Introducing the Call Tracking Report: Reveal the True ROI Behind Your Calls

For service businesses, a single phone call can change the month. It can be a $9,800 roof replacement, a new legal case, or a patient ready to book a procedure.

But calls happen fast. They’re messy. And without the right visibility, the most valuable moments slip through unnoticed or unanswered.

That’s what the Call Tracking Report is built to solve. It connects every call (good, bad, missed, or mishandled) to the metrics that matter most: lead quality, quote value, sales value, caller behavior, and the marketing source that sparked the conversation.

It’s not a call log. It’s a revenue story, start to finish.

Why This Matters for Agencies

Clicks can be re-engaged. Forms can be followed up on. But calls? You get one shot.

When agencies can’t show which calls were valuable — or which ones the client never answered — marketing gets blamed for results it didn’t control.

Most call reports stop at:

“Here’s how many people called you.”

But clients want answers like:

• Which calls became revenue?
• Which ones were worth quoting?
• Which campaigns are driving high-value conversations instead of noise?

The Call Tracking Report closes that gap.

It takes you from “we drove calls” to “here’s the exact revenue your marketing created — and here’s where it slipped through.”

Inside the Call Tracking Report

The report is organized into eight views:

• Total Calls
• Calls by Sentiment
• Key Call Metrics
• Calls by Source
• Top Call Keywords & Topics
• Duration Segments
• Hourly & Daily Distribution
• Top Callers

Below, we spotlight the four sections agencies rely on most to drive revenue clarity and protect budget.

1. Total Calls (Answered vs. Missed)

Before you can talk about ROI, you need to know one thing: Did the calls get answered?

This section lays it out plainly — not just how many calls came in, but how many revenue moments never reached a human.

Example

An HVAC company discovered that nearly 200 out of 600 calls never connected with anyone.

On paper, call volume looked great. In reality, one-third of their potential revenue evaporated before they even got a chance to win it.

What Agencies Do With It

Agencies use this view to:

• Reveal revenue leaks clients didn’t know existed
• Recommend staffing adjustments during peak hours
• Turn missed calls into actionable follow-up

A single unanswered call can cost thousands. This report shows exactly how often that happens.

2. Calls by Source (Channel, Keyword, Landing Page)

Every call has a story behind it — a search query, an ad, a landing page, a moment of intent.

This section reveals which sources generate real opportunities, and which ones flood your client with time-wasting conversations.

Example

A law firm learned that “free legal advice” keywords were lighting up the phones — and draining their staff. Most callers weren’t qualified. Meanwhile, “car accident lawyer” produced fewer calls but far more cases.

What Agencies Do With It

This is where attribution becomes a weapon:

• Shift budget toward revenue-producing sources
• Use keyword insights to guide messaging
• Defend PPC budgets with hard revenue data

Not all calls are equal. This section shows which ones are worth paying for.

3. Key Call Metrics (Response Rate, Duration, Quote Value, Sales Value)

Some calls last 15 seconds. Others turn into four-figure quotes.

This section pulls the value signal out of the chaos by showing:

1. How consistently calls are answered
2. How long customers stay on the line
3. How much opportunity each call represents
4. How much revenue ultimately closes

And because each metric includes month-over-month change, you immediately see whether performance is rising or slipping.

Example

A roofing agency noticed something interesting: quote value spiked by 30% even though call volume stayed the same.

The calls weren’t increasing — the quality was.

What Agencies Do With It

• Show clients that lead quality, not just volume, is improving
• Tie campaign tests directly to revenue uplift
• Justify spend increases with data that’s impossible to dispute

If Google Ads has ROAS, call-driven businesses have this section.

4. Top Call Keywords & Topics

Calls are raw, unfiltered insight.

People reveal what they really want in their own words — not through dropdowns, not through page clicks.

This section surfaces:

• The phrases callers use most
• Warnings about irrelevant or outside-service-area traffic
• Hidden opportunities your campaigns might be missing

It’s one of the most eye-opening parts of the report.

Example

A roofing company saw a sudden surge in mentions of a neighboring city.

After listening to recordings, the agency realized those callers were outside the service area — a targeting issue the company didn’t know existed.

What Agencies Do With It

• Add negative keywords that cut wasted spend
• Improve ad copy to match what callers actually ask for
• Give clients direct insight into how customers describe their problems

This view often pays for itself in a single optimization cycle.

Additional Insights You Can Explore

These four sections add context and depth to the revenue story above:

Calls by Sentiment

Spot whether staff tone, speed, or clarity is affecting outcomes.

Duration Segments

See which call lengths correlate with real opportunities — and which represent noise.

Hourly & Daily Distribution

Find the windows where high-value calls spike (and where missed calls spike too).

Top Callers

Identify repeat callers who consistently drive revenue, follow-ups, and booked jobs.

How Agencies Use the Call Tracking Report

Here are additional ways agencies put this report to work:

• Eliminate wasted spend by removing sources of unqualified calls
• Diagnose where client teams are bottlenecking revenue
• Improve call handling by pairing sentiment with recordings
• Strengthen targeting using real caller language
• Deliver ROI reports tied directly to quote and sales value

It’s visibility clients can’t argue with — and clarity agencies can use to protect budgets.

Getting Started (30 Seconds)

1. Connect call tracking numbers inside WhatConverts
2. Open Reports → Call Tracking Report
3. Start with Answered vs. Missed Calls
4. Add quote and sales values to unlock revenue insights

Once values are added, every widget in the report comes to life.

Turn Calls Into Revenue Clarity

Most call reports show activity. This one shows consequences — the real-time revenue moments that make or break a month.

For agencies, that means tighter optimization, stronger accountability, and ROI reports that withstand any client meeting.

Ready to see which calls truly move the business?

Book a 20-minute demo or start your 14-day free trial now!