When we built CallRail back in 2011, we aimed to solve a particular problem. We wanted to connect three dots for businesses: their marketing, their website, and their inbound phone calls.

As I write this, over 100,000 businesses now use CallRail to connect those dots — connecting the phone calls they’re receiving with the marketing efforts that generated them.

It’s easier than ever for businesses to advertise online, and it’s easier than ever for consumers to find and call businesses. That makes CallRail’s industry-leading call tracking software more useful than ever.

But calls are just one way that prospects can contact a business after visiting their website. That’s why we built CallRail Form Tracking — to give you another key way to measure your marketing performance.

Starting today, CallRail users can trace their form submissions back to their marketing efforts. We’re taking the same lead-centric, session-level data that our customers have come to depend on for their phone calls, and making it available for their online form submissions.

One line of code tracks it all, from touchpoint to conversion and beyond

In 2019, digital marketers are focused on driving traffic from many channels back to their business’s website. And when visitors arrive on that website, they’re generally given three ways to contact the business: An agent to chat with, a phone number to call, or a form to fill out.

CallRail’s fast, lightweight, and carefully maintained JavaScript snippet is built to capture visitor and session data in real-time, from the moment a visitor first arrives on a website. It works with any form or form builder, taking the hassle out of implementation. We capture that data and attach it to a touchpoint — either a phone call or a form submission (or, soon enough, chat conversations) — so users can measure their marketing performance from a log of real conversions.

This kind of approach to analytics zeroes in on truly meaningful outcomes, rather than the various other ways that businesses might try to get their arms around their marketing impact (impressions, ad clicks, or website traffic, among other things).

installing callrail javascript snippet

Plus, a simple and versatile custom form builder

CallRail Form Tracking already works with every form on your website. But as part of this release, we wanted to give marketers using our tracking technology a more efficient way to build and track new forms, so we built CallRail Custom Forms.

This custom form builder is naturally lightweight and sleek, with all the styling options you’d expect along with a simple embed function for your website. Plus, using CallRail Custom Forms reduces the distance between your form data and our reporting tools.

You can use one of our built-in templates, or build forms from scratch by picking the fields you want to include — our drag-and-drop builder makes it simple to create the form you need. And as you build you’ll see a live preview of your form as you update it, so you can be sure you’re seeing exactly what your customers will see.

No more platform bias, no more disparate sources

Collecting lead data can be tedious and puzzling. We know the struggle of toggling between platforms and manually compiling lead data in a spreadsheet. (X leads from Facebook, Y from Google Ads, Z from Organic.) And we definitely know what it’s like to have irreconcilable lead numbers, where you’re seeing fewer actual leads in a CRM than what your other platforms purport to report.

That’s why we built CallRail to be a source of truth, cutting through the confusion and connecting real leads to real marketing efforts.

callrail form tracking report

But even more than that, ad platforms like Google Ads, Bing Ads, and Facebook tend to show data which, by default, assigns maximum credit to the platform itself. As a result, true lead numbers can be hard to come by, and often appear inflated. Over the years, our customers have consistently told us how valuable our software has been for them when it comes to sorting out the imbalances caused by this kind of platform bias.

With CallRail Form Tracking, we aim to solve this problem even more thoroughly, giving users the ability to see their marketing performance through one of five commonly-used attribution models: First Touch, Lead Creation, 50/50, Qualified, or W-Shaped.

Quantitative and qualitative conversation data work better, together

Having all your lead data in one place will help marketers and businesses of all sizes earn back countless work-hours. But data can also be very black and white, while we aim to paint a more vivid and colorful picture. CallRail is built to show more than just conversions — it’s designed to capture entire conversations. In other words, we introduce the qualitative to the quantitative and get them working together.

CallRail users know the value of our Conversation Intelligence suite, where they can see all of their inbound phone calls transcribed and also listen to recordings of those phone calls. With these tools, they can also leverage advanced functions like keyword spotting, Call Highlights, and CallScore, which help them analyze those calls even more deeply and achieve a deeper understanding of their quality and substance.

There are countless uses for this kind of analysis — from specific lead intelligence, to sales script creation, to campaign optimization. And since we know how valuable this is to our call tracking users, we’ve decided to roll out keyword spotting for form tracking, too.

With keyword spotting enabled, as you sift through your form submissions you now can quickly sort by specific keywords you’ve tagged. For example, a dentist can set up CallRail to surface form submissions which mention “dentures” or “crown,” treating leads that mention those topics as high-value (and therefore high-priority).

Coming soon: Live chat tracking

CallRail’s attribution platform is becoming more and more complete. For nearly a decade, our customers have used our call tracking software to track inbound callers back to the marketing effort which initially drove them to the website. Now, we’re using our powerful technology to help users track form submissions in the same way.

And later this year, we’ll do the same for chat conversations — letting businesses know which marketing efforts are driving the chat conversations they’re receiving on their website.

In the meantime, be sure to give CallRail Form Tracking a try. Get up to 100 submissions a month and build as many as five custom forms for free. Or, sign up for a 14-day free trial of our Essentials form tracking, which includes advanced reporting and integrations and up to 1,000 submissions a month.

callrail form tracking