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How to create a dashboard with call tracking data: 8 smart KPIs you need to track to boost your sales | B2B Marketing

Julia Holovko

, CMO at


, offers 8 KPIs to measure call conversions.

Call tracking service is a tool that provides B2B marketers, sales teams and call agents with particular data.

Which KPIs do you need to choose for strategic planning?

What are the tools you use to create your KPI dashboards? Most often, our clients prefer to combine call tracking data with Google Analytics, marketing automation platforms and corporate CRM systems using API. Other clients (mostly small to medium-sized businesses) use Google Spreadsheets or simply Excel reports. Whatever your favourite tools are, this article will help you to choose call tracking KPIs for your company. 

1. Top 10-20 keywords, that bring inbound phone calls.

 Keyword research and analysis are essential when it comes to optimizing your PPC campaigns. Moreover, clients who prefer making calls have a particular semantic field, and marketers need this information for analysis and bidding.

For example, online retailers and e-commerce can learn which product groups bring more calls from potential clients and thus, understand on which pages to place a callback button or any other pop-up, like online chat smart announcement etc.  Additionally, knowing  which keywords engage leads to call your company, you can create seasonal promo campaigns based on these trends. Why not promote seeds before the garden season?

In order to get a list of these words, you just need to filter them in any call tracking service you use. You can also apply an appropriate segment in Google Analytics (GA) if a call tracking service integrates with GA and tracks the call as a goal accordingly.  

2. Top ad campaigns that convert into calls.

Self-explanatory. This indicator aggregates data on keywords and shows the most efficient campaigns in terms of calls. It will help you take action and drop unsuccessful campaigns. Or you can try and test to make them better. 

3. % of phone calls in the total number of all conversions.

This parameter is important when we decide whether to recommend call tracking implementation for clients or not. From our practice, if the calls represent more than 30% of all conversions, the company definitely needs a tool for tracking them. A decent scheme that allows to make an informed decision is given in this article. 

This indicator is calculated as a ratio between the number of phone calls and the number of all conversions via website. It is important for analysis, because its dynamics shows the seasonal customer behavior trends. 

4. The ratio between phone calls driven by paid and non-paid traffic — multichannel call attribution.

If you provide a simple and unified service, you can expect the high percent of conversions made straightly from your ad. But if your product is complicated, the ad information isn’t enough to make a buying decision, your clients need to read more on the website or call your sales managers to ask additional questions. The customer journey before calling can be rather long. Understanding the value of each traffic channel in call conversions, determines the most valuable sources. 

5. Сall duration. 

The analysis of long and short conversations helps to evaluate the performance of your sales/call-center agents. Moreover, you can receive detailed data on clients` FAQs and what worries them the most.

Call duration is also important for lead nurturing — the more your customer talks over phone, the more interested he/she is in your service or product. Sales team needs to allocate more time for such clients.

6. Caller geolocation.

Call tracking services identify the callers’ locations by their IPs, using the IP databases. Analyzing this information broken down by calls, you’ll find out the performance of your ads in different regions. Moreover, this data is important for sales teams as geo-based suggestions  will increase value of your offer for clients. For instance, while talking with a client on the phone why not mention you have a free delivery to their region. 

With Google Adwords it’s possible to define the geolocation accurate within the metro station. Such detalization allows to better understand your clients’ behavior and define the situations when they’re inclined to call and when they prefer to communicate via instant messengers and email.

7. The ratio between unique and repeated calls. 

This is a good benchmark for the sales funnel formation and improvements of advertising campaigns for first-time and regular customers separately. Furthermore, analyzing this ratio you’ll understand how much money you spend on a particular client segment and how to compare it with the short-term profits and the lifetime value.

8. Revenue generated by calls.

Combining data from call tracking service and your CRM allows to evaluate revenue created via calls and add this information to calculate ROMI correctly. 

In addition, you can receive clear insights on how to spend your ad budget wisely when estimating the profit from sales for different periods. 

Dashboard on calls conversion based on call tracking data is a progressive approach. It will ensure the efficient allocation of marketing budget and productive work with the sales department.


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