> ## Documentation Index
> Fetch the complete documentation index at: https://docs.brilo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Read your campaign analytics

> Read the Brilo campaign Analytics tab: call outcomes over time, which call tags are being applied, email delivery and failures, and how your post call answers line up.

The **Analytics** tab turns a campaign into four questions you can actually answer: did the calls connect,
what were they about, did the emails arrive, and what did people say. It is the difference between knowing
a campaign ran and knowing whether it worked.

## Before you start

* A campaign that has placed enough calls to have a shape. A hundred is where the charts start meaning
  something.
* For the tag charts, **AI Call Tags** switched on for the agent. See
  [Tag your calls automatically](/reports/tag-your-calls-automatically).
* For the post call charts, extraction fields set up. See
  [Pull the details out of every call](/reports/extract-call-information).

## The four sections

<Steps>
  <Step title="Call outcomes">
    **How calls ended, and whether that is changing.**

    **Calls per outcome** counts every call in the range once, by how it ended. **Call outcomes over time**
    is the one to read: whether an outcome is climbing matters far more than its total.

    A rising "could not be connected" means your list is degrading. A rising "reached a person" means your
    calling hours or your number are working better.
  </Step>

  <Step title="Call tags">
    **Which tags are being applied, and how often.**

    **Calls per tag** tells you what your campaign calls are actually about, which is regularly not what
    you set the campaign up to do. This is where you find out that a third of your invoice chases turned
    into questions about a service problem.
  </Step>

  <Step title="Email">
    **What happened to the emails this campaign sent.**

    **Email delivery** is how many arrived. **Why emails did not arrive** is the more useful chart, because
    the failures cluster: a single bad domain, an unauthenticated sender, or a batch of addresses that
    never existed.
  </Step>

  <Step title="Post-call data">
    **How two answers line up.**

    This compares two of your extraction fields against each other, which is how you find the pattern
    behind a number. "Interested" against "how they heard about us" tells you which source is worth more
    than the totals ever will.
  </Step>
</Steps>

## What to look at, in order

On a campaign you have just launched:

1. **Calls per outcome.** Is anything connecting at all.
2. **Calls per tag.** Are the calls about what you expected.
3. **Call outcomes over time.** Is it getting better or worse as the list is worked through.
4. **Email delivery.** Are the follow ups landing.
5. **Post-call data.** What is actually driving the results.

Most people stop at the first one, which tells you the least.

## Reading it honestly

* **Trends beat totals.** A campaign with a 20 percent answer rate that is climbing is in better shape
  than one at 30 percent that is falling.
* **A high answer rate on a small sample is noise.** Wait for a hundred calls before you conclude
  anything.
* **The failures are more informative than the successes.** Why emails did not arrive and why calls could
  not be connected both point at something fixable. A successful call points at nothing.
* **Compare like with like.** A campaign that ran across a weekend and one that ran on weekdays are not
  comparable at the same call count.

## Turning a chart into a change

| What the chart says              | What to change                                                    |
| -------------------------------- | ----------------------------------------------------------------- |
| Could not be connected is high   | The list. Bad numbers, or missing country codes on import         |
| Could not be connected is rising | Your calling hours, or your number is being screened              |
| Voicemail is dominant            | Try a different time of day before anything else                  |
| Reached a person but no results  | The agent's opening and instructions, not the campaign            |
| Tags show unexpected topics      | Your agent's knowledge, so it can handle what people actually ask |
| Email delivery is low            | Authenticate your sending domain                                  |
| Emails failing to one domain     | That domain is blocking you. Check authentication first           |
| A lot of exits early             | Your exit rules are too aggressive                                |

## What else you can do here

* Follow one contact rather than the aggregate, which is often faster for diagnosing a specific problem.
  See [Track a contact through a campaign](/campaigns/track-a-contact).
* Add the extraction field you keep wishing you had. The post call charts can only compare what you
  collect. See [Pull the details out of every call](/reports/extract-call-information).
* Check call quality as well as call outcome. See [Pulse Score](/reports/pulse-score).
* Send everything to your own reporting. See
  [Send data to your systems](/actions/send-data-to-your-systems).

## If it did not work

**There is no Analytics tab.** It is rolled out per workspace. Contact
[support@brilo.ai](mailto:support@brilo.ai) if you need it.

**The tag charts are empty.** **AI Call Tags** is off for the agent making the calls. Turn it on, and note
that only calls after that point are tagged. See
[Tag your calls automatically](/reports/tag-your-calls-automatically).

**The post call charts are empty.** You have no extraction fields, or fewer than two, since the chart
compares two answers. See [Pull the details out of every call](/reports/extract-call-information).

**The email section is empty.** The campaign has no email step, or none have sent yet.

**The numbers disagree with the Contacts tab.** The Contacts tab counts contacts and analytics counts
calls, and one contact can be several calls. Both are right.

**Everything looks flat.** Too few calls. Charts need volume, and a campaign of thirty calls is better read
one contact at a time.

## FAQ

<AccordionGroup>
  <Accordion title="Where do I see how my Brilo campaign performed?">
    On the campaign's **Analytics** tab. It covers call outcomes and their trend, which call tags are being
    applied, email delivery and failures, and how two of your post call answers line up.
  </Accordion>

  <Accordion title="Why are my campaign call tag charts empty?">
    **AI Call Tags** is switched off for the agent making the calls. Turn it on in the agent's **AI Call
    Tags** tab. Only calls that finish after that point are tagged.
  </Accordion>

  <Accordion title="What does the post call data chart show?">
    How two of your extraction fields line up against each other, so you can see the pattern behind a
    total. You need at least two extraction fields set up for it to have anything to compare.
  </Accordion>

  <Accordion title="How many calls before campaign analytics are meaningful?">
    Around a hundred. Below that, read individual contacts instead, because a small sample will show you a
    trend that is not there.
  </Accordion>

  <Accordion title="Why do analytics and the Contacts tab show different numbers?">
    Analytics counts calls and the Contacts tab counts contacts. One contact can be several calls across
    several steps, so the two figures measure different things.
  </Accordion>

  <Accordion title="Can I export campaign analytics?">
    The underlying call data is available through the API and the post call webhook, which is the route to
    take for your own reporting. See
    [Send data to your systems](/actions/send-data-to-your-systems).
  </Accordion>

  <Accordion title="Which chart should I look at first?">
    **Calls per outcome**, to confirm calls are connecting, then **Calls per tag** to check they are about
    what you expected. The tag chart is the one that most often changes what you do next.
  </Accordion>
</AccordionGroup>

## Related

* [Track a contact through a campaign](/campaigns/track-a-contact) for one person rather than the total
* [Tag your calls automatically](/reports/tag-your-calls-automatically) to fill the tag charts
* [Pull the details out of every call](/reports/extract-call-information) to fill the post call charts
* [Pulse Score](/reports/pulse-score) for call quality rather than call outcome
* [Add an email step](/campaigns/email-step) for the email delivery you are reading