How each number in the reports is measured

Every report answers one question, and every number has a single definition. At the bottom of each report, “How it’s measured” repeats it; here they all are in one place.

What applies to every report

• The period. By default, the last 30 days, compared with the 30 before. Next to each number, an arrow and a word say whether it went up or down — never color alone.
• The organization’s time zone cuts days, weeks and months, so the whole team sees the same number on the same day. You choose it in the organization settings; until someone does, it’s UTC.
• Times are medians, not averages: half took less than that. One chat forgotten over a weekend doesn’t drag down the whole month.
• Money is shown per currency, without converting. The currency with the most money comes first and is the one compared with the previous period.
• Everyone sees what their role allows: everything, their team’s or their own. Whatever has no owner is visible to everyone, same as in the rest of meruma.
• Who gets credit: whoever was in charge at that moment, not whoever has it today. If a chat changes hands, what happened before still belongs to the person who was handling it.

Customer service

• Response time: from when the customer writes until the first reply from a person (from meruma or from the phone) or from the AI agent. Several messages in a row from the customer count as a single wait. Automations don’t count as a reply.
• First response: the reply to a new conversation, when the customer writes after 24 hours of silence.
• Answered quickly: replies sent in under 5 minutes.
• Unanswered after 24 hours: waits that went a full day without a reply, whether or not they were answered later.
• Archiving a chat closes its wait as “no reply needed”: it adds no time and doesn’t count as unanswered.
• How many conversations come in: each time the customer writes while not already waiting for a reply, not each message.

Sales

• Won and lost: cards closed in the period in a final stage that are still closed, credited to whoever had the card when it closed.
• Win rate: won over all closed.
• Sales cycle: the median from when the card was created until it was won.
• At stake: cards open today with an amount, across all processes. Not weighted by stage.
• Average ticket: the amount won in a currency over the won cards with an amount in that currency.
• Collected: by payment date, gross. Anything refunded later still counts as collected, and the refund is shown separately, on the date it was returned. It’s credited to whoever issued the charge.
• Where sales come from: the period’s new contacts and how far they’ve got so far (got a reply, had a card, won, paid). “Won” still counts if the card was reopened later.

Contacts

• New contact: their first contact with the organization fell in the period.
• Source: that first contact. A message from them, a call, an ad, a form, a lead, an import or manual entry. When two contacts are merged, the oldest one is kept.
• Came back: was already a contact and arrived again through an ad, a form or a lead.

Follow-ups, automations and signatures

• Reminder on time: done before the end of the day it was due. Postponing moves the time, so postponing before it’s due isn’t late. Reminders that closed on their own because the customer replied are shown separately. For someone else’s reminders you see how many there were and how they ended, never what they say.
• Automation runs: by the day they started. The error rate is over runs that finished on their own; runs a person stopped don’t count.
• Signed: every signer signed. The signed share is over documents sent in the period, even if they were signed later.

What happened before a piece of data existed

meruma started recording some data at a given point: card amounts, who created each event, who was in charge of each contact. Anything earlier shows up empty or unattributed instead of being guessed.

Reviewed on October 24, 2026

Keep reading

• Your home page and the Monday summary
• Answering as a team without stepping on each other