VWO CallTrackingMetrics Integration

CallTrackingMetrics is a call analytics and contact center software that helps businesses track and manage their phone conversations with customers. The platform offers features like call recording, dynamic number insertion, IVR systems, and detailed reporting to help you understand the complete customer journey from online interactions to phone conversations. Copy

The VWO<>CTM integration allows businesses to track how A/B tests on their website affect phone call performance at their call centers. The integration sends phone call conversion data automatically into VWO’s reporting system, enabling marketers to see both online conversions and phone calls in one place.

This helps determine if website changes are truly improving business outcomes across both digital and phone channels, rather than just looking at online metrics in isolation.

The integration allows businesses to track which A/B test variations drive more phone calls, giving a complete picture of how website changes impact not just online conversions but also offline phone interactions.

For example, an insurance company might test two different “Get a Quote” page designs. Version A shows a prominent phone number with “Call Now” messaging, while Version B emphasizes an online form. Through the VWO<>CTM integration, they discover that while Version B gets more online form submissions, Version A drives 40% more phone calls that result in actual policy purchases. This complete view helps them understand that Version A, despite fewer online conversions, actually generates more business value.