📊Analytics

Ring Tonic provides powerful analytics to help you understand your call tracking performance and marketing ROI. Get a true bird-eye view of all your calls across every campaign, making it super easy for lead-gen teams to quickly see which areas are generating the most calls and which ones are underperforming.

The platform offers three comprehensive analytics reports:

  • Call Activity: Monitor call performance over time with detailed metrics on answered calls, missed calls, and call duration

  • Attribution: Track which marketing sources drive the most qualified leads and revenue, with full ROI analysis

  • Tracking Number Performance: Track call volume across all active numbers with filters for custom date ranges, Yesterday, Last 7 Days, Last 30 Days, and more

Access Analytics from the left sidebar

All analytics data updates in real-time as calls come in. You can filter by date range, campaigns, sources, and mediums to drill down into specific segments.

1. Call Activity Analytics

Call Activity helps you monitor and analyze call performance across all your campaigns. This report shows you when calls are coming in, how many are answered vs missed, and how long calls typically last.

Call Activity dashboard showing key metrics and trends

What You'll See

Key Metrics (Top Cards):

  1. Total Calls - Total number of calls received in the selected period

  2. Answered Calls - Number of calls that were answered by your team

  3. Missed Calls - Number of calls that went unanswered (important to monitor!)

  4. Avg Duration - Average length of answered calls

If comparison mode is enabled, you'll see percentage changes comparing your current period to the comparison period. Green indicates improvement, red indicates decline.

Performance Chart:

The chart visualizes your call data over time. You can customize the view:

  • Metric Selection: Choose which metric to display (Total Calls, Answered Calls, Missed Calls, or Avg Duration)

  • Time Grouping: Group data by Day, Week, or Month

  • Comparison: When enabled, overlay comparison period data to spot trends

Interactive chart showing call trends with comparison mode

Call Logs Table:

Below the chart, you'll see a detailed table of all calls with:

  • Call date and time

  • Campaign name

  • Caller phone number

  • Call duration

  • Call status (Answered/Missed)

  • Traffic source and medium (for DNI campaigns)

  • AI qualification status (if enabled)

  • Call recording (if enabled)

Click on any call row to view detailed information including transcription, sentiment analysis, keywords, and deal value estimation (if AI features are enabled).

Detailed call logs with filters and search

How to Use Call Activity

Step 1: Select Your Date Range

  1. Click the date range selector at the top

  2. Choose a preset (Last 7 Days, Last 30 Days, Last 60 Days) or select custom dates

  3. Optionally enable comparison mode to compare against a previous period

Date range limits depend on your subscription plan:

  • Indie Plan: Up to 180 days

  • Agency Plan: Up to 365 days

Select date ranges and enable comparison mode

Step 2: Apply Filters (Optional)

Filter your data to focus on specific segments:

  1. Campaigns: Select specific campaigns to analyze

  2. Sources: Filter by traffic source (Google, Facebook, Direct, etc.)

  3. Mediums: Filter by medium (organic, cpc, referral, etc.)

Click Apply to refresh the data with your filters.

Filter by campaigns, sources, and mediums

Step 3: Analyze the Data

Use the metrics and charts to identify:

  • Peak call times and days

  • Missed call patterns (opportunities to improve coverage)

  • Campaign performance trends

  • Call duration insights (longer calls might indicate higher engagement)

Step 4: Review Call Details

Click on any call in the table to see:

  • Full call transcription

  • Sentiment analysis scores

  • Detected keywords

  • AI qualification status

  • Deal value estimate

  • Call recording playback

Detailed call information with transcription and AI insights

Step 5: Export Call Logs

Need to analyze your call data in Excel or share with your team?

  1. Click the Export button at the top right of the call logs table

  2. Choose your preferred format:

    • Export to Excel - Full formatting with .xlsx format

    • Export to CSV - Plain text format for importing to other tools

Exports respect your current filters and date range. All visible columns are included in the export. If you're filtering by a single campaign, the campaign name will be included in the filename automatically.

Export call logs to Excel or CSV format

2. Attribution Analytics

Attribution shows you which marketing sources drive the most valuable calls and highest ROI. This report is essential for understanding where to invest your marketing budget.

Attribution dashboard with ROI metrics and source performance

What You'll See

Key Metrics (Top Cards):

  1. Total Calls - Total number of calls received

  2. Qualified Leads - Number of calls qualified as leads by AI (requires AI automation)

  3. Conversion Rate - Percentage of calls that became qualified leads

  4. Top Source - Traffic source driving the most calls

  5. Avg Deal Value - Average estimated deal value across qualified calls (requires AI automation)

Source Performance Table:

The table breaks down performance by traffic source with these columns:

  • Source - Traffic source (Google, Facebook, Direct, etc.)

  • Calls - Total calls from this source

  • Qualified - Qualified leads from this source

  • Conv. Rate - Conversion rate (Qualified ÷ Calls)

  • Avg Duration - Average call length

  • Cost - Total marketing cost for this source

  • Revenue - Total estimated revenue from qualified calls

  • Cost/Call - Average cost per call (Cost ÷ Calls)

  • ROI - Return on investment percentage

The table is sortable by any column. Click column headers to sort by that metric and identify your best and worst performing sources.

Source performance breakdown with ROI calculations

Attribution Chart:

Visualizes the distribution of calls, qualified leads, and revenue across your traffic sources over time.

Attribution trends across different marketing sources

How to Use Attribution Analytics

Step 1: Select Your Date Range

  1. Click the date range selector

  2. Choose your analysis period

  3. Enable comparison mode to see how performance changed over time

Step 2: Apply Filters

Focus on specific segments:

  • Campaigns: Analyze specific campaign performance

  • Sources: Compare different traffic sources

  • Mediums: Break down by marketing medium

Step 3: Analyze Source Performance

Use the table to identify:

  • Highest ROI sources: Where you're getting the best return

  • Low conversion sources: Traffic sources that aren't converting

  • Cost efficiency: Sources with the lowest cost per call

  • Revenue drivers: Which sources bring the highest value deals

Best Practice: Focus your budget on sources with high ROI and qualified lead conversion. Consider pausing or optimizing low-performing sources.

Step 4: Export Your Data

Need to analyze data further or share with your team?

  1. Click Export button at the top right of the Source Performance table

  2. Downloads an Excel file with all source performance data

  3. Includes all visible columns and respects your current filters

Export source performance data to Excel

The export includes data for ALL sources in your workspace, not just the visible page. Use filters before exporting to narrow down the data.

Understanding Marketing Costs & Revenue

To get accurate ROI calculations in Attribution analytics, you need to track marketing costs and revenue.

How Ring Tonic Calculates ROI

Cost Data: Ring Tonic integrates with your marketing platforms to automatically pull cost data. If not integrated, you can manually track costs by associating UTM parameters with budget amounts.

Revenue Data: When AI automation is enabled with deal value estimation:

  1. AI analyzes call transcriptions

  2. Estimates deal value based on conversation content

  3. Sums qualified call values to calculate total revenue

  4. Calculates ROI: (Revenue - Cost) / Cost × 100

Important: AI deal value estimation requires:

  • OpenAI API key configured in workspace settings

  • Auto estimate deal value enabled

  • Optionally, a Products & Services catalog for more accurate estimates

Example ROI Calculation:

Google Ads Campaign:
- Cost: $1,000
- Calls: 50
- Qualified Calls: 15
- Total Revenue: $7,500 (sum of estimated deal values)
- ROI: ($7,500 - $1,000) / $1,000 × 100 = 650%

3. Tracking Number Performance

Tracking Number Performance helps you monitor call activity across all your active phone numbers. This report identifies which numbers are performing well, which have high missed call rates, and which aren't receiving any calls at all.

Tracking Number Performance dashboard showing metrics for all active numbers

What You'll See

Key Metrics (Top Cards):

  1. Total Inbound - Total calls received across all tracking numbers in the selected period

  2. Answered - Number of calls that were successfully answered

  3. Missed - Number of calls that went unanswered (no answer or busy)

  4. Zero-Call Lines - Number of active tracking numbers that received zero calls

Zero-Call Lines indicate tracking numbers that are active but not receiving any calls. Common causes include:

  • Low Website Traffic (DNI): There aren't enough visitors to rotate through your entire number pool, so some numbers are never displayed.

  • Script Installation Issue (DNI): The tracking code isn't installed correctly, so numbers aren't swapping at all.

  • Pending Launch (Static): Marketing materials (like flyers or billboards) haven't been distributed yet.

  • Ad Issues: The ad campaign driving traffic to the number is paused or disapproved.

Tracking Number Performance Table:

The table shows detailed metrics for each active tracking number:

  • Friendly Name - Custom label (editable inline by clicking the pencil icon)

  • Number - The phone number (formatted for readability)

  • Campaign - Which campaign the number is assigned to (clickable link)

  • Type - Campaign type (DNI or Static)

  • Calls - Total calls received by this number

  • Missed - Missed calls for this number (highlighted if above threshold)

  • Avg Duration - Average call length for answered calls

  • Trend - Period-over-period percentage change (e.g., 📈 +15%)

Detailed performance metrics for each tracking number with trend indicators

Understanding the Visual Indicators

Zero-Call Numbers:

Numbers with zero calls are highlighted with a red background, making them easy to spot. These require immediate attention to understand why they're not receiving calls.

Pro Tip: Sort the table by "Missed" to quickly identify numbers with the highest missed call rates. These are opportunities to improve your answer rate and capture more leads.

Common Use Cases

DNI Campaign Monitoring:

For DNI campaigns with number pools:

  • Verify the script is working (numbers should show activity)

  • Identify if pool size is too large (many numbers with 0 calls despite healthy traffic)

  • Ensure all active numbers are rotating correctly

Static Campaign Health Check:

For static campaigns:

  • Confirm the single tracking number is receiving calls

  • Monitor missed call rate to ensure good coverage

  • Track performance after launching new marketing materials

High Missed Call Rates:

Numbers with a missed call rate above your workspace threshold (default: 5%) show a warning indicator:

  • Review your forwarding configuration

  • Check if your business number has adequate coverage during peak hours

  • Consider implementing call routing rules or backup numbers

  • Review the call logs to understand when missed calls occur most

Tip: You can customize the missed call threshold in your Workspace Settings → Analytics & Alerts tab. Adjust it based on your business needs and call volume patterns.

Critical: High missed call rates mean you're losing potential leads. Every missed call is a lost opportunity. Use this report to identify and fix coverage gaps quickly.

Number Pool Optimization:

Use this report to optimize your number pools:

  • Too many zero-call numbers? Your pool might be too large for your current traffic volume.

  • All numbers heavily used? Your pool might be too small, risking visitor collisions.

  • High missed rates across all numbers? Likely a forwarding destination or staffing coverage issue.

Marketing Material Verification:

After distributing new marketing materials:

  • Check that the tracking number shows activity within expected timeframe

  • Zero calls after launch indicates potential issue with materials or distribution

  • Compare performance across different campaigns/materials

Comparison Mode

All analytic reports support comparison mode to help you track performance over time.

How to Use Comparison Mode

Step 1: Enable Comparison

  1. Click the date range selector

  2. Toggle Compare switch

  3. Select your comparison period

Step 2: View Comparison Data

  • Metric Cards: Show percentage changes with colored indicators (green = improvement, red = decline)

  • Charts: Overlay comparison period data as a lighter line

  • Tables: Some tables show period-over-period changes

Comparison mode showing period-over-period changes

Common Comparison Scenarios:

  • Previous Period: Compare your selected date range to the immediately preceding period of equal length

  • Year over Year: Compare your selected date range to the same period last year

Use comparison mode to:

  • Identify seasonal trends

  • Measure campaign impact

  • Track improvement over time

  • Spot performance issues early

Best Practices

Here are some tips to get the most value from Ring Tonic analytics:

Daily Monitoring

Check Call Activity daily to:

  • Monitor missed calls (respond quickly to improve conversion)

  • Identify peak call times (ensure adequate staffing)

  • Track campaign performance in real-time

Weekly Analysis

Review Attribution weekly to:

  • Identify top performing sources

  • Calculate ROI for each marketing channel

  • Adjust budget allocation based on performance

  • Export data for team meetings

Monthly Reporting

Use comparison mode monthly to:

  • Track month-over-month growth

  • Identify seasonal patterns

  • Measure impact of marketing changes

  • Report to stakeholders with data exports

Campaign Optimization

Optimize campaigns by:

  • Pausing low-converting sources

  • Increasing budget on high-ROI sources

  • Testing different messaging for low-qualified sources

  • Adjusting coverage hours based on peak call times

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