# 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**](#id-1.-call-activity-analytics)**:** Monitor call performance over time with detailed metrics on answered calls, missed calls, and call duration * [**Attribution**](#id-2.-attribution-analytics)**:** Track which marketing sources drive the most qualified leads and revenue, with full ROI analysis * [**Tracking Number Performance**](#id-3.-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 * [**Money Map**](#id-4.-money-map)**:** Visualize visitor and call locations on an interactive heatmap to identify geographic hotspots

{% hint style="info" %} 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. {% endhint %} *** ### 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 {% hint style="success" %} If comparison mode is enabled, you'll see percentage changes comparing your current period to the comparison period. Green indicates improvement, red indicates decline. {% endhint %} **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 Website Tracker campaigns) * AI qualification status (if enabled) * Call recording (if enabled) {% hint style="info" %} Click on any call row to view detailed information including transcription, sentiment analysis, keywords, and deal value estimation (if AI features are enabled). {% endhint %}

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 {% hint style="warning" %} Date range limits depend on your subscription plan: * **Indie Plan:** Up to 180 days * **Agency Plan:** Up to 365 days {% endhint %}

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 open the Call Details sheet with four tabs: * **Details** - Call information, caller history, campaign, source/medium, and notes * **Lead** - AI qualification status, deal value, tags, and manual qualification controls * **Recording** - Call recording playback, transcription with speaker labels, sentiment analysis, keywords, and AI summary * **Timeline** - Chronological view of all call events (ring, forward, answer/no-answer, voicemail, etc.) {% hint style="info" %} **Timeline Tab:** The Timeline tab shows every event that occurred during the call in chronological order—from when the call started, through forwarding attempts, to voicemail if applicable. This helps you understand exactly what happened during each call. {% endhint %}

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 {% hint style="info" %} 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. {% endhint %}

*** ### 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 {% hint style="info" %} The table is sortable by any column. Click column headers to sort by that metric and identify your best and worst performing sources. {% endhint %}

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 {% hint style="success" %} **Best Practice:** Focus your budget on sources with high ROI and qualified lead conversion. Consider pausing or optimizing low-performing sources. {% endhint %} **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

{% hint style="info" %} The export includes data for ALL sources in your workspace, not just the visible page. Use filters before exporting to narrow down the data. {% endhint %} *** ### 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` {% hint style="warning" %} **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 {% endhint %} **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 {% hint style="warning" %} **Zero-Call Lines** indicate tracking numbers that are active but not receiving any calls. Common causes include: * **Low Website Traffic (Website Tracker):** There aren't enough visitors to rotate through your entire number pool, so some numbers are never displayed. * **Script Installation Issue (Website Tracker):** 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. {% endhint %} **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 (Website Tracker 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. {% hint style="success" %} **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. {% endhint %} #### Common Use Cases **Website Tracker Campaign Monitoring:** For Website Tracker 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 {% hint style="info" %} **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. {% endhint %} {% hint style="danger" %} **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. {% endhint %} **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 *** ### 4. Money Map Money Map visualizes where your visitors and callers are located on an interactive heatmap. Identify geographic hotspots, discover underserved areas, and understand the spatial distribution of your leads.

#### What You'll See **Key Metrics (Top Cards):** 1. **Visitors Tracked** - Number of visitors with location data (shows coverage percentage) 2. **Calls Mapped** - Number of calls with location data (shows coverage percentage) 3. **Top Visitor City** - City with the most visitor sessions 4. **Top Call City** - City generating the most calls **Interactive Heatmap:** The map displays two distinct layers: * **Blue heatmap** - Visitor locations (where website visitors are browsing from) * **Orange heatmap** - Call locations (where callers are located, or ad location for billboard tracking) {% hint style="info" %} **Heatmap Intensity:** Darker colors indicate higher concentrations. The orange call layer displays on top of the blue visitor layer so you can see where visitors convert to calls. {% endhint %} {% hint style="success" %} **Pro Tip:** Zoom into high-activity areas to see detailed count badges. Hover over badges to see both visitor and call counts for that location. {% endhint %} **Top Cities Tables:** Below the map, two tables show your top 10 cities by visitor count and call count, making it easy to identify your strongest geographic markets.

#### How to Use Money Map **Step 1: Select Your Date Range** 1. Click the date range selector 2. Choose your analysis period (up to 365 days on Agency plan) 3. Click **Apply** to refresh the map **Step 2: Apply Filters (Optional)** Focus on specific segments: * **Campaigns:** View locations for specific campaigns * **Sources:** Filter by traffic source (Google, Facebook, etc.) * **Mediums:** Filter by medium (organic, cpc, etc.) **Step 3: Analyze Geographic Patterns** Use the heatmap to identify: * **High-converting areas** - Where orange (calls) overlaps with blue (visitors) * **Underserved markets** - High visitor areas with few calls (opportunity for local targeting) * **Service area gaps** - Calls coming from areas outside your service region * **Ad placement validation** - For billboard/static campaigns, verify calls originate near the ad location {% hint style="warning" %} **Billboard Rule:** For static campaigns with [ad locations configured](https://help.ringtonic.app/campaigns#step-6-set-ad-locations-optional), the map shows where the ad is placed (not where the caller is located). This helps validate that calls are coming from your target advertising area. Without an ad location set, calls appear at the caller's location instead. {% endhint %} #### Common Use Cases **Local Service Businesses:** * Identify neighborhoods generating the most leads * Discover new service areas with untapped demand * Verify your local SEO is driving calls from target areas **Multi-Location Businesses:** * Compare lead density across different markets * Identify which locations need more marketing support * Track expansion opportunities based on call patterns **Agency Reporting:** * Show clients geographic ROI for local campaigns * Demonstrate ad effectiveness with location data * Identify new market opportunities for clients *** ### 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 {% hint style="success" %} Use comparison mode to: * Identify seasonal trends * Measure campaign impact * Track improvement over time * Spot performance issues early {% endhint %} *** ### 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