KPIs That Actually Matter
Not every metric matters for every campaign. Here is what each one measures, so you can pick the right ones.
Support and sales operations produce a lot of acronyms. Most campaigns need a handful of these, not all of them — tracking everything dilutes attention from the two or three numbers that actually predict whether the campaign is working.
The metrics
| Metric | What it measures |
|---|---|
| ASA (Average Speed of Answer) | How long a caller waits before an agent picks up |
| AHT (Average Handle Time) | Total time to resolve a contact, including after-call work |
| FCR (First Contact Resolution) | Share of contacts resolved without a repeat contact |
| CSAT (Customer Satisfaction) | Survey-based rating of the customer experience |
| Service Level | Share of contacts answered within a target time |
| Response Time | How long a chat or email waits for a first reply |
| Abandonment Rate | Share of callers who hang up before being answered |
| Appointment Rate | Share of qualifying conversations that result in a booked appointment |
| Conversion Rate | Share of contacts that result in the desired outcome — a sale, a booking, a resolution |
| QA Score | Scored review of conversation quality against written criteria |
| Backlog | Contacts waiting to be handled, tracked over time |
| Attendance | Scheduled hours actually staffed |
KPI Planner
Select the metrics that matter for your campaign. This builds a shortlist you can send straight into a quote request — it does not submit anything on its own.
FAQs on this stage
What reporting is available?
Reporting is agreed during onboarding and typically covers volume handled, outcomes and dispositions, escalations, appointments or tickets created, and agent availability. Daily reporting is standard on most campaigns; the format is built around what you will actually read.