Complete Guide to Phone Call Tracking (+ How to Set Up in Google Analytics)

Laura Caveney
4th November 2020

Call tracking is a must if you’re using a sales team to field potential leads via phone. However, getting the data for your inbound calls into your analytics software is a challenge.

50% of marketers use phone calls to drive inbound leads from their site but 62% of those struggle to track them.

How can you see the revenue your sales team is generating via offline conversions? Well, we’re here to tell you exactly how to do that.

In this blog, we’ll go through:

Let’s get stuck in.

What is call tracking?

If you’re a business, then call tracking goes beyond caller ID.

Call tracking is a technology that allows you to track who is calling you and how they found your business.

So what does call tracking for a business involve?

Well, the main incentive of call tracking is the ability to correlate inbound calls and leads to your marketing channels and activities. While you might be tracking click-to-call to get an idea of inbound call volume, what you can’t see is how your marketing is driving these calls.

Keep reading to learn how to effectively track your inbound calls.

Choosing your call tracking service

Phone call tracking isn’t difficult to set up. But, there are a number of providers out there so choosing can be tricky. So remember, you need to consider what key features you’re looking for and what problem you’re trying to solve.

Here are some key features to consider when weighing up your call tracking service options:

Dynamic numbers

Dynamic number insertion is the cornerstone to a good phone call tracking service.

You’ll be given a pool of numbers which your website will feature.

For each new session, a unique number will display allowing you to track each individual call to its source.

This data will eliminate guesswork when you’re reporting on your marketing’s success for lead generation down the line.

Related: How does dynamic number insertion work?

Call recording 

Call recording is an essential tool to any team.

Not only will call tracking allow you to determine lead quality for inbound calls, but it will also help you to identify training opportunities for your sales or customer service team.

Having call recording be a part of your chosen service will support you in efforts to better align your teams.

Related: Complete guide to achieving sales and marketing alignment

Marketing attribution 

While phone call tracking is a great start to understanding your leads and how marketing is impacting them, it only brushes the surface.

With call tracking, you can get a better idea of where your calls are coming from, but what about other conversion types like:

Marketing attribution is a complementary tool to phone call tracking that allows you to track each and every touchpoint.

No matter if a user fills a form, enters a live chat, or calls you, marketing attribution software will track and store that data. And even better, it can fire the data you need, where you need it, whether that’s to your CRM or apps like Google Analytics.

💡 Pro Tip

We’re kind of experts when it comes to attribution… But, if you’re not 100% sure what attribution is or how you can utilise it, then you’re in luck.

Read our full blog on marketing attribution, the model types and more.

How to set up call tracking

Now you’ve found your chosen provider, setting up your call tracking should be easy.

Here at Ruler, getting started is simple.

We can walk you through our call tracking and marketing attribution tool via a demo, and then we’ll work with you to help you get set up.

Once your numbers are set up, and you’ve added a small piece of code to your website, you’re ready to go!

How to track a phone call

Once you’ve integrated Ruler Analytics (or another call tracking solution) into your marketing stack, you’re ready to go.

Remember, Ruler will do all the heavy lifting for you when it comes to tracking, evidencing and optimising your marketing.

All you need to do is head over to the dashboard to see your call data pull through.

phone call tracking ruler analytics

👉 Book a demo to see our reports in action

Our dashboard allows you to view your inbound calls in real time. 

You’ll find vital information such as caller name, tracking number dialled, source of the call, caller phone number and location, and any PPC keywords your caller used to find your business online.

You can also playback the calls, to understand the lead quality or monitor your sales pitches.

How to add call goals to Google Analytics

Google Analytics is an amazing tool for measuring your marketing, your website, and actions people take when on your site.

Nowadays, pretty much every website will have their business number pride of place.

But, how can you see how many people are clicking to call you?

Ruler Analytics integrates with your Google Analytics account by sending inbound calls to a goal you create in GA. We report calls to Google Analytics as an event, so that you can monitor it directly within your website analytics.

If you’re a regular GA user, then this means you can use the platform as normal. But now, inbound calls will show up as a tracked conversion. Pretty neat, right?

Create a phone call goal

Setting your Google Analytics account up to integrate with call tracking from Ruler is easy.

Just follow these simple steps:

  1. Log into your Google Analytics account.

2. Click Admin at the bottom of the left hand sidebar (or look for the little gear).

3. Choose the account and property in which you want to create the goal.

phone call tracking GA setup

4. In the view column, select Goals.

5. Then, select New Goal at the top of the page to start building a new conversion tracker.

6. In the goal setup step, select custom, then click continue.

phone call tracking GA setup

7. Then, on the Goal description step, enter a Goal Name and select Event. Then click Continue.

phone call tracking GA setup

8. In the final stage, for goal details, set Category Equals to Phone. The yes or no switch for event value won’t affect your reporting if you’re just using call tracking.

✏️ Note

If you’re also using Ruler for marketing attribution, then you will want to leave it as ‘yes’. This is so that we can send over the revenue data from your inbound calls when users convert into sales.

phone call tracking GA setup

9. Finally, click Save to activate your goal.


Once you start receiving goals, which will pass through your goal tracker, you can view your call data directly in your Google Analytics dashboard.

Remember, it can take up to 24 hours for your call goals to begin reporting after you’ve integrated Ruler Analytics with Google Analytics.

Benefits of a phone call tracking software

Track every lead

We wouldn’t be surprised if you’re already tracking the volume of form submissions.

But we doubt you’re getting clear insight to your inbound calls.

With call tracking, you can monitor your lead generation in terms of volume, quality and source.

⚡️ Pro Tip

Want to learn more about lead tracking? Download our guide to tracking customer touchpoints across a full user journey to see how you can better understand where leads and sales come from.

Boost your ROI

Now that you’re tracking your phone calls too, you can get real data on how your marketing is working to generate inbound leads.

Given phone call tracking software like Ruler’s allow you to view their source, you’ll be able to see how many times a particular campaign resulted in an inbound call.

Related: Measure digital marketing ROI

Improve your sales technique

Your sales team no doubt have a script they live off, but how is it working in practice?

With call recording in your tracking software, you’ll be able to properly monitor how your sales team are performing.

If you have a sales rep who is outperforming the others month on month, take a listen to some of their sales calls and use it to train other reps.

Take your tracking to the next level

At Ruler Analytics, we offer call tracking, but we go one step further.

Integrating call tracking with our marketing attribution tool means you can see how many people have called, and where their call came from (device, channels, campaign, and even keyword).

But beyond that, we can show you just how much revenue your calls, forms and live chat are all generating.

With marketing attribution you can see what channels, campaigns and keywords are bringing in the most revenue via inbound leads.

This closed-loop marketing attribution allows you to get a full view of your sales and marketing data and how the two interlink.

Here’s how it works

lead source marketing - closed loop framework -

We add code to your site, and create processes in the background to allow us to:

You might be asking what this looks like, and what it really means? Well, marketing attribution alongside proper call tracking allows you to see the data where you need it.

Supercharge your call tracking data with attribution

Whether you’re in your CRM and looking at where your leads have come from, or if you’re in GA looking to see what campaigns are bringing in the most revenue; we can add all the data you need to properly link your sales data to your marketing data.

That means you can prove your marketing ROI, and optimise your campaigns and marketing efforts to what you can see works best.

Interested? Book a demo with our team to find out more about how our software can help you. Or, sign up for Attribution Academy, our free e-learning platform dedicated to marketing attribution.