Most analytics setups only track what happens online — form fills, purchases, page views. But for many businesses, the most valuable conversions happen on the phone. Connecting CallTrackingMetrics to Google Analytics brings call data into your analytics picture so you can see the full impact of every marketing channel.
What This Pairing Unlocks
- Phone calls attributed to specific pages, campaigns, and traffic sources
- Offline conversions counted alongside online goals in a single view
- True cost-per-lead calculations that include phone inquiries
- Landing page performance measured by calls generated, not just form fills
How It Works
CallTrackingMetrics tracks which marketing source drove each phone call — the ad, the landing page, the keyword. The agent takes that call data and correlates it with Google Analytics session data, giving you a unified view of how every channel performs when phone calls are included.
Instead of seeing your Google Ads campaign as generating 20 form fills, you now see it generated 20 form fills and 35 phone calls. That changes how you evaluate which channels deserve more budget. The agent can pull both datasets, merge them by source and medium, and present the full conversion picture.
Example Workflows
Complete channel performance report
The agent pulls last month's web conversions from Google Analytics and phone conversions from CallTrackingMetrics, then merges them by traffic source. You see total conversions per channel — including calls — so you know which campaigns are actually driving the most leads.
Landing page effectiveness audit
The agent compares bounce rates and session duration from Google Analytics with call volume from CallTrackingMetrics for each landing page. Pages with high bounce rates but high call volumes are performing better than analytics alone would suggest.
Ad spend justification
Before a budget review, the agent compiles a report showing total conversions — both online and phone — per dollar spent on each campaign. Including call data often reveals that campaigns that looked expensive based on web conversions alone are actually your best performers.
Who This Is For
This pairing matters most for businesses where phone calls are a significant conversion path — service businesses, healthcare providers, legal firms, real estate agencies, and home improvement companies. If your Google Analytics reports make some campaigns look like they are underperforming because they cannot count the phone calls those campaigns generate, this connection fills in the missing piece.