The list activity report provides insights into each campaign's key activity metrics, including:

This article will explain the details of the report, how to read it and what the metrics mean.

First, to create a list activity report, go to Review -> Lists:

Then select the scope of the report - Timeframe, the lists and/or agents you want it to include (it will include all lists and all agents by default):

The report is divided into two sections. A top row with base metrics for all lists included in the report combined, and a table view below with one row per list and/or segment included in the report.

Each metric may show a trend label showing the difference from the period just prior to the period in scope. So if the report is scoped to "yesterday" and the trend label next to "Winners" show +24 it means there were 24 more winners yesterday than compared to the day before.

If you'd rather view the trend as a percentage you can switch the trending display by turning on the percentage switch in the control panel to the upper right in the report:

The period selected scopes the report for all the events that happened on the lists in that period. Meaning all the activities or actions performed on leads in the lists. This is important, as it means that the report doesn't only show how many leads were dealt with, but for some metrics how many times a lead was dealt with.

Take for example "Winners" and "Total calls":

These numbers mean the number of times a lead was marked as a winner versus the number of times a lead was called (for a breakdown of individual metrics see Understanding Report Metrics).

Or the "Events"-column in the table view:

Again, these are the number of times a lead was marked Archive, Loser, Call Back or Winner, respectively, and they don't indicate how many leads were dealt with or even how many leads are in the list. This is a display of activity: The number of times an agent opened a lead, performed an activity and selected an outcome of that activity.

Theoretically, the same lead could be marked as a winner several times (it could have been migrated or marked as call back only to again become a winner) in which case that one lead would count twice in the "winners"-metric because the lead was marked a winner two times. The example is more realistic in the "total calls"-metric or the number of callbacks (the blue part of the events bar), as leads are usually called multiple times before a final outcome is determined.

Winners - The number of times a lead was marked as a winner

Total calls - The number of times a lead was called. The exact method for how this is determined is based on your report settings.

Leads called - These are actual leads that were called during the period of the report.

Avg calls/lead - Take "Total Calls" and divide it by "Leads Called" and you have Avg Calls per Lead.

Net Conversion - Percentage of winners out of completed (won, lost or archived) leads.

Total Conversion - Percentage of winners out of all actions (total number of leads worked).

Progress - Percentage of completed leads out of total leads in the list. This is the only metric that is showing state information about the list and is not dependent on the period selected.

Events - Breakdown of lead actions performed in the period. Split into Archived (grey), Losers (red), Callbacks (including scheduled and postponed - blue) and Won (green). Skips are not included. Note that callbacks are split into scheduled and postponed in the top row of the report.