Analytics — measure offer performance

In Analytics you find the reporting view of your offers: metrics, funnels, reply rates, loss reasons, AI writing style and the acceptance page.

Page subtitle: “Track how your offers perform and where to follow up next.”

Every card has an info icon that explains how the number is calculated.

Time range

At the top right you pick 7 days, 30 days (default) or 90 days. Not every card follows this choice. A small badge on each card says what it refers to:

• All time: every offer since the account started (offer funnel, “When do replies arrive?”)
• Last 90 days: reply rate by touchpoint
• Current: today’s state (action needed)
• otherwise the selected range

The selection is kept in the page address, so a link to the page keeps it.

Data quality

Below the heading you see Data quality: with up to four hints, e.g. “2 open for >30d (review status)”, “without send marker”, “without amount” or “without first reply (active)”. Such gaps distort the rates. Clicking a hint opens the affected offers.

What you can analyse

Key metrics

Seven cards:

• Pipeline: the sum of open offers (Sent, Negotiating, Open), without drafts in status New, euro amounts only. Current state, independent of the range.
• Won revenue: the sum of offers marked as won in the range, euro amounts only.
• Close rate: won ÷ (won + lost) in the range. Open offers do not count.
• Decided share: the share of offers sent in the range that are now won or lost.
• Reply rate: the share of offers sent in the range with a first customer reply.
• Avg. time to reply: the median number of days between sending and the first customer reply.
• Automation: the share of won revenue where an automated follow-up ran before the win. That shows involvement, not causation.

The small arrows show the change against the previous period of the same length. For reply rate and time to reply, Flino only compares offers that were sent at least 7 days ago. With the 7 days range these two therefore show no comparison.

Offer funnel

Stages, each a subset of the sent offers:

• Sent
• Replied
• Decided (won or lost)
• Won

Each stage shows what percentage of the previous stage it reaches. This shows where offers get stuck. A low ratio from “Sent” → “Replied” suggests the first email is too weak or the recipients don’t fit. The funnel counts every offer since the account started.

Reply rate by touchpoint

By number of contact attempts before the first reply:

• First email: reply after the first contact
• Follow-up 1: reply after the first follow-up
• Follow-up 2+: reply after 2+ follow-ups

The basis is sent offers and events from the last 90 days. If most replies come only after the second or third follow-up, it pays to extend the cadence on purpose.

When do replies arrive?

The distribution of time between sending and the first customer reply in the groups 0–1, 2–3, 4–7, 8–14, 15–30 and 30+ days, across every offer since the account started.

Action needed

Three lists with today’s state, each with at most ten entries (“Showing 10 of …”):

• Without reply for >7 days: sent at least 7 days ago, still open, no customer reply. The oldest comes first.
• With replies but no status change: the customer replied, but the status is still New, Open or Sent.
• Many follow-ups but no close: at least 3 emails sent in the last 90 days, neither won nor lost.

The Follow up and Open offer buttons open the offer.

Loss insights

Why do offers get lost? The card separates Owner reasons (the loss reason on the offer, usually from the dialog when you mark it as lost) and Customer declines (the reasons customers give when declining on the acceptance page). It adds three values: Loss rate, Reason coverage and Customer declines.

AI writing-style performance

Compares sent emails, replies and reply rate per AI writing style:

• Clear & Concise
• Partnership
• Closing-focused
• Formal & Neutral

There are also the rows “No writing style” and “Unknown” for emails that cannot be attributed to a style. The rate is only meaningful from about 20 sends per style. This tells you, with data, whether you should change your organisation’s default style — see AI writing style.

Offer quality & close rate

Shows the close rate of offers decided in the range by quality level: Low (0–4), Medium (5–7), High (8–10). The level measures how completely company, contact, title, amount and other details are filled in, not the content. See offer quality.

Acceptance

Shows what happens on the public acceptance page: Views, Decisions (binding acceptance or decline), View → decision, Accept rate, Decline rate, Extensions, Expired (view), Accept blocked, Document opens (PDF and terms) and Time to accept (median and P75). Many views with few decisions means customers look but don’t decide. A good reason to follow up.

If the sales room is available for your organisation, the card additionally shows four metrics: Sales room: views, Sales room: documents opened, Sales room: FAQs opened and Sales room: booking clicked.

Recommendation funnel

Tracks what becomes of Flino’s recommendations: CTA clicked (you opened the reply editor from an AI recommendation) → Reply drafted → Reply received → Won, plus the rates between the stages.

What analytics is good for

• Quick diagnosis of where your sales process stalls
• Before/after comparison when you change sequences or the AI writing style
• Argument basis for why specific customers don’t reply

What analytics is not for

• No revenue forecasting
• No multi-org reports
• No external BI integration

Common questions

What time range is analysed? You choose it at the top right: 7, 30 (default) or 90 days. The funnel and reply timing always count every offer since the account started, the touchpoint analysis always the last 90 days. The badge on each card tells you which range applies.

Does analytics affect my sequences? No. Analytics is read-only and doesn’t change sending, status, or contacts.