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.

API name	Adverity UI name	Description	Use in Adverity
answered	answered	Indicates whether the call was answered or not.	dimension
business_phone_number	business_phone_number	The phone number of the person or business that answered the call from the dialed tracking number.	metric
call_type	call_type	The type of call, indicating its status or nature, such as ‘abandoned’, ‘answered’, ‘in_progress’, ‘missed’, ‘outbound’, ‘voicemail’, or ‘voicemail_transcription’.	dimension
campaign	campaign	The name of the marketing campaign associated with the call or form submission.	dimension
company_id	company_id	The unique identifier of the company to which the call belongs.	dimension
company_name	company_name	The name of the company associated with the call’s source.	dimension
company_time_zone	company_time_zone	The configured time zone of the company in CallRail.	dimension
created_at	created_at	The date and time when the call record was created, in ISO 8601 format with an offset.	dimension
customer_city	customer_city	The city of the customer, determined by the original assigned location of their phone number.	dimension
customer_country	customer_country	The country of the customer, based on the area code of their phone number.	dimension
customer_name	customer_name	The customer’s name, as identified by Caller ID.	dimension
customer_phone_number	customer_phone_number	The customer’s phone number, in E.164 format.	metric
customer_state	customer_state	The two-character abbreviation for the customer’s state, based on the original assigned location of their phone number.	dimension
device_type	device_type	The type of device used for the call (e.g., mobile or desktop), available for calls to Website (Session) trackers.	dimension
direction	direction	Indicates if the call was inbound (from customer to business) or outbound (from business to customer).	dimension
duration	duration	The length of the call in seconds.	metric
first_call	first_call	Indicates whether the current call is the first call from this specific caller to the company.	dimension
formatted_customer_location	formatted_customer_location	The customer’s city and state, presented in a display-friendly format.	dimension
formatted_customer_name	formatted_customer_name	The customer’s name, formatted for display, potentially with stylized values.	dimension
formatted_customer_phone_number	formatted_customer_phone_number	The customer’s phone number, formatted for display.	dimension
formatted_duration	formatted_duration	The duration of the call, presented in a display-friendly format.	dimension
formatted_tracking_phone_number	formatted_tracking_phone_number	The business’ tracking phone number used for the call, formatted for display.	dimension
formatted_tracking_source	formatted_tracking_source	The name of the marketing source that led to the call, formatted for display.	dimension
id	id	A unique identifier for the call record.	metric
keywords	keywords	The keywords a visitor searched for that led to the call or form submission, primarily from paid advertising sources and available for Website (Session) trackers.	dimension
landing_page_url	landing_page_url	The URL of the first page the caller or visitor landed on when engaging with the business, available for calls from Website (Session) trackers or form submissions.	dimension
lead_explanation	lead_explanation	An explanation of the AI-based lead score.	dimension
lead_score	lead_score	The AI-based lead grading for the call, ranging from “very poor” to “very good”.	dimension
lead_status	lead_status	The current qualification status of the lead for this call, which can be ‘good_lead’, ‘not_a_lead’, ‘previously_marked_good_lead’, or null if not scored.	dimension
medium	medium	The marketing medium associated with the call or form submission, typically indicating how the customer found the business (e.g., ‘PPC’, ‘direct’, or ‘Organic’).	dimension
recording	recording	A URL linking to the call’s recording, which redirects to the audio file in MP3 format.	dimension
recording_duration	recording_duration	The duration of the call recording in seconds, if available.	dimension
recording_player	recording_player	The URL for a standalone player to listen to the call recording, if available.	dimension
referrer_domain	referrer_domain	The domain of the website that referred the caller to your website, available for calls placed to Website (Session) trackers.	dimension
source	source	The marketing source attributed to the phone call.	dimension
source_name	source_name	The name of the tracking number within CallRail.	dimension
start_time	start_time	The date and time when the call began, in ISO 8601 format with an offset.	dimension
tags	tags	Any tags that have been applied to this call for categorization.	dimension
total_calls	total_calls	The cumulative number of calls received from a particular customer phone number.	metric
tracking_phone_number	tracking_phone_number	The business’s tracking phone number used for this call, in E.164 format.	metric
utm_campaign	utm_campaign	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.	dimension
utm_medium	utm_medium	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’).	dimension
utm_source	utm_source	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’).	dimension
voicemail	voicemail	Indicates whether the call resulted in a voicemail.	dimension