The numbers that matter
Reply rate tells you whether your opening works. Booked tells you whether the setter's qualifying works. Show rate tells you whether the leads are real. Cost per booking tells you whether any of it is worth doing. Read them in that order; a bad number early in the chain makes everything after it meaningless. Overview shows the week's version of the first three plus median first reply time.
By source
Every metric can be split by where the lead came from: inbound, a scan, a campaign, an import. This is usually the most useful view on the screen, because it is where the difference between two lead sources stops being an argument and becomes a number. A source with a good reply rate and a terrible show rate is producing people who will talk but not turn up. That is a lead-quality problem, not a setter problem.
Cost per booking
Every message the setter sends records what it cost to produce. Those costs add up across a conversation and divide into your bookings. The number is real, not estimated, and usually small enough to surprise people the first time.
Exporting
Export downloads the underlying rows as a CSV so you can put them next to your ad spend in a spreadsheet.
Questions people ask
- Why is my reply rate over 100%?
- Reply rate compares replies sent to inbound messages over the period. A lead who texted once and got a follow-up sequence can push it above 100. Read it as a trend, not a percentage of people.
- Where does show rate come from?
- From outcomes marked on the Appointments screen. Mark them and the number is right.