Reports and analytics.

What the Reports section tracks, how to read each chart, and what to action when the numbers look off.

Where to find them

Dashboard, then Reports. Three sub-sections: Widget, SMS usage, and Conversations.

Tracks the visitor funnel from "saw the widget" to "submitted a message".

Widget views. Number of unique page visitors whose browser loaded the widget script. (One person who looked at three pages on your site = 1 view, not 3.)
Widget opens. Number of those who clicked the widget to see the form.
Widget submits. Number who actually sent a message through the widget.

The two conversion rates that matter:

Open rate = opens divided by views. Tells you whether the button is visible enough and the welcome message is working.
Submit rate = submits divided by opens. Tells you whether the form itself is putting people off (too many fields, scary copy).

Low open rate. Make the button more visible. Higher contrast colour, bigger size, maybe centre-bottom on mobile. See Customising the widget appearance.
Low submit rate. Tighten the welcome message. Make name optional. Check the form fields aren't asking for things visitors don't want to share.

Tracks your monthly SMS spend against your plan cap.

Outbound SMS sent this cycle. Counter against your monthly cap.
Cap remaining. What's left before you start incurring overages.
Days until reset. Days until your billing cycle rolls over and the counter resets.
Missed-call events used. Build and Boost only. Counter against your missed-call event allowance.

The bar visualisation:

Hitting cap two cycles in a row. Upgrade. The next tier is almost always cheaper than continuing to pay overages. See Upgrading or downgrading your plan.
Way under cap consistently. Could downgrade. Watch for two months at the lower tier before deciding, in case a busy month spikes you.

Tracks volume and patterns in your inbox.

Total conversations for a date range
Conversations by tag (so you can see which job types or sources are dominating)
Average response time from first inbound to first outbound
Time-of-day heatmap showing when visitors are texting you

High volume in a specific time band. Make sure your business hours and inside-hours auto-reply are set to handle it.
One tag dominating. Confirm that's actually your best work. If "emergency callout" is 70% of your conversations and you don't want to do emergency work, your widget welcome message is attracting the wrong customer.
Slow average response time. Faster replies convert more leads. Look at saved replies and forwarding to cut response time.

Every report supports custom date ranges. Default is "this billing cycle". Pick a longer range to see trends.

Each report has a Download CSV button. Useful if you want to chart the data elsewhere or share with an accountant or business coach.