Setting Up CallRail to Integrate with Legal CRM for Keyword Tracking from Google Analytics/Adwords Follow
Setting Up CallRail to Integrate with Legal CRM
Legal CRM proudly supports our integration with CallRail call tracking software. This tutorial will also help familiarize you with how to set up and maintain the integrations for your firm’s workflow. The CallRail > Legal CRM integration is 1-way and it will create new leads/intakes in Legal CRM when a caller dials any of your CallRail call tracking phone numbers. If the lead/intake already exists in Legal CRM, then it will append the call information to the existing lead/intake based on Legal CRM duplicate checking rules.
At the time that the call is posted, any available “UTM” also known as keyword tracking data from Google Analytics/Adwords will automatically insert int1o Legal CRM when the lead/intake is created via the CallRail > Legal CRM integration.
If you have call recording enabled in CallRail for the CallRail company, then that will also insert into Legal CRM after the call is completed.
CallRail is a call tracking software that Legal CRM seamlessly integrates with to offer its clients improved functionality. Any trademarks, trade names, screenshots or company names referenced here are solely used for identification purposes and remain the property of their respective owners, other than Legal CRM.
Table of Contents
What are the UTM/Keyword Tracking Parameters?
Setting Up CallRail Companies and Call Tracking Phone Numbers
Integrating CallRail Companies and Call Tracking Phone Numbers with Legal CRM
What are the UTM/Keyword Tracking Parameters?
“UTM” is keyword tracking data from Google Analytics/Adwords and it is an acronym for “Urchin Tracking Module” Urchin Tracking Module parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics' predecessor Urchin and, consequently, are supported out-of-the-box by Google Analytics.
Per Wikipedia.org, there are five different UTM parameters, which may be used in any order:[1]
| Parameter | Purpose | Examples |
| utm_source (required)[6] | Identifies which site sent the traffic, and is a required parameter. | utm_source=Google |
| utm_medium | Identifies what type of link was used, such as cost per click or email. | utm_medium=cpc |
| utm_campaign | Identifies a specific product promotion or strategic campaign. | utm_campaign=spring_sale |
| utm_term | Identifies search terms. | utm_term=running+shoes |
| utm_content | Identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link. It is often used for A/B testing and content-targeted ads. | utm_content=logolink or utm_content=textlink |
Setting Up CallRail Companies and Call Tracking Phone Numbers
For inbound call tracking, you will log in to CallRail to set up or edit existing call tracking number pools for each Ad Campaign. First, you will select the company that you want to set up/maintain.
To set up a new company, you will click the “Account” icon in the top left to open the “My Account” panel, then select “Manage Account”
Click “Create Company” at the top of the page. A pop-up will appear to guide you through creating your company. Enter your company's name as well as the company's time zone (for reporting purposes). When you name each company, it is best practices dictate that you use the campaign name to keep this consistent across the systems in your tech stack.
After you set up a new company, you are ready to proceed to set up the phone number and integration to Legal CRM.
To add a new number in CallRail, On the left-side menu in CallRail, you will click the “+” icon to add a new number. Then, click on Tracking > “Phone Number” Choose the company where you'd like to add your new tracking number. The new number wizard will appear on your screen. Then, you will determine if you will use the number online or offline.
Integrating CallRail Companies and Call Tracking Phone Numbers with Legal CRM
If your CallRail phone numbers and companies are ready, then you will now proceed to integrate them with Legal CRM. You will need to set up a webhook in CallRail for both “Pre-Call” and “Post-Call” per the below instructions.
Left-click on the “Settings” link at the top-right of your CallRail menu bar. This will open the CallRail “Integrations” menu for this company > phone number pool.
Then, you will scroll down and click on the “Webhooks” integration tile to set up a webhook:
After that is complete, you will follow these steps to set up the webhook configuration for pre-call and post-call. This is required to integrate each company/number pool with Legal CRM. Without this, the two systems cannot communicate.
For the “Pre-Call” webhook, you will add the following webhook URL that includes the necessary parameters for Legal CRM > CallRail, as explained below.
⚠️ Please note that when creating webhooks, you must have a “?” symbol after your Site URL, before the parameters. Also, you must have an “&” symbol between each parameter to work properly. Double-check your URL parameters if the integration is not working. Also, do not insert any square brackets “[ ]”in your real webhook URLs since these are for explanation purposes only.
Example “Pre-Call” webhook URL:
https://yourfirmname.legalcrm.com/legalcrm-parsing.aspx?Key=[Your Legal CRM Secret Key]&operation=precallrail&CaseType=[Case type]
- Legal CRM API URL: You will add your Legal CRM site URL with the API filename (legalcrm-parsing.aspx) on the end of it. Example: https://legalcrm.legalcrm.com/legalcrm-parsing.aspx? Note: this is not your real URL
- Secret Legal CRM API Key – this is the secret API key for your Legal CRM system. ⚠️ Only share this secret key with vendors that you actively do business with. Example: Key= ABCDE123456A123ABC1A1B2C3D4EFG Note: this is not your real secret key. Go to “Setup” > “Third-Party Integrations” in Legal CRM for the real one
- Operation – set this to “precallrail” always since this tells the Legal CRM API that it is a new call to be processed
- CaseType – this should always be set to the “Legal CRM Case Type Name” or may be omitted from the webhook URL if you would like the leads to create as the default “Unassigned” case type.
Next, to add the “Post-Call” webhook for after the call is completed, you will add the following webhook URL that includes the necessary parameters for Legal CRM > CallRail, as explained below. This is necessary because CallRail may post some additional caller information after the call is completed. The additional caller information could include the call duration or a call recording if you have that feature enabled in CallRail.
Example “Post-Call” webhook URL:
https://yourfirmname.legalcrm.com/legalcrm-parsing.aspx?Key=[Your Legal CRM Secret Key]&operation=postcallrail
- Legal CRM API URL: You will add your Legal CRM site URL with the API filename on the end of it. Example: https://lrtraining.legalcrm.com/legalcrm-parsing.aspx? Note: this is not your real URL
- Secret Legal CRM API Key – this is the secret API key for your Legal CRM system. ⚠️ Only share this secret key with vendors that you actively do business with. Example: Key= ABCDE123456A123ABC1A1B2C3D4EFG Note: this is not your real secret key. Go to “Setup” > “Third-Party Integrations” in Legal CRM for the real one
- Operation – set this to “postcallrail” always since this tells the Legal CRM API that the new call is complete and it is to be processed to completion
How the Marketing Source is Set in Legal CRM from CallRail
The objective of Legal CRM is to accurately determine the marketing source and manage various call scenarios that may arise based on how different firms utilize the CallRail system.
- If "utm_source" exists in the CallRail data, then Legal CRM will use it as the Marketing Source.
- Legal CRM will use Callrail's "call source" parameter to set the value for the Marketing Source if "utm_source" is not included in the Callrail data.
- Legal CRM will use CallRail's "formatted_tracking_source" for the Marketing Source if the "call source" parameter is empty or equal to CallRail's "keyword" parameter (the name of a dynamic tracking pool).
- If all else fails, Legal CRM will use CallRail's "source_name" for the Marketing Source if the "formatted_tracking_source" is empty.
Call Rail Call Flows
If you or your client are using advanced Call Rail forwarding please be sure that the Call Flows are tested before going live. To avoid issues we highly recommend to only have the simple call forwarding setup.
If the vendor has a low duration Call Flow ring time it will cause abandon and missed calls.
Also, is not recommended to use a call flow that has a last step which forwards calls away from the Legal CRM tracking numbers. This will cause issues for your dialer agents.
The Call Rail call flows can be setup to work in a step by step workflow, causing the caller to be dropped from the Legal CRM Dialer when the next step is automatically triggered.
Support/Assistance
If you need further assistance, then please contact Legal CRM Support to assist you further.
CallRail is a third-party application and is cloud-based call tracking software. Legal CRM is a legal case management software CRM that integrates with CallRail.
Aside from Legal CRM, all other trademarks, trade names, screenshots, or company names referenced herein are used for identification purposes only and are the property of their respective owners.
For any support needs regarding CallRail, please contact CallRail support directly since Legal CRM may assist with the integration process but they cannot support the CallRail service.
🤗 Thank you very much for choosing Legal CRM!