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CallTracking and end-to-end analytics
See which advertising channels bring enquiries and where your budget goes
Call tracking connects phone enquiries to traffic sources, helping you make marketing decisions with data
Call tracking helps a business understand where phone enquiries come from and which advertising channels contribute to them. Combined with end-to-end analytics, it connects the customer journey from an initial interaction to a sale. Call recordings and transcripts can support quality reviews, staff training and the analysis of sales conversations. The resulting data helps teams assess campaigns and investigate gaps in their enquiry handling, with the level of detail depending on the tracking setup and integrations.

What is call tracking?

CallTracking connects a phone enquiry to its source, such as an advertising channel, campaign, keyword or website page. This helps you assess which campaigns generate calls instead of relying on impressions alone.

CallTracking links calls to marketing data. For example, a call may be attributed to a VK banner or a search advertisement for a local repair service. The available detail depends on how tracking is configured.

CallTracking products and tools

Call tracking

Attribute incoming calls to advertising sources and compare campaign performance. This information can help you review channel budgets and understand the cost of generating phone enquiries.

Email tracking

Connect email enquiries and campaign interactions to marketing sources. Where supported by your setup, this can help you compare messages, follow subsequent enquiries and assess their contribution to sales.

End-to-end analytics

Bring together website, CRM, advertising and telephony data. Follow the customer journey from an initial interaction to a sale, compare channel contributions and assess advertising returns.

Sales support tools

Speech analytics, callback widgets, lead tracking, virtual PBX integrations, transcripts and call tags can help teams review enquiries and sales conversations. Check which tools are included in your chosen service and plan.

Customer interaction analytics

Chat, callback and form tracking can connect different types of website enquiries. Additional tools, such as audio badges and SEO monitoring, may broaden the picture of customer interactions and help identify where enquiries are lost.

Dashboards and business intelligence

Data exports and BI integrations, including Power BI where supported, help teams build reports around their own business metrics. Use dashboards to compare advertising performance and follow the customer journey.

How call tracking can support your business

Understand conversion performance

Identify the sources that generate calls and examine which enquiries become customers. Use those findings to test campaign changes and review channels that are not meeting your goals.

Make advertising costs clearer

Link phone enquiries to paid and other marketing sources. This reduces gaps in channel reporting and helps you assess what each source contributes.

Review budget allocation

Compare channels by the calls and sales they generate before reallocating budget. Call attribution supports these decisions, but results also depend on campaign quality, demand and sales follow-up.

Improve sales conversations

Source information gives sales staff context about an enquiry. Recordings, tags and CRM history can help managers review conversations and identify opportunities for better follow-up.

Make timely decisions

Regularly updated reports help managers and marketers respond to changes in enquiry volumes and campaign performance. Check data freshness and tracking quality before drawing conclusions.

How does call tracking support end-to-end analytics?

Call tracking captures phone enquiries, while end-to-end analytics connects those enquiries to marketing and sales records:

  • Customer journey: connect an advertising click, website visit, phone enquiry and subsequent purchase where the necessary data is available.

  • Campaign attribution: associate a call with its source to assess the return from individual channels.


    • Budget decisions: use the combined data to review spending and test changes to your advertising mix.

    Call recordings

    Recordings can support quality reviews, the investigation of difficult conversations and staff training. Configure recording access and retention appropriately for your business before using this feature.

    Call transcripts

    Transcription turns speech into text so staff can search conversations and review relevant passages. AI tools may also highlight phrases or topics, but important findings should be checked against the original conversation.

    Automated quality reviews

    Automated analysis can compare conversations with review criteria and flag calls for a manager to examine. It supports quality control rather than replacing human judgement about staff performance or customer intent.

    Telephony and contact centre integrations

    Call tracking can be integrated with compatible SIP telephony, virtual PBX systems and contact centre software. Confirm the supported connections and test the complete enquiry flow before rollout.

    Offline call tracking

    Dedicated phone numbers can help attribute enquiries from business cards, outdoor advertising, flyers and other offline materials. Use an appropriate numbering setup to compare those sources with digital campaigns.

    How do you set up CallTracking?

    01

    Create an account with CallTracking

    Enter your business details and compare plans against your call volumes, reporting needs and integrations. Confirm the current terms before selecting a plan.

    02

    Choose tracking numbers

    Static numbers can identify individual channels, while dynamic number replacement can provide more detailed visitor attribution. Choose a setup and number pool that fit your traffic and call volumes.

    03

    Install the website script

    Add the tracking script using the supported installation method. It replaces the relevant phone numbers and connects website visits to call data. Test the display and enquiry flow after installation.

    04

    Define reporting goals and call rules

    Decide how to distinguish first-time and repeat calls, campaigns and other enquiry categories. Consistent definitions make your reports and performance indicators easier to compare.

    05

    Connect your CRM and analytics tools

    CallTracking can connect to compatible CRM and advertising systems through supported APIs, webhooks or integrations. Check that calls are associated with the correct leads and included in your reports.

    Using call tracking and end-to-end analytics together

    Knowing where enquiries originate helps you assess marketing costs and sales follow-up. Call tracking and end-to-end analytics can connect clicks, calls and deals, provided the data and integrations are configured consistently.

    To assess the options for your business, explore CallTracking. Review the available callback, enquiry, chat, call and email tracking tools and the current registration terms through this link.

    If you have questions, our agency can help you assess your requirements. You can also browse our other articles here.

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    The website operator is Individual Entrepreneur Igor Andreevich Shalubin, INN 233602201699, OGRNIP 322237500103156. You can contact the operator at absmarketing.ru@gmail.com. Further operator details are available in the Legal Information and Website Rules.

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    The website operator is Individual Entrepreneur Igor Andreevich Shalubin, INN 233602201699, OGRNIP 322237500103156. You can contact the operator at absmarketing.ru@gmail.com. Further operator details are available in the Legal Information and Website Rules.

    By choosing “Allow SmartCaptcha verification”, I permit this page to load Yandex SmartCaptcha to help distinguish automated form submissions from user submissions. My browser will connect to the external verification service.

    According to the SmartCaptcha provider notice (Russian), the service is provided by Yandex.Cloud LLC and processes technical device and activity signals, including IP addresses, verification tokens, browser features, referrer information and time zones. The notice describes operating and improving the service as processing purposes. The provider states that data is processed on servers in Russia and retained for up to 60 days.

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    The website operator is Individual Entrepreneur Igor Andreevich Shalubin, INN 233602201699, OGRNIP 322237500103156. You can contact the operator at absmarketing.ru@gmail.com. Further operator details are available in the Legal Information and Website Rules.

    By choosing “Allow SmartCaptcha verification”, I permit this page to load Yandex SmartCaptcha to help distinguish automated form submissions from user submissions. My browser will connect to the external verification service.

    According to the SmartCaptcha provider notice (Russian), the service is provided by Yandex.Cloud LLC and processes technical device and activity signals, including IP addresses, verification tokens, browser features, referrer information and time zones. The notice describes operating and improving the service as processing purposes. The provider states that data is processed on servers in Russia and retained for up to 60 days.

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    According to the SmartCaptcha provider notice (Russian), the service is provided by Yandex.Cloud LLC and processes technical device and activity signals, including IP addresses, verification tokens, browser features, referrer information and time zones. The notice describes operating and improving the service as processing purposes. The provider states that data is processed on servers in Russia and retained for up to 60 days.

    This is a separate choice from enquiry consent and analytics preferences. Opening the page, scrolling, focusing a form field or leaving verification off does not allow it to load. Allowing verification does not send an enquiry.

    The website first records the permission version, time and a random event reference. The permission request does not contain the enquiry contents. The website does not add names, contact fields or enquiry text to its server verification request.

    Permission applies to compatible forms in the current page session for up to 24 hours. A new page load requires a new choice. Permission is not restored from a saved browser preference.

    You can use “Turn off and reload the page” to end permission in this page. Reloading clears text entered in the form. This action cannot undo data already transferred to the provider. You can email absmarketing.ru@gmail.com about earlier processing.

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    By choosing “Allow SmartCaptcha verification”, I permit this page to load Yandex SmartCaptcha to help distinguish automated form submissions from user submissions. My browser will connect to the external verification service.

    According to the SmartCaptcha provider notice (Russian), the service is provided by Yandex.Cloud LLC and processes technical device and activity signals, including IP addresses, verification tokens, browser features, referrer information and time zones. The notice describes operating and improving the service as processing purposes. The provider states that data is processed on servers in Russia and retained for up to 60 days.

    This is a separate choice from enquiry consent and analytics preferences. Opening the page, scrolling, focusing a form field or leaving verification off does not allow it to load. Allowing verification does not send an enquiry.

    The website first records the permission version, time and a random event reference. The permission request does not contain the enquiry contents. The website does not add names, contact fields or enquiry text to its server verification request.

    Permission applies to compatible forms in the current page session for up to 24 hours. A new page load requires a new choice. Permission is not restored from a saved browser preference.

    You can use “Turn off and reload the page” to end permission in this page. Reloading clears text entered in the form. This action cannot undo data already transferred to the provider. You can email absmarketing.ru@gmail.com about earlier processing.

    You may leave SmartCaptcha off and send your enquiry by email instead. If the website cannot confirm the permission record or verification result, the form is not sent; the email alternative remains available.

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    By choosing “Allow SmartCaptcha verification”, I permit this page to load Yandex SmartCaptcha to help distinguish automated form submissions from user submissions. My browser will connect to the external verification service.

    According to the SmartCaptcha provider notice (Russian), the service is provided by Yandex.Cloud LLC and processes technical device and activity signals, including IP addresses, verification tokens, browser features, referrer information and time zones. The notice describes operating and improving the service as processing purposes. The provider states that data is processed on servers in Russia and retained for up to 60 days.

    This is a separate choice from enquiry consent and analytics preferences. Opening the page, scrolling, focusing a form field or leaving verification off does not allow it to load. Allowing verification does not send an enquiry.

    The website first records the permission version, time and a random event reference. The permission request does not contain the enquiry contents. The website does not add names, contact fields or enquiry text to its server verification request.

    Permission applies to compatible forms in the current page session for up to 24 hours. A new page load requires a new choice. Permission is not restored from a saved browser preference.

    You can use “Turn off and reload the page” to end permission in this page. Reloading clears text entered in the form. This action cannot undo data already transferred to the provider. You can email absmarketing.ru@gmail.com about earlier processing.

    You may leave SmartCaptcha off and send your enquiry by email instead. If the website cannot confirm the permission record or verification result, the form is not sent; the email alternative remains available.

    This choice applies to forms on this page for up to 24 hours. Turning verification off reloads the page and clears entered text. Enquiry consent and analytics preferences are separate.

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