Reports
Create, review, approve and send reports per project, and set up the report types, building blocks and texts.
Reports sum up key figures, appointments and feedback from a project's calls and emails for a period. You create and read them in the project centre: Company → Projects, open a project, Report tab.
People with the project permission ‘Reports and review’ (project lead has ‘Manage’) and organisation admins see the reports, the review queue and the report settings of a project. People with the permission ‘Organization and defaults’ change the organisation default under Settings → Sales → Reports. More on this under Roles and permissions.
Report types
When you create a report, you choose a type. Each type carries a label that says who should read the report.
| Type | Label | Content |
|---|---|---|
| Weekly report | For the client | Figures, appointments and feedback of the week for the client |
| Lead quality | For the lead supplier | Which leads did not fit or were imported incorrectly |
| CRM report | For the CRM operator | Problems with the CRM system in use, collected for the operator |
| Info email list | For the client | Leads who want an info email, with contact person, email, phone, reason and conversation note, for download |
| Email evaluation | For the client | Responses to the email campaign: number, type, questions and reasons for declining |
| Offer validation | Internal only | How the offer lands: objections, reactions, script, employees, offer |
| Employee evaluation | Internal only | Key figures, observations and comparison with documentation for each employee |
Statements about individual employees never go to clients, lead suppliers or CRM operators. CRM problems never go to the client or into the lead report. The system enforces this; no project can override it.
Create a report
In the project, open the Reports tab and click New report. With ‘Filter by report type’ you filter the list of reports already created.
Under Which report do you need? choose the type and click Next.
Under For which period? choose ‘Last week’, ‘This week’, ‘Last month’ or ‘Custom period’ with the fields ‘From’ and ‘To’. The period may cover at most 93 days and may not end in the future.
Under All set, decide whether the text should be written automatically (‘Let AI write the text automatically’). Without AI text, the report is created without automatically written parts. The switch starts with the value from the report configuration; for the info email list the AI text is off and only appears if you switch it on in the configuration.
Check the analysis status in the line below (see below) and click Create report.
The report opens as a draft. In the list, each report has a cover page, a status sign, possibly an export status and the number of notes.
Analysis status
Below the switch, a status line shows how far the automatic analysis of calls and emails has progressed in the period: how many are still running, how many were skipped and how many failed. With Try again you restart skipped and failed analyses. A report becomes more precise once the analysis is complete.
Edit a report
The report view shows the texts (salutation, subject, sending text, closing) and all building blocks on the left, and the report text and the sending package on the right. In the draft you can:
- Change the salutation, subject, sending text and closing. With Insert placeholder you insert values such as salutation, period or calendar week. A placeholder that is not allowed is marked (‘Not possible here’).
- Show or hide building blocks and adapt the texts of the mandatory sections.
- Save your changes with Save. If you close the report with unsaved changes, the system asks.
- Remove the draft for good with Delete.
If the data changes after creation (for example because calls are documented later), Outdated appears in the header. Regenerate recalculates the report. In the dialog you decide whether your ‘Own changes’ are kept and whether the ‘Report text with AI’ is rewritten.
Warnings
Warnings at the top of the report point out, for example, analyses that are still pending or failed, skipped calls, open findings or blocks without a report. Read them before approval.
Review, approve, hand over
A report goes through these statuses:
| Status | Meaning |
|---|---|
| Draft | Everything can be changed |
| Reviewed | The check of figures and content is complete (only if the review step is required) |
| Approved | The version is frozen and can be sent |
| Handed over | You have marked the report as handed over |
Whether approval requires a review is set in the report configuration (‘Approval only after review of figures and content’). By default, only the weekly report requires it.
In the draft, click Review. In the dialog ‘Review figures and content’ you see blockers (red; they block the review) and notes (yellow, for example internal terms such as fee or margin).
Confirm the three points yourself: the figures match the dashboard for the same period. Quotas and denominators are traceable. The client version contains no internal content. The system’s notes do not replace this review.
Click Finish review and then Approve. Without a review step, you click Approve directly in the draft.
Edit again returns a reviewed, approved or handed-over report to the draft. The review and approval are then cleared.
Send and pass on
After approval, these options are available in the footer:
| Option | What happens |
|---|---|
| Download package | ZIP with the report as text, PDF, subject and text for the email and the CSV attachments |
| Send by email | Sending through your own mailbox (see below) |
| Opens WhatsApp with the report text. If the text is very long, it is shortened; you get the full text with Copy | |
| Project chat | Puts the text into the project chat, for long reports in several messages |
| Mark as handed over | Only records that you passed the report on. It is not proof of sending |
In the sending package you copy the subject and text and load attachments individually (‘Load’).
Send by email
The Send by email dialog asks for From, To and Cc. Subject, text and attachments come from the sending package. The addresses from the report configuration are pre-filled.
- Sending only works through a mailbox connected to you. If you have none, the dialog asks you to connect one in the settings. A Leadmode mailbox does not send reports. See Connect account.
- The email uses your organisation’s appearance with signature and footer. The CSV attachments and the PDF are attached.
- Contact blocks of the recipients apply.
- You can send the same report several times. Earlier sendings are listed under ‘Already sent’ or ‘Sent’.
- If the project has a list Allowed recipients for external reports, sending to external recipients goes only to these addresses.
Export and sending
The section ‘Export and sending’ (in the weekly report, in the section ‘7. Version and approval’) shows the history: time, channel, person, recipients and the exact version exported. The statuses are Not exported, Downloaded, Sent and Handed over. ‘Sent’ only appears when the mail provider has confirmed the email sending. A download, a WhatsApp link or an AI draft never counts as sending.
The weekly report
The weekly report has seven fixed sections that cannot be switched off:
- Context: project, action, period, data status and coverage
- Activity and results: calls, reachability, gatekeepers, decision-makers, follow-ups, appointments
- Observations: confirmed and frequent feedback and objections
- What worked
- Improvement: next measure, responsible person, expected effect
- Comparison and classification
- Version and approval
The figures come from the same observations as in the dashboard. Quotas are calculated from totals; missing sources appear as ‘unknown’, a denominator of zero as ‘no basis’. The comparison only uses a matching previous period with the same number of days; otherwise it says ‘no comparison’ and shows no trend. The report separates the data cut-off date from the sending time: if it is sent on a Friday, for example, the report states that days after the data cut-off are not included.
What goes to the client (copy text, preview, mail text and PDF) is the client version: the period, an optional report text, the figures at a glance (call attempts, calls with a person reached including the rate, reception and decision-maker directly, decision-maker conversations, callbacks, appointments), then separately “What went well?”, “What did not go so well?”, “Objections from the conversations” and “What are we improving?”. You set the titles and the order of the sections in the report template; a custom title applies everywhere, otherwise the default heading is used. Parts without content are left out. The PDF shows the main figures large, the appointments as a table and the objections with bars, plain black and grey, with the organization’s logo. The seven sections with sources, formulas, review status and detailed rates stay as the internal evidence in the report view and do not go to the client. The report is signed with the name of the person who created it; a later export by someone else does not replace it.
If a project has telephony blocks without a block report, the report shows ‘Coverage: partial’ and ‘unknown’ instead of 0 calls, and statements such as ‘no calls were made’ block the review as long as the data basis is incomplete. Historically saved older reports are kept separately and are never added up to individual calls; if they overlap, the conflict is shown before approval. A genuine zero week with documented blocks stays 0.
Sections 4 and 5 draw on the employees’ documentation (see ‘Employee notes’). Time figures (telephone hours) only reach external recipients if you switch on ‘Show time spent to the recipient’ in the report configuration.
Set up reports
The configuration exists on two levels. Both have the same fields:
- Organisation: Settings → Sales → Reports. Applies to all projects without their own setting.
- Project: In the project centre, the Report settings tab. Here each section says ‘Applies as in the organisation settings’ or ‘Adjusted for this project only’, with Reset to default per section and Revert all adjustments of this report. A project only stores what it sets differently.
At the top, you choose the report type under Which report?. The switch Report is active switches the type on or off. The sections:
| Section | What you set |
|---|---|
| What is in the report? | Building blocks with switch, order (arrows), heading, parameters (‘Adjust’) and ‘Add content’ (up to 40 building blocks) |
| Salutation and closing | Salutation, salutation without a stored managing director, closing (complimentary close) |
| Email when sending | Subject, email text, ‘Send to by default’, ‘Copy to by default’, ‘Include tables (CSV) as attachment’. Nothing is sent automatically; the values only pre-fill the sending dialog |
| Schedule and review | ‘Create draft automatically every week’ with period (previous week or current week), weekday of delivery and time, and ‘Approval only after review of figures and content’ |
| General rules (Advanced) | Minimum confidence of the automatic analysis (0 to 100 %), ‘Also include unreviewed feedback’, ‘Show employee names’, ‘Show time spent to the recipient’ |
| Summary text (AI) (Advanced) | ‘Let AI write the text’ and the ‘Instruction for the AI’ |
The schedule creates a draft at the set time; nothing is sent. For ‘Current week’, days after the delivery day count as not yet covered.
Building blocks
The options are: key figures, working time, appointments, feedback and anomalies (overview), feedback and anomalies (list), employee notes, disruptions, employee overview, comparison of documentation and call, summary text (AI) and own text. In the weekly report the mandatory sections are added. For each type, the employee overview, the comparison and the disruptions stay locked for external recipients.
Placeholders
The fields for salutation, closing, subject and email text allow placeholders, which you select via Insert placeholder. Under the field, ‘What it looks like’ shows an example. Placeholders that are not allowed are marked in red and prevent saving.
Types of feedback
Under Types of feedback (organisation and project) you define what is recognised from calls and emails and who sees it in the report. See Call analysis.
Other project settings
In the project (Report settings tab, section ‘Advanced’) there is also:
| Section | Content |
|---|---|
| Automatic analysis | ‘Analyse calls automatically’, ‘Analyse emails automatically’, ‘Do not analyse shorter calls (under … seconds)’ |
| Sending and info emails | ‘Allowed recipients for external reports’, ‘Info emails are sent by the client themselves’ and, with the switch off, the ‘Project sender for info emails’ |
| Background to the project | Offer, target group, call guide, typical objections, competitors |
The Background to the project (briefing) helps the analysis classify whether a rejection was due to the offer or to the script. Fill in ‘What is offered?’, ‘Who is called?’ and ‘Most important points of the call guide’; you enter ‘Typical objections’ and ‘Competitors’ with one line per entry.
Employee notes
Notes from the block reports and the daily report flow into the reports. The entry form asks: ‘What went well?’, ‘What went badly?’, ‘What could we do better?’, plus ‘Problems with the CRM system’ and ‘Problems with the leads’ (choose the type, describe ‘What happened?’) and ‘Energy today’ from 1 to 5. The energy rating is internal only, for the person themselves and the project lead. In the daily report, the day’s figures are added automatically from confirmed entries. Anything employees write there about themselves or the CRM is not meant for client reports.
Review queue and employee evaluation
- In the Review queue tab you confirm, reject or edit findings where the automatic analysis was uncertain. See Call analysis.
- The Employees tab (project permission ‘Edit project’) shows for each person, in the selected period, calls, analysed calls, share of talk, deviations between documentation and call (hard / total) and strengths and areas for improvement. This evaluation is internal only.
Report sender
In the project, the Report sender tab (Reports group) sets which logo and sender identity the project's reports appear with.
- Logo for reports: upload your own logo, set its size or reset it. Without its own report logo, the project's email logo applies, otherwise the organization's.
- Which reports does this apply to? There is a switch for each report type (default: all off). For types that are on, the paper preview, email preview, sending, PDF and package use the logo and the project's sender identity from Email sender (display name, sender block, footer, reply address). Types that are off keep the organization's look. You still choose the sender mailbox when sending.
- The project lead and the administration can change this. The client access keeps its own look.
- Through the AI interface (MCP):
reports_get_branding,reports_set_brandingandreports_remove_branding_logo. Uploading a logo only works in the app.
See also
- Call analysis
- Dashboard
- Info email list and Import and export (result export)
- Partner access
- AI analyses