Data reference

Introduction

CallRail is a call-tracking and lead-intelligence platform that assigns trackable phone numbers and forms to marketing sources, then attributes inbound calls and form submissions back to the channel, campaign, or keyword that drove them. A tracker (also called a swap source) is a pool of phone numbers tied to a particular marketing source — search ads, social ads, organic, offline — and dynamic number insertion swaps the number displayed on a website based on the visitor’s referrer. The connector exposes per-call and per-form-submission records alongside company and tracker configuration. Roughly 140 fields cover call core attributes, caller details, source attribution, click-ID passthroughs, CallScribe transcription and sentiment data, and form-capture payloads. Typical use cases include matching call volume to paid-search keywords, comparing form conversion across landing pages, and surfacing high-value calls next to ad-platform spend. As a call-tracking connector, call and source-attribution fields are standardized so widgets can aggregate alongside ad-platform sources without additional configuration.

CallRail is currently in beta.

To connect this data source, see How to connect CallRail to Adriel.

Data refresh strategy

Architecture data

Company, tracker, form-submission, and tag catalogs refresh every four hours (at 0 minutes past the hour, in UTC) using an atomic-replace strategy — the entire dataset is replaced on each cycle rather than incrementally appended. Newly provisioned trackers and updated tracker configuration become available within four hours.

Reports data

Call logs are cached daily and refreshed at 02:00 UTC. Each refresh re-fetches the last five days of calls to catch late-arriving recordings and transcriptions. On initial connection, 90 days of historical call data are backfilled. Form submissions follow the four-hour catalog cadence rather than the daily call refresh.

Architecture levels

Account — a single CallRail account, identified by its account ID.
Company — a billing and configuration unit within the account.
Tracker — a pool of trackable phone numbers tied to one marketing source (search, social, offline, etc.).
Call / Form submission — an individual inbound call or web form submission attributed to a tracker.

Calls, form submissions, trackers, companies, and tags are exposed as separate selectable data types; a widget queries one data type at a time.

Date range limits

Data is available for up to 2 years from the current date. Adriel caps history at 2 years, so records older than two years are not accessible through this connector.

Metrics

How to read the columnsCode style like duration is the literal CallRail API field name. Italic text describes how a value is produced when it doesn’t map cleanly to a single CallRail field or when it’s computed by Adriel.Data type vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean.

Calls & volume

Metric	Description	Data type	API Key
Call ID	Unique call identifier.	Text	`id`
Direction	Inbound or outbound.	Text	`direction`
Call type	Type classification assigned by CallRail.	Text	`call_type`
Answered	Whether the call was answered.	Boolean	`answered`
Voicemail	Whether the call reached voicemail.	Boolean	`voicemail`
First call	Whether this is the caller’s first call.	Boolean	`first_call`
Total calls	Cumulative calls from this caller.	Number	`total_calls`
Prior calls	The caller’s prior call count.	Number	`prior_calls`
Duration	Call duration in seconds.	Duration	`duration`
Recording	Audio playback link (served through an Adriel proxy).	URL	`recording`
Recording duration	Recording length in seconds.	Duration	`recording_duration`
Start time	Call start timestamp.	Date	`start_time`
Created at	Record creation timestamp.	Date	`created_at`
Device type	Caller’s device type.	Text	`device_type`
Agent email	Email of the agent who handled the call.	Text	`agent_email`
Business phone number	Destination business number.	Text	`business_phone_number`
Tracking phone number	Tracking number that received the call.	Text	`tracking_phone_number`

Conversions & value

Metric	Description	Data type	API Key
Value	Estimated lead value.	Currency	`value`
Lead status	Lead-status label.	Text	`lead_status`
Good-lead call ID	Reference to a qualifying earlier call.	Text	`good_lead_call_id`
Good-lead call time	Timestamp of the qualifying call.	Date	`good_lead_call_time`
Note	Free-text note attached to the call.	Text	`note`
Call summary	AI-generated call summary (CallScribe).	Text	`call_summary`
Transcription	Full call transcript (CallScribe).	Text	`transcription`
Sentiment	Sentiment classification (CallScribe).	Text	`sentiment`

Call sources & attribution

Metric	Description	Data type	API Key
Source	Attributed marketing source.	Text	`source`
Source name	Friendly source label.	Text	`source_name`
Medium	Marketing medium.	Text	`medium`
Campaign	Campaign attributed to the call.	Text	`campaign`
Keyword	Keyword that drove the visit.	Text	`keywords`
Landing page URL	Page where the number swap was triggered.	URL	`landing_page_url`
Last requested URL	Most recent page in the session.	URL	`last_requested_url`
Referrer domain	Domain that referred the session.	Text	`referrer_domain`
Referring URL	Full referring URL.	URL	`referring_url`
Session UUID	Session identifier.	Text	`session_uuid`
UTM source	`utm_source` captured on the landing page.	Text	`utm_source`
UTM medium	`utm_medium` captured on the landing page.	Text	`utm_medium`
UTM campaign	`utm_campaign` captured on the landing page.	Text	`utm_campaign`
UTM content	`utm_content` captured on the landing page.	Text	`utm_content`
UTM term	`utm_term` captured on the landing page.	Text	`utm_term`
Google click ID (gclid)	Google Ads click identifier.	Text	`gclid`
Meta click ID (fbclid)	Meta click identifier.	Text	`fbclid`
Microsoft click ID (msclkid)	Microsoft Ads click identifier.	Text	`msclkid`

Form & lead activity

Metric	Description	Data type	API Key
Form submissions	Count of form submissions.	Number	`form_submissions`
Form data	Submitted form fields (JSON).	Text	`form_data`
Form URL	Page where the form was submitted.	URL	`form_url`
First form	Whether this is the caller’s first form submission.	Boolean	`first_form`
Submitted at	Submission timestamp.	Date	`submitted_at`

Caller & geography

Metric	Description	Data type	API Key
Customer name	Caller name when available.	Text	`customer_name`
Customer phone	Caller phone number.	Text	`customer_phone_number`
Customer email	Caller email when available.	Text	`customer_email`
Customer city	Caller city.	Text	`customer_city`
Customer state	Caller state or region.	Text	`customer_state`
Customer country	Caller country.	Text	`customer_country`

Tracker- and company-level configuration columns (swap settings, feature flags, phone-number pools) and pre-formatted display variants of the fields above are also available, but are typically reserved for diagnostic widgets.

Breakdowns

How to read the columnsCode style like id is the literal CallRail API field name. Italic text describes a grouping produced by Adriel rather than returned by CallRail.

Record identity

Breakdown	Description	API Key
Call ID	Group by unique record identifier.	`id`
Created at	Group by record creation timestamp.	`created_at`

Record grouping

These groupings are provided by Adriel rather than returned by CallRail.

Breakdown	Description
No Grouping	Return a single total with no grouping applied.
Datasource Name	Group by the name of the Adriel data source.
Updated At	Group by the time Adriel last synced the record.
Raw Data	Group by the full underlying record payload.

Limitations

Based on the current connector, CallRail has:

Beta status — behavior and available fields may change.
A 2-year history cap — Adriel limits queries to the last 2 years, so data older than two years cannot be fetched through this connector. (CallRail itself retains communication records for 25 months before deletion — CallRail Support.)
A 29-character column-key limit — call and form-submission columns whose key exceeds 29 characters are silently dropped during parsing.
Separate call and form-submission record types — the two are stored in different caches and queried through different views; combining call-level and form-level metrics in one widget requires the connector to fan out across both.
Asynchronous recordings and transcripts — audio recordings, transcriptions, and sentiment are produced by CallRail after the call ends. The 5-day incremental refresh window exists to backfill them; recording links are served through a proxy and expire shortly after generation.
Attribution gaps on default numbers — calls placed without an active tracker session fall back to a default number and may carry no source, campaign, or keyword attribution.
Flattened tracker source — a tracker’s source object is split into source__type, source__search_engine, and source__search_type before storage, and the raw tracker_source field is not exposed.

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Calls & volume

Conversions & value

Call sources & attribution

Form & lead activity

Caller & geography

Breakdowns

Record identity

Record grouping

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Calls & volume

​Conversions & value

​Call sources & attribution

​Form & lead activity

​Caller & geography

​Breakdowns

​Record identity

​Record grouping

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Calls & volume

Conversions & value

Call sources & attribution

Form & lead activity

Caller & geography

Breakdowns

Record identity

Record grouping

Limitations

API references

See also