Custom Dashboards — the metrics view that matches how you sell
A composable canvas for your numbers: drag, resize, filter, and save the view your operator actually reads at 7am.
We just shipped the biggest dashboard update Callix has had. The homepage is no longer a fixed grid of KPIs we picked for you — it's a canvas you build.
The homepage is no longer a fixed grid of KPIs we picked for you — it's a canvas you build. Drag widgets around, resize them, pick the metrics that matter, group them by the attribution cut you actually track, and save it all as your default view.
Here's what shipped.
§Build-your-own dashboards
- Add widgets from a picker. Five widget types: Report, Metric, Table View, Source Overview, and Top Table. Each one is independently configurable.
- Drag to reorder via a grip handle on hover — widgets re-flow into the 12-column grid.
- Resize any widget to ¼, ⅓, ½, ⅔, or Full width. On mobile, everything stacks.
- Edit in place — title, KPI values, chart colors, note text, source filters.
- Multiple views — one for paid-ad performance, another for rep scorecards, another for daily standup.
- Persists across refreshes and stays in sync across tabs.
§The Report widget
The Report widget is the heart of the new system. Pick any combination of metrics, a time range, an attribution source, and an attribution model (first-click / last-click), and the widget renders a metrics strip and a trend chart in one card.
Metrics supported
- Calls — Total Calls, Booked Calls, Showed Calls, No Shows, Qualified Calls, Disqualified Calls, Closed Calls
- Rates — Close Rate, Show Rate
- Revenue — Total Revenue, Cash Collected, AOV, Live Cash Per Call
- Ad performance — Ad Spend, Profit, Cost Per Call, Cost Per Booked Call
- Custom formulas — define your own metric by combining any of the above
Filters & attribution
- Filter by sales rep (keyed on the user ID, so renames don't break old reports).
- Filter by source — custom tracked link, paid ad platform, or no source at all.
- Switch between first-click and last-click attribution on the fly.
- Reorder the metrics strip by drag.
§Table View — by campaign, ad set, creative
Table View takes the same attributed call data and breaks it out by the dimension you care about: campaigns, ad sets, or creatives. Each row gets a column of call metrics plus Meta ad metrics — spend, impressions, clicks, CTR, CPC, CPM, reach, ROAS — merged against the same grouping key.
Rows with Meta spend but no calls still appear, so you see what's eating budget without converting. Click a row to drill straight into the underlying calls.
The dashboard stopped being something I had to ask engineering to rebuild every quarter. It became something the sales director reconfigures on Monday morning.
§Attribution that doesn't drop
Two quiet fixes here that matter a lot.
- Prospect linking safety net. If a call comes in before its pixel-identified prospect record exists — common with Fireflies, Fathom, and Recall webhooks — we now re-link it automatically after deal analysis runs.
- Auto-attribution on new prospects. New prospects identified via the pixel have first/last-touch attribution populated immediately, not on the next manual backfill.
Both changes are invisible until they aren't. Before this, you'd see total_calls and closed_calls agree while attributed_revenue silently undercounted. Not anymore.
§Customer Journey → force-send to Meta
On the Customer Journey tab you'll now see the conversion event that was sent to Meta for each call — event type, value, Meta response status, timestamps, attribution campaigns/ad sets, and the full response payload for debugging.
If Meta is integrated but no event was sent yet — e.g., the call landed before deal analysis ran — there's a Force send conversion event button right on the journey. One click, it resolves the tier from the call's quality score and fires the CAPI request.
§Tracking tab revamp
- Live pixel status — a pulsing green dot and "last session Xm ago" when the pixel is firing, a neutral "Waiting for first session" state when it isn't. Auto-refreshes every 30 seconds.
- Pixel and Tracking Links now share a clean card layout.
- The advanced
identify()snippet is tucked behind a collapsible toggle — less clutter for the 90% who don't need it.
§Avatar clustering — now tunable
- Sensitivity slider. Avatar clustering threshold used to be hardcoded at 0.85 for every account. Now it's a per-account setting with a 50–99% slider. Drag up if your avatars are too noisy; drag down if too many are collapsing.
- Delete avatars. Every card has a trash icon. Deletion cascades: avatarId is cleared from linked deal analyses and calls, and any associated Meta video ads and static ads are removed entirely. Confirmation modal so you don't do it by accident.
Open the dashboard, click Customize view, and build one. The defaults still ship — but they're a starting point now, not the only picture you get of your business.