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Call Analytics: How Top Marketers Look At Call Tracking metrics

An in-depth guide on why call analytics is vital to helping your business understand where new customers are coming from.


You may assume that phone calls are irrelevant in a digital ecosystem. In reality, phone calls are the most important part of running a successful digital marketing campaign. 

Today, with the rise in the number of mobile devices, and an increase in the number of people searching for products and services online, businesses are witnessing a 110% increase in calls compared to what they used to get a decade ago.

Many experts, including ourselves, strongly believe that inbound phone calls are the most valuable leads, mainly because they are highly likely to be converted. In fact, data gathered by Forrester found that callers converted 30% faster compared to web-only leads, and they will spend 28% more while having higher retention.

That’s why a growing number of marketers are leveraging the power of call analytics solution(s) or platforms. The technology allows businesses and marketers to take a more data-driven approach to the call channel and then ensure smarter optimization, which enhances a person’s experience. Furthermore, calls ensure a higher conversation rate and a lower CPL (Cost Per Lead).

This article will take a more comprehensive look at call analytics, how it works, what it is, and why marketers love using it.

How Call Analytics Works?

Call analytics is mainly a technology that leverages AI to help capture data from incoming calls or inbound calls. The information will mainly include call tracking data like the phone number, name, and the marketing source which helped drive that call. 

The data (depending on the platform) may also include conversation intelligence data derived from the conversations with the caller. For instance, it will highlight if the caller was a quality lead, the service or the product they showed interest in and if they converted.

Marketers can use the data but also plug it into other data they may be gathering from their online marketing campaigns to get a broader picture of the consumer’s journey through the sales funnel. 

The insights gained can then be used to build smarter and more budget-efficient campaigns. Furthermore, prospective issues that negatively impact conversion rates can be detected by sifting through the call data. 

The content of their conversations can be used to target prospects, which helps drive more leads with a much lower CPL.

How Do Call Analytics Software Platforms Work?

Generally speaking, call analytics work, like CallScaler, by assigning unique phone numbers to every marketing source. The numbers then capture the caller’s profile and their marketing attribution data when a call is placed, like their phone number, name, location, and the source which happened to drive that call. 

The platform will then record the call and use speech to text to transcribe the conversation. AI will then analyze the transcription for insight like if the caller was a potential sales lead, if they needed to buy urgently and what service they wanted.

Call tracking and recording can also help other aspects of a business’s operations like technical support. In most cases, clients that have a good experience with the support staff are highly likely to recommend the service or business to people they know. In other words, it’s an excellent way to drive leads indirectly.

The data gathered can also be used by the business’s call center agent or sales agent to help convert callers who didn’t initially convert. Perhaps the best thing about this data is that it can be visualized in reports that marketers can use to measure their performance, access transcriptions from calls, and notice trends.

Furthermore, call analytics data can also be activated in Facebook, and Google ads, which then tie into platforms Salesforce and others to help better optimize the decision-making process based on real-world data.

how to track a call

Why Do Marketers Use Call Analytics?

It is easy to quantify the results of a digital advertising and SEO campaign, especially since everything is online. However, things become a little more challenging when you need to field inbound calls. 

Many marketers end up struggling to connect their leads online with how they are approached by those same people offline, especially via calls. If anything, the goal should be to create a seamless omnichannel experience.

The key is to have the ability to track and analyze phone conversations for every marketing channel; you can then fully understand the results of your campaigns, optimize spending, and improve marketing efforts to drive more traffic at a lower price per click.

Call tracking also allows you to find out how well your physical locations and phone agents are handling calls and detect issues that are impacting your ROI. It also helps you determine the next set of steps you should take to target those who called, like a retargeting campaign, lookalike campaign, mail campaign, etc.; the decision will be based on the outcome of the conversation. 

Consequently, all of this will mean being able to drive more quality leads while ensuring that prospects have a much better experience.

Industries That Should Use Call Analytics

Generally speaking, we’d say that any industry that heavily relies on inbound calls will want to invest in a good piece of call analytics software set up correctly. Inbound calls and relevant caller data are very important to industries that rely on expensive, complex, and often urgent purchases to make money.

A few industries that continue to benefit from call analytics include home services, automotive, technology, B2B, eCommerce, education, financial services, travel, real estate, lead generation, and hospitality. We acknowledge that these industries are just the tip of the iceberg, but we are sure you get the idea.

What Data Do Phone Call Analytics System Capture?

Depending on the software you integrate, it can provide varying levels of insights. For instance, integrating an analytics software that uses AI to analyze calls increases your ability to uncover potential opportunities and gain insights. Below is a brief list of all the data you can expect to capture via call data analytics tools.

  • The webpage that drove the calls, ad groups, channel, and campaigns
  • The devices used to engage with your marketing campaign
  • The time and day of the call
  • The name of the caller
  • The geographic location of the caller
  • Who answered the call
  • If the call was answered
  • Time of day
  • Call duration and call recordings
  • The lead score of the call
  • CX or other similar issues with the call

The Most Popular Call Analytics Integrations:

Google Ads

When pushing call analytics data directly into Google Ads, it gives you the ability to measure ROI more accurately and personalize experiences. This data then helps you optimize keyword bidding and campaigns to acquire more customers and hopefully at a lower cost per acquisition over time.

Smart Ads Bidding (AdWords feature) can also help deliver better results since it gives Google the ability to optimize a campaign based on what may be driving the most calls or calls that convert. That way, it isn’t just driven by call volume.

Google Analytics

When phone call analytics data is passed through Google Analytics, it provides accurate reporting on important things like consumer behavior trends, what may be happening in the call channel, and every call’s value from different sources. 

All of this data gives businesses a more holistic view of the consumers’ behavior and their marketing performance. However, as mentioned earlier it can also be integrated with other sales tools that sales reps can use to improve conversions.

All of this can help you measure the conversions and revenue of all the ads, channels, campaigns, and web pages. You can then work on optimizing the campaign based on what is driving the most review and customers with the lowest possible CPL.


When inbound call analytics data is integrated with Salesforce, it gives marketing teams a lot of data to work with, which helps them determine the true value of the calls. 

It allows you to connect calls from varying channels, search keywords, campaign ads, downstream revenue, and opportunities. All of the data can then be used to prove ROI, which can then be used to make much better and smarter marketing optimizations, increasing revenue without wasting money.

The data provide sales teams with fresh intelligence on the callers through Salesforce, which helps to better understand prospects and customers, then follow-ups can be tailored to ones that are highly likely to convert. It also helps to determine what tactics work best for converting callers to customers.

Instagram and Facebook Integration

When you pass analytics data to the Facebook Ads manager, it gives you some good insight into how your ads are managed and if they are driving lead calls. The information allows you to allocate your budget to ads that drive the most conversions, both over the phone and online.

Facebook also enables you to target past callers, in addition to using related channels like Instagram, with the right set of ads or maybe expand your reach by targeting a lookalike audience, which shares a similar profile to the most valuable callers reaching out to you.


Call analytics can be immensely useful for any business that wants to find out who their customers are, where they come from and what triggers a conversion. 

It also allows businesses to figure out caller demographic and their behavior which gives them (businesses) a significant edge over the competition, allowing them to capture more leads.

In addition, many analytics features can also be used to test, monitor, and train employees so that they become more effective at warming up leads and converting them as soon as the call comes in.

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