Reading the Report
Summary Metrics
The top section shows aggregate impact for the selected time period:- Total conversations — All agent conversations
- Booking rate — % of conversations that resulted in an appointment
- Qualification rate — % that produced a qualified lead
- Pipeline value — Total revenue in pipeline attributed to conversation-originated leads
- Revenue closed — Actual revenue from leads that came through conversations
Outcome Breakdown
Each conversation is classified by its outcome:| Outcome | Description | What It Means |
|---|---|---|
| Booked | Led to a scheduled appointment | The gold standard — agent successfully converted |
| Qualified | Lead was qualified but no booking yet | Good lead, may need nurture follow-up |
| Nurture | Lead needs follow-up via email sequence | Not ready to buy; enters your nurture pipeline |
| Lost | Lead disengaged or disqualified | May indicate agent capability gaps or poor lead quality |
| Escalated | Required human agent handoff | Complex situation the agent couldn’t handle |
Attribution Chain
The report traces the full path from content to conversation to outcome:- Source — How the lead initially arrived (organic search, paid ad, social, referral)
- Content touchpoint — Which content asset they engaged with before the conversation
- CTA — Which call to action they clicked
- Conversation — The AI agent interaction (with link to full transcript)
- Outcome — Final result
Interpreting Results
Healthy conversation funnel:- Booking rate of 15–30% for appointment-focused agents
- Qualification rate of 30–50% (booked + qualified combined)
- Lost rate under 30%
- Escalation rate under 15%
- High conversation volume but low booking rate → Agent prompt may not be driving toward a booking CTA
- Most leads classified as “Nurture” → Agent may be too passive; consider more assertive booking prompts
- High “Lost” rate from a specific content source → The content may be attracting the wrong audience
Drilling Down
Click any row in the conversation list to see:- Full conversation transcript
- Contact details from HighLevel
- Attribution data (which content/CTA originated this lead)
- Outcome classification and notes
- Time-to-resolution (how long the conversation took)
Taking Action
| Finding | Action |
|---|---|
| Low booking rate | Review agent goal settings — is the agent explicitly asking for the booking? |
| High lost rate from specific pages | Check if those pages attract the right audience — update targeting or CTA offer |
| Revenue concentrated in one agent | Analyze what that agent does differently and replicate across other agents |
| Long conversations with no outcome | Agent may be looping — simplify the prompt and add clearer decision paths |
| Content → conversation disconnect | Leads clicking a “Free Guide” CTA but getting a sales agent — align the experience |