Setting Up CallRail to Integrate with Law Ruler for Keyword Tracking from Google Analytics/Adwords Follow

Setting Up CallRail to Integrate with Law Ruler

Law Ruler^TM proudly supports our integration with CallRail (spoken as "Call Rail") 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 > Law Ruler integration is 1-way and it will create new leads/intakes in Law Ruler when a caller dials any of your CallRail call tracking phone numbers.  If the lead/intake already exists in Law Ruler, then it will append the call information to the existing lead/intake based on Law Ruler 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 into Law Ruler when the lead/intake is created via the CallRail > Law Ruler integration.

If you have call recording enabled in CallRail for the CallRail company, then that will also insert into Law Ruler after the call is completed.

CallRail is call tracking software that Law Ruler integrates with for clients that use CallRail software.  Aside from Law Ruler, 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.

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 Law Ruler

Support/Assistance

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]

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 Law Ruler.

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 Law Ruler

If your CallRail phone numbers and companies are ready, then you will now proceed to integrate them with Law Ruler. 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 Law Ruler. 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 Law Ruler > 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.lawruler.com/lawruler-parsing.aspx?Key=[Your Law Ruler Secret Key]&operation=precallrail&CaseType=[Five9CampaignName]&CampaignName=[Five9ListName]&Status=New+Call&Hear=Inbound+Call

• Law Ruler API URL: You will add your Law Ruler site URL with the API filename (lawruler-parsing.aspx) on the end of it.
  Example: https://lrtraining.lawruler.com/lawruler-parsing.aspx?
  Note: this is not your real URL
  
  
• Secret Law Ruler API Key – this is the secret API key for your Law Ruler 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 Law Ruler for the real one
  
  
• Operation – set this to “precallrail” always since this tells the Law Ruler API that it is a new call to be processed
  
  
• CaseType – this should always be set to the “Law Ruler 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.
  
  If you are using the Five9 < > Law Ruler integration, then “CaseType” should always be set to the “Five9 Campaign Name” for this campaign. If you do not set this parameter correctly, then the screen pop of the Law Ruler intake (on-call) in the Five9 dialer will not work.
  
  
• CampaignName – (this parameter is only for firms using the Five9 < > Law Ruler integration)
  This parameter is named “CampaignName” but it actually refers to the “Five9 List Name” for the campaign, and must always be set to the “Five9 List Name” for this campaign. If not, then the screen pop of the Law Ruler intake (on-call) will not work. Click for more information on Five9 Campaign List Setup.
  
  
• Status – (this parameter is only for firms using the Five9 < > Law Ruler integration)
  This parameter this must be set to “New+Call”
  The “+” symbol may not be removed since it indicates a space between the words “New” and “Call” in a webhook. The actual Law Ruler “Status” is “New Call” in plain text. This is required to properly handle any inbound calls and make the Law Ruler intake form pop inside of your Five9 dialer. 
  
  Otherwise, it could cause inbound calls to be added to the outbound call list instantly which is unwise because your agents will already be on the inbound call with the caller. By default, Law Ruler sets a “Status” of “New Lead” for all new leads which will trigger outbound calls in the Five9 dialer.
  
  
• Hear – this must always be set to “Inbound+Call”
  The “+” symbol may not be removed. This parameter is necessary so that your marketing analytics will properly reflect the “Contact Method” of each lead that was generated from an inbound call, thus, not a web form submission, etc

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 Law Ruler > 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.lawruler.com/lawruler-parsing.aspx?Key=[Your Law Ruler Secret Key]&operation=postcallrail

• Law Ruler API URL: You will add your Law Ruler site URL with the API filename on the end of it.
  Example: https://lrtraining.lawruler.com/lawruler-parsing.aspx?
  Note: this is not your real URL
• Secret Law Ruler API Key – this is the secret API key for your Law Ruler 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 Law Ruler for the real one
  
  
• Operation – set this to “postcallrail” always since this tells the Law Ruler API that the new call is complete and it is to be processed to completion

How the Marketing Source is Set in Law Ruler from CallRail

Law Ruler's goal is to set the most accurate marketing source as well as handle different call scenarios that could occur based on how different firms leverage the CallRail system.

1. If "utm_source" exists in the CallRail data, then Law Ruler will use it as the Marketing Source.
2. Law Ruler 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.
3. Law Ruler 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).
4. If all else fails, Law Ruler will use CallRail's "source_name" for the Marketing Source if the "formatted_tracking_source" is empty.

Support/Assistance

If you need further assistance, then please contact Law Ruler Support to assist you further. 

CallRail is a third-party application and is cloud-based call tracking software.  Law Ruler is a legal case management software CRM that integrates with CallRail. 

Aside from Law Ruler, 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 Law Ruler may assist with the integration process but they cannot support the CallRail service.

🤗 Thank you very much for choosing Law Ruler!