Overview
The Insights page in Growth is the reporting surface for every outbound campaign your AI agents are running. It shows how leads are moving from first contact through to a booked, completed job — across all active goals and broken down per goal — so administrators and CSRs can see what's working, what isn't, and where to adjust.
This article is for administrators and CSRs using ServiceTitan Max. It explains what's on the Insights page, how to read each section, and how to use what you see to improve campaign performance over time. Because you are working in ServiceTitan Max, the metrics on this page reflect work that flows through your full Pro Product stack — Adaptive Capacity is the source of the appointments your agents quote, Contact Center Pro is the engine your Voice Agent and SMS Agent run on, and Marketing Pro v2 supplies the attribution and audience data that decides which leads enter your campaigns.
If you haven't yet set up Outbound Virtual Agents or aren't familiar with how Speed to Lead works, read Outbound virtual agents overview in ServiceTitan Max: Configuration and management and Utilizing Speed to Lead as a CSR in ServiceTitan Max first. This article assumes that context.
Who uses this feature
Administrators and CSRs
Primarily benefits Residential Service and Replacement
Tailored for PHEG trades (Plumbing, HVAC, Electrical, Garage Door)
Feature configuration
Outbound Virtual Agents and Speed to Lead are included in ServiceTitan Max. To get started, your administrator should reach out to your Customer Success Manager (CSM) or Pro Account Manager (PAM).
The following permissions are required to use this feature. Contact the account administrator on your team:
View Customer Chats — Required to access the Interactions page and view conversation transcripts
Send Message — Required to use Takeover on an in-progress interaction
Things to know
Insights data is filtered by time period. Use the Time Period dropdown at the top of the page to adjust the date range. The default view is the last 30 days.
Top-level metrics reflect performance across all active goals. Click into a specific goal card to see a detailed breakdown for that goal only.
The metrics in Insights reflect the full ServiceTitan Max stack working together, not just the AI agent. Median Speed to Lead Time depends on how quickly Marketing Pro v2 surfaces a lead and how the Voice Agent configured in Contact Center Pro is set to respond. Conversion Rate depends on whether Adaptive Capacity has availability for the agent to quote. When a metric moves, look at the upstream system, not just the agent.
The Conversion Funnel chart shows how leads move through each stage of the outreach sequence, from initial contact through to job completion, so you can see exactly where leads are dropping off.
Jobs and revenue data reflects bookings and completed jobs that were originated by Outbound Virtual Agents campaigns. Bookings created by the AI agent are tagged for reporting.
Best practices
Review Insights regularly and adjust messaging or cadence timing based on conversion performance.
Compare response rates across campaigns to identify which lead sources are engaging most. Lower response rates on a specific campaign may indicate the message needs to be adjusted or the cadence changed.
When a metric moves, trace it back to the right system. A drop in Median Speed to Lead Time often points to a Marketing Pro v2 attribution gap or a Voice Agent setting in Contact Center, not the Insights page itself. A drop in Conversion Rate with a steady Response Rate often points to Adaptive Capacity availability.
Use cases
An administrator reviews Insights at the start of each week to compare how the Google LSA and Angi campaigns are converting, then adjusts the follow-up cadence on the lower-performing campaign.
A CSR uses the Conversion Funnel to identify that most leads are dropping off after the first SMS but before the Voice Agent step, then works with the admin to shorten the delay between steps.
Review top-level Insights metrics
The top of the Insights page summarizes performance across every active goal in a single view.
Go to the navigation bar and click Growth.
Select Insights.
At the top of the page, use the Time Period dropdown to select the date range you want to review.
Review the four top-level metric cards:
Leads — Total number of leads contacted by Outbound Virtual Agents in the selected period
Avg Response Rate — The percentage of leads who responded to at least one outreach attempt
Conversions — The number of leads that resulted in a booked job
Avg Conversion Rate — The percentage of leads that converted to a booked job
Tip: Each metric also shows a trend indicator (increase or decrease) compared to the previous equivalent time period.
Review goal-level performance
Below the top-level metrics, Insights breaks performance down by goal so you can see which campaigns are driving results.
On the Insights page, scroll down to Goal Performance Metrics.
Locate the goal card you want to review (for example, Speed to Lead).
Review the goal-level summary, which shows:
Conversion Rate for this goal
Response Rate for this goal
Total Revenue generated by bookings from this goal
Click the arrow icon on the goal card to open the detailed Speed to Lead Insights page.
Review the Conversion Funnel
The Conversion Funnel is the most useful diagnostic view on the Insights page. It shows the count of records at each stage of the outreach sequence, so you can pinpoint exactly where leads drop off.
On the Speed to Lead Insights page, review the Conversion Funnel chart.
The funnel shows the number of records at each stage of the outreach sequence:
Leads — Total leads that entered the campaign
Conversations Started — Leads the agent initiated contact with
Responses — Leads who replied to at least one message
Conversions — Leads who converted (job booked)
Jobs Booked — Confirmed booked jobs
Jobs Completed — Jobs that have been completed
Each bar also shows the percentage change compared to the previous time period.
Tip: A large drop between Leads and Conversations Started usually points to an audience or attribution issue in Marketing Pro v2 — the leads exist but aren't matching campaign criteria. A large drop between Responses and Conversions usually points to Adaptive Capacity availability or the agent's job-handling configuration in Contact Center Pro.
Review detailed performance metrics
Below the Conversion Funnel, three collapsible metric sections give you the underlying numbers behind the funnel.
Conversion
Conversion Rate — Percentage of leads that became booked jobs
Conversions — Total number of converted leads
Leads — Total leads in the period
Median Time to Convert — The median time from first contact to booking
Jobs & Revenue
Jobs Booked — Total jobs booked by the AI agent
Jobs Completed — Total completed jobs originating from Outbound Virtual Agents
Completed Job Revenue — Total revenue from completed jobs
Average Ticket — Average revenue per completed job
Performance
Median Speed to Lead Time — The median time between a lead entering ServiceTitan and the agent's first outreach
Opt Out Rate — The percentage of leads who opted out of further messages
How Insights connects to your other workflows in ServiceTitan Max
The numbers on the Insights page are the visible result of work happening across your ServiceTitan Max stack. You don't configure this connection — but understanding it helps when a metric moves and you need to figure out why:
Marketing supplies the attribution and audience data that determines which leads enter your campaigns. If Leads in the funnel is lower than expected, the issue is usually upstream in Marketing’s audience configuration or lead source tracking.
Contact Center is the engine your Voice Agent and SMS Agent run on. The persona, transcript, skills, and escalation rules you configured in Contact Center shape both how the agent talks to leads and how quickly conversations close. Response Rate and Median Time to Convert are downstream of those settings.
Adaptive Capacity provides the real-time availability the AI quotes to leads. Conversion Rate is heavily dependent on whether availability exists when the agent is talking to a lead. If you see a high Response Rate but a low Conversion Rate, check Adaptive Capacity first.
Scheduling booking links embedded in agent SMS messages give leads a self-serve booking path. Conversions that happen through Scheduling still flow into the Conversions and Jobs Booked counts in Insights.
ServiceTitan Core is where the booked jobs land and where Jobs Booked, Jobs Completed, Completed Job Revenue, and Average Ticket are sourced from.
You don't think of these as separate products to log into. From the Insights page, you see the end result — and you trace issues back to the right place when you need to.