Close the Attribution Gap with Form Tracking


Rachel: All right. Hello, everyone. Thank you for joining us today for our discussion on how to dial in your marketing attribution. Throughout this webinar, we will discuss the challenges surrounding attribution today and how CallRail’s new and improved platform can help solve for those challenges. Before we get started, I’m going to go over a few housekeeping items.

First, just please note that our phone lines are muted to avoid any distracting background noises. If you have any questions, please submit them through the Chat Box. Your active participation is very important to us throughout this session, and so, we welcome all of your questions and we will answer all questions toward the end of this session. Also, after this webinar is concluded, you will receive a follow up email with the recording of the webinar, you should get that email tomorrow, and we will also be posting the webinar to our resource center.

I’d like to introduce our speakers today. You’ll be hearing from our very own Anna Niles and Jason Tatum. Anna is a Product Marketing Manager here at CallRail and Jason is a Senior Product Manager as well. And for those of you that are new to CallRail or unfamiliar, we are a company that provides attribution software to more than 100,000 businesses and marketing agencies helping you to prove your marketing ROI.

Today’s Agenda

Thank you everyone for joining, super excited that we have some CallRailers and some non-CallRail customers as well. We’re super excited to have you guys. So, today we’re going to talk about:

  • the state of attribution and challenges that marketers face there
  • How we are evolving into more of a marketing attribution platform
  • Person-focused attribution
  • Attribution modeling
  • tracing calls and forms back to marketing efforts
  • Q&A

The challenge of attribution for marketers

The challenge with marketing attribution, as you guys know, for those of you that are at an agency or an in-house marketer, marketing is quite a doozy.

It can be very difficult to understand the success and the return on your investments that you’re making. And if you’re at an agency, you likely have your clients asking you what’s working, what’s not working. And it’s tough to figure that out if you don’t have the touchpoint data needed to make those decisions and optimize your spin.

Jason: I am a product manager and so my number one thing that I love to do is talk to…I love talking to marketers and understanding what it is that their pain points are, where they struggles. And it just seems that every conversation comes around to, “Well, there is this reporting that we want to do, but we just don’t quite have the resources to do it the way that we want to do or the time that we want to do it.”

But at the end of the day, you still are accountable to your clients. And so you’re pulling stuff together. But you know, it can be better, you know that it can be more authentic or true, and it’s just not easy to do.

– Yeah, exactly. And it’s for a couple of different reasons that we experience that. And it’s the way we advertise is complex. So, we’re not just advertising on a single channel or in a single space, we’re using different platforms and different sources and different ad networks, and we’re doing offline and online campaigns and things are just getting a lot crazier.

I mean, just six years ago, we didn’t have advertising on Instagram, things like that. So, things are really changing.

Then as a buyer, that’s fragmented. So, I’m sure we can all relate for the path to purchase. It’s not linear whatsoever. So, I believe it’s about 2% of people that actually buy on their first online visit. So, as you know, if you’re looking for a car, or a lawnmower, or something as small as a pair of shoes, it’s very unlikely that you buy that first time and may involve you searching or going in the store, you may get retargeted an ad, you may go directly to the site.

It could be a variety of different things. So, it looks like this, but honestly, it looks a lot more like this, especially when it comes to B2B.

– Yeah. And I just, I don’t know. You know, I’m not going to launch a poll, but I just like to know how many people are getting an anxiety attack by looking at that. At the end of the day, you know, it’s not too hard in our day and age to track what someone’s doing, what customers are doing sort of an aggregate online understanding those trends, it’s when it connects to what’s happening, not on the website, and what happens via the phone lines?

What happens via what they saw in a mailer, etc. And trying to put that all together and what that timeline look like or what that response look like is extremely complex and not easy to trace together.

– Yeah, exactly. And it definitely makes it even more complicated when you do have different channels and then different mediums, you have online and offline, and you have different ad networks that are obviously trying to give themselves credit for the lead, just because it’s in their best interest to take credit for it.

So, it can make things a little confusing when you see, “Hey, in Google Analytics, I got six leads, but then Facebook it’s saying that they were the one that drove the lead,” it can be really, really confusing, and there’s no true source of truth. So, like Tatum mentioned at the beginning, you’re having to kind of Frankenstein all of this data and parse all of this data together to see what legitimately happened and what touchpoints lead to that.

– Yeah, you know, Anna, at the end of the day, Google and Facebook, and Bing, and Yelp and everyone else, they’re business partners, at the end of the day, we’re working together, there’s mutual benefit and leveraging and optimizing every channel to drive and convert more leads.

No doubt about it. But at the end of the day, we should be very wary of trusting large ad platforms as our home base for true optimization. It just doesn’t totally make sense that if I asked Google, “Hey, who’s sending me the most leads?”

Google is going to say, “It’s Google. And can we have more money?” And that’s okay, if that’s working. We want to find out for certain what is driving that traffic. An additional note, I just hope that this drawing, that’s our gift to you, participants. It just delights me every time I look at it.

Look at them.

So this may be something that you guys can kind of resonate with. We actually got this graphic from Facebook. But you may start a discovery or an evaluation process on your mobile device, maybe you click an ad, then maybe you directly, a couple of days later, go on your desktop to that site. Couple days later, you’re on your tablet, you get the drift.

You’re on different channels, you’re on different ad networks, you’re experiencing advertising and marketing in different ways and different avenues. But, again, Google is going to take credit for this lead in this circumstance and then Facebook is going to take credit. So you’re not getting that true attribution, you’re getting that lead counted twice.

And that can definitely mess up attribution reporting, how you want to invest those advertising dollars, and it can just get a little hairy.

– Well, and at the end of the day, are you savvy enough as a marketer to come to the data and sort of solve the identity resolution on your own to say, “Oh, well, this is Google and this is Facebook and this is Yelp.” Absolutely, you can. But is that what you got into this for?

– No.

– Because that were… Is that what drives you in the morning like I think?

– No – It is for most people. I think that there are those people and bless them, we need them. But you probably, my guess, is that you probably have talents that could be served.

– I sure do, Tatem. But, yeah, exactly to that point. And in our customer research, we hear that time and time again, that reporting is the biggest pain point. If there’s another one that I missing, I would love to hear it. Feel free to chat in the questions. But time and time again, we consistently hear that a lot of marketers time is spent reporting, and that’s inevitably and ultimately how they prove their value to their clients or their boss.

But like Tatum said, to get all of that data down to a single-person level takes hours. And even after you spend all that time, there’s no true way to have confidence that that’s the accurate data.

– Yeah, and just to go like one step further, you know, you probably are aware that there are tools on the market that are solving attribution, like I’m doing air quotes. You can’t see it because there’s no cameras, but I’m doing air quotes. And there are companies that are solving attribution problem, but the level of expertise to implement these tools, and the significant investment of dollars to get them truly up and running is daunting, and not usually that great.

And I can say that from our own experience. We’ve dealt with that pain firsthand.

– Yeah, for sure. That’s a nice way to put it, I would say. We’ve definitely heard it costs thousands of dollars just to implement. And those solutions while they may, like Tatum said, “solve the problem,”thousands of dollars to implement and then like upwards of 30, 40, hundreds of thousands of dollars a year.

So, just…

– And then at the end of the day, all they’re doing is matching up online campaigns, online sources. There may be an integration to a call tracking provider…

– Maybe.

– …but that is fickle at best, because that source of truth is owning the telephony part. And that’s, you know, at the end of the day, the divide between like what the Google Analytics is of the world, more market attribution tools can do, and then the whole world of call tracking still has remained, it’s like three very isolated islands in my mind.

– Yeah, that’s very valid and fair. And so we have all these challenges, but how are marketers actually determining which of the marketing activities are driving the most leads and the most revenue? It’s kind of about getting the whole story.

So, like I was saying initially, like, you know, if you just look at… It’s kind of goes back to that story of like, how did you meet your wife? Like, if you go back, I’ll tell a quick story about me and my fiance.

– Yeah, just doing it.

– We actually met on Tinder almost six years ago.

– Wow.

– So, if I were just to tell someone that and I’m like, “Oh, First Touch with Tinder,” it may not shake out the same way six years later. That’s not like you invest in Google Ads and that’s how you will get all of this return on revenue. It definitely you have to look at all sides of the story to understand where you should attribute. You have to have the full picture.

– Right. Yeah, totally. And, you know, it would just be swell if that problem that we’ve like been talking about where you have these pieces are disparate islands of despair, and reporting nightmares, what if? I don’t know. What if? I think that’s where we do the turn into what we’re doing now.

– This is the turn, this is the shift. So, we are super pumped. You guys have probably, hopefully, seen last week that we introduced our new form tracking product. And I will say that is a little different and, a little, it is very different than what we have offered in the past.

CallRail: Call and form tracking

So, in the past, what you’re familiar with is the call and text tracking. So, that’s the data that you have known and loved with CallRail. We are now introducing it with form tracking. So, in the past, we have had the ability to track forms, but not in the way you do today. So, today we give you the multi-touch omnichannel attribution data in one place.

So, in one platform, you’re able to see all of the information, all of the touchpoints that a buyer or a prospect has taken to become a lead.

– So, I’m just going to dive a little bit deeper into this because maybe if you’re a CallRail customer, and you see call and text tracking, and you see form tracking, and you may… This might be where we lose you, if I don’t be really clear about this. We’re not talking about like, “Okay, great, like, here’s a list of all of your calls.And then here’s a list of all of your forms.And, congratulations, now they’re all in the CallRail system.”

I mean, that’s there, that’s true, but that’s not the value that we’re really talking about. We’re talking about for 99% of most of you, my guess is that you’re getting leads for your clients via call and text and forms. There’s probably another one in there and it’s called Chat, and stay tuned for that.

But the incredible thing that we’re being able to do now is we can join that interaction and all the things that led to that call, and all of the things that led to that form submission into one timeline with multiple attribution journeys to compare and optimize off of.

– Exactly. And so with that, it kind of encompasses three different things. So, the person-level attribution that Tatum just described, attribution modeling, which I know you guys are familiar. I’m not going to spend too much time there, but I do want to cover that that is a functionality that we accommodate and that gives you very important details. So, I won’t go into the why there as much, but I’ll talk about the solution there.

And then also utilizing form and call conversations to trace that back to your qualified sale.

– And I think that’s like one of the parts that we talking a lot about attribution and the power of attribution that’s focused on the personal level and knowing who the people are, and knowing what their journey was being able to compare different ways that they were able to get to you. But then that actually being connected to an actual set of leads, and being able to analyze and score and take action on the actual conversation, whether that was through a call, through a text, through a form submission that led to a callback, that’s all in one place.

That’s all in one timeline.

– Yeah, exactly. And so you get to understand the keywords that people are searching for, the campaign’s that are performing well, the sources that are driving the most leads. But again, it’s not going to be disparate, it’s not going to be aggregate, you can drill down into certain details and utilize our custom reporting to be able to see exactly the data you want despite the interaction type.

And we’re also the only attribution company that pulls in ad spend so you’re able to see how much it has cost you to drive that lead.

– So, just to be a little bit more specific there, how are we doing that? We’re leveraging integrations through large ad platforms being Google Ads, Facebook, to be able to bring in like granular level data, so that you can see the list of leads that you actually captured through actual keywords or campaigns and then actually being able to match it up automatically with a spend.

And we’re not talking about you having to like combine different things, we’re talking about minimal setup and then watch it roll in and optimize off of what’s actually driving the most leads.

For sure. And I think the beauty and what you said too, is like, and how you mentioned before that we’re partners with Google, so it’s like you have the Google Ad information coming in and Facebook, but then you can also see the Google Analytics and web session data in line with your conversations.

And I think that the other part about that, too, just because we’re talking about the online granularity, that because we have a one-line piece of code that takes a few seconds to put on your site, we’re also able to capture all the other refers that are driving people to that site. And when they make that phone call, or if they submit that form, then we start to get an idea of maybe the other places that they have interacted, because maybe they made a phone call originally via a billboard, or through a mailer and then they went online.

We can actually piece that together into like a true timeline of that customer’s journey, how they got to your client, and how they became a lead, how they qualified to lead and onward.

– Yeah, for sure. And you just brought up a good point. We’ll be doing a deeper dive in the next series in July, but Tatum made a good point for our existing customers with the single line of code. So anyone that has dynamic number insertion installed, if you do or if you are a current CallRail customer, hopefully, you know that that is how you’re going to get the most true and accurate data.

It’s the exact same line of code that you have installed for calls that is going to enable you to get this session-level data for forms.

– And I think that what’s…you call it dynamic number. Well, that’s fine. That’s what it does for a call’s customer. But if you’re on a line and you’re actually don’t have any value for calls in your client’s business or for your own small business, that’s okay, too. I think that there’s a lot of conversations of how calls can drive more quality leads, but that’s part of the journey.

We’re not prescriptive and what you should do, we’re giving you the tools to be able to measure to see what’s actually working and driving those quality leads. But the cool thing about that is that you don’t have to use call tracking to get the full value out of forms and vice versa, because now we’re actually able to offer these as separate products. So, you can get it together or you can separate to your heart’s content.

– Yeah, exactly. And just to dive into the launch that we had last week a little further and to layer on to what Tatum had said, so we have always done call tracking, of course, as the name implies, but we have recently rolled out form tracking.

And what’s great is using them stand alone is super powerful, but using them together is even better. And you also have additional savings there as well when you do bundle the packages. Nosh can do a big selling spiel, but it’s worth mentioning that it’s very flexible. You can pick and choose what attribution data you get for a pretty affordable price.

I mean, you think about marketers on average have 46 platforms and tools and their tech stack. So, you can get this for pretty affordable, as opposed to paying, again, thousands of dollars. And it’s also worth mentioning that with our form, and we’ll go into it later, with the form tracking, we do have the ability to integrate with your existing forms because, of course, we know a lot of you all have existing forms, those are high-converting leads.

But we also have a form builder. So, we integrate with different existing form tracking solutions, so that could be, you know, Gravity Form, Wufoo, whatever it is, or you can start from scratch. So, whatever you want, there are definitely benefits from using our custom forms.

But again, we’ll get into that as we progress through this three-part webinar series.

– Yeah, we spend a lot of time working on in the same way that we give you the number. We give you the call flow and the call tracking piece. We wanted to give you the form itself and so, you know, it was you can keep it all in one system and that worked great. But if, like some of you love, you love Gravity Forms, that works great. with WordPress, we’re not trying to take you away from Gravity Forms.

Our system works with Gravity Forms, so you can pull that in automatically. And we’re going to give you true attribution. You know, sometimes you get duplicates, we like weed out the duplicates, which is pretty cool. You’re not getting like double counts on these things. So, we’ve gotten smart enough and invest a lot of our resources to understand, what do we need to do on the form tracking piece from third-party providers so that we’re getting the best attribution data in one platform?

Which is super cool.

– Yeah, definitely. I’m trying to answer some of the questions as they’re coming in. Someone did ask about pricing, we’ll get to that at the end.

– Yeah. I’m catching up here up too as well. Cool, okay.

– Awesome. So, without further ado, as you saw in this previous slide, so you have very, very detailed data. It’s awesome. But let’s go ahead and dive into what is coming later. So, a leads report is coming out pretty soon, should be happening in the next couple of weeks.

– It’s kind of a fortnight. It’s in two weks.

– So, this is awesome because, Tatem, feel free to jump in at any time. But this is going to be really valuable because you’re able to see all of your leads, regardless of the interaction type, in one place. And then you’re also able to see the first touch milestones, the creation milestones, and qualified milestones, as well as the customer milestones.

Again, more on attribution modeling later, but you have this all in one place. And it’s something that we haven’t ever offered before, and no one else in the market does either. So, it’s really nice to have all of this data in one place without having to have a bunch of insane sheet of data to frankenstein.

– Right, yeah. So, the way that we approach this is that if you’ve been a longtime CallRail customer, you’ve seen like, attribution reports, or you’ve seen like a list of these people and logs and their stuff still exists. But the thing that’s important here is that this is the lead regardless of how they came to you. This is the lead, if they call it or if they submit a form, or a text, or if they’ve done all three somewhere in their journey.

And one of my favorite things that we talk about this report, because it’s going to be here really soon, is there’s this concept of the time to milestone. So, you’ll actually be able to measure, for each of these leads, what was the time it took for them to pass through this customer journey, which is pretty cool.

Attribution modeling

– Yeah, really important. And so as far as attribution modeling goes, definitely not perfect, but it is very, very important if you want to understand which interactions are contributing to your sales growth.

– In my guess is, is that most people on the line are very familiar with the concept of attribution modeling. And so I’m not going to re-educate the whole market on the concept of attribution. But I will say that it is great to be able to have the actual interactions in one place and to be able to compare models in one place, regardless of how they got to you, and then actually being able to associate that back to real leads, which is really cool.

I learned just a little bit more because what this slide goes into is our own model. So, we decided when we started building this out in the last year or so, is that we wanted to start with the, I’m going to say the one size fits all approach, not because I believe that one size truly fits all, but for so many marketers, it is a similar experience through the funnel, or through that journey.

And so we focused on, what happened that got them to the first touch? What happened that got them to what I call the lead creation? So, the moment that the first phone call text or form, eventually, chat happen. What were the marketing efforts that drove that? What were the marketing efforts that drove qualified milestone, and then onwards\? So, we’ve made it a very simple thing.

And then as we grow and get your feedback in and find out what works, my email and Twitter’s up there. So I would love, you want to have a phone call, I’m all up for it. Because down the line, we realize that they’re definitely customization needs, but most of the customization that starts out, I say out of the box is not really out of the box for some of the more off-market companies.

This is like, it works, it’s instant, and it’s extremely cost-effective for the value.

– Definitely. Like I said, we’ll get into pricing more later. And to just reiterate what Tatum said, I’m not going to dive too much into attribution modeling. I feel like you guys probably know the importance. But just to quickly refresh again, back to our initial example, if you’re just looking through one lens, you’re not able to see each touchpoint that led to that actual sale.

And conversely, like looking at this, or similarly, rather, if you look at a chart like this, it’s just like a random example sample. But you can see that the return on ad spend for paid and a first touch model is 3.4. But then if we were only measuring on Last Touch, that would be a 1.2. So, you can completely impact your marketing strategy and spend if you’re only looking at one filter, which is why it’s so incredible that we do have the ability to do different, drop downs based on the five models we have.

– And I’m just going to go back to this slide for one second because I want to talk about what this solution looks like. This is a new report that we came out with last week. This is actually available, literally, for free, like free 99. For forms-only customers, we have a plan called forms like you can get in setup, form tracking, you can start getting this attribution immediately through third party or custom forms.

And I’m talking about we have the sources that your leads came through. And if you integrate with like Google Ads, you’ll be able to go down into the granular campaign level, ad group level, the keyword, and the ad ID and to see which of these either refers or platforms are driving the most leads. If you’re using our call scoring tools, you can qualify those leads.

And this is free. So, imagine what we might be offering to you to check out in the free trial.

– That was a good plug.

– Right. So, imagine that you’re getting this level of like a person-level data, or person-level attribution. And then moving on up into our essentials plan, you get it for the cost per lead brought in through the ad networks automatically. So, imagine this report with a column that says, “Here’s how much this keyword or this campaign actually costs relative to the leads that are brought in.”

And it does it automatically. If you have offline sources calls you can enter in that spin and we do the math for you. And then with a couple of filters, you can compare side by side. First touch, multi-touch, 50/50, W-Shaped, etc. So it’s pretty cool.

– Yeah, exactly.

– I love this. It’s been a fun building…

– Tatum has been working on this for literal years.

– We really wanted to solve your problem. And so that’s why we want you to get in, we want you to use it. And then give me lots of feedback because I want to make it better.

– Yes, definitely. Absolutely. And then one quick thing, just worth noting here, again, we’re going to send this out so you guys have access to this. But what I did want to touch on is that you’ll see here on the left, this is the qualified attribution model, 135 raw leads versus here on the right, in the W-Shaped attribution model, you see 165.

So, that just shows that you need to look at it through a different lens to really make the best decisions.

– You’ve still got the same number of leads, which marketing efforts to the most responsible for those leads. Looking at it through different lenses gives you a better jumping-off point for optimization.

– Yeah, exactly. And it’s all based on your strategy. Like, some people really rely on Last Touch or W-Shaped. But again, as I showed, here, if you’re just looking at first touch or last touch, there’s a huge gap that you’re not seeing. You have to look at different models, which again, we make it super easy to just filter through that.

– And I think that at the end of the day, and I’m going to, you know, jump off this not to gild the lily here. But if you have been daunted by the concept of multi-touch attribution, and this is seem like a lot more work, lot more math, lot more spread sheeting. This is your time to shine.

This is your time to get involved into this world with literally the touch of a couple of buttons, which is pretty cool.

– I know. And it sounds kind of lame, but to your point, like, I’ve heard this thing internally that this was built for marketers, by marketers. And it really couldn’t be truer, we built this because we are having the problem ourselves. And that’s why Tatum was approached by someone on our marketing team and he has just like, completely taken this project and brought it to life across a short amount of time.

– Yeah. I’m going to stop berating the points. It’s one of those things where it’s like, I want you to use it because I think it’s going to provide value. And if it doesn’t, we’re going to figure out ways to make it better.

– Yeah. And so that was a pretty good segue, because when we start talking about conversations, and as you can see, sorry to go back to this first slide, or one of these slides, Tatum was mentioning the leads report and how you can have everything in one place. Beyond just having everything in one place, whether it’s online or offline, despite the ad network, what’s amazing is you can also look into specific conversations that led to sales.

You can report on this, you can set certain triggers using our automated Automation Rules so that certain calls or conversations or forms are qualified. So, you can quickly report and say, “Hey, I want to see how many, or what these conversations looked like for qualified form leads or qualified call leads, or maybe it’s based on a certain source,” you’ll be able to do all of that.

– One other thing I’m going to throw in here, that’s, we have a beta that’s out right now that it’s closed. So, you have to call me and I can or email me…

– … and I can add you to it. But for our customers who are using HubSpot as a CRM, so you’re tracking deals, you’re tracking revenue in HubSpot, we talked about that free lead attribution marketing report, right? And then the next level that is layering in the spin, so you’re getting instant cost per lead. The next level that is true, right out of the box, return on investment.

So, we’re pulling in the spend, we’re pulling in the revenue that was accrued to those leads, and putting that right in line with, “Okay, these keywords, these ads, these campaigns, these sources, we’re bringing you an actual return on investment of this amount of money for real.” So, we’re actually doing that beta right now, getting feedback from customers and hoping to release that sometime in the next few months.

I want to touch on this really quickly, and we’ll wrap up here soon and start answering some questions, but back to the conversation piece. So, this is showing the timeline. Of course, you see the web session and bounder recorded call, the form submission, I can see all of the form contents. But if I am to drill down into this inbound recorded call, you’ll see here that I have the entire conversation.

We have the transcript here. And then you can easily spot for certain words or phrases that you want to detect. So, maybe you want to qualify a call that says, “I’m interested in learning about your product.” It could be a word, it could be a phrase, it doesn’t matter. We collect that and we do the same for forms, so you can drill down as deep as you want.

Yeah, and I guess it’s just always worth mentioning because sometimes this gets lost on people. Nothing in this slide is manual entry. This is all automatic right out of the conversations that you have, and the full timeline all the page views in between the conversations. Everything is all there automatically. Which is pretty cool.

Exactly. So, you can automate it as Tatum said, or you can manually come back in here, qualify the lead, tag, value, add notes, whatever you want. So, again, that can be automated and that’s actually done through our feature called Automation Rules, which is included in the forms essentials plan, or you can come in and do it manually. So, super easy, you have a lot of flexibility there.

So, before we get into Q&A, we’re going to launch one more poll just to see if anybody who is new to CallRail or who’s currently using call tracking but not using form tracking is interested in learning more. So, we’re going to leave this up on the screen for just a few more moments. Please select one of the following answers.

Okay, great. We’re going to close the poll and you’ll receive some follow up a little later.

And now we’re going to get into questions.


– All right, cool. So, the first question we have was, looking at form integrations, we use Gravity Forms, very nice, but… Oh, typo.

– Thank you for the shout out on the typo.

– Thank you, sir.

– We’re going to take that and we’ll get that over to… I know exactly who to send that to, We’ll get that done. But also a very excited that you’re using Gravity Forms and it works really nice with our system. So, good job.

1. What will I have to do to use the form tracking if I’m already a CallRail customer? Also, when you say “pretty affordable,” what does that mean?

Great question. Starting with price, so, as Tatum mentioned, we do have a light form tracking plan that is free, but you’re going to get the most value when you do the Essentials plan that is 65 bucks.

And so that’s an addition to what you’re paying for calls. But good news is if you’re already using calls, or you want to start using both calls and forms, you will get a discount for doing both.

Depending on the plan that you’re on, some that have it on new pricing. One thing I wanted to say is that as far as like how to do that, you can go right into the application right now. Go to the Tracking section, and there’s going to be a button that says “Activate forms” on the left.

Hit that button, say, “yes, I’m sure,” and you’re going to be in a 14-day trial just for the forms essentials product, and you get to to test it out, you can get a demo, all that stuff. If you already have JavaScript installed on your site, you hit Refresh on that activity log and you might see forms pulling in immediately, if you already have forms on your site. If you want to set up using our custom forms, you can do that very easily.

There’s not a lot of implementation to this.

– Yeah, exactly. And we’re going to dive deeper into integrations on our third series of this. But how does integrations work for existing customers? It’s pretty easy, right? If they’re already integrated with Google Ads.

– Yeah. So, if you are already integrated with Google Ads and you enter into the forms trial, all you have to do, you can do two things. You can either reactivate your existing Google Ads, so just disable it and then reactivate it, and it will immediately create a form submission conversion in Google Ads and start tracking those forms immediately.

If you, for some reason, I don’t think you should worry about this, but if for some reason, you’re nervous about deactivating it for even a split second, that’s fine. Just give us a call and one of our support reps can manually turn that on for you right out of that same integration. Same thing with Facebook, Microsoft, etc.

2. Does this work with all platforms, WordPress, Drupal, etc?

The ones that you just said the answer is all that is yes. The only ones that we ever have a little bit of problem with, or ones that are like completely iframed, and they will actually work. It’s just hard to get the actual source because it’s contained in the iframe. And so that becomes the source and it gets all very confusing.

There are some workarounds for some of these systems, it’s detailed in our support, it works great with WordPress. It works with Drupal, it works with Wix, it works with way more than it doesn’t. So, that’s the way I would put that. And there’s a couple of places where if you’re using certain types of forms, there might be one extra little piece of configuration that’s needed like with Unbounce or HubSpot, and that’s totally fine.

But for the most part, it’s seamless. And I mean that like not from a salesy, but from like a product standpoint, it is seemless.

– Yeah, believe it or not, he is not in sales. Okay, next question. “I only work with Gravity Forms because of its Zapier integration.” Love Zapier. And I would recommend adding that and…

– I have great news for you. We have a Zapier integration for forms already. Go into Zapier for your CallRail app and look through the common Zaps that we have, connections, and you’ll find form submissions.

– Awesome. So, if you have any other questions about that, feel free to reach out to Tatum. “Can you provide CallRail call tracking data on already existing vanity phone number?”

– Unfortunately, we do not work well with vanity numbers. Yeah, sorry.

3. Will the deck or recording of this webinar be made available following the conclusion?
Yes, we will be sending out both and they will also be available on the resource page. More people wanting the deck, love it. “We can link Google Ads accounts to clients even with a manager account that has unique CIDs for each.”

Yeah, we work great with manager account. So, it’s easy for you as a manager for other clients have access the dashboard to get into the unique instances of Google Ads.

4. Can the tracking identify a lead versus a customer?” How?

That’s a great question. So, the simple answer is that with a little help, yes. You can easily tag calls or forms to say that this is a customer and so it can kind of go into a customer bucket, and know that that’s the case for further interactions. So, when it comes to attribution, it’s not going to count that customer multiple times.

So, what I mean by that is that if they’ve come through our lead attribution engine, and we have identified their first touch, they only get one first touch. So, it’s all about that first-time conversion for us. At some future points, we may use things that are more complex, but it’s really all about, how do we get this first new customer?

So once they’ve gone through and then go through once. The second part of that touches on to that HubSpot beta that I talked about, which we will roll out if this goes well for other CRMs. So, once we know that there is money is associated, like actual revenue deal associated with it, and that would go into ROI report and you would see that right off the bat.

5. Does the Automation Rules work with audio phone calls like voice-to-text style?

It does. You can set up preset Automation Rules sets to identify when a certain word or phrase has been spoken and then you can automatically qualify, set a value or add a tag. So like Tatum said in that most recent example.

It could be if certain criteria is met, then automatically tagged as an employee or whatever, maybe.

And I’m going to add a one big point to that that because we’ve mentioned tags a couple of times, it’s just like tags are one of those things. It’s like, “Okay, great, what do I do with the tag?” So, if you can automatically based on what a caller or a form submitter put in and immediately apply that tag, can when you apply that tag through your keywords finding features?

Then you can set up a call routing for future phone calls based on that tag. So, it can automatically say, “Oh, this person is interested in Ford Fiestas. And for that reason, we’re going to send them over to Johnny, who is our best Ford Fiesta salesman right out of like automatically,” which is kind of cool.

Yeah, definitely. That’s a really good point you made. It’s that like, Tatum said, you guys may not know the best way to use tags. So, if you are not a CallRail customer, there’s definitely ways that you can utilize this to your advantage. You can even report and see tags as a column so you can see exactly what you want based on the criteria you’re trying to report on.

We can even set it up outside of tags. We can set it up to where we route phone calls based on the source or the medium of the ad. It’s kind of cool.

There’s all sorts of use cases that you all may have that everything’s super flexible. So, don’t feel like anything you’ve seen today has to be out of the box. Okay, cool. We’re going to get through the rest of these questions really quickly and then we’ll give you a preview for what’s to come and the next webinar.

6. Can we add sales information directly into CallRail?

It sounds like you guys are saying kind of like a CRM. You can apply values, or in the future, there’s going to be ways to pull data and kind of how Tatum was mentioning pull data in from like HubSpot into the “record.”

The answer is sort of yes and no. We are analyzing the deal stages, correct? Right, we’re doing that on our end. And so for certain users, for a lot of our customers, we are their CRM.

You can enter in notes, you can enter in value and track that, you can do all kinds of things. Well, our sweet spot really for advanced uses of like real CRM is that we integrate really well for both forms and calls HubSpot. For calls, we do sales force, and coming soon, we’ll have that for forms and some other CRM.

We’re really powerful being able to send that lead data, update that lead data, send over that activity, send that form submission, send that call recording, etc., over into that CRM so it lives in that one place.

7. You mentioned chat being added.Will this be a CallRail product or integration, i.e. Drift?

So, right out of the box, it’s actually going to be a CallRail product. So, you can use our own CallRail chat service. It’s actually entering into beta like very soon. I will say that is definitely on our roadmap to integrate with third parties as well such as Drift or [inaudible]

-Yeah, definitely. And this will be included in the follow up. But if you are interested in joining our general beta program, we’ll be sending a link to that. So, if you’re interested in testing the ROI, or if you’re interested in testing the chat beta, we’d be happy to have you guys doing that.

And Gary, I’ll just going to add on to that. Just to say that as far as if… I want to know specifically if you are interested in integrating with i.e Drift. I want to know about that. I want to know your use case. I want to know why you’re tied to Drift. And I’m not really interested in trying to get you away from Drift, I want to integrate with it and get attribution data.

8. How does it discern from a first touch milestone to a lead-creation milestone to a qualified milestone?

It’s a really good one. So, first touch is easy because as I say it’s easy. There’s more to it, but it’s the first, first touch is the first marketing effort before you made contact to the website. So, with our visitor tracking online, we know what drove that very first hit on your website, that’s first touch.

That also translated into offline sources that I won’t go too deep into but it works similarly. For lead creation, that is going to be in that timeline that we’re building through our JavaScript snippet. We can say, “Okay, now, we know when that first touch was, we know all the activity that happened before that, lead creation is simply…what was the last marketing effort before they made that phone call or before they submitted that first form, first time?”

That is when we say, “Okay, this is great.This is when the lead was created.” They became what I would call a raw lead and for a lot of people that would be a raw lead. And then for a qualified milestone, now the qualify milestone is that last marketing effort before they got qualified like the thumbs up, however method you’re using to qualify them in the CallRail system.

That’s how we know that their quality lead, and we know what that last marketing effort was before they made that connection.

There is some support-related things on here. Y’all, we’ll follow up. Okay, so let’s see, Tyler, we’re on the Pro-130 plan. Is adding forms just an additional $65?”- And I would encourage you to look into when you do that, maybe evaluate some of our new pricing on the call side.

You actually get a nice discount and might actually work out better for you in the dollars and cents category.

– Thanks, Josh. Go look at the Zapier integrations. It’s going to be good.

– Yeah, “You’re awesome.” “Any plans for Instapage?”

– Instapage works today as far as tracking form submissions or swapping phone numbers through call tracking. All of that works with Instapage directly. If you’re looking for something more to that, I’d love to hear about it. So, let’s talk about it.

Give me a line.

– Awesome. “Where can we get Tatum’s email address?”

– Yep, that’s me,

– And you’re a HubSpot agency partner. I love it.

So, we got through a majority of our questions. We’ll be following up to answer any others. Again, if we didn’t answer your question, it wasn’t because it wasn’t important, it was just most likely something that was very niche. So, we’re going to make sure we get those questions answered. And then for the next webinar, that’s going to be July 18th, it’s part two.

So, we’re going to have one more, or…sorry, two more after this. It’s a three-part series. And we’re going to discuss the form tracking features in more detail as well as some best practices. So, taking a deeper dive, perhaps doing a more in-depth demo. And so we’re going to give you guys opportunities to ask more specific questions surrounding form tracking and form tracking and call tracking working and in sync.

We really appreciate your time and your interest in this. And again, please let us know any questions. Very excited to work with you all and partner with you to deliver more leads.

Yeah. And last thing I’ll say before we hop off, again, you guys had some great questions relating to the product . If you have any like marketing-related questions or anything else you just want to talk about, my email is But Tatum’s definitely going to be the guy if you want to talk shop. Thanks, guys.

Have a great afternoon.