How to Integrate CallRail with Salesforce

About CallRail

CallRail is an amazing marketing tool that lets you track your website conversions from various sources and advertising platforms, such as Google Ads or Facebook Ads.

You can use Dynamic Number Insertion to assign a unique phone number to each online source and display it on your website depending on the visitor’s source.

This feature isn’t limited to just online marketing. You can put your CallRail number in any offline source - a newspaper ad, a flyer or a postcard. This can help you measure which marketing source works best for your target audience.

With Salesforce CallRail integration, you can track your leads from the moment they visit your website or call your ad to the very end of their customer journey. There is no better way to understand if your marketing strategy is working or not than to take a look at the entire marketing cycle.

Debugging CallRail

An important note before we dive deeper into the CallRail - Salesforce integration. There are no available debug logs for admin users in CallRail.

If you are a Salesforce administrator, you know how easier it is to fix your automation and integration issues with a descriptive log.

The only way to get one in CallRail is to contact support. But it takes time. That’s why we give you this guide, so you can understand how this integration works, what are the common mistakes and how to revoke the access if necessary.

Let’s start!

Salesforce CallRail Integration - Mapping Fields

To start setting up the integration, go to Settings and pick the company. Under All Integrations you can see all available applications that you can integrate with your CallRail account. There are quite a lot of them. But we are interested in connecting to our Salesforce organization, so pick Salesforce.

After you are done, the Salesforce icon will have a green checkbox that indicates that the integration works properly. It’s a good idea to come to this section once in a while and check if all applications are integrated without any issues.

You can use either your Production or Sandbox environment. If it’s your first time integrating CallRail with Salesforce, start with Sandbox. After putting your credentials you can start the configuration.

This process is fairly intuitive, but there are a few things worth mentioning.

First of all, you can decide if you want the data to be sent to Salesforce when a call begins, and again when the call is completed, or only when a call is completed.

When that data is sent to Salesforce, a new lead is going to be created in your Salesforce org. By mapping fields you can configure which data points you need. And there are a lot of them. CallRail picks up on a very good amount of data, so feel free to test it out.

Remember to fill in any mandatory fields on your Lead object. As mentioned before, CallRail won’t tell you why the integration is failing if you forget to fill in a required field such as Company field. It’s on to you to carefully map the fields.

You can also use the standard Campaign object in Salesforce to automatically assign your new leads from CallRail to specific campaigns.

A couple of tips for specific scenarios for the Salesforce CallRail integration:

1. Map the CallRail phone field to a mobile field in Salesforce to avoid incorrect data type erorrs.
2. You can’t update fields on a Lead when the same customer calls again. That’s what the Activity object is for. If you want to send call data (like a recording from the voicemail), you need a specific, dedicated field on the Activity.
3. There are two ways to share recordings from CallRail. You can either provide a download link, or a link to the app. The second option requires granting users access to CallRail. Just remember that in order to pass those links to Salesforce, you will need a dedicated URL type of field to store them.
4. Be mindful that any lead created in Salesforce from CallRail will be of the record type that is assigned as a default lead record type for the user authenticating the integration. If you are passing any picklist values, make sure they are assigned to that default record type. Otherwise you will get an error message: bad value for restricted picklist field.

Call Flows

One of the most useful features of CallRail is the ability to use conditional logic to play different messages to customers and create schedules to forward the calls to different numbers.

Call flows are great when you want the calls to go through only at specific times, and when you want to guide callers to reach specific people on your sales team.

You are free to create the path however your business requires it to be.

Inbound Calls

To get the call data of all types of calls into Salesforce (voicemals, abandoned and answered calls) you will need to create a process in the Process Builder. You can use it to distinguish between different types of calls and make use of other parameters such as UTM to further divide the workload.

Watch our video to learn how to configure this automation.

As mentioned already before, CallRail gathers a lot of data about calls that can be used for both sales and marketing purposes. Make sure to identify the data points that will be useful to your team and pass it into Salesforce.

Revoking CallRail Access

Disabling the integration from CallRail might not always work like it’s intended to. It might be an issue when you are trying to redo your Salesforce CallRail integration.

To make sure that the integration is properly disabled, go to your personal settings (you need to be the authentication user) and click Connections in the left hand navigation panel. That’s where you can find all connected apps. Click on Revoke to disable the CallRail integration.

Conclusion

CallRail is an amazing tool that can help you optimize your marketing efforts and increase ROI on your advertising campaigns. By integrating it with your Salesforce organization and passing all the tracking information directly to your system, it can become even more powerful.

Check our blog for more articles on Salesforce integrations, or contact us if you need help in integrating CallRail!