Call Tracking Metrics

Integrating CallTrackingMetrics (CTM) with Ruler Analytics

Using the Ruler and CallTrackingMetrics integration, you can post and attribute your CTM phone calls within the Ruler Dashboard. This lets you dig down into a user's individual journey, as well as attribute your CRM lead status and Closed Won revenue back to the original lead, using Ruler's Closed Loop Attribution feature.

Using CTM's post-call webhooks, you can send an event to Ruler Analytics each time you receive a phone call. Using the webhook variable ga (the Google client/cookie ID), Ruler can then attribute the call to the correct user on your website within Ruler Analytics.

How the integration works

A visitor lands on your website. Ruler's tracking snippet assigns them a visitor ID and records their marketing touchpoints (source, campaign, keyword, landing page, and so on).
The visitor calls one of your CTM tracking numbers. CTM captures the call and associates it with the visitor's session, including their Google client ID (ga / cid).

When the configured trigger fires, CTM sends a webhook to your Ruler endpoint containing the call data and the ga variable.

Ruler matches the ga value to the visitor already tracked on your site, and stitches the phone call into that user's journey - so the call inherits the original marketing attribution. When that lead progresses in your CRM (e.g. to Closed Won), Ruler's Closed Loop Attribution ties the resulting revenue back to the marketing source that generated the call.

The ga variable is key for the attribution, Without it, Ruler receives the call event but has no reliable way to join it to a website visitor, so the call will not be attributed.

Please see CTM guide on configuring webhooks - https://calltrackingmetrics.zendesk.com/hc/en-us/articles/6021057338125-Webhooks-API-Integration

Before you start

• An active Ruler Analytics account with the Ruler tracking snippet installed and firing on your website.
• A CallTrackingMetrics account on a plan that supports webhooks (Marketing Pro, Sales Engage, Enterprise, Performance, Growth, or Connect).
• A Ruler webhook endpoint. Ruler can supply you with an endpoint to post your call events to on request — just email a member of the support team.
• The ga (Google client ID) variable enabled on your CTM account. You may need to speak to your CTM account manager to have this enabled, as it is not switched on for every account by default

Step 1 - Create the webhook in CTM

In CTM, go to Flows → Automation → Webhooks and add a new webhook. Give it:

Name - e.g. Ruler Analytics - Inbound Calls

Step 2 - Choose the trigger

Select the trigger phase that determines when the webhook fires. We would recommend to start with the End trigger so the fullest possible data set (including ga) is captured, then adjust if you have a specific reason to fire earlier.

Step 3 - Add the Ruler provided endpoint

Enter the callback URL supplied by your Ruler onboarding team. If you haven't been provided with one please reach out to the team.

Step 4 - Set the body type and request method

Body type: Log data - a POST request containing the raw JSON with all the activity data known at the time the webhook fires. You generally do not need to build a Custom format, using the raw Log data payload contains everything Ruler needs.

Save the webhook.

Step 5 - Test the webhook

Testing a webhook triggers a request for the most recent activity in the activity log. After sending a test:

A successful webhook usually returns a 200 response.
A failed webhook usually returns a 400 or 500 response.
Check the CTM API logs for debugging information on specific activities.

Confirm the test event has arrived and been attributed in your Ruler Dashboard. If you place a genuine test call from a device that has visited your website, you should see the call appear against that visitor's journey in Ruler, carrying the original source/campaign data.

If you require any support, please reach out to a member of the team.