# Analytics
The [Analytics page](https://app.spara.co/analytics) 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.
The Analytics dashboard with conversion metrics and engagement charts.
## Overview
The Overview section shows key metrics across all agents at a glance:
* **Leads engaged** — Total leads who sent a message or scheduled a call
* **Messages sent by Spara** — Total agent messages across all channels
* **Average session length** — How long leads typically engage
* **Calls scheduled** — Leads who booked a meeting
* **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)
### Email
* **Email funnel** — Unique leads through the email pipeline
* **Email messages funnel** — Message-level conversion metrics
* **Reply rates** — Breakdown of replies vs. no-replies
* **Unsubscribes** — Opt-out tracking
### Voice
* **Recent questions** — Questions asked during voice calls, searchable and categorized
* Click any question to view the call transcript
### Copilot
* **Call metrics** — Total duration, average call length, questions asked and answered
* **Activity breakdown** — Active calls vs. silent calls
* **Recent questions** — Questions from Copilot sessions
## Filters
All sections share a common filter bar:
| Filter | Options |
| ------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **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 Voice 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 [https://docs.spara.com/developers/iframe-and-cookies](https://docs.spara.com/developers/iframe-and-cookies "mention").
## FAQ
### How are "leads engaged" counted?
A lead counts as engaged if they sent at least one message or scheduled a call. Browsing-only visitors are not included.
### Can I see which questions my leads ask most?
Yes. The Recent Questions panels in the Chat, Voice, and Copilot 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.
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```
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Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.