Read sources as acquisition attribution
Call Sources shows the marketing or acquisition source actually captured on the call. Unattributed means that evidence was not recorded. It should not be replaced with a guessed source from the caller's area code, your most popular campaign, or the app that answered.
Vulcan Voice is a handling system, not a marketing source. Likewise, connecting a CRM does not automatically reconstruct missing advertising attribution for historical calls.
Use source drill-downs carefully
Select a source to open matching call records. Review the current scope because this selection carries into other dashboard views. Compare the selected source's calls and verified bookings using that same filter, then reset it before returning to all sources.
A high call count does not prove a profitable campaign. Inspect service fit and saved outcomes. The Voice source view does not by itself calculate ad spend, cost per lead, revenue or return on ad spend; use the appropriate marketing and revenue reporting for those questions.
Understand topics
Top Call Topics uses service concerns and structured topic information already captured in call records. If the concern or topic was not saved, it remains Unknown / not captured. Opening the dashboard does not automatically run a fresh language-model analysis on every transcript.
Use topic patterns to improve the Services offered and FAQ content. A frequent out-of-scope request may indicate unclear advertising or website copy rather than a reason to let the agent book unsupported work.
Read Peak Times in the displayed time zone
Peak Times groups call starts by local weekday and hour. Darker cells mean more calls in the selected period. They do not represent call duration, unique callers or a live queue. Repeated daylight-saving hours share the same local hour.
In Call Volume, choose Daily, Weekly or Monthly for the grouping you need. Weekly series buckets begin on Monday. The chart still describes the selected call-start cohort, so check partial weeks and months at the edges of a reporting range.
Turn the pattern into an operating decision
- Select a meaningful, comparable date range and the relevant agent/line.
- Find recurring peaks, then inspect the underlying calls and outcomes.
- Compare the peak with your actual staff and phone-system schedule.
- Test a routing or staffing change for a limited period.
- Review outcomes and missed opportunities, not just the number of calls answered by AI.
Historical after-hours classification is not currently inferred from today's free-form office instructions. For a manual after-hours review, use the actual schedule that applied and the local call timestamps. Label that analysis separately from a native dashboard metric.
Keep attribution gaps visible. They tell you where tracking needs improvement and help prevent false precision in your marketing decisions.