The dashboard
/app/ is a results dashboard: what came in over a period you choose, compared with the period before it, and — while your account is still being set up — a checklist of what is left to do. This page describes what each part counts and what it deliberately leaves out.
The period switcher
Three windows — 7, 30 and 90 days — set in the page's own URL rather than kept only in memory, so a window is something you can bookmark, send to a colleague, or return to with the browser's back button. Every figure on the page, including the deltas, is drawn from the same window.
Every date is read in your account's own timezone — the one set on Account settings — because a call at 11pm your time must not fall on tomorrow's bar just because a server elsewhere has already turned over.
The figures, and what each one counts
Up to seven tiles. Five always appear; two — conversions and revenue — appear only when either the current or the previous period has a value for them, because a tile of zeros reads as "your marketing produced nothing" when the true answer is "you have not connected a CRM". Those are different statements and only one of them is true of a given account.
- Calls. Every call that reached Proofbell in the window, answered or not.
- Answered. Somebody picked up and talked for at least ten seconds, and our spam scoring did not flag it. This is the figure your plan's included-call allowance is counted against — a hang-up, a wrong number and a robocall are not billed and are not counted here.
- Answer rate. Answered calls as a share of all calls in the window. It is the API's own division, not one recomputed on the page, so it cannot round differently from the figures either side of it.
- First-time callers. Callers Proofbell has not seen ring this account before, in the window. Worth reading beside answer rate: a business with a lot of returning callers and a falling answer rate is missing existing customers, which is a different problem from missing new enquiries.
- Average talk time. Mean duration of answered calls only — a missed call has no talk time to average in.
- Conversions and Revenue, when either period has one. Revenue
can also read Hidden rather than a figure: that means your role holds the
calls but not
revenue:read, never that the revenue was zero — see what each role can see.
Billable calls — the count your per-call overage is worked out from — are not a KPI tile. They sit in the calls by channel table further down, beside conversions and the count of calls whose attribution is incomplete, because that is the table for comparing channels rather than reading the account's headline totals.
Deltas: what changed against the previous period
Every tile carries a comparison against the equal-length period immediately before it — the 30 days before your last 30, not the same 30 days last year. Each one is an arrow and a percentage, never colour alone, so the direction is readable without seeing red or green.
There is no percentage change from zero. Every arithmetic answer to "0 → 4" is a fabrication in one direction or another, so a period that had nothing to compare against reads as new rather than as an invented 400% or an unhelpful infinity. A change small enough to be rounding noise reads as no change rather than "up 0%", which would draw an arrow for a movement you cannot see in the figure itself.
Calls by day
A bar for each day in the window, answered and missed in two colours. The chart is also available as a table beneath it — Show these days as a table — for anyone the colours do not serve, anyone on a keyboard who does not want to arrow through ninety bars, and anyone who wants to copy the figures out.
Calls by source, and by website
Calls by source is where the visitor's own tracking parameters said they came from, and it is always shown. Calls by website lists every website on the account, not only the one currently selected in the switcher — and it is hidden when the account holds only one, because a panel with a single row reading 100% of everything answers no question. Adding a second website.
Recent calls
The last few calls, each with when it happened, which website it came in on, the caller's number, how long the call ran, whether it was answered, and its source. The caller's number is masked here — never printed in full on a screen this many roles can reach — and the full record, including anything a permission-gated recording or transcript exists for, is on the calls page itself.
Getting started
A checklist sits above the results for as long as any step is outstanding, because an account with a step missing usually has nothing to show above it — and burying the reason under an empty chart is how somebody concludes the product is broken rather than unfinished being set up. Every step links straight to the screen that completes it.
| Step | What completes it |
|---|---|
| Install your tracking tag | The tag reports a page view. Until then this reads as not done rather than failed — we cannot tell "not installed" from "installed and waiting for its first visitor" and say so rather than guessing. |
| Add your tracking domains | At least one tracking domain is listed on the website's Tracking page. |
| Add a tracking number | The website holds at least one number. |
| Set where calls forward | A destination number is set on every website that holds a tracking number. A website with no number yet does not need one, and is not counted — and where one is missing the step names the website rather than leaving you to open each in turn. |
| Invite your team | Optional, and marked as such — anyone who answers the phone or reports on it can have their own login, but nothing else on this list depends on it. |
The card can be dismissed once a tracking number exists, and not before: an account with no number cannot receive a call at all, so hiding the one card that explains why would leave you watching an empty dashboard for a call that can never arrive. Dismissing it is remembered only for that browser tab, not written to your account, so it can reappear in a new tab or after the number is later removed.
Dark or light
The dashboard is dark by default. The half-filled moon at the foot of the sidebar, and the switch under Appearance on Account settings, turn it light. The choice is yours rather than the account's: it is saved to your login, so it follows you to any device you sign in on and stays until you switch it again. Nobody else on the account sees a change.
Two things worth knowing about the figures
- The visitor cookie is third-party, and returning-visitor attribution can degrade. Where a visitor's cookie was cleared, blocked or expired, a call is attributed to whatever we could still see, so a small share of calls reads as direct rather than as the campaign that actually produced them. How attribution works.
- A 403 on the dashboard is a normal answer, not a fault. Seeing the account and reading its figures are separate permissions, so a role that can open this page and cannot see its results is a configured outcome — what each role can see.