Agent Reporting in HighLevel

Updated: February 4, 2026  | 
Author: Bill Stilwell

This post covers what Agent Reporting tracks, how to read the key metrics, what each number means in practice, and how to use the data to improve team performance.

Reading time: about 8 minutes.

What Is Agent Reporting in HighLevel?

Agent Reporting is a section inside HighLevel’s Reporting area that shows how each team member is handling their conversations.

It answers the questions that come up when you are managing a team: Who is responding quickly and who is not? Which agent has the most missed conversations?

Is response time improving or getting worse over time?

Without this data, those questions get answered by gut feel, complaints, or by reading through individual conversation threads manually. Agent Reporting gives you the numbers instead.

Find it at Reporting in the left navigation, then Agent Reporting.

What Metrics Does It Track?

Agent Reporting displays a per-agent breakdown across several conversation metrics for the selected date range.

Total Conversations is the number of conversations assigned to or handled by each agent during the period. This shows workload distribution across the team.

Messages Sent is the total number of outbound messages sent by each agent. High message counts indicate active engagement.

Low counts relative to conversation volume can signal an agent who is assigned conversations but not responding.

Messages Received is the total inbound messages each agent’s assigned conversations generated. Together with Messages Sent, this gives you the overall communication volume per agent.

First Response Time is the time between an inbound message arriving and the agent’s first reply. This is the most actionable metric in the report.

Average Response Time is the mean time between all inbound messages and all outbound replies across every conversation the agent handled in the period.

Missed Conversations counts conversations where the agent sent no reply at all during the selected period.

Satisfaction Score appears where conversation ratings are enabled. It reflects the average rating contacts gave after their conversations with that agent.

First Response Time Explained

First Response Time is the single most important metric in Agent Reporting for most businesses.

It measures the gap between when a new inbound message arrives in a conversation and when the assigned agent sends their first reply. Speed matters here – leads contacted within the first few minutes of inquiry convert at significantly higher rates than those contacted hours later.

A long First Response Time for a specific agent usually means one of three things. They are not monitoring their conversation inbox consistently.

They are assigned too many conversations and cannot keep up. Or the conversations assigned to them are coming in outside their working hours.

All three have different solutions, which is why looking at the metric alongside Total Conversations and the time distribution of messages is important before drawing conclusions.

Missed Conversations

A missed conversation is one where the agent never sent any reply during the selected date range.

A small number of missed conversations is normal – some contacts send a single message and are unreachable, some conversations get reassigned before the first reply. A consistently high missed count for one agent is a signal worth investigating.

Common causes include conversations being assigned to agents who are no longer active, conversations falling through the cracks during busy periods, and unclear ownership when multiple agents share an inbox.

Pairing the missed conversation count with the agent’s Total Conversations helps distinguish between an overloaded agent and one who is simply not engaging with their assigned work.

Filters and Export

The date range filter at the top of the report lets you select any custom range or use preset options – last 7 days, last 30 days, last quarter, and custom periods.

The agent filter narrows the report to a single team member. This is useful when you want to review one person’s metrics in detail rather than scanning the entire team table.

The export option downloads a CSV file containing all visible metric data for the selected filters. The export is useful for sharing in team meetings, building trend charts outside HighLevel, or keeping a historical record of monthly performance.

What Can You Do With It?

• Identify your slowest responders: Sort agents by First Response Time to immediately see who is engaging quickly and who is letting conversations sit unanswered for too long.
• Find coverage gaps: High missed conversation counts from specific agents often reveal that inbound volume is not being distributed evenly – or that some agents are not monitoring their inbox during key hours.
• Set and track response time benchmarks: Establish a target First Response Time for your team – for example, under 5 minutes during business hours – and use the report weekly to track whether the team is hitting it.
• Compare workload across agents: Total Conversations per agent shows whether work is distributed fairly. An imbalanced distribution is often the root cause of slow response times on the overloaded side.
• Run month-over-month performance reviews: Export the report for two consecutive months and compare metrics to show individual agents where they improved and where there is still room to grow.
• Support performance conversations with data: When a client complains about slow responses or an agent disputes a performance concern, Agent Reporting provides objective data that removes guesswork from the conversation.

Key Definitions

Use Cases by Industry

Marketing Agencies

An agency has four account managers handling inbound client conversations across multiple sub-accounts. The agency owner checks Agent Reporting weekly to confirm no client conversations are sitting unanswered past the 2-hour threshold.

When one account manager’s First Response Time spikes during a campaign launch week, the owner redistributes their conversation queue to another agent before the client notices a slowdown.

Result: Response time issues are caught and corrected before they become client relationship problems.

Home Services

A plumbing company uses HighLevel to manage inbound lead conversations. Three dispatchers handle incoming inquiries.

The owner runs Agent Reporting monthly to check missed conversations and first response times by dispatcher.

One dispatcher consistently has the highest missed conversation rate. The report reveals they have double the conversation volume of the other two – a distribution problem, not a performance problem.

Volume is rebalanced.

Result: The root cause of missed conversations is identified from data rather than assumption, and the fix is targeted correctly.

Real Estate

A real estate team has six agents each handling their own lead conversations. The team lead reviews Agent Reporting at the start of each week to check who responded to weekend leads and who let them sit.

Agents with consistently strong First Response Times receive the highest-value new lead assignments. Agents with high missed counts get coaching before the next lead distribution cycle.

Result: Lead distribution is tied to demonstrated responsiveness, which increases overall team conversion rates.

Med Spa and Aesthetics

A med spa’s front desk team handles inbound appointment inquiries via SMS and live chat. The practice manager uses Agent Reporting to confirm every front desk staff member is responding within 10 minutes during open hours.

When average response time climbs on Friday afternoons, the manager adds a second staff member to the conversation queue for that time window based on the data.

Result: Staffing decisions for peak inquiry periods are made from actual performance data rather than intuition.

Insurance Agencies

An insurance agency tracks agent conversations for compliance and performance. Monthly Agent Reporting exports are included in each agent’s performance review alongside close rate and policy count data.

Agents who respond quickly to inbound inquiries consistently show higher quote request completion rates – a correlation the agency uses to coach slower-responding agents on the business impact of their response habits.

Result: Agent Reporting data makes performance coaching specific and evidence-based rather than anecdotal.

Who Is This For?

How to Use Agent Reporting

Step 1: Open Agent Reporting

Go to Reporting in the left navigation, then select Agent Reporting.

The report loads with the default date range showing all agents in the sub-account.

Step 2: Set your date range

Use the date range filter at the top of the report to select the period you want to review.

Start with the last 30 days for a monthly overview, or last 7 days for a weekly check-in on your team.

Step 3: Review the team-level summary first

Before filtering by individual agent, scan the overall numbers – total conversations, total messages sent, and aggregate response times.

This gives you a team baseline before drilling into individual performance so you know what is normal versus what stands out.

Step 4: Filter by individual agent

Use the agent filter to isolate a single team member’s data.

Compare their First Response Time and Missed Conversations against the team average to see who is performing above or below expectations.

Step 5: Identify First Response Time outliers

Sort or compare agents by First Response Time. Agents with significantly higher response times than their peers need either a workload adjustment or a clearer expectation about monitoring their inbox.

Check their Total Conversations alongside – a high response time with a very high conversation count points to a workload problem, not a behavior problem.

Step 6: Check Missed Conversations per agent

High missed conversation counts point to coverage gaps or agents who are assigned work but not engaging with it.

If one agent has a disproportionately high number, check their Total Conversations to see if it is a volume problem or an engagement problem before drawing conclusions.

Step 7: Compare periods for trends

Run the report for two adjacent periods – last month versus the month before – to see whether metrics are improving, declining, or flat.

Trends matter more than any single data point. A spike in one week is noise.

A consistent climb over three months is a real pattern.

Step 8: Export for team review

Use the Export option to download a CSV of the report.

Share it in team meetings or use it to build a simple performance summary for agents who benefit from seeing their own numbers on a regular schedule.

Step 9: Set benchmarks and review weekly

Decide on your team’s target for First Response Time – for example, under 5 minutes during business hours.

Review Agent Reporting on the same day each week to track progress toward that benchmark and address gaps before slow response habits become entrenched.

How Does It Connect to HighLevel?

• Conversation AI: Conversation AI handles messages before a human agent takes over. Agent Reporting tracks human activity from the point the bot hands off – giving you a clear view of where automation ends and agent performance begins.
• Notification Settings: Notification Settings controls how agents are alerted to new conversations. Agents with poor First Response Times often have notifications misconfigured – checking this is usually the first troubleshooting step.
• Tag-Based Automation: Tag-Based Automation can be used to route conversations to specific agents based on source, lead type, or pipeline stage – which directly affects workload distribution visible in Agent Reporting.
• Workflow Builder: Conversation assignment logic in Workflow Builder determines which agent gets which conversation. Uneven assignment is a common driver of the workload imbalances Agent Reporting surfaces.
• Mobile App: Agents who monitor conversations via the Mobile App tend to have lower First Response Times – push notifications surface new messages immediately regardless of where they are.

Common Questions

What is Agent Reporting in HighLevel?

A reporting section that shows conversation performance data for each team member. Metrics include total conversations, messages sent and received, first response time, average response time, missed conversations, and satisfaction scores.

Where is Agent Reporting in HighLevel?

Go to Reporting in the left navigation, then select Agent Reporting. Filter by date range and by individual agent to narrow the view to a specific period or team member.

What metrics does HighLevel Agent Reporting track?

Total conversations, messages sent, messages received, First Response Time, Average Response Time, Missed Conversations, and Satisfaction Score where conversation ratings are enabled.

What is First Response Time in HighLevel Agent Reporting?

The time between an inbound message arriving and the agent sending their first reply. It is the most actionable metric in the report – directly reflects how quickly your team engages new and existing contacts.

Can I filter Agent Reporting by date range?

Yes. The date range filter at the top of the report lets you select any custom range or preset options. Filter by individual agent to isolate one team member’s performance data.

Does Agent Reporting show missed conversations?

Yes. Missed Conversations counts inbound messages where no reply was sent during the selected period.

High counts per agent indicate coverage gaps or agents not engaging with their assigned conversations.

Can I export Agent Reporting data from HighLevel?

Yes. Use the export option to download a CSV containing all visible metrics for the selected date range and agent filter.

Does Agent Reporting work with the Conversation AI bot?

Agent Reporting tracks human agent activity. Conversations handled entirely by Conversation AI in Auto-Pilot mode are attributed to the bot.

Once a human takes over, activity from that point is attributed to the assigned agent.

How do I use Agent Reporting to improve team performance?

Start with First Response Time and Missed Conversations as your primary indicators. Use the date range filter to compare periods and spot trends.

Set a team benchmark for response time and review weekly to track whether the team is hitting it.

Is Agent Reporting available on all HighLevel plans?

Yes. Agent Reporting is included with all HighLevel sub-account plans and is accessible to account admins and users with reporting access permissions.

To Wrap It Up

Agent Reporting is not a complex feature, but it is one that most teams underuse.

The data is already there every time a conversation is handled in HighLevel. The only question is whether you are looking at it regularly enough to catch problems early – before a slow responder becomes a pattern, before a coverage gap turns into a client complaint, before workload imbalance burns out your best team member.

The two metrics that matter most for most businesses are First Response Time and Missed Conversations. Everything else provides context, but those two numbers tell you whether your team is showing up for the conversations coming in.

Setting a benchmark and reviewing on a fixed schedule – same day every week – is what separates teams that improve from teams that check the report once and forget about it.

Here is how to get started:

1. Go to Reporting, then Agent Reporting in your sub-account
2. Set the date range to the last 30 days to get a baseline for the whole team
3. Review First Response Time and Missed Conversations for each agent
4. Identify any outliers – agents significantly above or below the team average
5. Check whether outliers have disproportionately high conversation counts – volume may be the cause
6. Verify that agents with high First Response Times have notifications configured correctly
7. Set a team benchmark for First Response Time during business hours
8. Export the current data as a CSV to establish your baseline
9. Schedule a recurring weekly review – 10 minutes is enough to spot the trends that matter

The agents who respond fastest tend to get the best results. That is not a coincidence.

Tracking it consistently makes the connection visible to everyone on the team.