Guide · 3 of 3

Using the dashboard.

What every number means — and which ones actually deserve your attention.

The leads feed

Your home screen. Every call, form and chat, newest first, each row showing: who (where known), the AI’s quality verdict, the department, the marketing that produced it, and the value if you’ve set one.

The filter pills across the top are the fastest way to work: High intent shows the leads worth calling back today; Needs follow-up shows the ones nobody has actioned; Spam shows what Loop filtered so you can confirm it got it right.

What the AI scores mean

High intent — the caller is ready to buy or book. Chase these first.
Qualified — a genuine enquiry, not yet urgent.
Needs review — Loop isn’t confident. Usually a short or ambiguous call.
Spam — sales pitches, robocalls, junk form fills. Filtered out of your headline numbers.

Mood (low / medium / high) reflects the caller’s sentiment, not the lead’s value — an angry existing customer can be “low mood, high importance”.

AI scores are an aid, not an oracle. They’re very good at triage and occasionally wrong about nuance — treat them as a well-briefed assistant, not a verdict.

Reading attribution

Each lead carries the source (google_ads, organic, direct, referral…), campaign, keyword where available, and the landing page they arrived on.

“Direct” is not a failure — it means Loop couldn’t see a referrer, usually because the visitor typed the URL, clicked an untagged link, or arrived from an app. If Direct dominates your report, check your ad URLs carry UTM tags, and consider the first-party cookie setup.

Recordings & transcripts

Open any call to play the recording and read the transcript. Loop also produces a summary, an outcome, and (if you’ve set up departments) a scorecard of how the call was handled.

Recordings are stored in the UK and deleted automatically on your retention schedule.

Reports & ROI

Add your monthly ad spend under Analytics → Spend, and Loop joins it to captured leads: attributed value, ROAS and cost per lead by channel. This is the screen to take into a client meeting — or a board meeting.

Set a value per lead (or per outcome) so the numbers mean something. A plumber’s average job value works fine; precision matters less than consistency.

Subject access & erasure requests

If a caller asks what you hold on them, or asks to be erased: Setup → Privacy. Search by phone or email, export everything as a right-of-access bundle, or erase them with typed confirmation.

Erasure destroys the recording everywhere it exists — including our telephony provider’s copy — while preserving anonymised statistics so your reports don’t break. Every action is audit-logged.