CallRail: Most-used fields#
The table below gives information about most-used fields that you can import from CallRail. Other fields might also be available in Adverity.
The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.
answered Dimension
Indicates whether the call was answered or not.
business_phone_number Metric
The phone number of the person or business that answered the call from the dialed tracking number.
campaign Dimension
The name of the marketing campaign associated with the call or form submission.
company_id Dimension
The unique identifier of the company to which the call belongs.
company_name Dimension
The name of the company associated with the call's source.
company_time_zone Dimension
The configured time zone of the company in CallRail.
created_at Dimension
The date and time when the call record was created, in ISO 8601 format with an offset.
customer_city Dimension
The city of the customer, determined by the original assigned location of their phone number.
customer_country Dimension
The country of the customer, based on the area code of their phone number.
customer_name Dimension
The customer's name, as identified by Caller ID.
customer_phone_number Metric
The customer's phone number, in E.164 format.
customer_state Dimension
The two-character abbreviation for the customer's state, based on the original assigned location of their phone number.
device_type Dimension
The type of device used for the call (e.g., mobile or desktop), available for calls to Website (Session) trackers.
direction Dimension
Indicates if the call was inbound (from customer to business) or outbound (from business to customer).
duration Metric
The length of the call in seconds.
fbclid Dimension
The Facebook Click Identifier (fbclid) captured from the landing page parameter, available for calls placed to Website (Session) trackers.
first_call Dimension
Indicates whether the current call is the first call from this specific caller to the company.
formatted_business_phone_number Dimension
The phone number of the business or person who answered the call from the dialed tracking number, formatted for display.
formatted_call_type Dimension
The type of call, formatted for display.
formatted_customer_phone_number Dimension
The customer's phone number, formatted for display.
formatted_tracking_phone_number Dimension
The business' tracking phone number used for the call, formatted for display.
formatted_tracking_source Dimension
The name of the marketing source that led to the call, formatted for display.
formatted_value Dimension
The monetary value assigned to the call via the CallRail dashboard, formatted as currency or “–” if not set.
gclid Dimension
The Google Click Identifier (GCLID) is a parameter appended to URLs for tracking purposes, primarily used to link Google Ads clicks to website actions. In CallRail, this field captures the GCLID from the landing page parameter for calls made to Website (Session) trackers, and is also available for calls originating from Google Ads call assets and call-only ads through Google Ads Call Details Forwarding integration.
id Metric
A unique identifier for the call record.
lead_explanation Dimension
An explanation of the AI-based lead score.
lead_score Dimension
The AI-based lead grading for the call, ranging from “very poor” to “very good”.
lead_status Dimension
The current status of a lead, assigned by agents in CallRail. This field indicates whether a caller is considered a good lead, not a lead, or was previously marked as a good lead.
msclkid Dimension
The Microsoft Click ID (msclkid) is a unique identifier captured from landing page parameters for calls originating from a Microsoft Advertising campaign. This ID is used for marketing attribution, linking calls to specific ad clicks for performance tracking and optimization.
recording Dimension
A URL linking to the call's recording, which redirects to the audio file in MP3 format.
recording_duration Metric
The duration of the call recording in seconds, if available.
recording_player Dimension
The URL for a standalone player to listen to the call recording, if available.
source Dimension
The marketing source attributed to the phone call.
source_name Dimension
The name of the tracking number within CallRail.
start_time Dimension
The date and time when the call began, in ISO 8601 format with an offset.
tags Dimension
Any tags that have been applied to this call for categorization.
total_calls Metric
The cumulative number of calls received from a particular customer phone number.
tracking_phone_number Metric
The business's tracking phone number used for this call, in E.164 format.
utm_campaign Dimension
The UTM campaign parameter captured from the landing page URL for Website (Session) trackers or as configured for Source Trackers, indicating the specific campaign that led to the interaction.
utm_content Dimension
The UTM content parameter captured from the landing page, available for calls placed to Website (Session) trackers.
utm_medium Dimension
The UTM medium parameter captured from the landing page URL for Website (Session) trackers or as configured for Source Trackers, indicating the marketing medium (e.g., 'cpc', 'organic').
utm_source Dimension
The UTM source parameter captured from the landing page URL for Website (Session) trackers or as configured for Source Trackers, identifying the origin of the traffic (e.g., 'google', 'facebook').
utm_term Dimension
The UTM term parameter captured from the landing page, available for calls placed to Website (Session) trackers.
voicemail Dimension
Indicates whether the call resulted in a voicemail.