How Form Tracking and Call Tracking work together

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Inbound calls and form submissions are two of the best lead generation tools for marketers. Of course getting leads is great, but tracking and analyzing how these leads are finding and connecting with your business through calls and form submissions is one of the best ways to understand what’s happening and strengthen your marketing strategies.

CallRail’s Call Tracking and Form Tracking products are powerful tools that marketers can use to dive deeper into the data behind calls and form submissions. When used together these products can help marketers understand entire customer journeys by delivering tons of data like page visits, keyword searchers, which paid ads a lead interacted with, and more.


What is call tracking?

Call Tracking is CallRail’s staple product, and since 2011 CallRail has been working diligently to deliver the best call tracking product in the market. CallRail’s call tracking product has helped over 150,000 businesses track, route, and analyze millions of phone calls. Despite the assumption that phone calls are declining, CallRail is a testament that calls to businesses remain an integral source for acquiring new customers.

Call tracking is the process of determining how callers found your business. People are constantly calling businesses to schedule medical appointments, for legal assistance, for purchases, and more. Moreover, call tracking helps understand which channels are most effective at generating inbound calls.


How does call tracking work?

Understanding how call tracking works is very simple. There are two ways that a lead could reach out to a business through an inbound call — offline and online.

Offline means that they came across your company’s number through a more traditional marketing advertisement like: a billboard, a radio ad, a T.V. ad, flyers, business cards, or any other printed materials. CallRail provides a unique number that you can use for each of these so you’ll know how many leads you got from each ad.

Online means that they found your company’s phone number through a digital placement like: your company’s website, Facebook, a Google My Business listing, an email signature, paid ads, and pretty much anywhere else online.

By using CallRail’s dynamic number insertion (DNI) feature you’ll be tracking how a lead found your business online. DNI swaps out your main business number with a unique number tied to a user’s session data. The best part is installing DNI is incredibly easy. All you have to do is install a snippet of code on your website.


What is Form Tracking?

Last year CallRail launched the Form Tracking product to provide another way to measure marketing performance. Now, CallRail customers are using Form Tracking to build custom forms, or integrate existing forms, and pairing the data with inbound call conversions for a more holistic view.

Form tracking helps determine how leads are connecting with your business via form submissions. Using online forms to gather lead data is a standard practice in marketing. When you pair that data with deeper analytics you can clearly understand which marketing activities, keywords, sources, and campaigns are driving the most qualified leads for your business.

CallRail’s Form Tracking essentially works the same way that call tracking does — by easily installing a single line of JavaScript code on your site. The code captures and relays information about each of your form leads back to CallRail.


Call Tracking and Form Tracking together

Using call and form tracking can significantly change the way you’re marketing. Putting all of your focus on one specific source won’t cut it when leads are constantly connecting with businesses through multiple channels. When these two are paired together you’ll have more data insights and can start better understanding the entire customer journey of your leads.

Evaluate all of the different campaigns that you’re running. This may include, paid ads, social media posts, email nurture campaigns, etc. All of these campaign types are most likely opportunities to incorporate tracking numbers and links to your forms.

Using both a tracking number and a form tracking link gives your leads the option to choose how they prefer to contact your business. As leads reach out, you’ll be able to measure which campaigns and which conversion type, calls or forms, is getting the best results. As you continue to track and measure the data, you can start allocating your resources to the best performing campaign and conversion type.

This is also something that can be tested with offline channels like billboards, radio ads, flyers etc. Simply place unique tracking numbers and form links on your offline collateral and start seeing if more traditional forms of marketing are truly contributing to the growth of your business.


Customer testimonials

Gravity Digital uses call and form tracking to fully track, analyze, and report how leads are finding their customers. With CallRail they’re completely aware of what’s happening with leads throughout the entire funnel.

Gravity Digital founder and principal, Casey O’ Quinn, explained how they’re able to use the data from call and from tracking to evidence the value of the work Gravity Digital is doing. Additionally, it provides an educational opportunity for clients to learn about how people are actually finding their businesses.

“It’s really cool, I think, for someone who’s on the client end to be able to either take a call or call someone back, email someone and kind of have a history to know what kind of activity they’ve had on the website,” O’ Quinn says. “What forms have they submitted in the past? Have they called us before? It’s really helpful to have information like that. And we make sure that when we do onboard a client, we’re educating them about those kinds of capabilities [in CallRail].”

Lars Marketing founder, Ryan Burt, shared how the convenience of tracking call and form conversions in one platform has been a time saver.

“Typically, at least for us, when we’re compiling our monthly reports or weekly (typically monthly), we’re compiling data from multiple sources,” said Burt. “So, by adding in the form tracking, then it’s one less source that I have to go to. I can get my calls data and my forms data in one place. It’s reducing the amount of time required to compile all of that data together, because there’s one less source to pull data from.”


Getting the most out of Call Tracking and Form Tracking

CallRail’s Call Tracking and Form Tracking products offer several integrations and inclusive advanced reporting capabilities. This makes it easy to incorporate CallRail into your daily process and reporting routines.

Call Tracking and From Tracking integrations

Call Tracking and Form Tracking integrate with several standardized tools that are most likely already part of your marketing stack. Let’s take a look at a few.

Google Analytics
Our call tracking Google Analytics integration provides you with a better understanding of what trends and behaviors lead to conversions.

Google Ads
CallRail’s direct integration with Google Ads sends customer calls straight to your Ads account, making it easier than ever to align campaign clicks with individual phone calls.

Integrating CallRail with your HubSpot account allows you to send form submissions directly to your HubSpot contact activity timelines for a unified look at your lead management.


Zapier makes it easy to sync tasks between web applications, enabling you to automate the web services you already use. Zapier can be used to connect CallRail with 1000+ web applications

Discover which Facebook campaigns, ad sets, and ads drive phone calls, text messages, and forms in real-time with CallRail’s native integration to Facebook.


Call Tracking and Form Tracking reports

Here are some of the reports that you’ll have access to with Call Tracking and Form Tracking.

Call Attribution report

The Call Attribution report provides insight into the sources and interactions that are driving traffic and generating calls. This report is available at the account-level for an entire account and at the company-level, where you can select multiple companies.

Form Attribution report

The Form Attribution report provides insight into the sources and interactions that are driving traffic and generating form submissions on your website. This report is available at the account-level for an entire account and at the company-level for individual sub-accounts.

Multi-Touch Cost Per Lead report
Use our CPL calculator to tie inbound data to ad spend data from Google Ads, as CallRail will now push ad cost from Google Ads right into the application.


Start using Call Tracking and Form tracking now with a free 14-day trial of our Marketing Analytics or Analytics Suite bundles.

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