Turn Every Phone Call Into Measurable Marketing Insight
For many small and medium-sized businesses, phone calls are the #1 source of leads—especially in service-based industries like home services, healthcare, legal, and local consulting.
Most businesses don’t know which ads, keywords, or campaigns are driving those calls.
That’s where call tracking comes in.
By using call tracking tools, you can:
This guide will show you exactly how to set up call tracking, link it to your ads and CRM, and get the data you need to grow.
Several platforms make it easy to track phone call performance. The most common tools include:
Recommended Platforms:
CallRail
User-friendly, great for small businesses
CallTrackingMetrics
Advanced integrations
Google Ads Call Tracking
Free but limited to Google campaigns
Twilio Segment / Invoca
Enterprise-level tools
What to Look For:
For most SMBs, start with CallRail—it’s easy to use and integrates with Google, Meta, and CRMs.
Dynamic Number Insertion (DNI) allows you to show different phone numbers to users based on how they found your website (Google Ads, Meta, organic search, etc.).
How It Works:
Example:
This lets you attribute each call to the correct source—essential for calculating true ROI.
Want to know which exact Google Ads keywords are driving calls? Set up keyword-level attribution.
How to Enable:
Why This Matters:
You’ll be able to see:
Use this data to pause underperforming keywords and scale what’s working.
To close the loop, connect your call tracking system to your CRM (Customer Relationship Management) software. This lets you track calls from first click to final sale.
Supported CRM Integrations:
HubSpot
Salesforce
Zoho CRM
Pipedrive
HighLevel
Mailchimp (via Zapier or webhooks)
What You Can Track:
Call source (Google Ads, Facebook, SEO)
Caller ID, location, and call duration
Call recordings and transcriptions
Whether the call led to a sale or booking
Once connected, you can assign ROI values to specific campaigns and leads.
Once call tracking is set up, it’s time to use the data to improve performance.
Key Metrics to Track:
|
Metric
|
Why It Matters
|
|---|---|
|
Call volume by source
|
See which platforms deliver the most leads
|
|
Qualified call rate
|
Focus on calls that last 60+ seconds
|
|
Conversion rate
|
Understand what percentage of calls become customers
|
|
Cost per call (CPC)
|
Evaluate ad efficiency
|
|
Revenue per call
|
Measure ROI by source
|
Use dashboards within CallRail or integrate with Google Looker Studio for visual reports.
Review your metrics weekly and adjust your ad spend accordingly.
Task
Sign up for a call tracking tool (e.g., CallRail)
Install the DNI script on your website
Assign numbers to ad campaigns and traffic sources
Track calls back to keywords and ads
Integrate call data with your CRM to close the loop on ROI
ETOS Consulting LLC is a digital marketing agency specialized in websites, SEO, advertising and cold outreach. We offer result-focused digital marketing services that cater to established businesses and startups eager to carve out their niche, scale their operations, and dominate their markets.
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