CallRail

Attribution connects to CallRail to capture phone calls as conversion events in your dashboard. Calls are linked to the visitor's prior website session, so you can see which marketing channels are driving phone leads.

What This Integration Does

Call tracking — Inbound phone calls appear as conversion events in Attribution
Channel attribution — Calls are attributed to the marketing channel (paid search, organic, direct, etc.) that brought the caller to your site
Webhook delivery — Attribution receives call data from CallRail via webhooks as soon as a call ends
Cookie capture — Attribution automatically configures CallRail to read browser cookies (_attrb and ajs_anonymous_id) so callers can be matched to their website sessions
Visitor identification — Each call triggers both an identify and a track event, updating the caller's profile with traits like name, phone number, and location

Prerequisites

A CallRail account with at least one company set up
A CallRail API key (available in CallRail under Settings > API Access)
The Attribution tracking snippet installed on your website — this is required for cookie-based visitor matching

Setup Instructions

In the Attribution dashboard, go to Settings > Integrations and find CallRail
Click Connect and enter your CallRail API key
Select the CallRail company you want to track (if your account has only one company, it is selected automatically)
Attribution automatically installs the necessary webhooks and cookie configuration in CallRail — no manual configuration is needed

How It Works

When a call ends, CallRail fires a webhook to Attribution. Attribution identifies the caller using one of the following methods, checked in order:

Attribution cookie (_attrb) — primary identifier, set by the Attribution tracking snippet during a website visit
Segment cookie (ajs_anonymous_id) — fallback for sites that also use Segment
Phone number hash — last resort when no cookie is available; creates a consistent identifier from the caller's phone number

During setup, Attribution configures a Custom integration in CallRail that instructs CallRail to capture the _attrb and ajs_anonymous_id cookies from the caller's browser session. This is what makes cookie-based identification possible — without it, CallRail would not include cookie values in webhook payloads.

Once the caller is identified, Attribution sends two events:

An identify call that updates the visitor's profile with traits (name, phone, location, etc.)
A track call that records the call as a conversion event

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For best attribution accuracy, make sure the Attribution tracking snippet is installed on all pages of your website before connecting CallRail. Visitors who call without a prior tracked session will be identified by phone hash only, which cannot be linked to a specific marketing channel.

Tracked Events

Event names follow the pattern {Direction} call - {Call type}, built from CallRail's direction and call_type fields. Common examples:

Event name	Description
`Inbound call - Answered`	Incoming call that was picked up
`Inbound call - Missed`	Incoming call that was not answered
`Inbound call - Abandoned`	Caller hung up before the call was answered
`Inbound call - Voicemail`	Caller left a voicemail

The exact values depend on what CallRail reports in each webhook payload.

Visitor Traits

Each call updates the caller's visitor profile with the following traits:

Trait	Description
`phone`	Caller's phone number
`name`	Caller's name (if available)
`city`	Caller's city
`state`	Caller's state
`country`	Caller's country
`first_call`	Whether this is the caller's first ever call
`lead_status`	Lead status assigned in CallRail
`total_calls`	Total number of calls from this caller

Call metadata such as duration, source, tracking number, and UTM parameters are captured as event properties on the track event.

Questions or Issues

Contact [email protected] if you run into any problems connecting your CallRail account.