Reporting Engine Metrics

Reporting Engine Metrics

📞 Call Center Metrics – Primary Keys & Definitions

This article explains the primary keys (main categories) in the reporting tool and the metrics available under each one. Use this guide to understand what each metric means and how to use it in your reports.

🔑 Primary Keys

  • Calls → Total count of all phone interactions (Inbound + Outbound) within the selected time range.

  • Inbound Calls → Number of customer-initiated calls received by the system.

  • Outbound Calls → Number of calls initiated by agents to external numbers.

  • Numbers → Unique phone numbers involved in calls (company lines or customer numbers) during the period.

  • Account → Customer or business entity profile aggregating all calls and conversations.

  • Agents → Individual call center representatives; KPIs track calls handled, talk time, and productivity per agent.

  • Groups → Teams or queues of agents; KPIs aggregate performance at the group level.

  • WhatsApp Conversations → Number of customer interactions via WhatsApp, measured by conversation threads.

  • Agent State Activity → Time distribution of agents across states (Available, On Call, After Call Work, Break, Offline).

📊 Metrics & Definitions

Below, metrics are grouped under the relevant primary key. Each metric includes a definition and, where applicable, a formula.

🟢 Calls / Inbound Calls / Outbound

Metric

Definition

Formula

Call Count

Total number of calls regardless of state.

–

Inbound Count

Total inbound calls from customers.

–

Outbound Count

Total outbound calls made by agents.

–

Campaign Calls Count

Total campaign calls.

–

Internal Count

Total internal calls.

–

Call Direction

Whether inbound or outbound.

–

Call State

Status of the call (ringing, in progress, completed).

–

First Call State

Initial state when the call entered into the system.

–

Start Time / End Time

Timestamps for call start/end.

–

Answered At

Timestamp when the call was answered.

–

Transferred At

Timestamp when the call was transferred.

–

Last Called On

Last time the number was dialed.

–

Call Duration (Inbound)

Time from answered → end (includes waiting time per source).

(End − Answer) + Waiting

Call Duration (Outbound)

Time from answered → end.

End − Answer

Call Duration incl. Ringing (Outbound)

Ring start → end.

Call Duration + Outbound Ringing Time

Waiting Time

Queue time before the agent answers.

Exit Queue − Enter Queue

Hold Time

The customer was placed on hold.

Σ(Hold End − Hold Start)

Queue Time

Time callers spent in IVR.

Duration − Waiting − Handling

Ringing Time (Inbound)

Assigned to agent → agent answers.

Answered − Assigned

Ringing Time (Outbound)

Ring start → customer answers.

Answered − Ring Start

Handling Time

Talk + ACW.

(End − Start) + ACW

ACW Time

After Call Work duration.

Exit ACW − Enter ACW

ACW End Reason

Reason ACW ended (timeout/agent).

–

Abandoned Call Count

Calls ended by the customer before answered.

–

Abandonment Rate

% abandoned inbound calls.

(Abandoned ÷ Inbound) × 100%

Abandonment Reason

Reasons why the call was abandoned.

Agent didn’t pick up, Timed out, No online agents, Fetching from URL failed, Undetermined, Caller hangup

Dropped Count

Calls dropped before the assignment.

–

Dropped Rate

% dropped before the agent.

(Dropped ÷ Incoming) × 100%

Answer Rate

% answered inbound.

(Answered ÷ Inbound) × 100%

Call Pickup Rate (Outbound)

% outbound answered.

(Answered ÷ (Answered + Busy + No Answer)) × 100%

Handling Rate

% inbound handled.

(Handled ÷ Inbound) × 100%

Service Level

% answered within SLA threshold.

(Answered ≤ SLA Wait ÷ Answered) × 100%

Out-of-Hours Count

Calls outside business hours.

–

Out-of-Hours Rate

% outside business hours.

(Out-of-Hours ÷ Inbound) × 100%

Consumption (Minutes)

Billed minutes consumed.

–

Consumption (Dollars)

Billed cost.

–

Recording Link / Voicemail Link

Link to recording or voicemail.

–

IVR Inputs / IVR Input Count

DTMF inputs from the caller.

–

Tags

Labels assigned to calls.

–

Caller / Callee

Phone numbers of participants.

–

Contact Name

Name from CRM.

–

Caller/Callee Country

Geo origin/destination.

–

Hangup Direction

Who ended the call.

–

Sentiment

AI analysis of tone (positive/neutral/negative).

–

Summaries (Arabic/English)

AI call summaries.

–

Call Transcription

Full transcript.

–​

🟠 Numbers

Metric

Definition

Formula

Unique Inbound / Outbound

Distinct numbers calling or being called.

–

Answer Rate

% inbound answered.

(Answered ÷ Inbound) × 100%

Pickup Rate

% outbound answered.

(Answered ÷ (Answered + Busy + No Answer)) × 100%

Service Level

% inbound answered within SLA.

–

Out-of-Hours Calls

Calls outside business hours.

–

Dropped Calls

Total dropped.

–

Abandoned Calls

Total abandoned.

–​

Handling/Hold/Queue/Waiting/Duration

Avg/Total/Min/Max distributions.

–

Average Ringing Time

Avg time before answer.

–

Consumption (Minutes/Dollars)

Usage costs.

–

Conversations (Received/Sent/Claimed/Closed)

WhatsApp conversations count.

–​

🔵 Account

Includes all call metrics + cost & invoice breakdowns.

Metric

Definition

Formula

Call Counts

Inbound, Outbound, Internal, Campaign.

–

Unique Inbound/Outbound

Distinct numbers.

–

Handling/Hold/Queue/Waiting/ACW Times

Avg/Total/Min/Max.

–

Call Duration

Avg/Total/Min/Max.

–

Answer Rate / Pickup Rate

Standard definitions.

–

Service Level / Abandonment Rate / Handling Rate

Standard definitions.

–

Out-of-Hours Count/Rate

Calls outside hours.

–

Dropped Count

Dropped calls.

–

Costs

Inbound, Outbound, Numbers Cost, Agent Cost.

–

Invoice Quantities

Calls, Agents, Numbers invoiced.

–

Conversations

Received/Sent/Claimed/Closed.​

–

🟣 Agents

Metric

Definition

Formula

Agent Name / ID / Email

Identifiers.

–

Group Name

Agent’s team/queue.

–

First Dialer Login / Last Dialer Logout

Shift start/end.

–

Time Spent in State

Time in Available, Away, On Call, Break, ACW.

–

Time Spent in State (excl. Away)

Net productive time.

Time in State − Time in Away​

Agent Call Time

Time spent on calls.

–

Agent Away Time

Time spent in Away.

–

Online / Offline Time

Logged in vs. logged out.

–

Average Speed of Answer (ASA)

Avg time to answer inbound.

–

Average Time Between Calls

Idle gap between calls.

–

Answer Rate / Pickup Rate

Standard definitions.

–

Service Level

Calls answered within SLA.

–

Dropped/Abandonment/Handling Rate

Standard definitions.

–​

Agent Seat Cost

Licensing cost per seat.

–

Agent Cost

Activity cost per agent.

–

Invoice Quantities

Agent-related billing.

–

Conversations (Sent/Claimed/Closed)

Omni-channel.

–

Last WhatsApp Message Time

Timestamp of last WhatsApp handled.

–​

🟡 Groups

Same as Agent metrics, but aggregated at the team/queue level.

🟤 WhatsApp Conversations

Metric

Definition

Formula

First Response Time

Customer message to agent reply.

First agent message timestamp − initial customer message timestamp

Claim Time

Time to claim a conversation.

Agent claim timestamp  - Conversation created at timestamp


Resolution Time

Time until conversation closed.

Conversation closed at timestamp − conversation created at timestamp​

Conversation Duration

Lifetime of conversation.

Last message timestamp − first message timestamp​

⚫ Agent State Activity

Column

Definition

Formula

Agent Name

Agent identifier.

–

Timestamp

The time state was recorded.

–

State

Available, On Call, After Call Work, Break, Offline.

–​

(Fixed schema: cannot add/remove columns.)

📌 General

Metric

Definition

Formula

Report Start Date

Start of reporting window.

–

Date Range

Full period covered.

–​

🔎 Filters by Primary Key

  • Calls → Numbers, Countries, Agents

  • Inbound Calls → Incoming states, Numbers, Countries, Agents

  • Outbound Calls → Outgoing states, Numbers, Countries, Agents

  • Numbers → Numbers, Countries

  • Account → No filters

  • Agents → Agents & Groups

  • Groups → Groups

  • WhatsApp Conversations → Agents & Numbers

  • Agent State Activity → Agents

📘 How to Use

  • Measure agent productivity → Use Agents with Handling Time, Answer Rate, Dropped Rate.

  • Track customer experience → Use Numbers with Answer Rate, Abandoned Calls, and Service Level.

  • Monitor cost per account → Use Account with Inbound/Outbound Calls Cost + Numbers Cost + Agent Cost.

  • Evaluate team performance → Use Groups with Avg Handling Time, Service Level, Dropped Count.

  • Optimize WhatsApp support → Use WhatsApp Conversations with First Response Time, Resolution Time.

  • Audit agent availability → Use Agent State Activity to review how agents spend time in different states.



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