answering the phone? | % not answered, missed calls by day | The overview; the daily missed-call report; Explore |
| Show me the calls | The call log with recordings and transcripts | Tracked calls |
A monthly routine¶
- Let the monthly email report go to the client on the first of the month. It carries the headline numbers with changes from the previous month.
- Open Explore for the month, group total calls by campaign, and take a screenshot for the review deck. Repeat grouped by landing page if the client cares about content.
- Filter the call log by the Booked or Qualified label and pick two or three calls to play in the review. Nothing proves value like a recording of a booked job.
- Check the pool's health and the percentage of calls not answered, and raise either with the client if it needs attention.
- Export the call log to CSV and attach it if the client wants the detail. See Export calls to CSV.
Explaining the numbers¶
- Confidence. Tell clients that every call shows how certain the match is, and that Low confidence means numbers were shared under load, not that the call was guessed. See Attribution confidence and reason flags.
- Missing attribution. Some callers dial a number they saw earlier or block scripts. Those calls still appear in the totals. See Why attribution can be missing or ambiguous.
- Google Ads timing. Conversions can take up to 24 hours to appear in Google Ads; Google Analytics standard reports can take 24 to 48 hours.
- Missed calls. Missed calls are counted in the totals but aren't sent to Google Ads or Google Analytics by default, so ad platforms show fewer conversions than the call log shows calls.
Give the client access¶
Clients who want to see calls between reports can be invited as Viewers. They can play recordings and read transcripts but can't change settings. See Manage users and roles.