A complete guide to call analytics in 2025

Your business needs to be using the most effective tools to draw in leads, boost conversions, and align your marketing closely with changing customer behaviours.

But what are the best tools to incorporate in your business?

Call analytics is fast-becoming one of the most essential pieces of software for marketers across all industries. It offers a more efficient, accurate, and actionable way to improve your campaigns. By bridging the gap between online marketing efforts and real-world customer conversations, call analytics provides unprecedented insights that are essential for your business.

Let’s look further into call analytics with our complete guide. We’ll show you what call analytics is, how it works, and what insights and benefits it can provide for your marketing.

What is call analytics?

Call analytics is an in-depth approach to tracking, measuring, and analysing phone call data. This process uses powerful software to derive insights from customer interactions that can inform decision-making for your marketing activities.

At its core, call analytics transforms phone calls from simple communication channels into rich sources of actionable marketing intelligence.

Call analytics plays a vital role in your business by:

• Attributing calls to specific marketing channels, campaigns, and activities
• Gathering comprehensive data on customer interactions (call duration, paid ad keyword performance, intent to purchase, and more)
• Generating actionable insights to improve your marketing strategies and adjust campaigns
• Increasing your understanding of the customer journey as well as customer behaviours
• Measuring the true value of your marketing return on investment (ROI).

How does call analytics work?

Call analytics works by using high-performing software – such as call tracking – to capture data from customer calls in real-time. This data is then analysed to produce actionable insights, like visitor-to-call ratio and number of conversions from different marketing sources, that go beyond simple metrics that tell half the story (such as call duration and time of call).
Here are some of the ways call analytics works in your marketing strategies:

1. Attribute calls to the correct marketing channels

Call analytics employs comprehensive tracking capabilities that ensure no customer calls are missed, and that every interaction is traced back to its source. Dynamic number insertion (DNI) links all inbound calls directly to the marketing channels they originate from, so you’ll have a clear idea of what touchpoints a customer visited before, during, and after a call.

For instance, a user clicking on a Google Ads campaign will see a different tracking number compared to someone arriving through an organic social media post. This granular attribution provides clear insights into the performance of every area in your marketing.

2. Collect key call data

Call analytics platforms capture a wealth of information from every single call, and you can use this data to adjust your marketing strategies and improve your understanding of your customers.

Some of this key insight includes:

• Visitor-level call tracking: Showing you the full picture of every customer journey, so even if someone ended a session on your website and came back later to call, you’ll see every single visit.
• Paid keyword performance: You’ll know exactly what PPC keywords generate website visits and calls, to help you better align your ad groups.
• Visitor to call ratios: This reveals the number of website visits compared to calls generated from each source. You’ll have a deeper insight into the true value of every campaign, rather than surface-level metrics like traffic.
• Call outcomes: You’ll see the outcome of every call, including whether the customer transferred, purchased, or dropped off, giving you a vivid picture of how your campaigns impact conversions.

This data creates a comprehensive profile of your customer interactions, enabling you to refine your marketing strategies with data-driven adjustments.

3. Record calls for further analytics

Call analytics is also used when recording phone conversations to extract valuable insights. Call recording captures real-time conversations enabling you to:

• Conduct quality assurance
• Train sales and communications teams
• Align your call scripts with changing customer behaviours
• Identify common customer queries or pain points
• Support PCI compliance with industry standards

The right platforms – such as Mediahawk – will ensure call recording supports strict privacy guidelines, including redacting personal financial information and securely storing recordings.

4. Integrate call analytics with other platforms

Not only are call analytics platforms essential for your business, but they also seamlessly integrate with other software to increase visibility and extend the insights across your martech tools.

Your platform can integrate with:

• Customer Relationship Management (CRM) systems like Salesforce
• Marketing automation platforms like Optimizely
• Advertising platforms like Google Ads and Facebook
• Web analytics tools like Google Analytics

These integrations create a unified view of customer interactions, break down data silos, and provide a holistic understanding of your marketing performance.

What insights can marketers gain?

To make the most effective decisions for your marketing, you need the right insights to back your strategies. Call analytics provides you with clear and actionable data – also known as marketing analytics – to improve the performance of your marketing campaigns and activities, and boost your ROI.

1. Gain better campaign performance insights

Call analytics reveals the specific marketing campaigns that drive:

• The highest number of calls
• The most valuable leads
• The greatest revenue generation

Having a full picture of your marketing performance allows you to optimise your budget allocation and focus on your high-performing channels for more conversions.

You’ll also be able to assess the campaigns that are underperforming to learn what activities, creative, and messaging to pull based on current customer trends and behaviours – i.e., are customers engaging more with visual social media posts over copy-heavy email campaigns?

2. Improve your customer journey analysis

By tracking touchpoints in granular detail, from the initial interaction to the final phone conversation, you’ll identify the critical moments and campaigns that most significantly influence customer journeys.

You’ll also understand complex, multi-channel customer journeys and recognise potential friction points in the sales process. Platforms like Mediahawk, with Parameter Connect, combine offline and online campaigns in comprehensive reports, making customer journeys clearer than ever to dissect.

3. Evaluate lead quality and conversion rates

With call analytics, you can pick out the high-quality leads that are likely to convert, and distinguish them from leads with less purchase intent.

Identifying calls that require immediate sales team intervention also improves how efficiently you transfer customers to the appropriate team member. This boosts overall customer satisfaction and call handling performance.

4. Discover key audience demographics and trends

Call analytics also gives you insights into audience demographics, so you can uncover what marketing strategies yield the most conversions among different segments, including:

• The geographic region where the caller is located
• The type of calls received, such as sales calls or customer service enquiries
• Calls from referral sources, such as directories
• Common enquiries and pain points

This allows you to create hyper-targeted campaigns for different audience segments based on concrete data.

5. Uncover customer sentiment

Sentiment analysis of calls provides a depth of understanding into customer behaviours. This is further improved using Artificial Intelligence (AI)-driven insights – such as those provided by Mediahawk’s Speech Analytics software.

The AI-powered platform accurately summarises the calls based on specific information you need. For example, you can ask, “Did the caller achieve their desired outcome?” or “Was a follow-up needed for this customer?” and you’ll receive instant responses.

This is applied to your calls at both an individual and macro level to increase visibility and gather insights more efficiently.

Benefits of call analytics for marketers

There’s a wide range of benefits that comes with incorporating a call analytics platform in your marketing. This includes:

Achieve better targeting with data-driven insights

Detailed caller data enables hyper-targeted marketing strategies, where you convert audiences with precision based on accurate segmentation.

Improve attribution to measure true campaign impact

Call analytics provides a holistic view of your cross-channel marketing effectiveness, moving beyond simple click-based metrics and providing actionable data on nuanced and complex customer journeys.

Optimise campaigns for greater effectiveness

Call analytics reveals your highest-performing campaigns, allowing you to continuously refine your strategies for maximum leads and conversions.

Boost ROI with improved marketing strategies

Data-driven insights will help you implement more intelligent budget allocation, focusing resources on proven channels and campaigns that drive meaningful customer interactions.

Mediahawk’s customised dynamic call tracking solution helped Direct Collection Bailiffs Ltd (DCBL) optimise their Google Ads spend. The in-depth metrics and insights they gained from their campaign performance enabled them to save 22% on their ad spend.

Gain better marketing insights with call analytics

Call analytics is the transformative solution your business needs to unlock deeper insights into customer interactions.

The right software will bridge the gap between your digital marketing efforts and offline conversions, allowing you to make data-driven decisions and create more nuanced, effective marketing strategies.

If you’re ready to unlock more potential and drive greater growth in your marketing with call analytics, book a demo with Mediahawk today.