> ## Documentation Index
> Fetch the complete documentation index at: https://docs.altur.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Campaign Results Interpretation

> A brief guide on how to correctly interpret campaign results in Altur.

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.

### Contact Export

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

#### 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").

#### Campaign Contact Statuses

Contacts can have different statuses depending on the campaign channel.

##### Common Statuses (Both Channels)

| Status      | Description                                 |
| ----------- | ------------------------------------------- |
| `queue`     | Queued, waiting to be processed             |
| `sending`   | Sending message or initiating call          |
| `failed`    | General failure in sending/call             |
| `retrying`  | Retrying after failed status or no response |
| `converted` | Contact marked as converted by the system   |

##### Call-Specific Statuses

| Status      | Description                |
| ----------- | -------------------------- |
| `voicemail` | Call answered by voicemail |
| `answered`  | Call answered              |

##### WhatsApp-Specific Statuses

| Status      | Description                       |
| ----------- | --------------------------------- |
| `sent`      | Message sent                      |
| `delivered` | Message delivered                 |
| `read`      | Message read                      |
| `accepted`  | Contact accepted the conversation |
| `rejected`  | Contact rejected the conversation |

<Warning>
  **Deprecated Statuses (Legacy Data Only):** The following statuses are no longer assigned to new records but may appear when querying legacy data created before December 2025:

  * `no-answer` → Now maps to `failed`
  * `busy` → Now maps to `failed`
  * `unreachable` → Now maps to `failed`
</Warning>

<Info>
  **Conditional:** These statuses can change to `queue` or `retrying` if the
  system determines there are available retries according to the campaign
  configuration.
</Info>

#### 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.

### Call Export

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

#### 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.

#### Call Statuses

Individual calls can have the following statuses (`status`):

| Status        | Description                |
| ------------- | -------------------------- |
| `created`     | Call created in the system |
| `queued`      | Call queued to be dialed   |
| `ringing`     | Phone ringing              |
| `in-progress` | Call in progress           |
| `forwarding`  | Call being transferred     |
| `ended`       | Call ended successfully    |
| `busy`        | Line busy                  |
| `no-answer`   | No answer                  |
| `failed`      | Call error                 |

#### Response Types (answered\_by)

This field is critical to understand who answered the call:

| Value     | Description                   | Billing Impact             |
| --------- | ----------------------------- | -------------------------- |
| `human`   | Answered by a human           | Full rate                  |
| `machine` | Answered by answering machine | Rate limited to 5 seconds  |
| `unknown` | Could not be determined       | According to configuration |

**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.

#### 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.

### Results Export

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

#### Differences from Contact Export

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

#### 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.

***

#### Campaign Statuses

| Status                | Description                         |
| --------------------- | ----------------------------------- |
| `Pending (pending)`   | Campaign created, awaiting contacts |
| `Ready (ready)`       | Contacts loaded, ready to activate  |
| `Active (active)`     | Campaign running                    |
| `Inactive (inactive)` | Campaign manually paused            |
| `Cooldown (cooldown)` | Between cycles, waiting to resume   |
| `Finished (finished)` | All cycles completed                |

#### 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.

***

### 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`.

***