“If it’s not tracked, it can’t be improved.” However, the default Aircall analytics often fail to provide the necessary visibility to drive informed decisions, particularly when integrating with CRMs like Salesforce, HubSpot, or Zoho.
To truly understand sales performance, pipeline health, and rep efficiency, you need custom activity dashboards that connect call data directly with your CRM’s reporting engine.
Step 1: Map Aircall Call Data into CRM Objects
To build meaningful insights, start by mapping your Aircall data to CRM fields.
Create a custom activity object, such as Aircall Call Log, within your CRM (e.g., Salesforce Task Object or HubSpot Engagement)
More Conversations. More Revenue. Less Chaos with Aircall.
Aircall Setup & Routing – We configure numbers, IVRs, queues, and business hours so every call lands with the right rep.
Smart Integrations – Deep sync with HubSpot, Salesforce, Zendesk & Slack; automatic logging, screen pops, and click-to-call.
Clean Workflows – Reduce transfers and handle time with skill-based routing, warm transfers, and call tags that drive reports.
QA & Analytics – Dashboards, call scoring, and coaching loops so leaders can improve conversion and CSAT with data.
Training & Change Management – Playbooks and team enablement so your Aircall rollout sticks from day one.
Sync key fields like:
- Call Type (Inbound, Outbound)
- Call Duration (in seconds or minutes)
- Outcome or Disposition (Connected, No Show, Voicemail)
- Tags (e.g., Qualified Lead, Needs Follow-up)
- Linked Contact, Deal, or Company
Step 2: Add Filterable & Structured Fields
Enhance reporting accuracy with filterable fields to support slicing and segmentation:
Call Type: Inbound, outbound, missed, internal
Outcome/Disposition: Connected, Voicemail, No Answer, Qualified, Demo Booked
Call Duration Brackets: <1 min, 1–5 min, 5+ min
Rep Name: Track individual and team performance
Associated Deal Stage or Pipeline: For contextual analysis
This ensures your dashboards are interactive, customizable, and relevant to specific business questions.
Step 3: Build Dashboards Tailored to Key Personas
Now that your call activity data is mapped and structured, build persona-based dashboards for different stakeholders:
For Sales Leaders
- Total Calls per Rep
- Calls per Deal Stage
- Call-to-Meeting Conversion Rate
- Leaderboard: Top Reps by Connect Rate
For RevOps & Sales Ops
- SLA Compliance: Response time, first call latency
- Missed Call Trends by Time of Day
- Average Time to First Contact
- Automation Gaps: Calls with no follow-up
For Marketing
- Call Volume by Campaign Attribution
- Influence on Pipeline Velocity
- Campaigns Driving the Highest Call-to-Deal Ratio
Power Tip: Use Custom Formula Fields
Enhance insights by creating formula fields to derive custom KPIs. Examples:
- Calls per $1K Pipeline
- Connect Rate = Connected Calls ÷ Total Outbound
- Qualified Call % = Qualified Tags ÷ Total Calls
These formulas give you real-time visibility into rep productivity, sales efficiency, and pipeline conversion trends.
Final Takeaway
Default reports won’t unlock the true value of your Aircall data. However, by structuring call logs, syncing the relevant fields, and creating persona-specific dashboards, your team can gain actionable insights, enhance sales performance, and align every call with pipeline outcomes.
