Analytics
How Spara tracks conversion metrics and lead engagement across all agents.
The Analytics page gives you a real-time view of how your Spara agents are performing — from high-level conversion metrics to drill-downs into individual lead conversations.
Overview
The Overview section shows key metrics across all agents at a glance:
Leads engaged — Total leads who sent a message or scheduled a meeting
Messages sent by Spara — Total agent messages across all channels
Average session length — How long leads typically engage
Meetings scheduled — Leads from the selected time range who scheduled a meeting through chat
Emails collected — Email addresses captured
Calendar shown — Leads who were shown a scheduling widget
Two summary charts show Call Interest (who asked to speak with sales) and Spara Touchpoints (engagement by channel).
Channel Sections
Analytics are organized by agent type, each with channel-specific metrics:
Chat
Conversion funnel — Website visitors to conversations started
Recent questions — Searchable, categorized list of questions leads asked. Click any question to view the original conversation.
Conversation volume — Bar chart showing conversations over time, broken down by chat interface (Navigator, Smartbar, Fullscreen)
Conversation length — Distribution of how many messages leads send
Country of origin — Geographic breakdown of your leads
Initial page URLs — Which pages leads were on when they started chatting
Custom field charts — Metrics based on data your agents gather (e.g., company size, interest level)
Meetings scheduled — Meetings scheduled by leads who clicked a booking link in a Spara email
Email funnel — Unique leads through the email pipeline, including a reply stage showing how many leads replied to at least one email
Email messages funnel — Message-level conversion metrics, including a reply stage showing reply volume
Bounce rate — Percentage of emails that could not be delivered (invalid addresses), with a drill-down link to the affected leads
Reply rates — Breakdown of replies vs. no-replies
Unsubscribes — Opt-out tracking
Phone
Conversion funnel — Calls to qualified conversations to meetings scheduled
Lead messages per call — How much leads talked: total messages sent by leads across all calls, and the average per call
Transfers — Total successful cold and warm transfers to a human. The rate's denominator is calls handled by agents that have a transfer tool configured ("eligible calls")
Meetings scheduled — Total meetings scheduled during phone calls, including rescheduled appointments. The rate's denominator is calls handled by agents that have the booking (calendar) tool configured ("eligible calls")
Recent questions — Questions asked during phone calls, searchable and categorized. Click any question to view the call transcript.
Comparison mode — When a phone A/B test is active, toggle to comparison view to see per-variant metrics side by side
Filters
The filter bar sticks to the top of the page as you scroll, so your selections stay visible and editable while you review charts across all sections.
All sections share a common filter bar:
Date range
Last 7 days, Last 14 days, Last 30 days, All time, or custom
Agent
Filter by a specific agent. Selecting a Chat agent narrows the Unique Visitors count to traffic attributed to that agent. Selecting a Phone or Email agent does not filter page visit data.
Chat interface
Navigator, Smartbar, Fullscreen (multi-select)
Email status
Known email, Unknown email
Country
Searchable country list (multi-select)
Click Export as CSV to download the current view's data.
Drilling Down to Leads
Most charts support drill-down. Hover over a chart segment and click View conversations to open the Leads page pre-filtered to the leads in that segment. This makes it easy to go from a metric to the actual conversations behind it.
Unique visitors
The conversion funnel in the Chat section starts with unique visitors — the count of distinct people who visited pages where Spara is active during the selected date range.
How uniqueness is determined
Spara assigns each visitor a randomly generated prelead UUID the first time they visit a page with the Spara widget. This UUID is stored in the visitor's browser (via localStorage) and persists across page loads and return visits. Each distinct prelead UUID counts as one unique visitor.
A visitor is counted once per date range regardless of how many pages they visit or how many times they return. If a visitor clears their browser data or uses a different browser/device, they are counted as a new unique visitor.
Caveats
Bot traffic is excluded where possible, but some automated visitors may still be counted
Incognito/private browsing generates a new UUID each session, so the same person may be counted multiple times
Country filter — Unique visitors can be filtered by country when the data source supports it
For technical details on how Spara tracks visitors and what data is stored in the browser, see Developer: iFrame & Cookies.
FAQ
How are "leads engaged" counted?
A lead counts as engaged if they sent at least one message or scheduled a meeting. Browsing-only visitors are not included.
Can I see which questions my leads ask most?
Yes. The Recent Questions panels in the Chat and Phone sections show all questions asked, organized by category (Value Prop, Product, Sales & Process, Competitive, Sensitive, Misc). Use the search bar to find specific topics.
How do custom field charts work?
When your agents are configured to gather specific data (e.g., "What's your budget?"), Spara automatically creates analytics charts for those fields. The charts appear in the Chat section alongside the standard metrics.
What does "lead messages per call" measure?
It counts messages sent by the lead during phone calls — not Spara's messages. The total gives you raw volume; the per-call average tells you how engaged leads are during a typical call. A higher average generally indicates leads are asking more questions and exploring the conversation rather than dropping off quickly.
How does phone comparison mode work?
When a Phone A/B test is running, a Comparison toggle appears in the Phone section header. Switch it on to split every phone metric by variant so you can see how each version performs side by side. The toggle only appears when an active A/B test exists for a phone agent.
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