Cracking the code of creating a killer call tracking metrics report

call tracking metrics report cover

As your marketing agency takes on more clients, manually generating reports for their performance metrics becomes time-consuming and lacks scalability.

Let’s talk about why it’s time to level up our game! 🚀

Call tracking metrics aren’t just cool numbers; they’re the secret sauce to understanding your clients’ customer dance moves!

Dive deep into their preferences and witness the marketing magic unfold!

Imagine a report that’s not just data but a treasure map leading to financial success!

Today’s mission: Cracking the code of creating a killer call tracking metrics report!

Join me in this article where we unveil the essentials of crafting a jaw-dropping call tracking metrics report and the magical world of automation!

5 different methods to show call tracking metrics reports to clients

Good news is you are not tied to a single method.

There are multiple methods to choose from and stick with the one that works best for you!

Below are 5 routes you can follow

Method #1: Send data to your favorite reporting tool

Are you using a reporting software or wish to send call tracking metrics to another app?

Zapier is your friend!

Connect your Call tracking software with Zapier and send all call tracking metrics you wish to report to your clients to your favorite reporting tool!

Nimbata - Zapier integration

Not a fan of Zapier? Look for a Webhooks option in your call tracking platform so you can send data to your desired endpoint!

Method #2: Call Tracking Metrics Report in Google Looker (Data Studio)

Looker is a powerful data visualization tool that enables you to explore and analyze your data in various ways. One of the most important features of Looker is the ability to create and share reports. Reports are a great way to communicate insights and trends to your team or clients. In this blog post, we won’t take you through the steps of creating a report in Looker.

Google has a very detailed tutorial on how to create a dashboard for your clients.

google analytics call tracking looker studio

IMPORTANT: When choosing the data source make sure that you are sending all the call information you want in Google Analytics 4.

From there on it’s easy peasy!

Best Practices for Creating Reports in Looker

  1. Keep it simple: When creating a report, remember to keep it simple and focused. Avoid including too many fields or visualizations, as this can make your report difficult to read and understand.
  2. Use filters: Filters are a great way to narrow down your data and provide more targeted insights. Use filters to focus on specific time periods, customer segments, or other criteria.
  3. Choose the right visualization type: Looker offers a variety of visualization types, each of which is suited to different types of data. Choose the right visualization type to ensure that your data is presented in the most effective way possible.

Method #3: Google Sheets

If you are like me, then having raw phone call data in sheets, is a must have when it comes to reporting calls to your client. Your call tracking software should allow you to send all calls directly in a Google Sheet of your choice which you can share with your clients or even use it as a repository to create custom reports with pivot tables.

Google Sheets Call Tracking

Method #4: The Nimbata Report Builder

Nimbata Call Tracking offers a a native report builder, which is an excellent way to create just about any report with the data in your account. 

Want to see a lead report of callers that converted?

Or even missed opportunities?

The Nimbata Report Builder

All you have to do is select those dimensions from the drop down and you’ll instantly get a report displaying all the leads for your selected criteria.

Share this report with teammates, export it into Excel or CSV formats or even send the data directly to Google Sheets in real-time.

Method #5: The Nimbata Customized Dashboard

This method is for those who want something they can easily share with their clients without having to go through another platform.

Enter the Nimbata dashboard. Fully customizable so you can add only the reports and charts that matter to you the most and share this with your clients!

Take a sneak peek below!

BONUS: You can download this report as a PDF file and share it with your clients!

Ohhh and one more thing! The Call Tracking Dashboard can be white-labelled, branded with your logos, brand colors and wording, making it the ideal dashboard to share with your clients and prove your work!

Which call tracking metrics to include in your reports

When configuring the dashboard that you will share with your clients, it’s important not to miss any key call tracking metrics. Below we suggest the KPIs and metrics that are a must and should be included in every call tracking dashboard.

5 call tracking metrics to include in your Call Tracking Metrics Report:

1. Call Summary: A quick overview of the key metrics of your calls which includes:
– Total Calls
– Total Answered Calls
– Total Minutes
– Average Call Duration
– Unique Callers
– New Callers

2. Total Calls by day: This report will give you a breakdown of total calls per day / per marketing source. Watch out for any spikes out of the ordinary which may indicate that one of your marketing campaigns is performing really well!

3. Calls by marketing source: This report will show you a list of the top marketing sources bringing calls. Very important to assess how well each marketing channel is performing.

4. Missed Callers: These are customers who called you, never connected with you or one of your agents, and never called back again. The list will provide you with their number so you can call them back.

5. Average calls per hour and day: This KPI shows you which day and what time your customers prefer to call you. Monitor this report to check if any calls are not being handled and when is the best time and day to promote your product or service.


Call tracking metrics are pivotal for businesses, offering insights, facilitating data-driven decisions, enhancing customer journeys, aiding in effective resource allocation, impacting reporting for marketing agencies, and ultimately driving growth.

In this post we shared 5 methods to choose from when creating a call tracking metrics report.

The choice is yours!

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