CallRail turns your phone calls, texts, and form submissions into marketing data you can report on. With the Power My Analytics CallRail connector, you can pull your call tracking, attribution, and Conversation Intelligence data into your favorite reporting destination and see exactly which campaigns are driving your leads. This guide covers what you need before you connect, how to add CallRail as a data source, how to build your first report, the fields available, and the limitations worth knowing up front.

CallRail is a Beta connector. It is available and supported now; while it is in Beta, some fields and behavior may still change as we continue to improve it.

Prerequisites

• An active CallRail account on any plan. API access is included in CallRail's base Call Tracking Intelligence package, so you do not need a paid add-on to connect (some individual fields do require a CallRail subscription; see Limitations and Important Considerations).
• A CallRail API v3 key. You will create this inside CallRail and paste it into your Hub when you add the source. See How to Connect to CallRail for the full walkthrough.
• The right CallRail user role. Admin, Manager, and Reporting users can create API keys; the Agent role cannot.

Use an Admin to create the key. This is the most important prerequisite. A CallRail API key only sees the accounts and companies its creator can see, so a key made by a Manager or Reporting user (who are limited to their assigned companies) will quietly return a partial account with no error. An Admin key sees everything, which is almost always what you want in your reports.

Adding CallRail as a Data Source

1. In CallRail, create your API v3 key and copy it right away (CallRail shows the key only once). Leave it read-only, which is all Power My Analytics needs. The full steps are in How to Connect to CallRail.
2. In your Power My Analytics Hub, select Sources from the menu.
3. Click + Add new source and choose CallRail from the gallery.
4. Paste your API v3 key to connect your account.

Reporting by company (multi-location and agency accounts): CallRail's call records do not include a Company ID, so you cannot split call data by company inside a single CallRail data source. If you manage multiple locations or clients and need each one reported separately, add a separate CallRail data source per company.

Creating a Data Studio Report

1. In your Hub, go to Reports > Data Studio, then click the orange + Create report button. Select Use a single-connector template and click Continue. Click CallRail in the connector gallery to launch the connector in Data Studio.
2. In Data Studio, select your Power My Analytics Hub from the dropdown and click Next.
3. Select the User Account you want to report on. Keep Use report template for new reports checked to start from Power My Analytics' pre-made CallRail template. Click Next, then click Connect.
4. Click Create report, then click Create report again to confirm.

Key Reports and Fields

• Key Performance Metrics: Call ID, Answered, Customer Numbers, Duration Seconds, and Voicemail, viewed by Start Time, Customer Name, Customer Phone Number, Customer City, Customer State, Tracking Phone Number, Call Type, and Direction.
• Call Attribution Metrics: Call ID by Device, by Call Type, and by Date.
• Day and Time Metrics: Call ID by Day of Week, Date (Start Time), and Hour (Start Time).
• Conversation Intelligence Metrics: Call ID by Sentiment and by Call Highlights; Duration Seconds and speaker talk-time (Speaker Percent Agent and Speaker Percent Customer) by Start Time, Customer Name, Sentiment, and Call Summary.
• Form and Text Message Metrics: Form Submission ID by Source and by Lead Status; Submitted At, Customer Name, Source, Medium, Campaign, and Lead Status for web forms; Last Message At, Customer Name, Source, and message details for texts.

How to count calls, forms, and texts. CallRail's data does not include a ready-made "number of calls" metric, so counts come from a couple of simple patterns: use the Record Count metric (or count by Call ID or Form Submission ID) to count calls, forms, or texts; Answered and Voicemail are 0/1 flags, so summing them gives your answered-call and voicemail counts; and because attribution fields (Source, Medium, Campaign, Keywords, Landing Page, Device) live on the Milestones table, which has one row per touchpoint, count calls by source with COUNT_DISTINCT(Call ID) so a single call is not counted more than once.

Limitations and Important Considerations

• Backfilling: When you first connect CallRail, Power My Analytics backfills 2 years of history. CallRail keeps 25 months of data and automatically deletes anything older, so 25 months is the furthest back your reports can reach. This ceiling is CallRail's, and it applies to every record type (calls, recordings, transcripts, texts, chat logs, form submissions, and visitor sessions).
• Recent data keeps settling: CallRail updates a call's data most in the first 24 hours after it happens and rarely after that. Tags, notes, lead status, transcripts, summaries, and sentiment can all arrive after the call first appears, so numbers for the last day or two may still be filling in.
• Spam and deleted tags change history: Marking a call as spam in CallRail removes it from your call log, reports, and billing, and that cannot be undone through the connector. Deleting a tag in CallRail removes it from every past interaction. Both can make historical totals shift.
• Time zones vary by field: CallRail aligns most dates to your account's time zone, and call start times come back as local time. A few fields (company created dates, text-message timestamps, and lead-timeline dates) are in UTC. If you run more than one company, each has its own time zone, so a single hour-of-day report across companies will not line up perfectly.
• Attribution is first-touch (with two exceptions): The source, medium, campaign, and landing page attached to a call reflect the lead's first visit. The Google and Facebook click IDs (gclid and fbclid) instead reflect the most recent visit, which is worth remembering when you reconcile CallRail against Google Ads.
• Source numbers vs. session numbers: Keywords, Landing Page, Device, and click IDs are only captured for calls that came in on a session-level (visitor) tracking number. Calls on a source-level tracking number will show those fields as blank. The Tracker Type field tells you which kind a number is.
• Conversation Intelligence is a paid CallRail feature: Transcripts, Call Summary, and Sentiment require a CallRail Premium Conversation Intelligence subscription, and CallRail returns them as blank over the API without it. Call Highlights also needs transcripts enabled on the company and recording enabled on the tracking number, and transcription is English-only.
• Healthcare (HIPAA) accounts: On CallRail healthcare plans, recording and transcripts are off by default and personal information is redacted by default, so expect blank transcripts and redacted values in the ones that do come through.
• Text messaging registration (10DLC): If your CallRail account is not registered for business texting, outbound messages can be blocked, so your text volume may read lower than what actually happened.

Unavailable Data

• A built-in calls count and the answered/missed/voicemail/abandoned/inbound/outbound family as ready-made metrics, and an answer rate (use the counting patterns above instead).
• Any monetary value, cost, or spend field (CallRail's API does not provide these).
• Lead status, company name or ID, and the agent or user, directly on a call record.
• Source, medium, campaign, keywords, landing page, referrer, and device directly on the call row (these are available through the Milestones table), along with gclid, fbclid, msclkid, gbraid, wbraid, the UTM parameters, and the Google Analytics client ID.
• First-call, prior-calls, total-calls, and unique-caller counts, and CallRail's cross-channel person ID.
• Tags as a joinable field with a key back to calls, forms, and messages.
• Individual text messages, message counts, and response times (only the most recent message per conversation is available).
• Keywords Spotted with timestamps, the speaker-by-speaker transcript, custom cookie capture fields, keypad entries, ZIP code, self-reported attribution, Conversion Signals, Convert Assist, and Market Insights.
• Raw (unqualified) leads. CallRail's API returns qualified leads only, which is often why a lead count looks lower than expected.

Troubleshooting

• Some companies or calls are missing: The API key was most likely created by a Manager or Reporting user who cannot see those companies in CallRail. Recreate the key as an Admin and reconnect.
• Your numbers changed since last week: Recent calls keep settling for about 24 hours, and tags, lead status, transcripts, and sentiment can arrive later. Spam-marked calls also drop out of reports.
• Totals do not match the CallRail dashboard: This is usually a time-zone difference (account-local vs. UTC) or calls that were marked as spam.
• Transcripts, summaries, or sentiment are blank: These require CallRail Premium Conversation Intelligence, an English-language call, recording enabled on the tracking number, and (on healthcare accounts) recording turned on.
• Nothing older than about two years: That is CallRail's 25-month retention limit, not a connector problem.