Call tracking: turn every phone call into a full request
Many valuable requests do not come in through a form, but over the phone, or increasingly through an AI agent handling inbound calls. Call tracking brings those calls into your platform: an inbound call becomes a lead record with provenance, just like a form lead, including the source, campaign and landing page that prompted the call.
And as everywhere at OXIAE, provenance and consent travel along by default. On this channel that means: you not only know which campaign produced the call, but also capture the announcement, consent and retention period of the call recording, with a full audit trail, under your own brand.
Anyone who judges their campaigns on form leads alone is missing a large part of the story. For services where trust matters (legal advice, financial help, care), a requester often prefers to pick up the phone directly, or calls into a pay-per-call line that you, as the lead generator, run yourself. Without call tracking that call disappears into an unstructured stream: nobody knows which ad prompted it, whether there was valid consent for recording, or whether the call became a request at all.
Call tracking solves this by treating a phone call exactly like a form lead, within the same platform. Through Dynamic Number Insertion (DNI), every visitor is shown a tracking number linked to their source, campaign and keyword. When they call that number, a lead record is created with that full provenance, ready to route, follow up and measure alongside your other requests.
What call tracking gets you
From attribution to follow-up: six ways a phone call becomes a verifiable, measurable request at OXIAE.
Call = request
An inbound call becomes a full lead record, exactly like a form lead, with the same status, follow-up and audit trail.
Attribution via DNI
Dynamic Number Insertion links every call to source, campaign, keyword and landing page, so you know which euro produced the call.
Consent on recording
The announcement and consent for call recording are captured, with a retention period: the GDPR angle that sets OXIAE apart.
Rule-driven routing
Send calls to the right buyer or branch based on practice area, region, opening hours and capacity.
Missed-call follow-up
A missed call never gets lost: a call-back task is created automatically with full provenance.
One dashboard
Calls and form leads come together in a single overview, with call duration, qualification and cost per call.
How DNI attributes every call
Dynamic Number Insertion shows each visitor a phone number from a pool, linked to the way they arrived on your site. If someone clicks a Google ad for the keyword “employment lawyer”, they see a different number than a visitor who came in organically or via another campaign.
When that visitor calls, OXIAE knows immediately which number they chose and therefore which source, campaign, keyword and landing page the call came from. That provenance lands one-to-one in the lead record, just as UTM parameters do for a form lead. As a result you judge your telephony on the same provenance axis as the rest of your lead flow.
What DNI captures on this call
- Source
- google-ads
- Campaign
- legal-aid-q2
- Keyword
- employment lawyer
- Landing page
- request.example.com/start
- Tracking number
- +31 85 0xx xx10
- Call time
- March 12, 2026, 10:14
The same provenance fields as a form lead, only it came in over the phone.
From call to lead record
An inbound call goes through the same steps as a form lead. This is what the call record OXIAE produces looks like, with provenance and consent included, ready to push on to your CRM.
# Fetch a call lead via the REST API
curl https://api.oxiae.com/v1/leads/call_3d77 \
-H "Authorization: Bearer sk_live_…"
# Example call payload (provenance + consent included)
{
"id": "call_3d77",
"type": "call",
"status": "qualified",
"call": {
"tracking_number": "+31 85 0xx xx10",
"duration_seconds": 214,
"direction": "inbound"
},
"provenance": {
"source": "google-ads",
"campaign": "legal-aid-q2",
"keyword": "employment lawyer",
"landing_page": "https://request.example.com/start"
},
"consent": {
"recording_announced": true,
"recording_permitted": true,
"legal_basis": "consent",
"retention_days": 90,
"timestamp": "2026-03-12T10:14:38Z"
}
}Like a form lead, you push this record into your CRM yourself, including provenance and consent, via the REST API or a signed webhook. See how to connect your CRM and the documentation.
How call tracking works
From a standalone phone line to measured, traceable calls in five steps, without having to replace your phone system.
Set up tracking numbers & DNI
Assign a pool of tracking numbers and place the DNI script on your site. Visitors from an ad or search are dynamically shown a number tied to their source, campaign and keyword.
Link to campaigns
Connect the numbers to your campaigns and landing pages, so every call automatically carries the right provenance, just like the UTM parameters of a form lead.
Set up consent & recording
Configure the announcement and the consent for recording, with a retention period. Announcement, agreement and legal basis are captured with the call record.
Route to the right buyer
Use if-then rules to define which branch, buyer or line a call connects to, by practice area, region, opening hours and capacity.
Measure in one dashboard
Track calls alongside your form leads: volume, duration, qualification and cost per call, traceable to the campaign that produced them.
Consent travels along on this channel
Recording a call is processing of personal data. That requires an upfront announcement, a valid legal basis and a retention period; otherwise your recording does not hold up legally. This is the angle that sets OXIAE apart: just as a form lead carries its consent text, a call carries the announcement, the consent and the legal basis.
The caller hears upfront that the call may be recorded and for what purpose. Whether they agreed, the moment of that and the legal basis are captured with the call record. Recordings are kept no longer than necessary: after the retention period they are deleted automatically. All of it traceable in the same audit trail as your other leads. Read more about the broader approach at consent & provenance.
- Upfront announcement: The caller hears that the call may be recorded before the conversation begins, including the purpose.
- Consent captured: Whether the caller agreed to recording, and the moment of that, is registered with the call record.
- Retention enforced: Recordings are kept no longer than necessary; after the period they are deleted automatically.
- Announcement
- Played
- Legal basis
- Consent (GDPR)
- Recording
- Permitted
- Retention
- 90 days
- Traceable
- Yes
To the right buyer or branch
An inbound call deserves to be distributed just as precisely as a form lead. With if-then rules you decide which branch, buyer or line a call connects to, by practice area, region, opening hours and capacity. The same rule logic as in matching & routing, now applied to live telephony.
If a branch is outside opening hours or has reached its daily cap, the call connects through to the central desk or falls back on a call-back flow, always with the provenance attached, so whoever calls back knows exactly where the call came from.
Practice area
Route by specialization: an employment-law call goes to an employment-law team, not the general line.
Region & branch
By postcode or service area the caller is connected to the nearest branch or regional desk.
Opening hours
Within office hours route to the desk, outside them to voicemail or a call-back flow with provenance.
Capacity & cap
Account for availability and daily caps, so calls land where they get picked up.
Routing rule
IF practice_area = employment_law
AND postcode in region North
AND within opening hours
AND North branch under daily cap
THEN -> connect to North branch
ELSE within opening hours -> central desk
ELSE -> call-back task with provenanceThe order of conditions determines the priority. Every connection and fallback is logged, so you can later trace why a call ended up at a particular branch.
Missed calls do not get lost
A missed call is a missed request, and during peak hours that happens more often than you think. OXIAE automatically turns every missed call into a call-back task, with the full provenance attached. So you not only see that a call was missed, but also which campaign it came from and which number to call back.
- Call-back task created: Every missed call becomes a task in the queue, with timestamp and provenance.
- Provenance preserved: Source, campaign and keyword stay linked, even if the caller left no voicemail.
- Follow-up measurable: How many missed calls were still called back and qualified is shown in the dashboard.
Calls and form leads in one dashboard
Only when you can put your telephony alongside your form leads do you see the full return of a campaign. OXIAE brings both channels together on the same provenance axis, with these metrics per source and campaign.
Call volume
How many calls each source, campaign and landing page produces.
Call duration
The duration per call as a first, quick indicator of quality and intent.
Qualified calls
What share of calls became a genuine request, based on duration or manual qualification.
Cost per call
What a qualified call costs you, set against the campaign that produced it.
One source of truth for person and channel: calls, forms and delivered leads together in the audit trail & dashboards.
Works with your telephony, connects to any tool you choose
Call tracking runs on top of your existing stack: your VoIP or telephony provider delivers the calls, OXIAE enriches them with provenance and consent, and you push that record into your own CRM or workflow using the open API.
Telephony / VoIP
Connects to common VoIP and telephony providers. OXIAE handles the tracking numbers, connection and call events, without replacing your phone system.
Push to your CRM, your way
Send a call lead, with its provenance and consent, into HubSpot, Salesforce, Pipedrive, Zapier, Make or any other tool: you build the connection with our REST API or signed webhooks, on your own field mapping.
API & webhooks
Call events arrive in real time via signed webhooks and can be fetched via the REST API, full payload, provenance and consent included. See the documentation.
Call tracking via OXIAE vs. standalone telephony
What you gain when you stop treating phone calls separately from your lead flow and start handling them as full, traceable requests.
Frequently asked questions about call tracking
The questions we get most often from teams connecting their phone calls to their lead flow.
Do I need new phone numbers?
For the attribution, yes: you get a pool of tracking numbers that OXIAE dynamically links to sources and campaigns. Your existing main number and phone system stay as they are; the tracking numbers connect through to your own lines, so for your team nothing changes on the phone.
Does DNI work with my website?
Yes. Dynamic Number Insertion works with a small script on your site, similar to an analytics tag. It shows each visitor a number from the pool based on their source, campaign and keyword. You do not have to rebuild your site; the script simply replaces the displayed number.
What about call recording and GDPR?
A recording is processing of personal data and requires an upfront announcement, a valid legal basis and a retention period. OXIAE captures the announcement, the consent, the legal basis and the retention period with the call record, and deletes recordings automatically after the period. That way every call carries its own evidence, traceable in the audit trail.
Can a call be routed to the right buyer?
Yes. With if-then rules you send calls by practice area, region, opening hours and capacity to the right branch, buyer or line, the same rule logic as in matching & routing. Outside opening hours or when a daily cap is reached, a call falls back on the central desk or a call-back flow, always with the provenance attached.
Does this let me measure offline conversion?
That is exactly the goal. Because every call is tied to a source, campaign and keyword, you can trace a qualified phone call back to the ad that prompted it. Calls appear alongside your form leads in one dashboard, so you see the full return of a campaign, not just the part that came in through a form.
What happens to a missed call?
It does not get lost. OXIAE automatically turns every missed call into a call-back task with the full provenance, even if the caller left no voicemail. In the dashboard you see how many missed calls were still called back and qualified.
How does a call lead end up in my CRM?
Through our open REST API and signed webhooks, just like a form lead. A qualified call arrives as a full payload, including the provenance (source, campaign, keyword) and the consent evidence, so you push it into HubSpot, Salesforce, Pipedrive or any other tool under your own field mapping. Call events arrive in real time via webhooks and can also be fetched via the REST API.
Call tracking in numbers
Every call becomes a traceable request
Read more
Turn every phone call into a measurable request
Book a demo and see how OXIAE delivers provenance, consent and routing on your telephony by default.