How to Analyze Call Activity Outcomes in Pipedrive


Updated on: June 15, 2022


Learn how to set up a data pipeline for Call Logs in Pipedrive to analyze calling data based on call outcomes.

Coupler Data Pipeline for Call Logs in Pipedrive

Introduction


Call activity type is the only activity type in Pipedrive where you can log the activity outcome. But you can’t report on Call Activity Outcomes in Pipedrive. Calls being the most important activity in ant sales setup, it is crucial to be able to analyze the efficacy of call activities alongside call activity outcomes.

Problem


Pipedrive Insights doesn’t have reporting capabilities at the activities level to provide call outcomes reporting. Pipedrive may launch the report in the future, but, in the meantime, we have to build a solution that works for us.

Solution


A workable solution requires 2 parts:

- setting up a data pipeline

- visualizing the data in BI tools like Google Data Studio or Tableau


I have covered how to set up a data pipeline for Pipedrive in detail in the past. It was at a very high level, but I will now cover setting up a data pipeline for Call Logs using Coupler (affiliate link).

Setting up a data pipeline for call logs in Pipedrive

Step 1: If you’re new to Coupler, sign up for Coupler here.

Coupler Pricing

Step 2: Once signed up, browse to Importers and click the + ADD NEW button.

Adding a new importer in Coupler

Step 3: Select apps to connect. In this case, it is Pipedrive and Google Sheets.

Selecting apps for the Importer in Coupler

Step 4: Connect your Pipedrive account for the Source account.

Step 5: Select Call logs as the Data entity.

Configuring Source Settings in Coupler Importer

Step 6: For Destination, connect your Google Sheets account to replicate the following settings.

Configuring Destination Settings in Coupler Importer

Step 7: Schedule automatic data refresh in the next step.

Configuring Schedule Settings in Coupler Importer

Step 8: Hit the SAVE AND RUN button to set up the first-time download of your Call logs.

Visualize the data in a BI tool (Tableau, Google Data Studio)


You will have the following fields exported to Google Sheets from the previous step:


id: Call-ID duration: Duration of the call

to_phone_number: Phone number called

has_recording: Whether a call recording exists or not

start_time: Start time of the call

end_time: End time of the call

company_id: Company ID

user_id: User ID

activity_id: Activity ID

org_id: Org ID

person_id: Person ID

outcome: Call outcome

from_phone_number: Call made from

deal_id: Deal ID


Using these data points, you can probe the following questions:

  • How many daily/weekly/monthly calls did a person make?
  • What is the distribution of call outcomes?
  • What % of calls are answered?
  • Which hours of the day have a better answer rate compared to others?
  • What is the average call duration for a positive call outcome?
  • How does the response rate vary with different calling numbers?


Once the data is in Google Sheets, now you can visualize it using Google Sheets (summaries, pivot tables, charts, etc.), or build entire dashboards using Google Data Studio, or Tableau.


My choice for visualizing data is Tableau Public, the free version of Tableau. It works with Google Sheets and refreshes the data at least once a day when the data is in Google Sheets.


Here’s an example of what one such dashboard looks like.


The following dashboard is one such example and shows the split of deals by:

  • salesperson
  • deal status
  • States in the US


Example of a dashboard built in Tableau using data from Pipedrive

Limitations

This solution indeed has some limitations, but not because of Coupler, because of Pipedrive’s API limitations.

You can’t query call logs for other users

The workaround for this limitation is to set up a data connection in Coupler for each user in the organization. Once done, you have 2 options to visualize data in Tableau:

  • You can combine data for different users in a single Google Sheets document using IMPORTRANGE or QUERY functions. Once done, you can then build a single, comprehensive dashboard to visualize call logs for all users in a single dashboard.
  • You can just change the authentication for one user at a time in Coupler. You can however only dive deep into data for one user at a time.


A large volume of Call logs

You can’t export a segment of call logs as you can do with Deals or Activities. As a result, depending on the number of calls each user makes, you will need to decide how frequently you want to refresh data sets and then set up refresh frequencies accordingly. My suggestion would be to opt for the Squad plan. That too the Annual plan to save 20%.

Combining calls data with Deals data

Coupler exports flat files from Pipedrive. You can also set up automatic downloads of Deals data using Coupler at the same frequency. However, to analyze both data sets together (which calls led to how many conversions, etc.) you will need to combine the data sets in your BI tool of choice.

Summary


In the absence of inbuilt Calling Insights in Pipedrive, this seems to be the easiest and the best solution to build a system to analyze call activity outcomes in Pipedrive. Even the basic charts and dashboards should give a lot of insights into improving the selling process in your organization. All you need is the infrastructure to build up on, and this article does exactly that.

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