Call platforms
Call tracking
Call attribution that ties every phone lead to a campaign
SourceLoop ties UTM parameters, click IDs (GCLID, fbclid, msclkid), referrer, and the caller's full journey to every inbound call. Connect CallRail, CallTrackingMetrics, Invoca, or Mediahawk, and see which calls were real leads, not hang-ups.
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Used by 750+ marketing teams, agencies, and SaaS companies
Why calls go unattributed
Phone leads are the ones your reporting always loses
Call tracking platforms tell you the phone rang and which number was dialled. What they cannot tell you is which campaign produced the caller, or what the call was eventually worth.
- 01
The call leaves your website behind
Someone reads three pages, picks up the phone, and the conversation happens somewhere your analytics cannot see. The visit and the call never meet.
Affects Inbound callsClick-to-call - 02
Your call tool knows the number, not the campaign
Dynamic number insertion tells you which pool the caller dialled. Pools map to channels at best, so paid search collapses into one bucket.
Works with CallRailCallTrackingMetricsWhatConvertsInvoca - 03
Repeat callers look like new leads
The same person calls twice from different numbers, or calls after clicking an ad weeks earlier, and each call is counted as a fresh unattributed lead.
Affects Repeat callersSession expiry - 04
The outcome never reaches marketing
Sales knows the call turned into a deal. The ad platform only ever heard that a call happened, so it keeps optimising for volume.
Affects Closed wonCall outcome - 05
Calls stay out of ROAS
When phone revenue sits outside the model, the channels that drive calls look weaker than the ones that drive form fills.
Affects Offline conversionsROAS
With SourceLoop
Every tracked call joined to its campaign
SourceLoop sits on top of the call tracking platform you already run, matches each call back to the session that produced it, and follows it through to closed revenue.
- 01 The browsing session that led to the call is joined to it
- 02 Attribution down to campaign, ad, and keyword, not just channel
- 03 Repeat callers resolve to one person with one first touch
- 04 Call outcome and deal value flow back into the model
- 05 Phone revenue counted in ROAS alongside everything else
Attribution stack
Phone call source and full attribution on every ring
Your call platform tells you a call happened. SourceLoop tells you which campaign earned it, captured on the first visit and tied to the call through to your CRM.
Source capture
Every call carries the source that drove it.
Analytics
Calls booked by channel, with revenue behind each.
Full journey
See every touch before the phone rang.
CRM sync
Call lands in your CRM, attribution mapped.
syncedCalls by channel · 30 days
Over 60s = Good| Channel | Calls | Good | Cost / good |
|---|---|---|---|
 Paid search | 214 | 131 | $38 |
 Google Maps | 162 | 118 | $0 |
 Paid social | 110 | 29 | $97 |
Only real calls count
A 10-second hang-up is not a lead
Mark answered calls over 60 seconds as Good with one click, or let Ask AI read the transcript and decide. Your reports show cost per good call, and only good calls go back to Google Ads and Meta, so your ads chase callers who book, not callers who hang up.
- Ready-made rule for calls over 60 seconds
- Good calls sent back to your ad platforms
How it works
Three steps to attribute every phone call
One script tag and an API key. Calls flow in attributed.
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<script async src="https://t.sourceloop.ai/tracking-v3.js"></script>
01Install the snippet
Drop one script tag in your <head>. It records each visitor's source and journey across your site.
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02Connect your call platform
Link CallRail, CallTrackingMetrics, Invoca, or Mediahawk with an API key. SourceLoop matches each call to the caller's session.
- A
(415) 555-0142
- Source Google / CPC
- Campaign brand_search
- Channel Paid Search
03Lead lands in your CRM tagged
The call lands in HubSpot, Salesforce, Pipedrive, or your dashboard with attribution and the recording attached.
Call tracking by platform
Works with CallRail, CallTrackingMetrics, Invoca, and Mediahawk
Connect with an API key. Calls flow in attributed within seconds.
- CallRail
- CallTrackingMetrics
- Invoca
- Mediahawk
Using a different call tracking provider? Tell us and we'll prioritize it.
Customer stories
Teams that know which ads make the phone ring
From agencies and SaaS companies to clinics and law firms, teams use SourceLoop to trace every lead and every dollar back to the campaign that earned it.
Cedar Row Dental Clinics
Half our new patients book by phone. Multi-touch attribution on every call showed us which ads start a booking and which ones close it, so we cut the two channels that did neither.
- Of bookings now attributed
- 63%
- Monthly spend reallocated
- $9k
Halden & Wright Agency
We run paid media for 14 clients. Every lead now lands in their CRM with the campaign, keyword and ad behind it, so we can prove our impact with numbers clients can check for themselves.
- Lower cost per lead
- 41%
- Client accounts tracked
- 14
ploomly B2B SaaS
We started sending only qualified demos back to Google Ads as conversions. Within six weeks, paid search was filling our calendar with buyers who fit our ICP, and close rates followed.
- SQLs from paid search
- +38%
- Demo-to-close rate
- 2.1x
Fernhill Legal Professional services
Most of our leads showed up as Direct in the CRM. SourceLoop now gives us the full journey behind every inquiry, chat and call, from the first search to the booked consultation.
- More consults per dollar
- 27%
- Lead channels in one report
- 4
FAQ
Call tracking and attribution, FAQ
How does SourceLoop know which ad or campaign drove a phone call?
When a visitor browses your site, SourceLoop captures their source, UTMs, and click IDs and stores them in a first-party cookie. Your call tracking platform records the same visitor's session against the call. SourceLoop matches the two, so the inbound call inherits the full marketing journey the caller had before they dialed, even though they never typed anything.
Which call tracking platforms do you support?
CallRail, CallTrackingMetrics, Invoca, and Mediahawk. CallRail is the fastest to set up: connect an API key and SourceLoop registers call delivery for you automatically. The others use an API key plus a one-time webhook you paste from values SourceLoop generates for your account. More providers are added based on demand, so tell us if you use a different one.
Does SourceLoop replace my call tracking platform?
No, it complements it. CallRail, CallTrackingMetrics, Invoca, and Mediahawk handle the phone network, the tracking numbers, and the recordings. SourceLoop unifies those calls with your forms, chats, meetings, and payments into one attribution model and syncs the lead to your CRM and ad platforms. You keep your call platform and gain true cross-channel attribution on top.
Can I track GCLID and push qualified calls to Google Ads as offline conversions?
Yes. SourceLoop captures GCLID, Wbraid, Gbraid, fbclid, and msclkid on the visit, persists them through the session, and attaches them to the call. You can then send good and won calls to Google Ads, Meta, and ChatGPT Ads as conversions, so the bidding learns which calls actually turn into customers.
What about a call from a number printed on a billboard or business card?
It still records as a lead. Because there was no web session behind it, there is no journey to attach, so it shows up as Direct in your reports. Calls that started from a tracked page on your site carry full source and campaign detail.
How do I separate real calls from hang-ups and spam?
Turn on the ready-made rule that marks answered calls over 60 seconds as Good, or write your own using call length, status, or anything else on the call. Ask AI can also read the call transcript and decide. Reports and ad platforms then count only the calls that were real leads.
Are call recordings and transcripts included?
When your call tracking platform has them, the recording and transcription links are stored on the SourceLoop lead alongside the attribution data, so a rep can replay the conversation with full context on where the caller came from.
How is this different from CallRail's or Invoca's built-in attribution?
Call platforms attribute calls within their own data. They do not see the form fills, chats, meetings, and payments those same visitors generate elsewhere. SourceLoop captures the full first-party journey before the call and folds it into the same multi-touch model as every other conversion type, then syncs it to your CRM and ad platforms.
Does SourceLoop do dynamic number insertion?
No, and it does not need to. Dynamic number insertion and call recording are what call tracking platforms already do well. SourceLoop is the attribution layer above them: we take the calls your platform captures and join each one to the visit, campaign, and keyword that produced it, then follow it to closed revenue.
Which call tracking platforms do you work with?
CallRail, CallTrackingMetrics, Invoca, and Mediahawk connect natively. WhatConverts, Twilio, Aircall, RingCentral, Dialpad, JustCall, and others work too: if your platform can send a webhook when a call completes, it can be attributed. You keep the numbers, routing, and recordings where they are.
What is the best call tracking software?
It depends on what you need. CallRail suits most marketing teams, CallTrackingMetrics goes deeper on routing, Invoca is built for enterprise conversation intelligence, and WhatConverts leans towards agencies. SourceLoop is not competing with any of them, it makes whichever one you choose report on revenue rather than call volume.
How does a phone call get attributed to a campaign?
The caller browsed before they dialled. We hold that session against a profile, and when your call platform reports a completed call we match it to that visitor, so the call inherits the original campaign, ad, and keyword even if the click happened weeks earlier.
