Dashboard manual · Intelligence

Analytics: conversion funnel, conversion by channel, lead source, and balance usage

The Analytics screen is for seeing, in real numbers for the period, how many leads came in, at what stage of the funnel they stall, which channels and sources convert, and how much balance the account consumed per day.

Who can use it

Role	What you see and do
Owner	Sees the whole screen and uses all the filters. Nothing here changes data.
Admin	Sees the whole screen and uses all the filters, like the owner.
Agent	Also sees the item in the menu and the whole screen, read-only.

Screens

Analytics

The Analytics screen is for reading the conversion funnel, conversion by channel, results by persona, each source's share, and the balance usage for a chosen period.

Address in the dashboard: /app/analytics

Screenshot of the Analytics screen. The Analytics screen is for reading the conversion funnel, conversion by channel, results by persona, each source's share, and the balance usage for a chosen period. — The Analytics screen in the demo account, with sample data and blurred values.

Period and filters

The button strip at the top chooses the period and filters the numbers by channel, persona, and source.

Buttons and actions

"Últimos 30 dias" (Last 30 days): Shows the numbers for the last 30 days. It's the period the screen opens with by default.
"Últimos 7 dias" (Last 7 days): Shortens all the cards to the last 7 days.
"Hoje" (Today): Shows only today.
"Canal: ‹todos ou o canal escolhido›" (Channel: ‹all or the selected channel›): Opens the list of channels that had activity in the period (WhatsApp, SMS, "E-mail" (Email), Web chat). Choosing a channel filters the funnel, conversion by channel, persona, and source; the first option goes back to all.
"Persona: ‹todas ou a persona escolhida›" (Persona: ‹all or the selected persona›): Opens the list of the account's personas and filters the numbers by the persona that handled the lead.
"Origem: ‹todas ou a origem escolhida›" (Source: ‹all or the selected source›): Opens the list of lead sources in the period (WhatsApp, Instagram, "Site" (Website), "Cadastro manual" (Manual entry), "Importados por planilha" (Imported via spreadsheet), "Integração" (Integration), and others) and filters the numbers by it.
"Limpar filtros" (Clear filters): Appears only when some filter is on. Turns off "Canal" (Channel), Persona, and "Origem" (Source) all at once and gives back the whole screen.

The chosen period's button is highlighted with the brand gradient.
The active filter is highlighted and shows the name of the chosen option; the list marks the current option with a check mark.
When you change the period or a filter, the previous numbers stay on screen until the new ones arrive, without flickering.

"Funil de conversão" (Conversion funnel)

The six stages of the period, with the number of leads and the percentage over the leads created.

Fixed subtitle: "Cada etapa reflete eventos reais — sem inflar." (Each stage reflects real events — no inflation.)
"Leads criados" (Leads created): who came in during the period. It's the base for all of the card's percentages.
"1ª resposta da IA" (First AI reply): how many received the first reply.
"Qualificados agora (quente + morno)" (Qualified now (hot + warm)): who is hot or warm at this moment.
"Quente" (Hot): the part of the qualified that is hot.
"Handoff aceito" (Handoff accepted): conversations transferred to a team member and accepted.
"Fechados" (Closed): deals won.
Each stage shows the number, the percentage over "Leads criados" (Leads created), and a proportional bar.

"Conversão por canal" (Conversion by channel)

One block per channel with its conversion rate and its size in the total of conversations.

The channel name in its color and the conversion percentage on the right.
Bar: that channel's share of the period's total conversations (it isn't the conversion).
Bottom line: ‹n› conversations from the channel in the period.

"Por persona" (By persona)

Compares the conversion of the two versions of the AI when an A/B test is active.

Buttons and actions

"Configurar personas" (Set up personas): Appears when there is no active A/B test, after the text "Sem teste A/B ativo" (No active A/B test). Opens the Personas screen to set up the test.

With an active test: the name of each variant, the conversion percentage, and a bar.

"Por origem" (By source)

Where the period's leads came from, as a share of the total.

One row per source with the percentage and a bar. It's a share of leads, not a conversion rate.

"Consumo de saldo" (Balance usage)

How much balance the account spent per day in the period, always for the whole account.

Bars per day, from the first day of the period through today; days with no spending appear empty.
Footer: the period and the total spent in it.
The legend "/dia" (/day); with any filter on, it changes to "/dia · geral (sem filtro)" (/day · overall (no filter)), because this card ignores the filters.

Screen states

Loading: Three gray blocks in place of the cards while the numbers arrive.
Nothing here yet: With no leads in the period, the funnel says "Sem dados no período" (No data for the period); with a filter on, "Sem dados para os filtros neste período" (No data for the filters in this period). The channel and source cards also say "Sem dados no período" (No data for the period).
If something goes wrong: A card with "Não foi possível carregar o analytics." (Could not load analytics.) and the "Tentar novamente" (Try again) button, which requests the numbers again.

Step by step

How to see the month's conversion rate

Open Analytics in the menu, in the "Inteligência" (Intelligence) group.
Leave the period on "Últimos 30 dias" (Last 30 days).
In the "Funil de conversão" (Conversion funnel) card, read the "Fechados" (Closed) row: its percentage is the conversion over all the "Leads criados" (Leads created).

How to find out which channel converts best

In Analytics, choose the period.
In the "Conversão por canal" (Conversion by channel) card, compare each channel's percentage.
Remember that the bar shows the channel's size; a channel with a high percentage and a short bar is where it's worth putting more leads.

How to filter the funnel by channel, persona, or source

Click "Canal" (Channel), Persona, or "Origem" (Source) in the strip at the top.
Choose the option from the list; the funnel, channel, persona, and source now show only that slice.
To see everything again, click "Limpar filtros" (Clear filters).

How to know how much balance was spent per day

In Analytics, choose "Últimos 7 dias" (Last 7 days) or "Últimos 30 dias" (Last 30 days).
See the "Consumo de saldo" (Balance usage) card: each bar is a day and the footer shows the period's total.
For the detailed statement and the top-ups, open the "Carteira" (Wallet).

How to compare two personas with an A/B test

Without an active test, the "Por persona" (By persona) card shows "Configurar personas" (Set up personas): click it.
Build the A/B test on the Personas screen.
Go back to Analytics and compare the conversion of the two variants in the "Por persona" (By persona) card.

Frequently asked questions

Does changing the period or the filters erase or change any data?

No. The screen only reads. Period and filters change only what appears on the cards, and go back to the default when you leave the screen.

Why does the "Canal" (Channel) or "Origem" (Source) list have so few options?

The lists show only the channels and sources that had leads in the chosen period. Switch to "Últimos 30 dias" (Last 30 days) to see more options.

Does the Persona filter apply to the "Por persona" (By persona) card?

The "Por persona" (By persona) card compares the two variants of the active A/B test, which is what it measures. The Persona filter filters the funnel, channel, and source.

What is the difference between "Qualificados agora" (Qualified now) and the qualified count in the "Investimento" (Spend) report?

Here the stage counts who is hot or warm at this moment. In the "Investimento → Venda" (Spend → Sale) report, it counts who ever became qualified, by the AI or by the team, even if they changed afterward.

Can the agent see Analytics?

Yes. The item appears for all team roles and the screen is read-only.

Why doesn't "Consumo de saldo" (Balance usage) change when I choose a channel?

Usage is always for the whole account. With a filter on, the card's legend changes to "/dia · geral (sem filtro)" (/day · overall (no filter)) to remind you of that. Days with no spending appear as an empty bar.

Help center guide

Analytics

The funnel in numbers: how many arrived, where they stopped, where they came from, and how much the period consumed.

This screen answers two money questions: where the funnel leaks and where it is worth investing more. And it answers a third, which is the most useful of all: did that change you made last week improve or worsen anything?

The screen, part by part

On screen: Analytics screen with filters at the top, the conversion funnel on the left, conversion by channel on the right, and three cards below. The 30-day funnel and the breakdowns by channel, persona, and source.

The period: "Últimos 30 dias" (Last 30 days) is the default; "Últimos 7 dias" (Last 7 days) and "Hoje" (Today) shorten it. With little traffic, a short period turns into a lucky number: 2 leads in one day prove nothing.
The three breakdowns: "Canal" (Channel), Persona, and "Origem" (Source) slice everything below — except balance usage. "Limpar filtros" (Clear filters) gives you the whole screen back. Strange number? The first suspect is a forgotten filter left on.
The funnel and the denominator of everything: All percentages are calculated over "Leads criados" (Leads created), never from one stage to the next. Fechados 9,1% means 9.1% of all leads created — not 9.1% of those who reached the previous stage.
Here the number and the bar measure different things: The number (27,3%) is that channel's conversion. The bar is its share of total conversations. A small, good channel shows up as a high number with a short bar — and that is usually exactly where it is worth putting more people.
By persona and by source: "Por persona" (By persona) separates the result by version of your AI. "Por origem" (By source) measures something else: it is a share — where the leads came from, not how much each place converted. A source with 57.6% does not convert 57.6%: it brought in 57.6% of the people.
Usage ignores the filters: This card is always the whole account. When you turn on any filter, the caption changes to /dia · geral (sem filtro) to let you know. Statement, top-up, and spending limit are in the Wallet.

The six funnel stages

The card warns in small print: "cada etapa reflete eventos reais — sem inflar" (each stage reflects real events — no inflating). In other words, nothing here is an estimate; it is a count of what happened.

"Leads criados" (Leads created): Everyone who came in during the period. It is the denominator of every percentage on this screen.
"1ª resposta da IA" (First AI reply): How many received the first reply. If this number is much lower than the one above, the problem is not sales: it is the channel, the connection, or consent. Check Connections.
"Qualificados agora (quente + morno)" (Qualified now (hot + warm)): BANT is the acronym for the four questions that qualify someone: whether they have a budget, whether they are the decision-maker, whether they have the need, and whether they have a deadline. Here the stage adds up those who are hot or warm right now. The Spend → Sale report counts differently: those who ever got qualified, by the AI or by the team.
"Quente" (Hot): A slice of the qualified, not a new stage after them. The two bars count the same people in part — never add the two together.
"Handoff aceito" (Handoff accepted): Handoff is the transfer: the conversation passes to a person on the team and someone accepts it. The queue and the reasons are in Handoff to a human.
"Fechados" (Closed): A won deal. Since the stages count real events and not every lead goes through every stage, it is normal to see "Fechados" (Closed) greater than "Handoff aceito" (Handoff accepted): some people closed without needing a person.

Read the whole numbers, not the percentages: Since all percentages are over "Leads criados" (Leads created), they do not show a drop between steps. To find where it leaks, read the column of numbers from top to bottom — 33 → 12 → 9 tells you right away that the biggest loss was between arriving and receiving the first reply.

Four ways to read it wrong

The funnel percentage is not stage to stage. Everything is a slice of "Leads criados" (Leads created). For conversion between two stages, divide the numbers yourself.
In "Conversão por canal" (Conversion by channel), the number and the bar are not the same measure. The number is the channel's conversion; the bar is its size. A short bar with a high number is an opportunity, not an error.
"Por origem" (By source) is a share, not conversion. It answers where people come from, not who buys.
Balance usage ignores the filters. It is always the whole account, even with a channel selected.

The Monday reading

Set the period to 30 days: It is the only breakdown with enough people not to fluctuate by chance. "Hoje" (Today) and "7 dias" (7 days) are for checking whether something broke, not for deciding.
Find the step: Read the funnel numbers from top to bottom and mark the biggest drop. That is the month's bottleneck, and it is the only thing worth tackling this week.
Find out whose step it is: Slice by "Canal" (Channel), then by "Origem" (Source), then by Persona. If the drop exists in every slice, it is the conversation. If it appears in only one, it is that channel or that campaign.
Change one thing only and note the date: Tone, offer, qualification weight: one change per week. Two at the same time and you will never know which one worked.
Come back in seven days: Same period, same filters. This screen is the only place that tells you whether the change was worth it. To compare two versions of the AI with sample rigor, the place is Personas A/B.

When the screen looks wrong

Everything at zero: check the period and the filters. Then check that the channel is really turned on in Connections — with no active channel no leads come in.
Leads come in and the 1st reply does not go up: the problem is before the conversation. Consent, service hours, or a disconnected channel.
Qualified high and closed low: the conversation is good and the end is stuck. Look at the Pipeline and the Handoff — it is usually people stuck waiting for a person.
Usage rising with no new leads: a batch send is under way. Check Campaigns and the spending limit in the Wallet.

In the dashboard: "Abrir Analytics" (Open Analytics)