5 Call Tracking Metrics Reports to share with your clients

call tracking metrics

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

Call tracking metrics allow your clients to understand how their customers engage with them, their preferences, and the efficacy of the marketing campaigns you run for them.

A comprehensive report on call tracking metrics provides a holistic view of your clients’ calls and the direct impact of these calls on their financial outcomes.

In this article, we will demonstrate the essential components to include in your clients’ call tracking metrics report and how to automate the entire process.

5 ways to present phone leads to clients

There are many options to choose from! Below we present 5 different ways to present phone leads to clients so you can choose the one that suits you best.

1. The Nimbata Customized Dashboard

Every agency wants a sleek and insightful dashboard which contains all the necessary call tracking metrics to share with their clients.

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!

2. The Nimbata Report Builder

The report builder 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.

3. Google Sheets

One of the biggest benefits when using Nimbata, is the ability to send data to your favorite marketing or sales apps. The apps you as a marketer use on a daily basis to optimize for performance! 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. Nimbata allows 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.

Nimbata Google Sheets integration

The following information can be sent to Google Sheets:

  • Brand Name
  • Call Status
  • Call Tag
  • Call Value
  • Caller Name
  • Click ID
  • Destination & Name
  • Device Type
  • Digits Pressed by Caller
  • Digits Pressed by Destination
  • Facebook Click ID
  • GA CID
  • GA Session Id
  • Google Ads Click ID
  • Landing Page
  • Microsoft Click ID
  • Notes
  • Rating
  • Rec Link
  • Recorded
  • Talk Duration
  • Tracking Num & Name
  • Unique Call ID
  • Whisper
  • Date
  • Time
  • Call Outcome
  • Caller ID
  • Times Called
  • Duration
  • Who Hungup
  • Tracking Num
  • Tracking Name
  • Destination
  • Destination Name
  • Source Type
  • Source
  • Medium
  • Campaign
  • Country
  • Call Pages
  • State
  • City

4. 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.

5. Send data to your favorite reporting tool

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

Zapier lets you connect Nimbata with thousands of the most popular apps, so you can automate your work and have more time for what matters most—no code required.

Nimbata - Zapier integration

Not a fan of Zapier? Nimbata allows comes with Webhooks so you can send data to your desired endpoint!

More of an API guy? Check out the official Nimbata API.

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.

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
Nimbata Call Summary
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!

Nimbata Total Calls by day
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.

Nimbata Calls by marketing source
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.

Nimbata Missed Callers report
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.

Nimbata Average Calls per hour
Nimbata Average Calls per day


Call tracking metrics play a vital role in understanding the effectiveness of marketing campaigns. By capturing valuable data on phone calls, businesses can gain valuable insights into their customers’ preferences, behaviors, and conversion patterns.

The ability to go beyond basic metrics and delve into the specific impact of phone calls on ROI empowers marketers to make data-driven decisions. By identifying which marketing channels and strategies generate the most valuable phone leads, businesses can allocate their resources more effectively, maximizing their marketing efforts and driving growth.

Moreover, call tracking metrics enable businesses to enhance the end-to-end customer journey. By analyzing call duration, call outcomes, and customer sentiment during phone conversations, companies can identify areas for improvement in their customer service, sales processes, and overall customer satisfaction.

As marketing agencies strive to deliver comprehensive and impactful reports to their clients, leveraging call tracking metrics becomes increasingly essential.

In summary, call tracking metrics serve as a powerful tool for businesses to measure the effectiveness of their marketing campaigns, optimize their strategies, and provide exceptional customer experiences. By harnessing the potential of call tracking metrics, businesses can stay ahead of the competition, drive growth, and build long-lasting customer relationships.

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!

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