Last updated: 2025-10-23 • Est. read: 6 min • Applies to: All plans

KPI Glossary

Definitions and concise guidance for campaign metrics.

Purpose: Standardize KPI language and provide quick guidance for interpreting each metric.

Tip: Always compare like-for-like cohorts (list age, source, script version) to avoid misleading averages.

Contact rate

Definition: answered calls ÷ dialed attempts. Use to measure list quality and dialer performance. Target: 90–95% for warm lists.

Booking rate

Definition: bookings ÷ contacted leads. Shows script effectiveness at converting conversations to appointments.

Warm transfers

Definition: percentage of calls successfully transferred to a human with context passed. High rates indicate reliable handoffs.

Latency (p50 / p90 / p99)

Definition: conversational turn latency percentiles. p50 = median, p90 = 90th percentile. Target: sub‑800ms turns overall.

Qualification rate

Definition: qualified leads (per your criteria) ÷ contacted leads. Use to measure lead readiness and script qualification logic.

Cost per booking (CPB)

Definition: spend ÷ bookings. Include platform fee, usage, and number rental for accurate comparison.

ROI

Definition: (Revenue − Spend) ÷ Spend. Revenue = bookings × close rate × deal value. See How to Calculate ROI.

Show rate

Definition: kept appointments ÷ bookings. Important for downstream conversion to closed deals.

Deliverability

Definition: success rate of outbound call attempts reaching live phones (not blocked/filtered). Improving via number pools and rotation.

How to use these metrics together

Start with Contact rate to validate list quality, then Booking rate and Qualification rate to evaluate script performance. Use CPB and ROI to assess commercial impact.

Tip: Segment metrics by campaign, list age, and script version to find meaningful improvements.

Next steps

Open the Understanding Your Dashboard guide to see these KPIs in context.

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