LiraX Call Tracking — Find Out Which Ads Bring In Calls

Track call sources, evaluate advertising effectiveness, and automatically transfer call data to CRM.

What is call tracking?

Call tracking determines which advertising source, campaign, ad, or search query a customer who called your company came from.

The system shows:

• з which site or advertising channel the visitor came from;
• what page he was viewing;
• what number did you call;
• who answered the call;
• how long did the conversation last;
• whether the call was missed;
• what result of the request is recorded in CRM?

How LiraX call tracking works

1. Visitor goes to the site
The user arrives at the site from Google Ads, a social network, a search engine, a partner site, or another source.

2. The number is being changed on the website
The visitor sees a separate phone number assigned to their advertising source or session.

3. The call goes through LiraX
The system records the call, its source, time, subscriber number, duration, and routing result.

4. Data is transferred to CRM
A contact, request, deal, or task is created in CRM. The call is tied to the corresponding client.

5. Results are included in reports
The manager sees the quantity and quality of calls by advertising channels, campaigns, and managers.

Types of call tracking

Static call tracking

Suitable for monitoring channels without detailing to a specific visitor.
A separate number is assigned to the advertising source:

• outdoor advertising;
• billboard;
• business cards;
• printed materials;
• Google Business Profile;
• marketplace;
• partner site;
• separate advertising campaign.

Dynamic call tracking

The number is changed for a specific visitor or session.
Allows you to determine:

• source and channel;
• advertising campaign;
• keyword;
• advertisement;
• landing page;
• UTM tags;
• Client ID;
• history of viewed pages.

Combined call tracking

A combination of static numbers for offline sources and dynamic substitution for online advertising.

What data does the system record?

Source data

• source of transition;
• channel;
• advertising campaign;
• advertisement;
• search query;
• UTM tags;
• referrer;
• login page.

Visitor data

• Client ID;
• Session ID;
• time of first and current visit;
• pages viewed;
• device;
• browser;
• geographic data at an accessible level.

Call details

• subscriber number;
• call tracking number;
• date and time;
• call status;
• waiting time;
• duration of the conversation;
• operator or manager;
• routing queue or scenario;
• recording of the conversation;
• missed or received call.

CRM integration

The call immediately becomes part of the customer's story

Main features:

• customer search by phone number;
• automatic contact creation;
• creating a lead or deal;
• linking a call to an existing agreement;
• transmission of advertising source;
• creating a task for the responsible manager;
• adding a conversation recording;
• saving the duration and result of the call;
• automatic processing of missed calls;
• data transfer via WebHook or API.

Integration with LiraX IP telephony

Call tracking is part of the overall telephony platform.

Features:

• using LiraX routing rules;
• redirection to a manager or department;
• working with Call Center queues;
• voice message to the operator about the source of the call;
• different scenarios for different advertising channels;
• recording telephone conversations;
• missed call monitoring;
• automatic callback;
• evaluating the performance of operators.

Analytics and reports

Evaluate real phone calls, not clicks

Reports are generated in which we receive:

• number of calls by channel;
• unique and repeated calls;
• accepted and missed appeals;
• average duration of conversations;
• calls by campaigns and keywords;
• workload by days and hours;
• managers' performance;
• cost of one call;
• cost of targeted appeal;
• conversion of calls into deals;
• income from advertising sources.

Conversation analysis using AI

AI analysis is an additional feature and can be customized according to the company's business processes.

Features:

• transcribing telephone conversations;
• automatic resume creation;
• determining the topic of the appeal;
• identifying client intent;
• service quality assessment;
• search for keywords and phrases;
• determining the outcome of the call;
• monitoring compliance with the scenario;
• automatic filling of CRM fields;
• classification of calls into targeted and non-targeted.

Handling missed calls

After a missed call, the system can:

• create a task in CRM;
• notify the manager;
• send a message to Telegram or another channel;
• automatically queue the call for callback;
• run an automatic callback script;
• record the advertising source;
• monitor whether the manager called the client back.