Triggering Events into Google Analytics Through Call Automation

by Todd Fisher

In the past when you linked CTM to GA (Google Analytics) you were able to trigger two types of Events into GA: a Calls Event and a CallSale Event. For most use cases, this remains the simplest and most useful feature to get conversion data for both calls and sales into GA from CTM.

You can also vary where those Events are sent, based on:

  • the web property derived directly from the website session
  • the tracking number dialed
  • the tracking source of the tracking number dialed
  • or a default account-wide web property.

Now, we’re excited to announce the ability to trigger multiple Events per call, text or form across multiple web properties. This is achieved through CTM’s call automation feature, allowing users to trigger multiple actions plus adding simple criteria for when specific actions should be taken. And, when used in conjunction with CTM’s smart routing technology, customers can do truly amazing things by controlling how calls are routed, and setting up automated activities to preform post-call.   Call Triggers can be found under the “Calls” -> “Triggers” section within the main navigation.

Let’s take a look at this new feature in action.

A GA Event is composed of 4 primary dimensions:

  1. Category – by default CTM sends this into GA as a Calls Event or a CallSale Event, and with call triggers, you can define the Event name specific to your needs.
  2. Action – by default CTM sends this into GA using the {{source}} which is replaced by the name of the tracking source of the phone call. You can use any variable available to you through our API or any constant value as required.
  3. Event Value – by default CTM sends the call duration into GA if it’s a Calls Event and the sales amount if it’s a CallSale Event, but you can also use another custom field value here or any other whole number value as required by GA.
  4. Web Property – by default CTM will derive this value based on your integration settings— meaning we’ll either use the linked session, tracking number, or tracking source along with the default account web property. You may also hard code your own.

When triggering these Events, CTM enforces a single Event by Category and Web Property per call. This is beneficial as typically users prefer one Event per call to a single web property. Utilizing this best practice still allows users to send multiple Events to multiple web properties.

Tell us how you plan to use this feature to accelerate your marketing and improve your sales!