# Analytics metrics

What every number on the Victoria AI Dashboard and campaign Analytics tab counts, its unit, and how date ranges and filters apply.

The **Dashboard** and each campaign's **Analytics** tab use the same metric names with the same meanings. Hover the info icon next to a number for its definition.

## Leads or messages: the unit of each analytics metric

Every metric counts **leads** unless its unit says **messages**. "Replied" is the number of people who replied, not the number of replies. Only **Messages sent**, **Emails sent**, **Emails opened** and **LinkedIn messages** count individual messages, including follow-ups.

## Funnel metrics

| Metric | Counts | Unit |
| - | - | - |
| **Contacted** | Leads reached with a first outbound message: email, LinkedIn message or connection request. | leads |
| **Replied** | Leads who replied at least once: positive, negative, neutral or out of office. | leads |
| **Positive replies** | Leads whose reply was classified interested. | leads |
| **Negative replies** | Leads whose reply was classified not interested. | leads |
| **Neutral replies** | Leads whose reply was neither. | leads |
| **Out of office** | Leads who sent an automatic away reply. Can overlap the other reply buckets. | leads |
| **Meetings booked** | Leads whose conversation closed as won. See below. | leads |

## Rate metrics

| Metric | Formula |
| - | - |
| **Reply rate** | Replied ÷ Contacted |
| **Positive reply rate** | Positive replies ÷ Contacted |
| **Meeting rate** | Meetings booked ÷ Positive replies |

A rate shows a dash instead of a number when its denominator is zero.

## Channel metrics

| Metric | Counts | Unit |
| - | - | - |
| **Emails sent** | Emails sent, including follow-ups. | messages |
| **Emails opened** | Sent emails with at least one tracked open. | messages |
| **Open rate** | Emails opened ÷ Emails sent. | rate |
| **Connection requests** | Leads sent a LinkedIn connection request. | leads |
| **Connected** | Leads whose connection request was first accepted in the period. | leads |
| **Accept rate** | Leads who accepted ÷ leads sent a request, both in the period. | rate |
| **LinkedIn messages** | LinkedIn messages sent, including follow-ups. | messages |
| **Messages sent** | Emails, LinkedIn messages and connection requests sent, including follow-ups. | messages |

Treat **Open rate** as directional: privacy-protected inboxes hide opens and some mail clients open every image automatically. **Accept rate** over a short range can read high, because acceptances in the range can come from requests sent before it.

## Lead status metrics on a campaign

| Metric | Counts |
| - | - |
| **Enrolled** | Leads added to the campaign. |
| **Active** | Leads moving through the sequence. |
| **Not yet contacted** | Enrolled leads that haven't had any outbound yet. |
| **Completed** | Leads the sequence ran out of steps for. |
| **Paused** | Leads not moving and not complete: paused by you, stopped after a reply, or held by the system. |

## Step metrics on a campaign

On a campaign's **Analytics** tab, the step chart counts per step:

- **Reached this step**: leads the step was sent to.
- **Replied to this step**: leads whose reply came after this step and before the next. Each reply is credited to the last message sent before it.
- **Positive from this step**: leads whose positive reply is credited to this step.

## How date ranges count analytics metrics

Pick a range at the top right: **7d**, **30d**, **90d**, **All** (on the Dashboard) or **Lifetime** (on a campaign), or **Custom**. A lead counts as contacted, replied or positive in the range when its **first** such event falls inside it. Meetings count by the date the meeting was confirmed.

The **Campaigns** list always shows lifetime totals: **Messages sent** in messages and **Replied** in leads.

## Filter analytics by channel or A/B variation

- **Channel**: the Dashboard can be narrowed to email or LinkedIn.
- **Variation**: on a campaign with A/B testing, **All**, **A**, **B** and **Unassigned** narrow every number to one arm. A lead's arm is the variation it was assigned on enrolment, and A + B + Unassigned = All. See [A/B testing](https://docs.versionseven.ai/help/ab-testing).

The range and filters are kept in the page address, so a copied link opens the same view.

## Meetings booked are not checked against a calendar

**Meetings booked** counts a lead when the prospect told the Appointment Setter they booked, or when someone selected **Mark meeting booked** in the Inbox. For a campaign whose goal is a link visit, it counts that confirmed goal instead. Victoria doesn't check these against a calendar, so a prospect who says they booked and never does still counts. Use **Un-mark** in the Inbox to correct one.

## Drill into an analytics number

Select a metric tile to plot it on the trend chart. Where a number links to its leads, selecting it opens the list of leads behind it, with the date of the event that counted them.

If a number can't load, the tile shows an error with a retry instead of a zero.