Campaign Reports & Analytics

Campaign reporting gives you visibility into how your outbound voice campaigns are performing. This guide covers how to access campaign statistics, download CDRs (Call Detail Records), interpret call status breakdowns, and use webhook data for real-time monitoring.

Campaign Status Overview

Every campaign tracks aggregate statistics that update in real time as calls are processed.

Retrieving Campaign Stats

curl "https://<api_key>:<api_token>@api.exotel.com/v2/accounts/<account_sid>/campaigns/<campaign_id>"

The response includes a stats object:

{
  "response": [{
    "code": 200,
    "status": "success",
    "data": {
      "id": "camp_abc123",
      "name": "Payment Reminder Q1",
      "status": "Completed",
      "stats": {
        "created": 2500,
        "completed": 1875,
        "failed": 425,
        "pending": 0,
        "in_progress": 0,
        "busy": 87,
        "no_answer": 113
      }
    }
  }]
}

Stats Field Reference

Field	Description
`created`	Total contacts in the campaign
`completed`	Contacts successfully reached (call answered)
`failed`	Contacts not reached after all attempts (including retries)
`pending`	Contacts waiting to be processed
`in_progress`	Calls currently active
`busy`	Last attempt resulted in a busy signal
`no_answer`	Last attempt was not answered

tip

Poll the campaign stats endpoint periodically during the campaign to build a real-time monitoring dashboard. A 30-second polling interval provides near-real-time visibility without excessive API calls.

Call Detail Records (CDRs)

CDRs provide granular, per-call information for every attempt in your campaign, including retries.

Retrieving CDRs via API

Use the Campaign Call Details endpoint to list all call attempts:

curl "https://<api_key>:<api_token>@api.exotel.com/v2/accounts/<account_sid>/campaigns/<campaign_id>/call-details?offset=0&limit=50"

API Reference: See Campaign Call Details for complete endpoint documentation.

CDR Fields

Each call detail record contains:

Field	Description	Example
`call_sid`	Unique identifier for the call attempt	`a1b2c3d4e5f6`
`to`	Recipient phone number	`+919876543210`
`from`	ExoPhone (caller ID)	`0XXXXXX4890`
`status`	Call outcome	`completed`, `busy`, `no-answer`, `failed`
`start_time`	When the call was initiated	`2024-02-01T10:05:32+05:30`
`end_time`	When the call ended	`2024-02-01T10:06:15+05:30`
`duration`	Call duration in seconds	`43`
`recording_url`	URL to the call recording (if enabled)	`https://...`
`attempt_number`	Which attempt this was (1 = first, 2+ = retry)	`1`
`price`	Cost of this call attempt in pulses	`2`

Pagination

CDR results are paginated. Use offset and limit parameters to iterate through all records:

# First page
curl "https://.../campaigns/<campaign_id>/call-details?offset=0&limit=100"

# Second page
curl "https://.../campaigns/<campaign_id>/call-details?offset=100&limit=100"

Continue incrementing offset until the response contains fewer records than the limit.

Call Status Breakdown

Understanding call status distribution helps you identify issues and optimize future campaigns.

Status Categories

Status	Category	Description
`completed`	Success	Call was answered; IVR or greeting was played
`busy`	Retriable	Recipient's line was engaged
`no-answer`	Retriable	Call rang but was not picked up within the ring timeout
`failed`	Terminal	Call could not connect (invalid number, network error, DND)
`canceled`	Terminal	Call was cancelled before connecting (campaign paused or force-completed)

Calculating Key Metrics

Use CDR data to calculate campaign performance metrics:

Metric	Formula	Healthy Range
Connect Rate	(completed / created) x 100	40--70%
Answer Rate	(completed / (completed + no_answer + busy)) x 100	50--80%
Failure Rate	(failed / created) x 100	Below 15%
Retry Success Rate	(completed on retries / total retried) x 100	20--40%
Average Call Duration	Sum of durations / completed calls	Varies by use case

info

Connect rates vary significantly by industry, time of day, and audience type. B2B campaigns during business hours typically achieve higher connect rates than B2C campaigns. Track your own benchmarks over time rather than relying solely on industry averages.

Real-Time Monitoring with Webhooks

Webhooks provide push-based reporting. Configure callback URLs when creating your campaign to receive real-time updates.

Call Status Callback

Fires after each individual call attempt:

{
  "CallSid": "a1b2c3d4e5f6",
  "To": "+919876543210",
  "From": "0XXXXXX4890",
  "Status": "completed",
  "Duration": "43",
  "RecordingUrl": "https://...",
  "DateCreated": "2024-02-01T10:05:32+05:30"
}

Use cases: Real-time dashboard updates, immediate follow-up actions (send SMS after completed call).

Call Schedule Callback

Fires when all retry attempts for a specific contact are exhausted:

{
  "To": "+919876543210",
  "FinalStatus": "no-answer",
  "AttemptCount": 3,
  "CampaignSid": "camp_abc123"
}

Use cases: Trigger fallback actions (send SMS if voice failed), flag contacts for manual follow-up.

Campaign Status Callback

Fires when the entire campaign transitions to a new status (e.g., Completed, Paused):

{
  "CampaignSid": "camp_abc123",
  "Status": "Completed",
  "Stats": {
    "created": 2500,
    "completed": 1875,
    "failed": 425
  }
}

Use cases: Generate final campaign report, trigger post-campaign workflows, notify stakeholders.

API Reference: See the Campaign Webhooks reference for complete payload specifications.

Dashboard Reports

The Exotel dashboard provides visual reporting for campaigns without requiring API calls.

Accessing Campaign Reports

Log in to my.exotel.com
Navigate to Campaigns in the left sidebar
Click on a specific campaign to view its details
The campaign detail page shows statistics, contact status breakdown, and call logs

Dashboard Report Features

Feature	Description
Status pie chart	Visual breakdown of completed, failed, busy, no-answer, and pending contacts
Timeline graph	Calls processed over time, showing throughput and patterns
Contact list	Searchable list of all contacts with their current status and attempt count
Export to CSV	Download the full campaign report as a CSV file

Exporting Campaign Data from Dashboard

Open the campaign detail page
Click the Export button in the top-right corner
Select the date range and fields to include
Download the CSV file

The exported CSV contains one row per contact with columns for phone number, final status, attempt count, last call duration, and timestamps.

Building Custom Reports

For advanced reporting needs, combine CDR data with your CRM or analytics platform.

Step 1: Collect Data via Webhooks

Configure call_status_callback to send per-call data to your data warehouse or analytics endpoint.

Step 2: Enrich with Contact Metadata

If you uploaded contacts via CSV with metadata columns (name, email, tag), join CDR data with your contact list to create enriched reports.

Step 3: Calculate Business Metrics

Business Metric	Data Source	Calculation
Cost per connected contact	CDR price field	Total campaign cost / completed calls
Average attempts to connect	CDR attempt_number	Sum of attempt_number for completed / total completed
Revenue per campaign	CRM + CDR	Revenue attributed to campaign contacts / campaign cost
Best time to call	CDR timestamps	Group completed calls by hour; find peak connect hours

Analyzing Retry Effectiveness

Compare connect rates across attempt numbers to evaluate whether your retry configuration is effective:

Attempt	Contacts	Connected	Connect Rate
1st attempt	2,500	1,500	60%
1st retry	1,000	250	25%
2nd retry	750	125	17%
Total	2,500	1,875	75%

In this example, retries improved the overall connect rate from 60% to 75%, adding 375 connected contacts.

tip

If your retry connect rate drops below 10% on a specific retry attempt, the additional retries may not be cost-effective. Consider reducing number_of_retries or increasing interval_mins to space retries further apart.

Troubleshooting Report Issues

Issue	Cause	Solution
CDR counts do not match campaign stats	Pagination not exhausted	Iterate through all pages using `offset` and `limit`
Webhook events missing	Endpoint returned non-200 response	Ensure your webhook endpoint returns HTTP 200 within 5 seconds
Recording URL returns 404	Recording retention expired	Download recordings promptly; default retention is 90 days
Status shows "pending" after campaign completed	Campaign was force-completed	Pending contacts in a force-completed campaign are marked as failed
CSV export is empty	No contacts processed yet	Wait until the campaign has started processing contacts

Next Steps

Creating a Voice Campaign -- Set up campaigns with webhook callbacks
Retry Configuration -- Optimize retries based on reporting data
Campaign Scheduling -- Adjust schedules based on time-of-day analysis
Best Practices -- Use reporting insights to improve future campaigns

Campaign Status Overview​

Retrieving Campaign Stats​

Stats Field Reference​

Call Detail Records (CDRs)​

Retrieving CDRs via API​

CDR Fields​

Pagination​

Call Status Breakdown​

Status Categories​

Calculating Key Metrics​

Real-Time Monitoring with Webhooks​

Call Status Callback​

Call Schedule Callback​

Campaign Status Callback​

Dashboard Reports​

Accessing Campaign Reports​

Dashboard Report Features​

Exporting Campaign Data from Dashboard​

Building Custom Reports​

Step 1: Collect Data via Webhooks​

Step 2: Enrich with Contact Metadata​

Step 3: Calculate Business Metrics​

Analyzing Retry Effectiveness​

Troubleshooting Report Issues​

Next Steps​