For any business to succeed, you need a great website — and great tools to analyze its success. We live in a day and age where such tools exist; however, measuring online traffic and data is only one small piece of the puzzle. Call tracking is the tool you need to get a full understanding of your online (and offline) efforts. We’ll highlight the top reasons why your business needs call tracking and why tracking incoming calls can help you optimize your business for success. Call tracking can help you gather and analyze customer data to increase and improve sales. Here’s how:

1. Correlate phone calls with website success
Without call tracking, you can’t accurately measure the effectiveness of your online marketing efforts. Sure, with Google AdWords and Analytics, you can measure online conversions and goal completions. But what if someone decides to call you instead of filling out an online form?

With call tracking, phone calls will no longer be lost in translation. By tracking phone calls as conversions, you’ll be able to get a full picture of your online success.

2. Dynamic number insertion
Dynamic number insertion is the bread and butter of online call tracking. This feature automatically assigns specific phone numbers to visitors based on their source, allowing you to accurately attribute where your calls are coming from. Even when your visitor leaves your website and comes back at a later date, they’ll continue to see that same phone number. Whether it’s a PPC ad or an organic search, you’ll always know which sources are driving phone calls.

3. Call recording
Call recording allows you to gather valuable feedback about your callers and employees. For one, recording conversations enables you to better qualify leads and spend more time with the ones who are more likely to convert to sales. Secondly, recording phone calls allows you to listen in on conversations between callers and your customer service or sales team to provide tailored feedback to your employees. With call recording, you will know exactly what happens when customers call your business and you can use this information to better optimize training, marketing campaigns and more.

Another bonus of call recording? You can use customer feedback to create content for your website.

4. Measuring overall marketing ROI
Web analytics makes it easy to see how your online efforts are paying off. But how do you accurately measure your offline efforts? With call tracking, you’ll have a reliable way to track your offline marketing campaigns thanks to campaign level call tracking. You can place tracking numbers in commercials, billboards, flyers and other traditional advertising outlets to accurately track the success of your efforts. By measuring this data alongside your online marketing data, you’ll have a better idea of which campaigns are yielding the greatest ROI for your business.

5. Determine which keywords are driving calls
Call tracking enhances the power of your paid online efforts by giving you insight into which keywords are driving calls and conversions. With keyword level call tracking, CallRail will assign a number from your phone number pool to each individual visitor, allowing CallRail to know who is calling you and how they found you online. After each visitor is done browsing your website, their phone number is freed up for another person to use. This feature allows you to effectively track your PPC visitors and which keywords they use to discover your business.

When a visitor decides to call your business, their data is fed into Google Analytics and AdWords, allowing you to track phone calls as conversions. Pair this with other data you gather from AdWords and Analytics and you’ll have a full understanding of which keywords are the most advantageous for your business.

6. Multichannel attribution
The ability to track your customer’s entire journey is revolutionary, to say the least. With multichannel attribution, you can see every touchpoint that leads to a phone call, allowing you to gain a better understanding of your customer.

Before multichannel attribution, you could only see the first source a visitor used to get to your website. But now, you have the ability to gain a better understanding of your customers’ online behavior, allowing you to better optimize your marketing campaigns in the future.

7. Call management
CallRail’s intuitive yet powerful dashboard allows you to manage calls like never before. Some key features include:

  • Call scheduling: Schedule calls to be forwarded to your cell phone or another employee during designated hours
  • Custom interactive menus: Create your own menus for callers to help them reach the right person quickly.
  • Simulcall: Ensure every call gets answered by forwarding calls to up to 10 phone numbers simultaneously. The first staff member to answer takes the call.
  • CallRail Agent: Select a user to receive calls from a designated tracking number to take ownership of calls.

Building custom call flows ensures each call is answered by the right person every single time.

8. Integrations
Integrating phone call data with your sales, marketing and analytics programs of choice is possible thanks to CallRail. With more than 300 integrations available, data about your phone calls can feed right into programs such as Google Analytics and AdWords, Salesforce, HubSpot and more for powerful customer insights and seamless reporting. No more having to jump back and forth with different logins and passwords — all of your data will be right in front of you on your existing accounts.

9. Advanced reporting
CallRail’s call tracking platform allows you to see calls in real time to take your reporting to the next level. As soon as the phone starts ringing, you’ll be able to see which source drove the call, as well as in-depth information about your caller, including but not limited to:

  • Call and text history
  • Web activity, including previous email correspondence
  • Previous call recordings
  • Detailed caller ID information

In addition, CallRail makes it easy to sort and analyze your reports by source and keyword to get a better analysis of your data. When you’re ready to share your data, you can easily export your reports as CSV files.

10. Outbound call tracking
Inbound call tracking is great, but outbound call tracking is just as valuable. This useful feature allows you use one of your tracking numbers to place calls to customers, enabling you to track and record outbound calls. With outbound call tracking, you’ll be able to see which team members are following up on calls and quickly follow up on missed calls for a faster lead response time.


Call tracking’s powerful features allow businesses to truly get to know their customers and understand their behavior. By digging deep into customer insights, you’ll be able to tailor your marketing strategy for success.

Want to learn more about how call tracking can enhance your marketing strategy? Download our white paper to discover how call tracking can help boost your marketing ROI.