Deksia’s Beginners Guide to Using CallRail

What is CallRail?

Call tracking is the process of determining how callers found your business. Marketing and sales teams can use a call tracking software to attribute phone calls to the specific marketing channels that led callers to ring your business, in our case we like to use CallRail.

By knowing what makes your phone ring, you can measure the success of advertising campaigns and optimize future marketing strategy. Research shows that calls have 30 to 50 percent conversion rates, making it a great sales funnel for any business to implement.

Why do we use CallRail?

By using CallRail we are able to understand and learn more about the performance of each of our campaigns. By adding a little snippet of Javascript code to our client’s website we are able to better understand customer journey and identify which parts of our marketing strategy are working out.

This little snippet of code allows us to go back and better understand our marketing and sales leads. We can know information such as the source of the lead [organic, facebook ad, website, etc.], keywords used, and the ad campaign it belonged to.

Once we gain access to these marketing and sales leads, we are able to easily qualify them and give better insight to our teams and clients as to what campaigns and sources are bringing the leads they need.

The ‘Activity’ Page

Activity page on CallRail

Use the ‘Activity’ page to see if there are new calls qualified or unqualified leads in the Call Log.

You are able to see from what tracking number the call happened, the source, what time it came through, duration, keywords, and if they qualify as leads or not.

This tool is useful because you can filter calls based on what information you are looking for. You can add filters to the Call Log including Lead Scores, Numbers, Sources, and many others.

The ‘Reports’ Page

Use the ‘Reports’ page to create filtered reports that will display what marketing campaigns are producing results. In the Reports tab you are able to qualify your leads even further, are they raw or qualified?

Reports can give you insight into the sources and interactions that are driving calls to your business. This tool can also help you make smarter budget investments and time management.

How to Create Custom Reports

CallRail Custom reports

Navigate to the ‘Reports’ section of your CallRail account, and locate the new ‘Custom’ reporting category on the left-hand side of the page. Then, click the word ‘All’ in that category, and pick the kind of report you’d like to create.

CallRail makes it possible to create reports based on:

Call Attribution: Where you can get insight into the sources and interactions that are driving traffic and generating calls.

Call Highlights: Where you can get a full breakdown of the important key terms that are automatically spotted in calls to your business. Use this report to see all of the calls where important key terms were automatically spotted and to further optimize your marketing process.

Call Log: Where you can see every call to and from your tracking numbers. Use the Call Log to filter, find, and export calls that are most meaningful to your business, or to generate a list of calls for a specific date range.

Calls by Agent: Where you can get visibility into the number of inbound, outbound, and total calls by Agent. Use this report to learn more about which Agents are handling the most calls and identify potential training or growth opportunities.

Calls by Day and Time: Where you can get details on the number of calls received on each day of the week, as well as within each hour in a day. You can use this report to understand your peak call times and to see how your calls trend daily or weekly.

How to Add Filters

Adding filters to your reports or daily CallRail management can be a huge asset for your company.

Some of the filters you can use are as follows:

Filter calls by duration.Looking to weed out misdials and mundane inquiries? With new CallRail duration filters, you can select to only view calls above or below a specific threshold.

Set to only show first-time callers:  See where your new customers are coming from, and analyze their activity. By layering this feature with other filters, you’ll be able to optimize which campaigns are bringing in the most new customers and how your sales team is handling those calls.

Call direction and answer status filters. With CallRail’s new filter interface, users now have the ability to filter not only by call type, such as answered or missed calls, but also by whether the call was an inbound or outbound call. Search for unanswered outbound calls to see which sales calls you need to follow up on, or for answered inbound calls to analyze your inbound sales leads.

And many more!

How to View Forms

Remember that little snippet of Javascript we talked about earlier? Not only does it allow us to track calls and what not, but if you have any kind of forms attached to your ads or website we are able to track their source and qualify them in the activity page as well!

How to Know if a Call Is a Qualified Lead / Unqualified Lead

You can always manually qualify a lead in the CallRail app using the thumbs up button in a caller timeline, on the activity log, or inside Lead Center during live calls.

Qualify leads on CallRail

After the lead is marked, then it will be reported into a Google Data Studio dashboard. This platform makes easy-to-read dashboards, visualizations, and reports about leads from your Call Log.


CallRail Dashboard


Businesses often undermine how many leads they can gain from phone calls. It is important for businesses to use call tracking methods so they can determine the value of their online advertising efforts, including calls from ads.

CallRail is a useful service because it does the hard work of tracking and managing your phone leads. 

If you want more information about our call tracking services make sure to contact the experts at Deksia who are happy to help.

Key Terms


Tags are a helpful way to sort and categorize your calls and form submissions.


Form tracking helps you stay organized and on top of every form submitted to your website. This is done through click-to-call forms embedded on your website that immediately trigger calls to your team.


Attribution is the way marketers assess the value or return on investment of the channels that connect them to potential customers.

ROI (Return on Investment)

ROI is a performance measure used to evaluate the efficiency or profitability of an investment.


A contact determined to be a potential customer.

Qualified Leads

A lead that meets the requirements to purchase your product or service.

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