Campaign Results Interpretation

After running a campaign, Altur allows you to download multiple .csv files. This guide details the content of each one and how to correctly interpret the results.

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Contact Export

This CSV file contains all contacts added to the campaign along with their current status and associated metrics.

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File Columns

Basic Columns:

• campaign_name: Campaign name.
• campaign_date: Campaign creation date (format: YYYY-MM-DD).
• id: Unique contact identifier from the import file (if provided).
• contact: Phone number in E.164 format.
• name: Contact name.
• context: Context or additional contact information.
• status: Current contact status in the campaign (see status section).
• retries: Number of retries performed.
• calls: Total number of calls made to the contact (call campaigns only).
• billed_duration: Total billable duration in readable format (call campaigns only).
• last_update: Date and time of last status update.
• follow_up: Indicates if the contact has a scheduled follow-up (True/False).

Dynamic Columns:

• Tags: One column per tag configured in the agent. The value will be True if the contact has that tag, False otherwise.
• Extractable Fields: One column per data field configured for extraction in the agent (e.g., “email”, “interest”, “rating”).

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Campaign Contact Statuses

Contacts can have different statuses depending on the campaign channel.

Common Statuses (Both Channels)

Call-Specific Statuses

WhatsApp-Specific Statuses

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Understanding Retries

• retries: Retry counter specific to calls that reach voicemail. The limit is configured in the campaign.
• failed_retries (not visible in CSV): Internal system that retries contacts with failed status. Limit defined in system configuration (typically 1).

Retry Logic:

1. If a contact reaches voicemail and retries < campaign_limit, the status will change to retrying and the contact will be attempted again.
2. If a contact has failed, and has not exceeded the system retry limit, it will return to queue.
3. When limits are exceeded, the status remains as final.

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Call Export

This CSV file contains each individual call made during the campaign, allowing detailed analysis of each interaction.

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File Columns

Basic Columns:

• campaign_name: Campaign name.
• campaign_date: Campaign creation date.
• id: Unique call ID.
• number_to: Destination phone number (E.164).
• contact_name: Contact name.
• type: Call type (inbound / outbound).
• status: Final call status (see status section).
• answered_by: Who answered the call (see next section).
• created_at: Call creation date and time.
• started_at: Call start date and time (when answered).
• ended_at: Call end date and time.
• duration: Total duration in readable format (MM:SS).
• billed_duration: Billable duration in readable format (MM:SS).
• recording_url: URL to download the call recording.

Dynamic Columns:

• Tags: One column per tag configured in the agent.
• Extractable Fields: Data extracted during the conversation.

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Call Statuses

Individual calls can have the following statuses (status):

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Response Types (answered_by)

This field is critical to understand who answered the call: Important note on billing:

• Calls answered by answering machines (machine) have a reduced rate.
• The billable duration (billed_duration) automatically applies the limit to voicemail calls.
• Only calls with answered_by: human are included in the recording export.

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Difference between Duration and Billed Duration

• duration: Total time from when the call was answered until it ended.
• billed_duration: Time billed as consumption:
  • For human: equal to duration.
  • For machine: duration limited to 5 seconds.

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Results Export

This CSV file is a filtered version of the contact export that includes only contacts with extracted data.

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Differences from Contact Export

• Includes: Only contacts with extracted data.
• Purpose: Analysis of conversions and positive campaign results.
• Columns: Identical to the contact export.

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Use Cases

This export is useful for:

• Analyzing qualified leads that completed the conversation flow.
• Obtaining structured information collected during conversations (emails, dates, preferences, etc.).
• Calculating effective conversion rates.
• Integrating with CRMs or other downstream systems.

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Campaign Statuses

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Cycle Interpretation in Results

When a campaign has cycles enabled:

• Contacts that do not reach a “successful final status” will be retried.
• The retries field resets on each cycle.
• Statuses within the filter for cycles will not return to queue in the next cycle.

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Best Practices for Analysis

1. To measure reach: Use Contact export and count statuses:
   • For Calls:
     • answered
     • converted
   • For WhatsApp:
     • delivered
     • accepted
     • read
     • converted
2. To measure conversion: Use Contact export and filter/count contacts in converted status or use Results and analyze extracted fields.
3. For cost auditing: Use Call export and sum billed_duration by answered_by.

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