# 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

{% tabs %}
{% tab title="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
  {% endtab %}

{% tab title="Sales teams" %}

* Track answered vs. missed calls by agent or time of day to optimize staffing
* Use the Conversations entity to monitor response times and open conversation queues
* Append call data from multiple CallRail accounts for a consolidated team leaderboard in Google Sheets
  {% endtab %}

{% tab title="Agencies" %}

* Use the Companies entity to segment reporting by client account
* Aggregate call volume and lead quality metrics across all managed accounts into a single BigQuery or Looker Studio dashboard
* Automate monthly call performance reports per company with scheduled data flows
  {% endtab %}
  {% endtabs %}

## 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