Having owned an inbound marketing agency for over 8+ years now, I can confidently say that accurate data and conversion metrics are almost always near the top of any marketer’s priority list. It’s what allows us to see what’s profitable, and what’s failing. However, I’m shocked at how many “marketing professionals” seem to be content with only partial lead tracking in place.

Let’s say you’ve got your main lead gen form integrated with Google Analytics, and even your CRM. Cool, that’s a great start. But what about all of the people who don’t fill out that form? You know, all of the people who call your business instead. Aren’t they just as important? Wouldn’t you like to know where they came from, which ad they saw, which keyword they searched, which billboard they drove past? Wouldn’t you like them to be automatically graded on a quality level, and inputted into your CRM after the call? How about having all of that marketing intelligence integrated into your analytics and reporting so you can see the full picture, not just a segment? Shouldn’t you know all of this before you advise your clients, boss, or make important decisions?

Yes. The answer is definitely yes, you need to know all of this. The full-funnel inbound marketing agencies who are doing things right know that these are not “nice to haves” but “can’t live withouts”. Yet so many marketers under invest their efforts in the very area they identify as being a top priority. It’s bizarre. When I ask some of these people why, the responses vary. “Our budget is limited”, “I’m not very technical”, “We don’t have the time to set up or monitor”, “I’m unsure of what the right solution is”, I’m unsure of how it all works”, “I’m unsure if it’s necessary”. Really? …I mean really?

The good news is that most of these excuses don’t hold up well when they learn that in order to get clear data and accurate conversion tracking you don’t need a large budget, much time, or to be technically savvy.

So read on to see just how easy it is to utilize CallRail to drastically improve marketing data and activities, so you can stop being so unsure about everything, and start acting like an effective marketer.

Lead Tracking

According to current data from the State of Inbound, in 2017 the biggest challenge marketers face is generating traffic and leads. In order to face this challenge, the very first step is making sure that you are accurately tracking all of your leads.

Contact or lead generation form submissions are one of the most common things people count for lead conversions, because they are easy to track. But for many businesses (health, dental, or professional services companies, real estate developments, educational institutions, tourism companies, or manufacturing companies to name a few) receive the majority of leads via phone calls. When these types of businesses only have tracking setup for their website forms, they are only collecting a small portion of their most important data.

If your business receives leads via people calling in, then you absolutely need to track that as a value driving event. This can easily be done by implementing CallRail on your website via a small piece of Javascript. If you have any technical experience at all, it’s a quick copy and paste. If you’re not comfortable with accessing website files, you can hire anyone who is for 5 minutes of their time to add the script.

Once installed, you can now track every lead who picks up a phone and calls you. Not only that, but you will be able to see the marketing campaign they came from (online or offline), the keyword they searched for, the ad they saw, the print advertisement they read, the website they came from… you get the point. In a short amount of time, you’ll be able to easily identify which parts of your marketing efforts are bearing fruit, and which ones need to be cut. By allocating your time and budget to the top performing areas, your marketing activities will become highly effective.


You likely utilize several platforms for marketing, analytics, reporting, lead/sales management, and more. Something we absolutely love about CallRail is not only that they have great integrations for most leading apps, but that they go above and beyond to ensure we marketers can get the most value out of each integration. Here are some of our favorites:

Google Analytics – This integration couldn’t be simpler to setup (just enter and verify your UA code), but the data it provides is incredible. CallRail will automatically have phone calls fire as events, so all you have to do is set up a goal with the category “Phone” and you can start logging phone calls as trackable goals. It’s that easy!

And remember what we said about tracking the keywords behind phone calls? Well, you can have that mega important data sent right to your web analytics, so you can view keywords behind phone calls just as you would for visits or contact forms. View traffic flows and conversion paths to learn more about the behaviors your visitors take before they call, and see which landing pages are getting the best call rates.

Google Ads – Just as simple as the integration above, you can easily track phone calls as conversions in Ads and see which keywords are the most profitable. This adds a major level of sophistication to managing marketing campaigns, as you can drop the poor performers and focus on the profit drivers. Like we always say here at Roketto – “Stop guessing and start knowing!”.

HubSpot – The world’s leading inbound marketing & sales platform integrates beautifully with CallRail. View phone calls within Hubspot and have automatic records created for each phone lead.

You can even create highly relevant workflows based off of each caller’s experience e.g. If a visitor viewed X page and then called, send them a customized email with X content they’ve identified they are interested in.

Lead Scoring & Conversation Intelligence

Lead scoring is nothing new. There are many call tracking providers out there, and most of them offer some type of lead scoring. Usually, after a call you have an option to mark a lead as “good” or “poor” or something similar. CallRail allows you to do this easily, so you can ensure only good leads are being pushed to your 3rd party integrations (e.g. HubSpot or Salesforce).

This manual scoring is great, but where CallRail really shines is their unique Keyword Spotting technology. This feature allows you to specify which keywords should be used to measure success within a call. CallRail will monitor each call for these keywords, and display your “spotted keywords” within the call details. This is a game changer in the world of conversation intelligence and makes it a whole lot easier and faster to score leads than listening to every single call made to your business.

In Conclusion

At first, I was apprehensive to write this post, as CallRail has been one of those secret weapons for our agency over the last 3 years. Many of our known local competitors seem to be stuck in the dark days of partial tracking, and I think we probably benefit somewhat from that. But at the end of the day, in an industry where there is much uncertainty and a stigma for deception, we all win when the average marketer becomes more educated and capable, and the results of our efforts are crystal clear. And CallRail is a tool that helps us do just that.

CallRail gives our marketing service an entirely new level of sophistication, intelligence, and clarity and I just don’t know what we’d do without it.

Chris Onyett is a Co-Owner at Roketto, a Canadian inbound marketing agency dedicated to providing predictable growth to their clients.


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