Because we are constantly looking for opportunities to improve our reporting and campaign analysis, our digital marketing team has tried, tested, and given up on at least five different call tracking platforms over the course of my 6+ years at Web Talent Marketing.  When we discovered CallRail back in 2016, however, we called off our search for the right call tracking software because we had finally found it.


CallRail is a 3rd party call-tracking platform that allows marketers to attribute incoming phone calls back to their original marketing efforts.  CallRail works with both online and offline marketing (billboards, print, tv, etc) and gives marketing teams a more accurate depiction of their return on investment.  CallRail is a paid platform, but their costs are affordable and — more importantly — worth every penny.


Once a CallRail account is created, you’re provided with a little snippet of code to put on your website.  This code allows you to track all incoming calls to that phone number(s) and reports on a wealth of data for what happened on said call, including but not limited to:

  • Caller ID
  • Geographic information of caller
  • Length of phone call
  • Recording of phone call
  • Phone call grading
  • Revenue tracking
  • Time of Day/ Day of week call data
  • Trends of frequently spoken words
  • Source of phone call (campaign or publication)

Total setup takes roughly 15 minutes.


Despite there being many other call tracking vendors, we’ve found that CallRail provides the best value for the monthly cost.  Yes, there are absolutely other more technical vendors that provide additional resources and allow for easier scaling, but most SMB businesses won’t need all the bells and whistles offered by those more expensive vendors.


Each and every Google Ads click possesses a unique fingerprint that is portrayed through its Google Click ID (GCLID).  This ID is a string of roughly 20 characters which identifies the origin of the click. Through this unique ID, we can track each ad click back to its Google Ads account, campaign, ad group, keyword, and search term.

When someone clicks on an ad and then places a call on a website, this GCLID is transferred along with the phone call.  This data allows our team to determine which keywords and/or search terms are converting.

Revenue Tracking

Within the CallRail interface, you can then assign revenue to those GCLID-tracked phone calls.  If you have an ecommerce website, this function is essential to tracking sales placed over the phone.

Below you can see what this data looks like within CallRail.  The software will take the revenue listed within the “value” column, outlined by the green box, and trace it back to the appropriate Google Ads campaign and keyword.

*Note: Personal, identifiable information has been redacted

CallRail also allows users to export this data.  We choose to import it back into AdWords, closing the “attribution loop” of phone calls and showing us which calls ultimately resulted in revenue (a metric otherwise difficult to track).

“CallScribe” Feature

For a small additional fee, CallRail can transcribe the spoken words of the phone call to text.  This allows the user to set “trigger words” to flag a phone call whenever certain words are said by either party.  For example, if the word “credit card” is spoken on the call, then this call most likely resulted in a transaction or sale.  By enabling this feature, you can narrow in on the phone calls which are of higher value to you.

Actionable Reporting

There are dozens of reports CallRail can give your sales/marketing teams for better insight into lead/ call quality, but our favorites are the Day/Time reports and the Missed Calls reports.  Figuring out how to reduce missed calls can result in hundreds of more qualified calls. We’ve included a few screenshots below as an example:

If you or your marketing teams are interested in CallRail, please feel free to shoot me an email, and I’ll discuss the features with you.  In no way, shape, or form is this a paid promotion for CallRail… we just love it so much we thought we’d spread the word!