Turn Tracked Calls into Leads in LeadCentre
LeadCentre works with any call tracking service that can post call details to a webhook. When a tracked call ends, the service sends the caller's number, the call time and duration, a recording link and the tracking source to your LeadCentre webhook URL. LeadCentre turns that into a lead, alerts your team's phones and gives you a Call button, a status and follow-ups to see the enquiry through.
Via Webhook: The platform posts each lead to your LeadCentre webhook URL.
- Every tracked call becomes a lead with the caller's number, so a call nobody wrote down still gets a callback
- The tracking source and campaign kept on the lead, in the same Leads list as your form and ad enquiries
- Call back in one tap, set a follow-up, and record the job value when the caller becomes a customer
What this does
Call tracking tells you which ad or page made the phone ring. LeadCentre picks up from there: each call your service reports becomes a lead your team can act on, with the number to ring back and the tracking details beside it.
What to send
Most services post one call at a time as JSON. The caller's number is often the only contact detail a call has, and that's enough, as a lead needs at least a name, phone or email. Add the call time, duration, whether it was answered, a recording link and the source, and keep the service's own call ID for Unique ID.
Which call event to use
Services usually offer several moments to send: when the call starts, when it's routed and when it ends. The end of the call carries the most, such as duration, answer status and the recording. CallRail's API documentation says its post-call webhook waits for the recording and transcription, so it can arrive up to 20 minutes after the caller hangs up. Use one event per key, because each event sends the same call again.
Missed calls to your LeadCentre number
This page covers calls to tracking numbers. With the Respond add-on, a missed call to your own LeadCentre number becomes a lead and gets an automatic text, with no call tracking involved: see missed-call leads.
What happens after a tracked call?
Step 1
The call ends
Your call tracking service records the caller, the duration, the recording and the source that sent them.
Step 2
The service posts it
It sends the call details to your LeadCentre webhook URL, usually as JSON.
Step 3
LeadCentre creates the lead
Your saved matching puts the caller's number in Phone, and the call ID stops the same call arriving twice.
Step 4
Your team is alerted
A push goes to the people switched on for New lead alerts, with the source on the lead.
Step 5
Someone calls back and follows up
Tap Call, update the status, add a follow-up if they don't answer, and record the job value when it's won.
What you can do with tracked call leads
On every plan
- See each call as a lead in the app on iPhone and Android, with the caller's number, the time and the source.
- Tap Call to ring back, or Text or WhatsApp with a pre-written message. In the app, tapping a contact button on a New lead's screen moves it to Contacted.
- Keep the duration, answer status and recording link in custom fields, so whoever calls back knows how the first call went.
- Assign the lead to a team member, who gets an alert, and set follow-ups with a reminder when each is due.
- Move it to Quoted, Booked, Won or Lost, and record the job value when you win it.
- Keep the source, campaign and UTM tags under Attribution Details in the portal, and the GCLID where your service sends one. LeadCentre sends each lead's progress back to Google, including won jobs and their values, matched by that click ID.
With the Respond add-on
- An automatic SMS reply to new leads, from your dedicated UK business number. Callers get it too, so word it to read well for someone you've already spoken to.
- Lead Rescue: automated follow-up texts to leads still at New or Contacted who haven't replied. Move a lead on once you've spoken to the caller.
- Two-way texting with the caller in the app's Messages tab.
The push notification goes to your team. The automatic text goes to the caller, and so does an Instant Reply email when the lead has an email address, which a call usually won't.
How to connect call tracking to LeadCentre
You'll need a LeadCentre login with the Admin role, and a call tracking plan that can send webhooks. Your service's own guide covers its side. Two that document theirs:
- CallRail: webhooks are set up from the Integrations page, with Pre-call, Call routing complete, Post-call and Call modified events among others. Its API documentation says each call event sends the call object as JSON in the POST body.
- WhatConverts: webhooks are under Tracking, then Integrations, then Automations. You choose the lead types and a New or Update trigger, and it sends JSON.
For any other service, ask for a webhook (sometimes called an HTTP POST) on each completed call, sent as JSON or a URL-encoded form.
- 1
Create a key for your tracking service
In LeadCentre, go to Settings > Connections. Under "Add another key", type a name such as CallRail calls and press "Create". Press "Copy" straight away, as the URL is only shown once. The key's name becomes the lead's source unless you match a source field from the service.
- 2
Add test=1 while you test
Some services send a call several minutes after it ends, so add &test=1 to the end of the URL before you paste it. Every post to that URL is test data for as long as it's there, and none become leads. "Listen for test data" works too, but it stops after 15 minutes.
- 3
Add the webhook in your service
Paste the whole URL, including ?key= and everything after it. In CallRail, open the Integrations page, select the Webhooks tile and paste it in the box for the Post-call event. In WhatConverts, click Add Webhook, paste it into Webhook URL, choose Phone Calls and the New trigger, then click Add. Elsewhere, set it to POST each completed call as JSON or a URL-encoded form.
- 4
Make a test call
Ring one of your tracking numbers from a mobile and stay on long enough for it to be recorded. When the service sends the call, its fields appear under "2. Match the fields" on the key's page, with the latest values beside them.
- 5
Match the fields
Smart Match recognises names such as customer_phone_number, source and id, and spots a UK mobile number by its shape. Match the caller's number to Phone, the start time to Date received, the call ID to Unique ID and the source to Lead source. Type a name such as Call duration or Recording to create custom fields for the rest, leave anything else on Do not use, and press "Save field matching".
- 6
Remove test=1 and go live
Edit the webhook in your service and take &test=1 off the URL, or press "Stop listening" if you used that. Make one more test call and check it reaches your Leads list and the alert arrives.
What data can you send?
The names on the left are CallRail's, with WhatConverts' in brackets where they differ. Other services use their own names, which you match the same way. What each post includes depends on your service and plan, so check your first test.
Website details such as the GCLID, the landing page and most UTM tags come from your service's tracking on your website. CallRail, for example, gives these for calls to its website (session) trackers. A number printed on a flyer or in a newspaper gives the source you set for it in your service, and little else.
| Field sent | Usually matched to |
|---|---|
| customer_phone_number (caller_number) | Phone (mobile or landline) |
| customer_name (caller_name) | Full name, though caller ID isn't always a person's name |
| start_time (date_created) | Date received |
| duration (call_duration_seconds) | A custom field, such as Call duration |
| answered, voicemail (answer_status) | A custom field, such as Answered |
| recording_player (play_recording) | A custom field, such as Recording |
| source (lead_source) | Lead source |
| campaign (lead_campaign) | Campaign name |
| medium (lead_medium) | Lead medium |
| utm_source, utm_medium, utm_campaign, gclid | Kept automatically |
| landing_page_url (landing_url) | Landing page URL |
| tracking_phone_number (tracking_number) | A custom field, or Do not use |
| id (lead_id) | Unique ID (stops duplicates) |
Managing calls beyond your call tracking reports
Call tracking services report well on calls: which source made the phone ring, how long the call lasted, and often a recording, a transcript or a score. Their dashboards are built for judging your marketing.
LeadCentre is built for the follow-up that comes after the call:
- A phone alert for each call, to the people switched on for New lead alerts, so a caller who reached voicemail gets rung back.
- One tap to call back, and statuses from New through Quoted and Booked to Won or Lost.
- Follow-up reminders for the callers who wanted a quote next week.
- A job value on each win, on the same lead as the source the call came from.
- Calls in one Leads list with your forms, ad leads and other sources.
Keep using your service's reports for the marketing side. LeadCentre keeps track of what happened to each caller afterwards.
One lead per call, or one per caller?
What you match to Unique ID decides how repeat callers are handled. A Unique ID belongs to the key it came through.
- The call ID (id in CallRail, lead_id in WhatConverts): every call is its own lead, and the same call sent twice is skipped. Someone who rings three times appears three times.
- The caller's number: the first call from a number becomes a lead, and later calls from that number to the same key are treated as repeats. This suits a business where most repeat calls are people chasing an existing quote. A customer who calls again next year about a new job counts as the same lead too.
Say a plumber tracks two numbers, one on Google Ads and one on the website. If customers often ring twice in an afternoon, the caller's number keeps one lead per person. If the plumber wants an alert for every call, the call ID does that. CallRail's first_call field, kept in a custom field, also shows whether a caller has rung before.
For agencies managing client enquiries
Call tracking is often run by the agency, with a separate company, account or profile per client in the tracking service. Point each client's webhook at that client's own LeadCentre URL. Every client account has its own webhook keys, so one client's calls never land in another's account.
- Clients see their own calls as leads in the app and the portal, with the source on each.
- Alerts reach the client's people. The push goes to the people switched on for New lead alerts on that client's Team page, so the client's office gets the callback, never agency staff.
- Permissions stay separate. Agency Users only reach the clients assigned to them, and you can untick Connections for a client's own people so the key stays as you set it.
- Results across clients. Cross-client reporting shows leads, won jobs, win rate and won value client by client, for the clients each person can reach.
There's more on agency accounts and on how PPC agencies use LeadCentre.
Pricing and requirements
What you need for this connection. Prices for each plan and the Respond add-on are on the pricing page.
- LeadCentre plan
Any plan. An Admin creates the webhook key under Settings > Connections.
- Respond add-on
Optional. Adds a dedicated UK business number, automatic SMS replies, Lead Rescue follow-ups, two-way texting, and missed-call leads for calls to that number. See Respond.
- Call tracking plan
A plan that sends webhooks on completed calls. Some data can sit on higher plans: CallRail, for example, says exporting transcripts by webhook needs its Premium Conversation Intelligence plan.
- Zapier or Make
- Messaging usage
Respond's allowances are monthly. When one runs out, the account is told and can buy credits for extra usage. Calls posted by your tracking service still become leads.
Common problems
The test call hasn't appeared after several minutes
Some services send a call only once it's processed, and CallRail says its post-call webhook can take up to 20 minutes. "Listen for test data" stops after 15, so use &test=1 on the URL while testing. If your service keeps a webhook log, check it for LeadCentre's response.
Each call arrives two or three times
The service is sending more than one event, such as pre-call and post-call, to the same URL. Keep one event on that key. Match the call ID to Unique ID as well, so a repeat of the same call is skipped.
Leads show a number but no name
That's normal for a call, and a number is enough for a lead. Caller ID names are often a place or a network rather than a person, so set customer_name to Do not use if it isn't helpful, and add the name in the portal once you've spoken.
Recent activity says "No name, phone or email"
The caller's number wasn't in a matched field. If the service has renamed a field, match the new name and press "Save field matching", and LeadCentre retries those posts. A call from a withheld number has no number to send.
The service shows the webhook failing, or has switched it off
A 401 means the URL is incomplete or was replaced, so paste the current one. CallRail's documentation says it doesn't resend failed webhooks and can switch one off after repeated failures. Calls from the gap are still in the service's call log, so ring those people back from there.
Callers we've already spoken to are getting follow-up texts
With the Respond add-on, Lead Rescue texts leads still at New or Contacted who haven't replied. Once you've spoken to a caller, move the lead to Quoted, Booked, Won or Lost, and the follow-ups stop.
Questions about this connection
Does every call become a lead?
Every call your service posts does. If you only want some, choose the narrowest event your service offers, or match the caller's number to Unique ID so repeat callers aren't added again.
Can LeadCentre show which ad a call came from?
It keeps what your service sends: the source, campaign, UTM tags and, for calls tracked on your website, the GCLID. These show under Attribution Details on the lead in the portal, and the app shows the source and campaign name.
Will Google learn which calls became jobs?
When the GCLID is on the lead, LeadCentre sends the lead's progress back to Google, including won jobs and their values, matched by that click ID. Record the job value when you win.
Can my team get to the call recording from LeadCentre?
Match the recording link to a custom field and it's kept on the lead. A recording link can play the call for whoever has it, so treat it like the recording itself.
What about missed calls to my LeadCentre number?
With the Respond add-on, a missed call to your LeadCentre number becomes a lead and gets an automatic text. The missed-call leads guide covers it.
Does it matter if my service sends a form post rather than JSON?
No. LeadCentre reads JSON and URL-encoded form posts, up to 64 KB each. The format to avoid is multipart/form-data, which is refused with a 415.
Related features and guides
- Missed-call leadsCalls to your LeadCentre number
- Webhook referenceFormats, limits and response codes
- Lead follow-upsReminders for callers who need another try
- For plumbersHow heating and plumbing firms use LeadCentre
- Lead conversion trackingWon rate and won value
- Track Google Ads leads to salesIncluding calls from your ads
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