Each profile consists of categories. A category is a collection of subcategories, which in turn contain a series of rules. A category could include general qualities like Politeness, which would further contain subcategories such as 'Thank client for calling'. The subcategory would contain phrases you want to check your agents are using during their conversations with customers, for example 'Thank you for reaching out'. Conversation Analyzer applies categories to transcripts, and tags the transcript accordingly.
When using Conversation Analyzer with Salesforce, make sure to update your categories and subcategories in Salesforce whenever you add or change categories or subcategories in Category Editor. For more information, see Creating custom fields for categories and subcategories in Configuring Conversation Analyzer in Salesforce.