Post Call Outcomes

Guide to post-call business outcomes and how they are interpreted inside Phonely analytics.

Post-Call Outcomes allow you to update what ultimately happened after a call ended. This makes it possible to track real business results, such as sales, booked appointments, or completed follow-ups, even if those events occur outside of Phonely.

This is one of the most powerful tools for measuring and optimizing your AI agent’s real-world performance.

Why Post-Call Outcomes Matter

When building a voice AI agent, the goal is not just to complete conversations, but to achieve meaningful outcomes.

For example, your agent might:

• Book an appointment
• Qualify a lead
• Transfer a caller to a human
• Collect information for a follow-up
• Support a customer inquiry

However, the final result often happens after the call ends.

Show Examples

• A lead converts into a paying customer later
• An appointment is successfully completed
• A transferred call results in a sale
• A follow-up email leads to conversion

Post-Call Outcomes allow you to send this information back into Phonely so you can track and analyze real business impact, not just conversation activity.

What You Can Track with Post-Call Outcomes

Each call can be updated with outcome data that helps you measure conversions, revenue, and performance across your business.

Outcome Field	Description	Examples
Custom Call Outcome	A label that describes the final result of the call. This defines what ultimately happened after the conversation.	Sold, No Sale, Appointment Completed, Appointment No-Show, Qualified Lead, Follow-Up Required, Escalated Successfully
Outcome Value	The monetary value associated with the call outcome. This represents the revenue or business value generated from the call.	custom_call_outcome_value: 299
Custom Metadata	Additional structured data attached to the call outcome. This can include campaign information, sales rep identifiers, product details, or any business-specific attributes.	campaign name, rep ID, notes

curl -X PATCH "https://app.phonely.ai/api/calls/agent123/call456" \
  -H "X-Authorization: your-api-key-here" \
  -H "Content-Type: application/json" \
  -d '{
    "custom_call_outcome": "Sold",
    "custom_call_outcome_value": 299,
    "custom_call_metadata": {
      "campaign": "spring_2026",
      "rep_id": "12345",
      "notes": "Customer was very interested"
    }
  }'

This allows you to measure:

• Revenue generated per call
• Conversion rates
• Campaign performance
• Agent effectiveness
• Lead quality etc.

How Calls Are Identified

Phonely lets you update the post-call outcome fields for a call using either of the following identifiers:

Call ID: Use this endpoint when you want to update the outcome for a specific call.

PATCH /api/calls/{agent_id}/{call_id}

Phone Number: Use this endpoint to update the outcome based on the caller’s phone number. The preference parameter determines whether the update applies to the first or last call associated with that number.

PATCH /api/calls/{agent_id}/{e164_phone_number}?preference=first|last

Option 1: Update by Call ID

Updates one exact call using its unique call ID.

curl -X PATCH "https://app.phonely.ai/api/calls/agent123/call456" \
  -H "X-Authorization: your-api-key-here" \
  -H "Content-Type: application/json" \
  -d '{
    "custom_call_outcome": "Sold",
    "custom_call_outcome_value": 299,
    "custom_call_metadata": {
      "campaign": "spring_2026",
      "rep_id": "12345",
      "notes": "Customer was very interested"
    }
  }'

Option 2: Update by Phone Number (Last Touch - default)

Updates a call using the caller’s phone number (E.164 format), and automatically picks the most recent call from that number.

Phone numbers must be in E.164 format.

Correct: [phone]

Incorrect: 4155551234

This is common for workflows like:

• “Customer bought later”
• “Appointment completed”
• “Lead converted after follow-up”

Why it matters: If the same person called twice, the outcome attaches to the most recent interaction, which usually matches conversion reality.

Example

curl -X PATCH "https://app.phonely.ai/api/calls/agent123/[phone]" \
  -H "X-Authorization: your-api-key-here" \
  -H "Content-Type: application/json" \
  -d '{
    "custom_call_outcome": "No Sale",
    "custom_call_outcome_value": 0,
    "custom_call_metadata": {
      "reason": "Price too high",
      "follow_up": true
    }
  }'

Option 3: Update by Phone Number (First Touch)

Updates a call using the caller’s phone number, but selects the earliest (first) call from that number.

Common cases:

• Tracking conversions back to the first inbound call
• Measuring campaign performance where the first interaction matters

Updates the earliest call for that phone number. You must explicitly set:?preference=first

Example

curl -X PATCH "https://app.phonely.ai/api/calls/agent123/[phone]?preference=first" \
  -H "X-Authorization: your-api-key-here" \
  -H "Content-Type: application/json" \
  -d '{
    "custom_call_outcome": "Sold",
    "custom_call_outcome_value": 499,
    "custom_call_metadata": {
      "attribution": "first_touch",
      "campaign": "spring_2026"
    }
  }'

Option 4: Partial Update (Only Outcome)

Updates only one field without sending a full payload.

This is useful when:

• You only know the final outcome label
• You only want to update outcomes

Attribution behavior

Depends on how you identify the call:

• If you update by call_id → no attribution
• If you update by phone number → attribution rules apply (first/last touch)

Example

curl -X PATCH "https://app.phonely.ai/api/calls/agent123/call456" \
  -H "X-Authorization: your-api-key-here" \
  -H "Content-Type: application/json" \
  -d '{
    "custom_call_outcome": "Follow Up Required"
  }'

Full Lifecycle Example

Example scenario: AI agent books an appointment.

1. Step 1

   Call happens: Agent collects information and books appointment.

2. Step 2

   Customer attends appointment later

3. Step 3

   Your CRM detects appointment completion

4. Step 4

   Your system sends outcome update

5. Step 5

   Phonely updates analytics automatically. You can now see:

   • Appointment conversion rate
   • Revenue generated
   • Performance trends

Viewing Post-Call Outcomes in Analytics

Once post-call outcomes are set using the API, webhook, or integration, they automatically appear in the performance page, where you can track, compare, and analyze results over time.

To open the performance page:

1. Go to Analytics in the left sidebar
2. Click Performance
3. Select the appropriate date range and agent

The charts and metrics will update automatically to include any post-call outcomes that were assigned.

Every time a call outcome is updated (for example, "Sold" or "Appointment Completed"), that outcome becomes a trackable category in your analytics.

You can view:

• When outcomes occurred (by day or week)
• How frequently each outcome occurs
• How outcomes compare to total calls
• How outcomes trend over time

This helps you understand not just call volume, but actual business impact.

Groups

Grouping allows you to compare specific outcomes against total calls or other outcomes. This is one of the most powerful ways to measure conversion rates.

To configure grouping:

1. Click Group at the top of the Performance chart
2. Click Add Group
3. Select Group Type > Call Outcome
4. Select the outcome you want to track (for example, Appointment Booked)
5. Rename the group to something meaningful (for example, Appointments Booked)
6. Add another group for comparison (for example, All Calls or other outcomes)
7. Click Apply

The chart will now show each group separately. This allows you to clearly see:

• How many calls resulted in appointments
• How that compares to total calls
• The percentage conversion rate over time

This helps you measure how effectively your AI agent is achieving your business goals.

Absolute and Percentage Views

You can change how the data is displayed using the chart controls.

• Absolute mode shows raw counts (for example, 25 appointments)
• Percentage mode shows conversion rates (for example, 25%)

View the Actual Calls Behind an Outcome

You can click any outcome, group, or chart segment to see the specific calls that produced that result. For example: Clicking the appointment booked group will open a list showing:

Hide Examples

• All calls marked with that outcome
• Call timestamps
• Caller phone numbers
• Call summaries
• Call recordings
• Full transcripts

From there, you can:

• Listen to successful calls
• Identify patterns in high-performing conversations
• See exactly what the AI did correctly
• Identify areas for improvement

This allows you to move beyond analytics and understand real caller behavior. To learn more about the performance page please refer to this guide.