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.