---
title: "CallRail report building guide"
slug: "callrail-report-building-guide"
description: "Analyze calls, forms, and keywords with CallRail's data source connector. Create insightful reports to boost your sales and track seasonal trends."
updated: 2026-03-25T15:40:59Z
published: 2026-03-26T09:08:19Z
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.supermetrics.com/llms.txt
> Use this file to discover all available pages before exploring further.

# CallRail report building guide

Use the CallRail connector to analyze your calls, form submissions, and keywords mentioned during calls. Discover seasonal patterns in call volume and develop your sales process with a regularly updated call report.

## Before you begin

Before you build reports, you need to connect the data source to Supermetrics.

- **Connection instructions:** See our [CallRail connection guide](/v1/docs/callrail-connection-guide).
- **Available metrics and dimensions:** Find the full list of fields in our [CallRail field documentation](/v1/docs/callrail-fields).

## Query types

With this data source, you need to select a query type to get the right type of data:

- **Calls:** Returns data on calls and leads acquired through calls.
  - Includes metrics like number of calls, answer rate, call duration, lead amount, and lead value.
  - Use this query type to gather call insights by time, call source, number, or agent — helpful for resource planning and identifying top-performing agents. You can also fetch data on specific calls including direct links to recordings.
- **Form submissions:** Returns data on form submissions and leads acquired through forms.
  - Includes metrics like number of form submissions, lead amount, and lead value.
  - Use this query type to gather lead insights by time or source, or to fetch all form submission data to dig into specific answers.

## Popular queries

These query configurations help you track key performance indicators and analyze trends. You can use these settings in any Supermetrics destination, such as Data Explorer, Dashboards, Google Sheets, Data Studio, or data warehouse destinations.

### Review call volume, answer rate, and duration

Get a daily breakdown of total calls, how many were answered, average call length, and first-time callers this month — useful for tracking team responsiveness and identifying busy periods.

To fetch this data, use the following settings in your reporting or visualization tool:

| Setting | Value |
| --- | --- |
| Query type | Calls |
| Date range | This month to date |
| Metrics | Calls, Answer rate, Avg. call duration (sec), First time callers |
| Dimensions | Date |
| Suggested visualization | Table |

#### Understanding the data

- **Calls:** The total number of calls received within the reporting period.
- **Answer rate:** The percentage of calls that were answered.
- **Avg. call duration (sec):** The average duration of a call in seconds.
- **First time callers:** The number of calls from people contacting you for the first time.
- **Date:** Splits results by day so you can identify daily patterns in call activity.

### Analyze form submissions by landing page

Compare total form submissions to first-time submissions year to date, broken down by landing page URL, to understand which pages are driving new leads versus repeat engagement.

To fetch this data, use the following settings in your reporting or visualization tool:

| Setting | Value |
| --- | --- |
| Query type | Form submissions |
| Date range | Year to date |
| Metrics | First-time submissions, Form submissions |
| Dimensions | Landing page URL |
| Suggested visualization | Time series chart |

#### Understanding the data

- **First-time submissions:** The number of form submissions from a person submitting a form for the first time.
- **Form submissions:** The total number of form submissions within the reporting period.
- **Landing page URL:** The URL of the page the visitor first landed on, used to identify which pages generate the most form activity.

### Break down call outcomes by company and source

See how many calls were answered, missed, or abandoned over the last 7 days, split by company and marketing source — helping you pinpoint where call quality or follow-up needs improvement.

To fetch this data, use the following settings in your reporting or visualization tool:

| Setting | Value |
| --- | --- |
| Query type | Calls |
| Date range | Last 7 days |
| Metrics | Calls, First time callers, Abandoned calls, Answered calls, Missed calls |
| Dimensions | Company name, Date, Source |
| Suggested visualization | Time series chart |

#### Understanding the data

- **Calls:** The total number of calls received within the reporting period.
- **First time callers:** The total number of calls from unique first-time callers.
- **Abandoned calls:** The number of calls that lasted less than 15 seconds, indicating the caller hung up before being helped.
- **Answered calls:** The number of calls that were answered by an agent.
- **Missed calls:** The number of calls that were not answered.
- **Company name:** The company the call was made to, useful when managing multiple businesses or locations in CallRail.
- **Source:** The marketing source that led to the phone call, such as a paid ad, organic search, or direct.

## More resources

You might also be interested in:

- [Supermetrics report template gallery](https://supermetrics.com/template-gallery)
- [CallRail metrics and dimensions](https://docs.supermetrics.com/v1/docs/callrail-fields)
- [Good to know about CallRail](/v1/docs/good-to-know-about-callrail)