Reading your analytics
Four numbers, one of which actually matters. Here is what each one counts, and the one habit that decides whether the important one is true.
The four metrics
Sent
DMs actually delivered, initial messages and follow-ups combined. Queued and failed sends are not counted here.
Replies
Conversations where the lead wrote back. Counted per person, so a lead who sends three messages is still one reply.
Reply rate
Replies divided by sent. The health check on your messaging — if this moves, the copy or the targeting moved.
Calls booked
Conversations you marked Booked in the Reply Tracker. The only number here that maps directly to revenue.
Calls booked depends on you
Sent, replies, and reply rate are all measured automatically. Calls booked is not — it comes entirely from conversations you tagged Booked in the Reply Tracker.
Per-account breakdown
Every metric is also broken out per connected account, which is where the genuinely useful signal lives once you run more than one.
Spot the outlier
One account with a much lower reply rate than the others usually means a weak profile, not weak copy — the message is the same across all of them.
Compare like for like
A verified account sending 30 a day and an unverified one sending 7 will have very different absolute numbers. Compare rates, not totals.
Reading it well
A few interpretation rules that save a lot of wasted iteration:
Judge a campaign on reply rate, never on sent. Sent is a measure of effort, not results.
Give follow-ups time before concluding. Most replies arrive on the second or third touch, so a day-one reply rate always looks worse than the final one.
A falling reply rate at steady volume means the message or the targeting slipped. Sending more will not fix it and usually makes it worse.
A healthy reply rate with no booked calls means the problem moved downstream — the conversation, not the opener.
Track what actually pays
Sent is effort. Replies are traction. Booked calls are the business.