CallTrackingMetrics Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for CallTrackingMetrics (CTM) data extraction through Adzviser.
CallTrackingMetrics serves calls, text messages, form submissions and chats from a single activity feed. Call-only fields report on voice calls; text and form fields report on those activity types; and the Contacts family reports across every activity type at once — pair the Contacts metric with the Contact type breakdown to see Inbound Call, Outbound Call, Text Message, Form and Chat side by side.
Metrics
Call Counts
| Field Name | Description |
|---|---|
| Calls | Total number of calls |
| Answered calls | Calls that connected to an agent |
| Missed calls | Calls that were not answered |
| Voicemail calls | Calls that went to voicemail |
| Abandoned calls | Calls hung up before connecting |
| First time callers | Calls from callers phoning for the first time |
| Unique callers | Count of distinct caller phone numbers |
| Inbound calls | Calls received |
| Outbound calls | Calls placed |
Call Duration & Timing
| Field Name | Description |
|---|---|
| Total call duration (sec) | Total length of all calls, in seconds |
| Avg. call duration (sec) | Average call length, in seconds |
| Total talk time (sec) | Total time spent talking to an agent, in seconds |
| Avg. talk time (sec) | Average talk time per call, in seconds |
| Total ring time (sec) | Total time calls spent ringing, in seconds |
| Avg. ring time (sec) | Average ring time per call, in seconds |
| Total hold time (sec) | Total time callers spent on hold, in seconds |
| Avg. hold time (sec) | Average hold time per call, in seconds |
| Total wait time (sec) | Total time callers waited before being answered, in seconds |
| Avg. wait time (sec) | Average wait time before answer, in seconds |
Call Value
| Field Name | Description |
|---|---|
| Total sale amount | Total sale value attributed to calls |
| Average sale amount | Average sale value per call |
| Total billed amount | Total amount billed by CTM for calls |
| Average billed amount | Average billed amount per call |
Call Scoring & Rates
| Field Name | Description |
|---|---|
| Average likelihood score | Average predicted lead-likelihood score |
| Average call score | Average manual star rating given to calls |
| Scored calls | Number of calls that received a score |
| Conversions | Calls marked as converted |
| Answer rate | Percentage of calls that were answered |
| Voicemail rate | Percentage of calls that went to voicemail |
| First time caller rate | Percentage of calls from first-time callers |
| Conversion rate | Percentage of calls marked as converted |
Text Messages
| Field Name | Description |
|---|---|
| Text messages | Total number of text messages |
| Inbound texts | Text messages received |
| Outbound texts | Text messages sent |
| Total text billed amount | Total amount billed by CTM for text messages |
Form Submissions
| Field Name | Description |
|---|---|
| Form submissions | Total number of form submissions |
Contacts (all activity types)
| Field Name | Description |
|---|---|
| Contacts | All activities combined — calls, texts, forms and chats |
| First time contacts | Contacts interacting for the first time |
| First time contact rate | Percentage of contacts that are new |
| Chats | Total number of chats |
Breakdowns
Call Details
| Field Name | Description |
|---|---|
| Call ID | Unique call identifier |
| Call start time | Date and time the call started |
| Call start date | Date the call started |
| Call direction | Inbound or outbound |
| Dial status | Call disposition (answered, missed, voicemail, …) |
| Call duration (sec) | Call length, in seconds |
| Talk time (sec) | Time spent talking to an agent, in seconds |
| Ring time (sec) | Time the call spent ringing, in seconds |
| Hold time (sec) | Time the caller spent on hold, in seconds |
| Wait time (sec) | Time the caller waited before answer, in seconds |
| Is new caller | Whether the caller is phoning for the first time |
| Voicemail | Whether the call went to voicemail |
Phone Numbers
| Field Name | Description |
|---|---|
| Caller number | The caller's phone number |
| Tracking number | Tracking number that was dialed |
| Tracking number ID | Identifier of the tracking number |
| Receiving number | Number that received the call |
| Business number | Destination business phone number |
Source & Attribution
| Field Name | Description |
|---|---|
| Source | Attributed traffic source |
| Referrer | Referring URL |
| Landing page URL | Landing page the visitor arrived on |
| Search keywords | Keywords associated with the visit |
| UTM source | utm_source parameter |
| UTM medium | utm_medium parameter |
| UTM term | utm_term parameter |
| UTM content | utm_content parameter |
| UTM campaign | utm_campaign parameter |
| GCLID | Google Ads click identifier |
| FBCLID | Facebook Ads click identifier |
| MSCLKID | Microsoft Ads click identifier |
Caller Geography
| Field Name | Description |
|---|---|
| Caller city | Caller's city |
| Caller state | Caller's state or region |
| Caller country | Caller's country |
| Caller postal code | Caller's postal code |
Account & Agent
| Field Name | Description |
|---|---|
| Account ID | Unique account identifier |
| Account name | Name of the account |
| Agent name | Name of the agent who handled the call |
| Agent email | Email of the agent who handled the call |
Value & Scoring
| Field Name | Description |
|---|---|
| Sale amount | Sale value attributed to the call |
| Billed amount | Amount CTM billed for the call |
| Likelihood score | Predicted lead-likelihood score |
| Tags | Reporting tags applied to the call |
| Call score | Manual star rating given to the call |
| Converted | Whether the call was marked as converted |
| Notes | Notes recorded on the call |
Contact Information
| Field Name | Description |
|---|---|
| Caller name | Name of the caller |
| Caller email | Email of the caller |
| Caller street | Street address of the caller |
Recording
| Field Name | Description |
|---|---|
| Audio URL | Link to the call recording audio |
| Recording duration (sec) | Length of the recording, in seconds |
Text Message Details
| Field Name | Description |
|---|---|
| Text message ID | Unique text message identifier |
| Text direction | Inbound or outbound |
| Text caller number | Phone number of the texter |
| Text tracking number | Tracking number the text was sent to |
| Text source | Attributed traffic source of the text |
| Text billed amount | Amount CTM billed for the text |
| Text sent time | Date and time the text was sent |
| Text sent date | Date the text was sent |
| Text caller city | City of the texter |
| Text caller state | State or region of the texter |
| Text caller country | Country of the texter |
Form Submission Details
| Field Name | Description |
|---|---|
| Form submission ID | Unique form submission identifier |
| Form source | Attributed traffic source of the submission |
| Form submitted time | Date and time the form was submitted |
| Form submitted date | Date the form was submitted |
| Form caller city | City of the submitter |
| Form caller state | State or region of the submitter |
| Form caller country | Country of the submitter |
| Form email | Email provided on the form |
| Form phone | Phone number provided on the form |
Contact Details (all activity types)
| Field Name | Description |
|---|---|
| Contact type | Activity type — Inbound Call, Outbound Call, Text Message, Form or Chat |
| Is new contact | Whether the contact is interacting for the first time |
| Contact ID | Unique contact identifier |
| Contact date | Date of the contact |
| Contact time | Date and time of the contact |
| Contact source | Attributed traffic source of the contact |
| Contact tags | Reporting tags applied to the contact |
| Contact score | Manual star rating given to the contact |
| Contact converted | Whether the contact was marked as converted |
| Contact number | Phone number of the contact |
| Contact email | Email of the contact |
| Contact city | City of the contact |
| Contact state | State or region of the contact |
| Contact country | Country of the contact |