Data Overview

CallRail exposes four main entities through Coupler.io. The richest data lives in Calls and Conversations — these are the entities most teams will use for reporting, attribution, and performance analysis.

Entities overview

Entity	Best for
Calls	Call volume reporting, lead tracking, marketing attribution
Conversations	Omnichannel analysis combining calls, SMS, and live chat
Users	Auditing team members, mapping agents to call outcomes
Companies	Account-level segmentation for agencies or multi-location businesses

Calls

Call identification and timing

Field	Description
id	Unique call identifier
start_time	Timestamp when the call started
duration	Call length in seconds
answered	Whether the call was answered
first_call	Whether this is the caller's first call

Caller details

Field	Description
caller_name	Name of the caller (if available)
caller_number	Caller's phone number
caller_city	Caller's city
caller_state	Caller's state
caller_country	Caller's country

Attribution and tracking

Field	Description
tracking_phone_number	The CallRail tracking number that was dialed
source	Traffic source (e.g., Google, Direct)
medium	Marketing medium (e.g., organic, cpc)
campaign	Associated campaign name
keywords	Search keywords that triggered the call
landing_page_url	Page the caller visited before calling
referring_url	Referring URL

Outcome and quality

Field	Description
lead_status	Qualified lead status
value	Revenue value assigned to the call
note	Agent notes on the call
tags	Tags applied to the call
voicemail	Whether a voicemail was left

Conversations

Conversation metadata

Field	Description
id	Unique conversation identifier
created_at	When the conversation was created
last_activity_at	Timestamp of the most recent activity
state	Current state (e.g., open, closed)
channel	Channel type (call, sms, chat)

Contact and attribution

Field	Description
customer_name	Name of the customer
customer_phone_number	Customer's phone number
source	Traffic source tied to the conversation
medium	Marketing medium
campaign	Associated campaign

Users

Field	Description
id	User ID
name	Full name
email	Email address
role	Account role (admin, reporting, etc.)

Companies

Field	Description
id	Company ID
name	Company name
status	Active or disabled
time_zone	Company time zone setting

Common metric combinations

• Calls + source/medium/campaign — see which channels are driving inbound calls

• Calls + duration + answered — measure call quality and missed call rates

• Calls + landing_page_url + keywords — connect SEO and PPC keywords to phone leads

• Conversations + channel + state — track open vs. closed conversations across channels

Use cases by role

Marketers

• Map calls to campaigns, keywords, and landing pages to calculate true cost-per-lead

• Combine CallRail calls data with Google Ads spend (via Coupler.io Join) to measure call conversion rates by campaign

• Send call source summaries to ChatGPT or Claude for automated channel performance commentary

Sales teams

Agencies

Platform-specific notes

• CallRail's API returns data scoped to the account associated with your API key — if you manage multiple accounts, you'll need separate API keys and separate data flows or use Append to combine them

• Call duration is returned in seconds — you may want to create a calculated column in your destination to convert to minutes

• The keywords field is only populated for calls tracked via keyword-level tracking; it will be empty for number-only tracking

• Tags and lead status fields are only populated if your team actively applies them in CallRail

• Conversation data includes all channels (calls, SMS, chat) — filter by the channel field if you only want one channel type