Understanding the Analytics page

Analytics gives you one honest view of your outbound performance: how many leads you contacted, how far they got, what they replied, and which sequences are actually working. Find it in the left sidebar.

The page is one scrolling view: headline numbers at the top, a performance chart with benchmarks against other Topo customers, your outbound funnel and reply categories side by side, your hot leads, and a sequence-by-sequence comparison at the bottom. One set of filters applies to all of it at once.

Most numbers on the page are clickable. See Seeing the individual leads behind a number below.

Analyse it for me

At the top of the page, Analyze with AI Agent hands your current view to the AI agent and asks it for an instant read on how your sequences are performing. It uses the same filters you have applied.

1. Your headline numbers

Three cards across the top, each showing the figure for your selected period, how it compares with the period before, and a small trend line.

The green or red figure next to each number is the change against the previous period of the same length. A drop in Messages Sent with a steady New Leads Contacted usually means follow-ups tailing off rather than fewer people entering sequences.

Select Channels > LinkedIn to see four cards related to LinkedIn-based outbound (same as above, plus Invitations Sent).

2. Performance over time, and how you compare

Performance over time charts one metric across your selected period. Pick the metric from the dropdown next to the card title.

The dashed horizontal line across the chart is the average across all Topo customers, so you can see at a glance whether you are above or below it.

To the right, vs all Topo customers puts your number against three benchmarks for the same metric:

• Top 10% — what the best-performing tenth of Topo customers achieve.

• Top 25% — what the top quarter achieve.

• Average — the average across everyone, the same figure as the dashed line on the chart.

Benchmarks cover all Topo customers, not your industry or your company size specifically.

3. Outbound funnel

A stage-by-stage view of how your leads progress. The stages depend on the channel you have selected:

Each stage shows the count, its share of everyone you contacted, and underneath, the conversion from the stage before it. So you can see at a glance whether you are losing people at the open, the reply, or the qualification step.

One exception worth knowing: Opened is shown as a share of messages sent, not of leads contacted, because a lead can be sent several messages. Every other stage is a share of contacted.

There is no Opened stage for LinkedIn, because LinkedIn does not tell anyone when a message is read.

4. Reply categories

Every reply you get is sorted into a category automatically, so you can see what people are actually saying rather than just how many replied. The count of replies in the period sits at the top of the card.

Click a category to read the replies in it, and to correct the category on any reply the AI has filed wrongly.

The card splits into two groups:

• Counted replies. Each category shows its count and its share of all replies, so the rows add up to 100%. The headline Replies figure is this total, with a "positive" sub-line underneath.

• Not counted as replies. Bounces, out-of-office messages, and other automatic responses. These are shown for information only and are excluded from every reply metric on the page, so they can never drag your reply rate down.

Categories are: Meeting, Interested, Bad Timing, Referral, Wrong Person, Left Account, Out of Office, Spam Filter, Unsubscribed, Unknown, and Bounced.

Positive means a reply classified as Interested, Meeting, or Referral.

Classification happens automatically. A reply that has not been classified yet shows as Unknown. It still counts as a reply, but never as a positive one.

One lead counts once. If a lead sends you several replies, they are filed under their most meaningful one. Someone who sends an out-of-office on Monday and books a meeting on Friday counts once, under Meeting. This is why the categories add up exactly to your Replies number.

5. Hot leads

The leads engaging most with your outreach, most recent first, with the count at the top of the card. Each row shows their name and job title, how much they have engaged, and when they last did.

Hover a row and choose View lead to open their drawer, or View More for the full list.

6. Sequence comparison

A sortable table with one row per sequence, showing Contacted, Opened, Replied, Positive, Created by, and Created at. Each rate shows the percentage with the underlying count next to it. The sequence's state, Active, Inactive or Archived, sits as a badge beside its name.

It sorts by Positive by default, highest first, and you can sort by any column. Long lists are paginated, and you can change how many rows you see at a time. Click any sequence to open it.

Use it to spot which sequences are pulling their weight and which are burning through leads without results.

Two things to know:

• Sequences with no activity in your selected period are hidden rather than shown as rows of zeros.

• Paused or archived sequences still appear, as long as they had activity in the period.

Export in the top right downloads this table as a CSV with your current filters applied. It covers the comparison table only, not the funnel or the reply categories.

Filters

One thing to watch with sender filters

Filtering by sender identity shows you the sequences that sender works in, with the whole sequence's numbers. It does not slice out that person's individual contribution.

So if two teammates share a sequence, filtering by one of them still shows the full sequence totals for both. There is no per-teammate performance breakdown on this page.

How the numbers are worked out

A lead is counted on the day you first contacted them, and everything they do afterwards is credited back to that day.

If you emailed someone on 3 March and they reply on 20 April, that reply counts on 3 March, the day you contacted them. Not the day it landed.

That has three consequences worth knowing:

• Your reply rates are always a fair comparison. A period's replies can never outnumber the messages that earned them, because both are tied to the same group of leads. No more reply rates over 100%.

• Recent periods keep improving after they end. Last week's reply numbers will keep going up for a while as late replies come in and get credited back.

• Recent numbers are not frozen. Topo recalculates the last 30 days every night, so yesterday's or last week's figures can legitimately change between two visits. That is the system working properly, not a glitch.

What each metric counts

Counts are leads in sequences, not messages. "Contacted: 120" means 120 leads were first contacted in this period, not 120 emails sent. A lead in two different sequences counts once in each.

How fresh is the data?

Analytics is near real-time rather than live.

• New sends, opens, and replies appear within about 5 minutes, plus up to 5 more from your browser's cache. If something looks missing, give it 10 minutes and refresh.

• Every night, the last 30 days are fully recalculated. This is what credits late replies back to the right day.

• Engagement on messages older than 30 days is not picked up automatically. If someone replies to an email you sent 45 days ago, it will not appear on its own. Get in touch with support and we can pull it in for you.

Seeing the individual leads behind a number

Most figures on the page open the detail behind them. You can click:

• New Leads Contacted and Messages Replied on the headline cards.

• Any number in the outbound funnel, to see the leads at that stage.

• Any reply category, to read the replies in it. You can also change a reply's category from there when the AI has filed it wrongly.

• Any sequence in the comparison table, to open that sequence.

• Any hot lead: hover the row and choose View lead to open their drawer.

For individual opens and clicks across all your sequences, use the Activity Feed.

Why don't these numbers match what I see elsewhere?

Almost always one of these, and all of them are expected:

• Analytics counts leads per sequence. A lead in two sequences counts twice here, but is one lead in your Leads view.

• Leads are counted on their first-contact day. A lead you contacted before the period started will not appear in it, even if all their activity happened inside it.

• Sender filters return whole sequences, not one person's share of them.

• Bounces and out-of-office replies appear in your Inbox but not in these reply metrics.

• Analytics runs up to 10 minutes behind live data.

• Deleted leads drop out of the last 30 days on the next nightly recalculation, but stay in older periods.

"All channels doesn't equal Email plus LinkedIn"

Correct, and expected. All channels counts a lead once even if you reached them on both channels, which makes it smaller. It also includes manually logged sends, which have no tab of their own, and that can make it larger. The two effects do not cancel out.

"A later funnel stage shows a bigger number than an earlier one"

Rare, but it can happen at the edges of your date range. If a lead was first touched by a LinkedIn invitation before your period started and emailed inside it, they can land in Replied without being in Contacted. The funnel bars never invert visually, but the numbers and percentages can. It shows up most in LinkedIn-first sequences, and widening your date range usually resolves it.

"Today looks empty, or my days seem shifted"

Days are grouped in UTC. If you are several hours ahead of or behind UTC, a message sent late in your working day can land on the next UTC day, so "today" can look thin early on.

"A sequence is missing from the comparison table"

Either it had no activity in the period, so it is hidden, or the sequence was deleted. A deleted sequence stops producing a row, but its historical numbers still count in the funnel and reply cards. That is why the table's Contacted column can add up to less than the funnel's Contacted figure.

FAQ

Is the data real-time?

Near enough. It refreshes about every 5 minutes, with recent history recalculated overnight. Allow up to 10 minutes including your browser cache.

Why did last week's numbers change?

Late replies are credited back to the day the lead was first contacted, and the last 30 days are recalculated every night. Recent numbers going up is the system working as designed.

Do bounces hurt my reply rate?

No. Bounces, out-of-office, left-company, and spam-filter replies are excluded from every reply metric. They are listed under "Not counted as replies" purely so you can see them.

What exactly does the "Meeting" category mean?

Replies classified as a meeting request. It reads replies, not your calendar, so it is not a count of meetings actually booked.

Can I see one teammate's performance?

Only partly. Filter by their sender or sender identity to see the sequences they send in, but the numbers shown are the full sequence totals, not that person's individual slice.

Which channels are covered?

Email and LinkedIn, selectable from the channel dropdown. Manually logged sends are included under All channels only.

Can I export the funnel or the reply categories?

No, the CSV export covers the sequence comparison table only.

The AI agent gave me a slightly different number

It reads the same data, but its "last 30 days" covers a slightly different span to the page's 30 Days preset, so small one-day differences are normal.

What are the Top 10% and Top 25% figures?

Benchmarks for the metric you are charting, calculated across all Topo customers. Top 10% is what the best-performing tenth achieve, Top 25% the best quarter, and Average is everyone. They are not filtered to your industry or company size.