How Does Ruler Analytics Phone Call Tracking Work?

Laura Caveney
5th October 2021

In this blog, we’re going to be sharing exactly how Ruler Analytics’ call tracking works. From call recording to identifying the original source of your call, we walk you through it step by step. 

In our conversion benchmark report, where we analysed millions of data points across key industries, we found that the average share of calls to forms was 67%. And for industries like travel, industrial and financial services, the rate of calls shot up to 85%, 76% and 81% respectively. 

So, while businesses are becoming increasingly digital, you can see that more traditional conversion types still work and are lucrative to your business. 

The issue marketers find with inbound calls is understanding how to effectively track them and find their original source. Ruler Analytics is a call tracking and attribution tool that allows marketers to track and record inbound calls, and see their marketing referrer. 

In this blog, we’re going to talk you through: 

So, let’s dive right in. 

What is call tracking software? 

Call tracking software allows marketers to get deeper insight from inbound calls that will help them to prove which marketing channel or campaign drove that call. Plus, it’ll allow marketers to definitively prove how much revenue calls are generating. 

For example, if you call a business that is using call tracking software, they will be able to tell which ad, channel and even keyword influenced your call. 

Without a call tracking tool, it’s impossible to prove the ROI of marketing campaigns that result in calls as you have no way of linking inbound leads to anonymous sessions on your website. 

How does Ruler Analytics call tracking work? 

Ruler Analytics is a call tracking and attribution tool that supports marketers to link their leads and marketing to their closed sales and revenue. 

Ruler Analytics phone tracking works by overriding the phone number on your website and replacing it with a unique phone number for each individual visitor. When the number is called the call is sent to your original number.

Each time a new visitor lands on the website the phone number is changed by Ruler accordingly.

As Ruler is able to match the number to a unique visitor, Ruler is also able to tell you more information about the visitor who called such as the marketing method that drove the visitor to the website and the pages the visitor looked at. Ruler is also able to tell you the caller’s number, how long the call lasted, how long it took to answer and listen to a recording of the phone call.

What you can do with Ruler’s call tracking tool 

Now you know a bit more about how it works, here’s what you stand to gain when you integrate our call tracking tool.

View your inbound calls in one place 

Forget trying to set up goals or tags in Google Analytics or Tag Manager to understand your inbound calls. With Ruler Analytics in place, you can view all of your inbound calls in one place. 

You’ll be able to see how many calls you’ve generated in a set time period, along with their phone number, the call duration and you’ll even have access to a call recording so you can play it back. 

This is a great training opportunity for any underperforming sales reps. 


Identify which channels are driving sales via inbound calls

Ruler offers a wide range of reports where you can analyse how your marketing is working to drive phone calls. 

For example, in our source report, you’ll be able to see how many calls each of your marketing channels are generating. 

This gives you concrete evidence of how many users are picking the phone up as a direct result of your marketing. And our reports go further than just the marketing channel. We have UTM reports, landing page reports and keyword reports meaning you can get a better understanding of which pages drive more calls or which ads and keywords drive more calls. 

See how much revenue calls are driving and link it back to your marketing

Not only can you see how many calls your marketing is driving, but you can also link your sales back to your marketing. 

As we all know, a lead doesn’t guarantee a sale. So, while a user might call you for more information or a quote, it doesn’t mean they’re going to convert on their first call, every time. 

So, while it’s important to see what’s generating more calls, it’s also important to understand how many of those calls go on to become sales. 

With Ruler’s call tracking tool, you can do just that. 

In our source report, for example, you’ll be able to identify which channels are driving the most calls, and which has driven the most revenue. 

How you can go beyond call tracking 

Don’t get us wrong, call tracking is great and an absolute must for any marketer. But it’s the tip of the iceberg. 

Call tracking allows you to track inbound calls and see how they lead to revenue, but what about other conversion types? 

Form fills for example. You might be able to get some insight into your lead volume from form fills, but you will still have a hard time connecting a form fill to an individual user which means you won’t be able to: 

Connect them to their marketing referrer 

Connect that anonymous website session that led to the form fill to closed revenue 

And that’s not all. 

What about understanding your full customer journey? 

While you might be able to track forms fills and the marketing channel that led to that interaction, what you won’t be able to see if every marketing touchpoint that user had with your business prior to conversion. 

Let’s use an example. 

Ella visits your website for the first time from an organic keyword search. She views your ranking content and then leaves. She returns a day later via a direct search.

3 months pass, and Ella hasn’t returned to your site. But, thanks to some smart retargeting, you reach her via a PPC campaign. She again visits your website, but takes no further action.

Ella's customer journey - where do marketing leads come from

A week later, she visits your social media profile and clicks onto your website from a shared link. A day later, she converts into a lead by filling out a form. She visited your site this time via a direct search.

Ella's customer journey continued - where do marketing leads come from

So, according to Google, that lead came from direct. But if you work in marketing, you know a direct search result has had prior engagement with you. Without proper lead tracking, you can’t understand how your marketing channels worked together to drive Ella from a website visitor into a lead.

With Ruler’s marketing attribution tool in place, you’ll be able to see each and every touchpoint. And, you’ll be able to attribute closed revenue based on a particular attribution model. 

How marketing attribution with Ruler Analytics works

Marketing attribution closes the data gap between your marketing outputs and your sales.

Ruler will monitor every single visitor to your website and store data on their browsing history, referrals and more.

When that user converts into a lead, whether that’s by phone, form or live chat, Ruler will send all of the data held on that individual over to your CRM or wherever you’re storing your leads.

In the meantime, Ruler will continue to monitor and refresh the data on that lead.

Then, at the point of sale, Ruler can scrape revenue data assigned to that user and attribute it back to the marketing channel and campaign that influenced it.

So, no matter if your leads take six months to convert, or if they convert offline, you’ll be able to view accurate revenue directly in marketing apps like Google Analytics.

Wrapping up 

Call tracking with Ruler Analytics is an absolute must, but it’s just the start. Attribution is key for any marketer struggling to link their closed sales back to their marketing. Don’t let long sales cycles or difficult-to-track lead conversion get in your way. 

Read how Ruler can attribute your revenue back to your marketing or get started with attribution by booking a demo. Quit guessing what’s driving your sale, and start proving it. 

book demo - revenue attribution - www.ruleranalytics.com