Reports & analytics

The Reports (Báo cáo) page turns your accounts' activity into numbers and charts across 8 tabs: Overview, Messages, Contacts, Labels, Employees, Campaigns, Workflow, AI (Tổng quan, Tin nhắn, Liên hệ, Nhãn, Nhân viên, Chiến dịch, Workflow, AI), helping you judge how fast customers get answers and how well your campaigns and automations perform.

#Opening Reports

• Left sidebar → Reports.
• In the CRM, click the chart icon in the top-right corner.
• Or use the All features (Tất cả tính năng) button → the Reports group to open a specific tab directly.

The ? button (Report guide) explains how the current tab is calculated, and Refresh (Làm mới) reloads the latest numbers.

#Data filters

• Accounts: pick one account, several, or All accounts (hover a row → Only this). Your choice is remembered; the first time, it defaults to the account you have open.
• Combining several accounts: the numbers are added up, and percentages and averages are recalculated from the totals (not averaged across percentages); the Overview tab gains a By account table.
• Time range: Today · Yesterday · 7 days · 30 days · 90 days · Custom (from → to). Default: 7 days.
• Conversation type: All · Personal (1-1 chats) · Groups, applies to the message statistics.
• There's no separate channel filter: pick the accounts you want in the Accounts filter.
• If an account can't be loaded, the report still shows the rest, with a warning naming the missing account.

#How days are counted

• Reports use calendar days in your computer's local time: Today = from 00:00 today until now; Yesterday = all of yesterday.
• 7 / 30 / 90 days = today plus the previous 6 / 29 / 89 days, starting at 00:00; each point on a chart is one day (00:00–23:59), and the last point is today.
• Ranges of 2 days or less are plotted by hour, longer ones by day; Custom covers the full days you pick (future dates can't be selected).

#Overview tab

The key numbers on one screen:

• Messages by hour / last N days: a Sent · Received chart.
• Contact growth: the number of 1-1 conversations per day, each conversation counts once, on the day of its first message within the selected range.
• Breakdown by label: how many times each Local label was applied in the period.
• By account (when 2 or more accounts are selected): messages, sent, received, today, contacts, friends, groups and each account's share of the messages.

#Messages tab

• KPIs: Today · Total messages (period) · Average per day · Send ratio (% of all messages that you sent).
• Response time: Average · Median · Fastest · Slowest · number of conversations with a reply, measured from the customer's message to your reply.
• Response-time distribution: under 1 minute, 1–5 minutes, 5–15 minutes … over 24 hours, plus the % of messages answered within 15 minutes.
• Average response time by hour of day: shows the hours when you reply fastest and slowest.
• Message volume: Sent · Received · Total by hour or by day.
• Peak-hours heatmap: a Monday → Sunday × 24-hour grid where darker cells mean more messages, find the times when customers write the most.

#Contacts tab

• KPIs: Total contacts · Friends · Groups · Tagged (with the number untagged).
• Contact growth: the number of 1-1 conversations per day, counted on the day of their first message in the period.
• Contact breakdown: a pie chart of Friends · Strangers · Groups.
• Friend requests: Sent / Received in the period, with a daily chart.
• Contacts, friends and groups are current totals (not limited to the time range) and are summed per account: someone who is a contact of 2 accounts is counted twice.

#Labels tab

• Only covers Local labels (labels created in the app), not Zalo labels.
• KPIs: Total label applications in the period · Labels used · Average per day.
• Label applications per day and Breakdown by label (each bar in the label's color): see which labels get used the most.

#Employees tab

For the owner (Boss) to track each employee's performance over the selected period. You need employees set up in Settings → Employees (Cài đặt → Nhân viên; see Employees & Workspaces).

• Employee filter: pick one or more people to compare (photo, name, Boss / Employee role), or All for the whole team.
• Messages & conversations comparison; Message distribution and Online-hours distribution (pie charts).
• Messages per day and Online hours per day, one color per employee.
• Response-speed ranking, Response-time distribution (under 1 minute … over 24 hours), Activity by hour.
• Multi-dimensional comparison (radar): messages sent, conversations, hours online, response speed, needs at least 2 employees with data.
• The employee detail table has a Performance column; the Export CSV button lets you send the report on.

#Campaigns tab

• KPIs: Total campaigns · Sent · Errors · Replies · Delivery success % (with Response %).
• Replies = recipients who wrote back after receiving a campaign message. Delivery success % = sent ÷ total contacts; Response % = replies ÷ sent (summed across all campaigns).
• Top campaigns (by messages sent): compares Sent · Replies · Errors for the 10 campaigns that sent the most.
• Campaign details: status, Total, Sent, Errors, Replies, Delivery success %, Response %; an Account column is added when several accounts are selected.
• This tab covers every campaign of the account, regardless of the time range.

#Workflow tab

• KPIs: Total runs · Successful · Errors · Success rate · Average run time.
• Runs per day (successful / errors) and Outcome distribution: spot problems quickly.
• Top workflows: ranked by number of runs, with their success rate.
• A workflow attached to several of the selected accounts is only counted once.

#AI tab

• KPIs: Total requests · Total tokens · Prompt tokens · Completion tokens.
• AI usage per day (bars = requests, line = tokens) and Breakdown by model.
• Details by model (requests, tokens, average tokens per request) and by AI Assistant: see which assistant uses the most tokens.
• AI numbers cover the whole app; the account filter doesn't apply.