How to Track Calls and Form Submits in Minutes

You’ll need two simple scripts to track calls and forms quickly: install flexible number insertion JavaScript before your closing tag, then set up Google Analytics 4 event tracking for form submissions. The DNI script swaps your default phone number with tracking numbers based on visitor sources, while GA4 captures form data through custom events. Most platforms like CallTrackingMetrics offer no-code integrations, and basic plans start around R145/month with 250-500 included minutes. Proper setup reveals which campaigns actually drive conversions.

Dynamic Number Insertion Setup for Website Call Tracking

When you’re ready to implement fluid number insertion on your website, you’ll need to meet several basic requirements before diving into the technical setup.

First, your website must display a visible phone number in HTML or image format using specific formats: 011-222-3333, 021.222.3333, or (031) 222-3333.

Your website must display a phone number in HTML or image format using these specific formats: 011-222-3333, 021.222.3333, or (031) 222-3333.

Your site also needs JavaScript enabled for script installation.

You’ll install a unique JavaScript snippet on each page before the closing tag, similar to Google Analytics implementation.

The script automatically detects visitor traffic sources—Google, Facebook, campaigns—and swaps your default number with source-specific tracking numbers in real-time.

Visitor cookies guarantee consistent number display across return visits, creating seamless tracking attribution. These cookies are classified as strictly necessary for CallRail functionality rather than marketing or analytical purposes.

Quick Implementation Methods and Pricing Options

How quickly can you get call tracking up and running on your website? Most platforms offer implementation within hours, not days. You’ll find straightforward setup processes that don’t require technical knowledge.

Here’s what you can expect for quick implementation:

1. Entry-level plans start at R145/month for basic tracking, including call forwarding and detail records.
2. Standard packages range from R550-825/month with core features like recording, routing, and 5-10 phone numbers.
3. Professional tiers cost R1,740-3,285/month, adding conversation analytics and form tracking capabilities.

Watch out for usage fees though. Your final costs often reach 2X to 10X the advertised price due to additional charges for minutes, tracking numbers, and text messages. The market offers over 130 different software options, making it crucial to compare features and pricing structures carefully.

Most basic plans include 250-500 minutes, which disappears faster than you’d think.

Analytics Integration With Google Analytics 4

You’ll need to configure GA4 properly to capture meaningful call and form data that actually connects to your visitor sessions.

The setup process involves creating custom events, dimensions, and metrics that work together to illustrate a complete depiction of user behaviour. This approach is particularly crucial in the post-cookie world where first-party data becomes increasingly essential for reliable tracking and measurement.

Without proper session data attribution, you’re fundamentally collecting phone numbers in a vacuum – worthless for comprehending which marketing efforts drive actual conversions.

GA4 Setup Process

Setting up Google Analytics 4 might seem daunting at first, but the process breaks down into four manageable steps that will have you tracking calls and form submissions in no time.

Start by navigating to analytics.google.com and clicking “Start Measuring.” You’ll create your account using your business name and configure data-sharing preferences.

Next comes property setup:

1. Enter your property name (minimum four characters required)
2. Set your time zone and currency to match your business location in South Africa
3. Answer business questions about company size and industry objectives

Finally, add your data stream by clicking “Web” and entering your website URL. The system automatically enables improved measurement, tracking video plays, downloads, and scroll behaviour.

Copy the tracking code from “View tag instructions” and install it across all pages. Proper analytics setup forms a crucial foundation for your SEO marketing efforts, helping you understand which content drives the most valuable conversions.

Session Data Attribution

Once your GA4 setup is complete, understanding how session data attribution actually works becomes essential for tracking those calls and form submissions accurately.

GA4’s session_start event captures vital attribution data including UTM parameters and referrer information. The platform follows a non-direct last click model with a 90-day lookback window, meaning your sessions maintain their original source even when users return directly.

Here’s where things get tricky: session fragmentation breaks user interactions into multiple sessions, causing attribution headaches. When sessions fragment, GA4 loses that precious source/medium data, leaving you with frustrating “(not set)” values.

This directly impacts your call and form tracking accuracy.

You’ll want to preserve session attribution data for the maximum duration possible. Consider implementing SessionStorage to capture routing paths leading to conversions—it’s game-changing for attribution clarity.

Essential Call Tracking Metrics to Monitor

While most businesses monitor basic call volume, the metrics that truly matter for optimising your call tracking strategy go far deeper than simple counting.

Your conversion rate per call reveals which campaigns actually drive revenue. Inbound calls convert 30% higher than web activities, making this metric vital for ROI analysis.

Three essential metrics you can’t afford to ignore:

1. First Call Resolution (FCR) – Calculate using (resolved issues ÷ total issues) × 100 to measure efficiency.
2. Average Handle Time (AHT) – Tracks complete resolution time, not just quick call endings.
3. Call duration by conversion – Longer calls typically indicate genuine interest and higher conversion potential.

These metrics expose which marketing campaigns generate qualified leads. They also help identify coaching opportunities when agents show conversion rate disparities.

Available Tools and Platform Integrations

You’ll find dozens of call tracking platforms available today, each offering different combinations of analytics power, CRM connectivity, and pricing structures.

The key isn’t choosing the most feature-packed option – it’s selecting software that integrates smoothly with your existing tech stack and matches your actual tracking needs.

Your decision should focus on three critical areas: the core tracking capabilities of each platform, how well they connect with your current systems, and whether their pricing aligns with your expected call volume and budget constraints.

Call Tracking Software Options

After you’ve decided to implement call tracking, selecting the right software becomes your next critical decision. Your choice depends heavily on your business size, budget, and specific tracking needs.

Here’s how to narrow down your options:

1. Small businesses should consider PhoneWagon (R800/month) or CallTrackingMetrics (R700/month) for basic tracking with CRM integrations.
2. Enterprise operations need strong solutions like Invoca’s AI-powered platform or Salesforce Sales Cloud for deep customisation.
3. Performance marketers require specialised tools like Ringba (R1,800/month) that handle high call volumes with advanced routing.

You’ll want AI-powered conversation analysis if lead qualification matters. CallRail’s Premium Conversation Intelligence® automatically tags leads and highlights keywords.

For startups focused on outbound sales, Close combines calling and CRM functionality seamlessly. This integration streamlines your sales process from initial contact to conversion.

Analytics Platform Integration Methods

Selecting your call tracking software is only half the battle—connecting it to your existing analytics platforms determines whether you’ll get actionable observations or just another dashboard collecting dust.

Google Analytics 4 integration remains the gold standard for South African businesses. You’ll need Google Tag Manager with built-in variables enabled—specifically “Click URL” and “Click Text” options. Create triggers using “Click – Just Links” configuration, then set conditions for “Click URL contains tel:” to track phone clicks properly.

Dynamic Number Insertion (DNI) must be configured first before implementing real-time event integration.

Platforms like AccuRoute® provide constant call data feeds directly into Google Analytics. This ensures your South African marketing campaigns receive accurate attribution data.

For broader connectivity, CallTrackingMetrics offers no-code integrations with Google Ads, HubSpot, and Salesforce. Their API documentation supports custom solutions, while Zapier handles workflow automation without coding requirements.

These integrations are particularly valuable for South African enterprises managing multiple digital touchpoints.

Pricing and Setup Plans

Pricing and Setup Plans

Four distinct pricing models dominate the call tracking terrain, and understanding them prevents expensive surprises down the road.

You’ll encounter subscription-based plans, pay-per-use structures, feature tiers, or hybrid combinations that blend multiple approaches.

Here’s what you can expect across pricing tiers:

1. Entry-level plans (R350-R1,800 monthly) include basic tracking and standard recording, though they’ll exclude advanced features like changing number insertion.
2. Mid-tier business plans (R900-R1,800 per user) add CRM integration, advanced analytics, and sub-account support for growing teams.
3. Enterprise solutions (R2,700-R5,400+ per user) deliver AI-driven observations, omnichannel tracking, and dedicated account management.

Watch for usage-based fees beyond your base subscription.

Call minutes, tracking numbers, and text messages often carry additional charges that can inflate your monthly bill considerably.

Performance Optimisation and ROI Measurement

While tracking calls and forms provides you with significant data, measuring their actual impact on your bottom line distinguishes successful marketers from those merely collecting figures.

You’ll notice a 37% improvement in lead-to-sale conversion rates when you correctly implement call tracking software. That’s not just vanity metrics—that’s genuine revenue growth.

Focus on these core ROI measurements:

Three essential metrics distinguish profitable marketers from data collectors: customer acquisition cost, lifetime value, and conversion rates.

1. Customer Acquisition Cost (CAC) – Track how much you’re spending to acquire each customer.
2. Customer Lifetime Value (CLV) – Link long-term value to total revenue. This metric helps you understand the complete financial picture of your marketing investments.
3. Conversion rates – Enhance returns without increasing expenditure.

Modern platforms such as CallRail and WhatConverts offer real-time dashboards connecting exact keywords to conversions. You can finally answer the perennial question: “Which marketing channels actually drive sales?”

These insights transform your marketing strategy from guesswork into data-driven decisions.

Multi-touch attribution models track your customer’s entire journey, eliminating guesswork from your ROI calculations.