Guide
How to measure AI calling results
Calls made is the easiest number to report and the least useful. This guide lists the numbers that show whether AI calling is working, and how to work out each one.
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The numbers that matter
- Calls attempted
- Every dial, answered or not.
- Answer rate
- Answered calls ÷ calls attempted.
- Conversation rate
- Calls where the person stayed past the opening ÷ answered calls.
- Qualified leads
- People who met your goal, such as agreeing to a visit or asking for a quote.
- Qualification rate
- Qualified leads ÷ answered calls.
- Transfer rate
- Calls passed to your team ÷ answered calls.
- Cost per qualified lead
- Total cost ÷ qualified leads.
- Sales from AI calls
- Sales your team closed from those leads.
What to check every week
- Answer rate by time of day
- Where people drop off in the script
- The most common replies and objections
- How quickly your team followed up on transfers and leads
Reading the results fairly
- Compare like with like: the same kind of list, at the same time of month
- Give a new script enough calls before judging it
- Look at qualified leads and sales, not only answered calls
- Remember that the quality of your list affects every number
Improving the numbers
- Low answer rate? Check the calling times and the quality of your list.
- People drop off early? Shorten the opening and say clearly why you are calling.
- Few qualified leads? Make the goal and the questions clearer.
- Leads not converting? Check how quickly and how well your team follows up.
Questions people ask
What is a good answer rate for AI calling?
It varies widely with the list, the time of day and the audience, so compare against your own past results rather than a general benchmark.
Which number matters most?
Cost per qualified lead, together with the sales from those leads. It ties the calls to the business result.
How long should we test before deciding?
Long enough to cover different days and times, with enough calls to see a pattern. A few days of calls on a small list is rarely enough.
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