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Integrate VWO With CallTrackingMetrics

Vaibhav Singh
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This article covers the following:

Note: The steps in this article are relevant to users using Data360 accounts. If you have a Non-Data360 account, refer to the Non-Data360 Accounts tab.

Overview

The VWO and CallTrackingMetrics (CTM) integration allows you to bridge the gap between online experimentation and offline phone conversions. By linking these platforms, you can identify which A/B test variations are driving the most phone calls and automatically sync call data as conversion events within VWO.

Prerequisites

For the VWO CTM Integration, ensure you have the following:

  • A VWO Testing or VWO FullStack account.
  • A CallTrackingMetrics account 
  • The VWO SmartCode installed on your website.
  • The CTM Tracking Code installed on your website.

Enable the VWO Integration in CTM

To start sending data to VWO, you must first enable the VWO integration within your CallTrackingMetrics dashboard.

  1. Log in to your CallTrackingMetrics account.
  2. Navigate to Settings > Integrations > VWO.
  3. Toggle the Send conversion events option.
  4. Click Save Changes.

Once you enable the Send conversion events option, CTM begins transmitting event data to VWO.

Create Trigger for Tracking Conversions

Once the integration is enabled, you need to define which calls should count as conversions in VWO using CTM Triggers.

  1. From your CTM dashboard, navigate to Calls > Triggers.
  2. Click New Trigger.
  3. Set when the trigger should run, for example, at the end of a call.
  4. (Optional) Define Rules to filter specific calls, for example, only calls longer than 60 seconds.
  5. Click Add Action and select VWO360 Conversion.
  6. Enter a name for the event, such as phone_call_conversion.

  1. Enter any additional metadata you wish to pass to VWO in the Property & Value field.
  2. Click Save Changes.

Register the Event in VWO Data360

After a call occurs that fires your trigger, the event will appear under Unregistered Events in VWO. You must register this event to use it as a goal in your campaigns. To register the events:

  1. Log in to your VWO Dashboard.
  2. From the left navigation bar, go to Data360 > Events.
  3. Scroll to the Unregistered Events list. Your CTM events should appear here once the first call is processed.
  4. Click Register Event next to the CTM event.
  5. Fill up the Register Event form and click Create. 

After you click Create, your event will be saved in Data360.

Tracking Calls in VWO Reports

Once the event is registered, you can track it as a primary or secondary metric in your VWO tests. To track the call-specific events:

  1. Create a VWO Campaign, for example A/B test campaign.
  2. In the Configuration > Metrics section, click Add Metric.
  3. Select the CallTrackingMetrics event you registered.
  4. Once your campaign is live, VWO will attribute these calls to the specific variation the visitor saw.

Need more help?

For further assistance, please contact VWO Support.

CallTrackingMetrics (CTM) provides advertising agencies and businesses with the data and tools they need to understand which ads drive phone calls and what is happening to the calls when they hit their call centres. CTM allows you to track online and offline advertising campaigns and provides advanced routing capabilities for call centre operations.

Integrating VWO with CTM enables you to track phone call data on the pages where you are running VWO tests. With this integration, you can view running tests and variations in the call log or track goals by sending CTM conversions into VWO by using triggers. You can send any conversion metrics defined in CTM into VWO and then update your goal reports.

NOTE: If the phone number is not present on the campaign URL, you must either include the goal URLs in the campaign URL or create a page visits goal for those URLs so that the data is sent to CTM seamlessly.

Procedure

  1. Login to your VWO account.
  2. Install the CTM JavaScript code on your website.
  3. On the CTM dashboard, go to Settings > Integrations > VWO.
  4. To send conversion events into VWO for inbound calls, turn ON the Send conversion events option.

Screenshot_2019-08-16_at_1.20.17_PM.png

In VWO, create a test with the Track Custom Conversion on goal, and then CTM starts tracking the test and variation that your visitors become a part of.

NOTE: You don’t need to install the custom conversion goal code snippet for CTM to work.

Screenshot_2019-08-16_at_1.22.07_PM.png

On the CTM dashboard, go to the Integrations page and click Go To Triggers. To create a new trigger, go to Calls > Triggers.

Screenshot_2019-08-16_at_1.22.52_PM.png

  1. To trigger the call and then specify any rules you want to set, select When.
  2. Click Add Action, and then select VWO Conversion.
  3. To start sending conversion events, enter the Goal ID (of the custom conversion goal) and Campaign ID. (Refer to the screenshot above for the Goal ID and Campaign ID.)

Screenshot_2019-08-16_at_1.25.01_PM.png

Viewing Reports

On the CTM dashboard, you can attach VWO session data with the calls helping you identify which caller is participating in which VWO test. You can define the criteria for conversions and should be able to view the calls by the VWO test and variations on the CTM Reporting screen.

Screenshot_2019-08-16_at_1.26.54_PM.png

In VWO, integrating your CallTrackingMetrics account with VWO allows you to understand which variations drive calls and, ultimately, conversions.

Screenshot_2019-08-16_at_1.27.11_PM.png

In the above example, Variation1 registered more calls compared to the control. To view a sample report, click here for the campaign and variation data.

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