Statistics and reports

What it is

ZeroChats produces statistics and reports at several levels so you understand what your AI is doing and where to improve: a global business view, per-lead analysis, and an automatic weekly report sent to your email.

Main dashboard

In the dashboard you see at a glance:

• Active conversations right now.
• Distribution of leads by funnel state.
• AI performance and recent conversions.
• Quick access to the lead panel and the open conversations.

Statistics

The Statistics section breaks down the business activity. The date picker offers the named ranges Last 7 days, Last 30 days and Last 3 months, plus Custom range if you prefer to pick the dates yourself. Named ranges are rolling: they move forward with you every day.

With the range selected you get:

• Conversations per day and total volume.
• State distribution in the funnel.
• Performance by AI agent when you have several.
• Conversions per day and per sales link.

The advanced reports include:

• Welcome funnel and conversation funnel.
• Follow-up response rate.
• Message distribution by day and by hour.
• Conversion of each sales link.
• Lead source — see Where a lead came from.

The welcome funnel is not messages ZeroChats sends

ZeroChats does not send welcome messages on its own: the AI only replies once the lead writes first. What the welcome funnel measures are the conversations you started — from the Instagram app or with another tool — and how many of those people replied. ZeroChats detects and counts them, but does not write them.

The performance table also has an “Export CSV” button to download those metrics.

What Export CSV downloads

Export CSV downloads the aggregated performance metrics, not the content of the conversations. To work with the conversations themselves, review them in the leads panel or connect via MCP. For a bulk export of conversation content, open a support ticket.

Who each section counts

Not every section looks at the same people, the same period, or uses the same date. So you know what you are reading without opening anything, each block carries labels next to its title:

Label	What it tells you
AI only	Counts only the people your AI actually talked to.
All leads	Counts everyone you reached, whether they replied or not. It measures reach, not AI performance.
Mixed scope	The view mixes both populations; switch tabs to see them separately.
Range	The figure is recalculated with the selected date range.
All time	The figure covers the whole life of the account and does not change with the date picker.

A third label tells you which date each section uses to place a person on a given day:

Label	Which date it uses
By state change	Each lead counts on the day of its last state change (Proposal, Customer, Booked, Lost…). If it moves forward tomorrow, it changes day tomorrow: you always see the current picture.
By send date	Each person counts on the day they received the welcome message, the sales link or the content item, and that day never changes. If they received it twice, they’re counted once.
By entry date	Each lead counts on the day and hour they came in, which is exactly what that section measures: when people write to you.

That’s why the welcome message, sales link and content charts don’t have to match the lead charts: each bar groups what went out that day and tells you where those people stand today. It’s deliberate, so a closed period doesn’t report different numbers every time you open it.

The welcome chart and the final funnel don’t count the same people

The welcome messages chart places each person on the day their welcome went out, and that day never moves again. The final funnel, on the other hand, still places each lead on the day of its last state change. For the same range the two can give you different totals without either being wrong: they aren’t looking at the same group of people.

The How it works button opens the full reference, with three tabs:

• What each counts — a table with the scope and period of every section.
• Lead states — the nine funnel states explained, using the same colors you see in the charts.
• Why don’t they match? — the differences that confuse people most: why welcome messages don’t match conversations, why some cards ignore the dates, why the funnel “loses” people between stages, and which date each chart uses.

Before writing to support about an odd number

Most mismatches are explained in that tab: almost always it’s two sections that don’t count the same people or the same period.

Content attribution

To understand which posts bring the best leads, ZeroChats analyzes the source of each conversation and builds:

• Content attribution — which Post, Reel, Story, or Ad generates the most leads and which convert best.
• Top 10 by conversion rate — ranking of the ten best-performing pieces of content, ordered by the percentage of leads that end in a sale or appointment.

Useful for deciding which type of content to replicate in your strategy and which to pause.

The table breaks Booked and Paid out into separate columns, each with its percentage next to it, so you can see separately how many leads from each publication get as far as booking and how many end up paying.

Every publication also has a See the leads link on each stage: it opens the list of leads attributed to that publication in that stage, within the date range you have selected. If there are many, the dialog tells you it’s only showing the first ones.

Where a lead came from

Every conversation is grouped by where it came from. If the lead arrived from a specific publication, you see which one; if not, you see how the conversation started:

Source	What it means
Story	The lead arrived from a story.
Ad	The lead arrived from an ad.
Post	The lead arrived from a feed post (photo or carousel).
Reel	The lead arrived from a reel.
Inbound	The lead wrote to you first and there is no identified publication behind it.
Welcome	Your business started the conversation: the first message came from your account.

The publication wins

When ZeroChats manages to identify the publication a lead came from, that is the source you see. Inbound and Welcome do not compete with the other four: they are what gets shown when there is no publication behind the lead. Someone who writes to you after watching a reel, but without interacting with it, shows up as Inbound, not as Reel.

Beyond these, you can create your own personalized origins to group entries that do not come from an Instagram publication, and reclassify leads into them.

The source of each individual lead also appears in its report, and in the notification email when a lead books.

AI analysis

Inside Statistics there is a chat with an AI assistant you can ask in natural language about your business performance. Some examples:

• “What are the most common objections this week?”
• “Which content generates the most conversions?”
• “In what time slot do I reply worst?”

The assistant cross-references your conversations and metrics and returns an actionable summary.

Per-lead report

Each lead has an automatic report accessible from their panel. It includes:

• Quality and interest level of the lead.
• Urgency and intent detected.
• Red flags (objections, lack of budget, etc.).
• Conversation summary.
• A list of content and links already sent.

Ideal to prepare a closing call without having to re-read the whole chat.

Weekly report by email

You can receive a full business summary by email every week:

1. Go to Business settings → Weekly Reports.
2. Choose the day and time to send.
3. Add your team’s emails if you want them to receive it as well.

The report arrives with an AI-built analysis of the whole week’s activity: volume, conversions, states, most-used content, and recommendations.

Best practices

• Review the weekly report before touching the prompt: decisions are taken with data, not gut feelings.
• Use the AI analysis to spot patterns quickly, especially objections and funnel drop-off moments.
• Share the report with the sales team by adding their emails in Notifications and Weekly Reports.
• Before closing a sale, open the lead report and use it as a script: the AI has already qualified them.