Custom Reports
Custom Reports
The Reports page is your command center for understanding every aspect of your agency's call performance, agent productivity, and campaign results. Whether you need a quick snapshot of today's numbers or a deep-dive comparison across months, the Reports page puts all the data you need at your fingertips — and lets you build fully custom reports tailored to your unique business questions.
This guide walks you through every section of the Reports page, from the date filters and KPI cards all the way down to the Custom Report Builder. By the end, you'll know exactly how to pull the insights that matter most.
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Page Layout Overview
When you open the Reports page, you'll see a clean, organized layout designed to give you quick answers and deep analysis in one place:
- Header bar — At the top, you'll find the Agency selector dropdown (if you manage multiple agencies), an Auto-Refresh dropdown, and three Export buttons (CSV, Excel, Print).
- Date filter section — A row of preset date buttons and custom date inputs.
- 7 KPI cards — Large, at-a-glance metric tiles summarizing your most important numbers.
- Performance By section — A collapsible panel with tabbed tables breaking down performance by different dimensions.
- Performance by Hour chart — A visual chart showing call activity across the hours of the day.
- Agent Scorecard & Leaderboard — Rankings and composite scores for your agents.
- Compliance By section — A collapsible panel with compliance pass rates across different dimensions.
- Disposition Details table — A sortable breakdown of every disposition used.
- Peak Hours Heatmap — A color-coded grid highlighting your busiest times.
- Call Volume Trends & Disposition Breakdown charts — A line chart and pie chart displayed side by side.
- Custom Report Builder — A powerful tool for building, running, and saving your own reports.
Let's explore each section in detail.
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Date Filter Section
The date filter section sits near the top of the page and controls the time range for all data displayed below it. Getting the right date range is the first step to getting meaningful reports.
Preset Date Buttons
You'll see 8 preset buttons arranged in a row. Click any one to instantly update all charts, tables, and KPI cards:
| Button | What It Selects |
|---|---|
| Today | Data from midnight today through the current moment. Great for real-time monitoring during business hours. |
| Yesterday | The full previous calendar day (12:00 AM to 11:59 PM). Useful for your morning review of the prior day's results. |
| Last 7 Days | The most recent seven days, including today. A quick weekly snapshot without waiting for a full calendar week. |
| Last 30 Days | The most recent thirty days. Gives you a rolling monthly view of trends and performance. |
| This Month | From the 1st of the current month through today. Helps you track progress toward monthly goals. |
| Last Month | The entire previous calendar month. Perfect for month-end reporting and comparisons. |
| This Quarter | From the 1st day of the current quarter through today. Useful for quarterly business reviews and goal tracking. |
| This Year | From January 1st of the current year through today. Your year-to-date performance at a glance. |
Custom Date Range
If none of the presets fit your needs, use the From and To date input fields:
- Click the From date input and select your start date from the calendar picker.
- Click the To date input and select your end date.
- Click the Apply button to update all data on the page.
This is especially handy when you need to analyze a specific campaign window, enrollment period, or any custom timeframe.
Auto-Refresh
The Auto-Refresh dropdown in the header lets you choose how often the page automatically refreshes its data:
- Off — The page only updates when you manually change filters or reload.
- 30s — Data refreshes every 30 seconds. Ideal for live monitoring during peak hours.
- 1 min — Refreshes every minute. A good balance between staying current and reducing load.
- 5 min — Refreshes every five minutes. Best for passive monitoring on a wallboard or secondary screen.
Select the interval that matches your workflow. If you're actively making changes to filters or building reports, keep it set to Off so the page doesn't reset while you're working.
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7 KPI Cards
Below the date filters, you'll see seven large KPI cards arranged in a row. Each card displays a key metric for the selected date range, giving you an instant performance snapshot.
1. Total Calls
Shows the total number of calls during the selected period. Look for the % change indicator — a green upward arrow means call volume increased compared to the previous equivalent period, while a red downward arrow means it decreased. This helps you instantly spot trends without switching to a chart.
2. CPA (Cost Per Acquisition)
Displays your Cost Per Acquisition — the average cost to achieve one sale or conversion. Lower CPA means you're acquiring customers more efficiently. This metric is calculated by dividing your total cost by the number of sales completed.
3. Billable Calls
The count of calls that meet your billable criteria (typically based on duration thresholds and call type). This is the number that drives your revenue calculations.
4. Total Cost
The total dollar amount spent on calls during the selected period. This aggregates costs across all queues and call types, giving you a clear picture of your spend.
5. Sales Completed
The number of calls that resulted in a completed sale or successful conversion. This is your bottom-line outcome metric.
6. Conversion Rate
The percentage of calls that resulted in a sale, calculated as (Sales Completed ÷ Total Calls) × 100. A higher conversion rate means your agents and campaigns are more effective at turning calls into results.
7. Average Duration
The average length of all calls in the selected period. This helps you understand whether calls are running longer or shorter than expected, which can indicate changes in call quality, script adherence, or customer engagement.
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Performance By Section
The Performance By section is a collapsible panel that lets you drill down into performance data across multiple dimensions. Click the section header to expand or collapse it.
Tabs
You'll see 7 tabs along the top of this section:
- Agency — Compare performance across different agencies (useful for multi-agency accounts).
- Agent — See how each individual agent is performing.
- Team — Break down performance by team groupings.
- Publisher — Analyze results by lead source or publisher.
- State — View geographic performance by U.S. state.
- Queue — Compare performance across different call queues.
- Global Queue — See performance for global (shared) queues.
Table Columns
Each tab displays a sortable data table with the following columns:
| Column | Description |
|---|---|
| >5 Min | Number of calls lasting longer than 5 minutes. |
| >10 Min | Number of calls lasting longer than 10 minutes. |
| >20 Min | Number of calls lasting longer than 20 minutes. |
| >30 Min | Number of calls lasting longer than 30 minutes. |
| >40 Min | Number of calls lasting longer than 40 minutes. |
| >50 Min | Number of calls lasting longer than 50 minutes. |
| >60 Min | Number of calls lasting longer than 60 minutes. |
| Raw Calls | The total number of raw (unfiltered) calls. |
| Billable Calls | Calls that meet billable criteria. |
| Total Cost | The total dollar cost for that row. |
| Sales | Number of completed sales. |
| Conv % | Conversion rate as a percentage. |
| CPA | Cost Per Acquisition for that row. |
| Avg Duration | Average call duration for that row. |
The duration bucket columns (>5 Min through >60 Min) are incredibly useful for understanding call quality. Long calls often correlate with successful sales conversations, so you can quickly see which agents, teams, or states are generating the most substantive conversations.
Sorting & Export
- Click any column header to sort the table by that column. Click again to reverse the sort order.
- Click the Export to PDF button to generate a PDF version of the current tab's table for sharing or printing.
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Performance by Hour Chart
Below the Performance By section, you'll find the Performance by Hour chart. This is a visual canvas chart that plots call activity across every hour of the day (0–23).
Use this chart to:
- Identify your peak calling hours and ensure you have adequate staffing.
- Spot gaps in coverage where call volume drops unexpectedly.
- Compare hourly patterns across different date ranges to see if your peak hours are shifting.
Click the Export to PDF button below the chart to save or share it.
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Agent Scorecard & Leaderboard
This section gives you a powerful way to evaluate and rank your agents based on multiple performance dimensions.
Leaderboard Tab
The Leaderboard tab displays the Top 10 agents as individual cards. Each card shows:
- Rank — The agent's position (1st through 10th).
- Agent Name — The agent's display name.
- Key Stats — A summary of their most important metrics.
- Composite Score — A single number that combines multiple performance factors into one overall score.
The composite score is calculated by weighting several factors — including sales volume, conversion rate, compliance pass rate, efficiency, and call volume — so that no single metric can dominate. This gives you a balanced, fair ranking that rewards well-rounded performance.
Detailed Scores Tab
Switch to the Detailed Scores tab to see the full scoring breakdown in a sortable table:
| Column | Description |
|---|---|
| Rank | The agent's overall ranking. |
| Agent | Agent name. |
| Sales | Score component based on sales volume. |
| Conversion | Score component based on conversion rate. |
| Compliance | Score component based on compliance pass rate. |
| Efficiency | Score component based on handle time and productivity. |
| Volume | Score component based on total call volume. |
| Score | The final composite score. |
Click any column header to re-sort the table. This is especially useful for identifying agents who excel in specific areas (e.g., high compliance but lower volume) and tailoring your coaching accordingly.
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Compliance By Section
The Compliance By section is another collapsible panel that mirrors the structure of the Performance By section but focuses specifically on compliance data.
Tabs
The same 7 tabs are available: Agency, Agent, Team, Publisher, State, Queue, and Global Queue.
Table Columns
Each tab's table shows:
- Name — The name of the entity (agent, team, state, etc.).
- Calls with Compliance — The number of calls that have been evaluated for compliance.
- Average Pass Rate — The average compliance pass rate, displayed with a color-coded badge:
- Yellow badge — Moderate pass rate (approaching but not meeting targets).
- Red badge — Low pass rate (below acceptable thresholds).
Use this section to quickly spot compliance risks and identify who may need additional training or script reinforcement.
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Disposition Details Table
The Disposition Details table gives you a complete breakdown of how calls are being dispositioned.
| Column | Description |
|---|---|
| Disposition | The name of the disposition (e.g., "Sale", "Not Interested", "Callback Requested"). |
| Category | A color-coded badge showing the disposition's category (Positive, Negative, Follow Up, or Neutral). |
| Count | The total number of calls with this disposition. |
| Percentage | What percentage of all dispositioned calls this represents. |
The Category badges use distinct colors so you can visually scan the table and immediately see the balance between positive outcomes, negative outcomes, follow-ups, and neutral results.
Click any column header to sort — for example, sort by Count descending to see your most common dispositions, or by Percentage to understand the distribution.
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Peak Hours Heatmap
The Peak Hours Heatmap is a color-coded grid that shows call volume intensity across different hours and days. The grid uses a gradient legend from Low (lighter colors) to High (darker, more intense colors).
How to read it:
- Each cell in the grid represents a specific hour on a specific day.
- The darker the cell's color, the higher the call volume during that time.
- Look for clusters of dark cells to identify your consistent peak periods.
- Look for light or empty cells to find potential gaps in your coverage.
This heatmap is invaluable for staffing decisions — you can see at a glance exactly when you need the most agents available and when you can afford to scale down.
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Call Volume Trends & Disposition Breakdown Charts
At the bottom of the main reports area, you'll find two charts displayed side by side:
Call Volume Trends (Line Chart)
This line chart plots call volume over time for the selected date range. Use it to:
- Spot upward or downward trends in call volume.
- Identify specific dates with unusual spikes or dips.
- Correlate volume changes with marketing campaigns or external events.
Disposition Breakdown (Pie Chart)
This pie chart shows the proportion of each disposition category across all calls. Each slice represents a different disposition, sized by its share of total calls. Hover over any slice to see the exact count and percentage.
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Custom Report Builder
The Custom Report Builder is the most powerful tool on the Reports page. It lets you define exactly what data you want to see, how you want it grouped, and what filters to apply.
Step 1: Choose Dimensions
In the Dimensions section, you'll see a row of pill buttons representing available grouping dimensions (such as Agent, Team, Queue, State, Publisher, Date, Hour, etc.). Click a pill to select it — selected pills will appear highlighted. You can select multiple dimensions to create multi-level groupings.
Example: Select both "Agent" and "State" to see each agent's performance broken down by state.
Step 2: Select Metrics
In the Metrics section, you'll see a grid of checkboxes for all available metrics (calls, billable calls, cost, sales, conversion rate, CPA, average duration, etc.). Check the boxes for the metrics you want included in your report.
Step 3: Apply Additional Filters
The Additional Filters section lets you narrow your report further:
- Start Date — The beginning of your report's date range.
- End Date — The end of your report's date range.
- Queue — Filter to a specific queue or leave as "All."
- Publisher — Filter to a specific publisher/lead source or leave as "All."
- State — Filter to a specific state or leave as "All."
- Order By — Choose which column to sort results by.
Step 4: Run, Save, or Reset
Use the action buttons at the bottom of the builder:
- Run Report — Executes your report with the selected dimensions, metrics, and filters. Results appear in the results table below.
- Save Report — Saves your current configuration (dimensions, metrics, filters) so you can re-run it later without rebuilding from scratch. Give it a descriptive name like "Weekly Agent Performance by State."
- Reset — Clears all selections and filters back to their defaults.
- My Saved Reports — A dropdown menu that lists all your previously saved report configurations. Select one to load its settings instantly, then click Run Report.
Results Table
After running a report, the results table displays your data organized by the dimensions you selected, with columns for each metric you checked. The table is fully sortable — click any column header to sort.
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Export Options
The Reports page header includes three export buttons that apply to the currently visible data:
- CSV — Downloads a comma-separated values file, ideal for importing into spreadsheet applications or other data tools.
- Excel — Downloads a formatted Excel (.xlsx) file with headers and data ready for analysis.
- Print — Opens your browser's print dialog with a print-optimized layout of the current report view.
Additionally, individual sections like the Performance By tables and the Performance by Hour chart have their own Export to PDF buttons for section-specific exports.
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Tips for Getting the Most from Reports
- Save your most-used reports. If you check the same metrics every morning, use the Custom Report Builder to configure your ideal view, then click Save Report. Next time, just select it from the My Saved Reports dropdown and click Run Report.
- Compare time periods strategically. Run the same report for "This Month" and then for "Last Month" to see how your metrics are trending. Pay attention to the % change indicator on the Total Calls KPI card for a quick comparison.
- Use dimensions wisely. Don't overload your report with too many dimensions — it can make the results hard to read. Start with one or two dimensions (like Agent + Date) and add more only if you need deeper granularity.
- Leverage duration buckets. The >5 Min through >60 Min columns in the Performance By tables are goldmines for understanding call quality. Longer calls often mean deeper conversations, which often mean more sales.
- Monitor compliance regularly. Check the Compliance By section at least weekly. If you see an agent's pass rate dropping (yellow or red badges), address it early with targeted coaching before it becomes a bigger issue.
- Export and share. Use the PDF exports for the Performance By and chart sections when preparing reports for stakeholders. Use CSV or Excel exports when you need to do additional analysis in a spreadsheet.
- Use auto-refresh for live monitoring. During peak calling hours, set auto-refresh to 30s or 1 min and keep the Reports page open on a secondary monitor or wallboard. This gives your supervisors real-time visibility without any manual effort.
- Check the heatmap for staffing. The Peak Hours Heatmap is one of the best tools for workforce planning. Review it weekly and adjust your agent schedules to match the patterns you see.
Last updated: February 24, 2026