Chapter 6
Reports
Reports is the scorecard: how well the agent sells, measured the way you would measure a salesperson, plus the few things only an AI agent can be measured on. Every rate shows the count behind it.
The scorecard
In the panelReports
The filters at the top shape every number below them: the period, the project, the lead source, the campaign, the language, the channel and the buyer's persona (such as investor or family).
The first line counts the leads received in the period, and how many the agent has not reached yet. Neither counts in any rate: the agent is measured on the leads it worked. Export CSV downloads each block as a spreadsheet.
From first message to deposit
Each step of a sale, with its count and its rate from the step before:
- Reached out
- Every lead the agent worked in the period.
- Replied
- Those who answered.
- Qualified
- Those whose needs, budget and timeline the agent learned.
- Offered units
- Those offered at least one unit.
- In closing
- Those who reached Close: a unit held, a link sent.
- Deposit paid
- Those who paid.
- Contract signed
- Shown apart: it is your team's work, not counted for or against the agent.
Under the funnel, one line says how many leads raised an objection, and how many of them went on to pay a deposit.
The agent as a salesperson
- Win rate
- Worked leads who paid a deposit.
- Contact rate
- Worked leads who answered.
- Speed to lead
- For leads who wrote in first: the time to the first reply. Leads from a list are not timed.
- Response time
- From a lead's message to the agent's reply, on average and in the middle.
- Follow-up persistence
- Follow-ups sent per lead, and how many got a reply.
- Sales cycle
- From the first message to the deposit.
- Average time in each stage
- How long leads stay in Opener, Qualify, Recommend, Objections and Close.
What only an AI agent is measured on
- Handled without a person
- Worked leads no person had to step in for, and deposits that came with no person involved.
- After-hours coverage
- Replies sent outside your working hours.
- Opt-out rate
- Leads who asked to hear no more. A high number says the agent pushes too hard.
- Deposit to contract
- Deposits that became contracts. Few contracts from many deposits is a warning about the agent.
- Refunds and expired holds
- Deposits refunded, then holds that ran out.
- Handed to a person, by reason
- Escalations, counted by their reason.
How the numbers are counted
- A lead counts in the period in which the agent first reached it.
- Test leads, and leads still waiting for outreach, are left out of every number.
- Money is shown per currency, never added across currencies.
- No message text or personal detail appears in a report or an export.
- The numbers are kept for five minutes, so a new deposit can take that long to show.