Glossary

The call tracking terms you meet in Nimbata and in this help center, from A to Z, then the data fields Nimbata records for each call and the values each one can hold.

Call tracking terms

A

Automation Rules:
Automation Rules (now Workflows) enable automated lead classification. Specify your criteria, like marketing source, call duration and spoken words, with your desired trigger, and automatically qualify, score, tag or assign value to calls that match your criteria.

Audit Trail:
A record of who changed what, and when, in a project. You can filter it by user, service, action and date range.

B

Blocked Callers:
Blocking unwanted or spam callers adds a specific caller ID to your Blocked Callers list, which prevents the caller from reaching your tracking numbers again. You can also block whole countries or caller ID prefixes.

C

Call Analytics:
Call Analytics is the method to collect, analyze and report the call data that call tracking software tracks. Its value for marketers and sales teams is major, since it provides very significant customer insights about marketing performance that businesses can use to optimize the Return On Advertising Spend (ROAS) of their campaigns and drive more quality phone leads and conversions.

Call Capping:
Call capping sets a maximum number of answered calls a destination number can take, counted from a start date you choose. Once the cap is reached, it stays reached until you raise the cap, reset the counter, or turn capping off and on again. Workflows also have a Call Capping rule.

Call Flow:
A call flow defines the route your callers follow once they call your tracking number. It can be as simple as a 1:1 flow connecting every phone lead to one destination, or as extra as you need to align your call flow with your business requirements, using the advanced call routing capabilities.

Call Greetings:
A call greeting is a recorded message or script that plays when someone calls your phone number. It serves as a friendly or informative introduction to the call and can include information like your name, company, and a request to leave a message if you’re unavailable. Greetings help you set the ground for a friendly upcoming conversation, create a positive image using your brand’s voice, and guide your callers to the right destination.

Call Recordings:
Call recording is a process where audio conversations or phone calls are recorded and saved for future reference or analysis. Analyzing call recordings can provide insights into customer preferences, pain points and trends, helping businesses tailor their products and services accordingly.

Call Routing:
The call flow step that decides which destination numbers ring: Dial (one destination), Multiple (several at once), Sequential (in order until someone answers), Weighted (split by percentage) or Round robin (in strict turns).

Call Surveys:
Call surveys allow agents, or even yourself, to automatically tag calls by pressing a digit on their dial pad after the end of the call. Keypad scoring allows you or your teammates who handle calls to instantly tag calls without the need for any additional software.

Call Tagging:
Call tagging is a call tracking feature that allows users to attach labels or tags to individual phone calls. These tags are used for categorizing, organizing and retrieving calls for various purposes. Call Tags simplify your lead management process by highlighting the core of each conversation in a single label.

Call Tracking:
Call Tracking is the method that allows you to track the marketing activities that drive calls to your business. This is done by pairing what we call a tracking number with a source you wish to track, for example Facebook Ads, Google Ads, newsletters or offline ads. These numbers forward calls to your business with no change in the process whatsoever, and even let you record calls or play whispers to agents before they answer the call.

Call Whispers:
Call Whispers are a form of real-time audio cue or notification that is discreetly played to the callee just before they answer an incoming call. These whispered messages are heard only by the callee, not by the caller on the other end of the line.

Caller ID:
This is the caller number that shows on your phone screen and in your reports. By default, all call tracking platforms show the number of the caller, but there are ways to mask it with Caller ID masking options.

Caller ID Prefix:
A Caller ID Prefix refers to the first few digits of a phone number, typically an area code or country code, that indicate where the call is coming from. Nimbata uses this information to determine how its Geo-routing function responds.

Custom Fields:
Your own fields on call records, added in Organize. A workflow can fill them automatically, or you can fill them by hand on a call record.

D

Dashboard:
A call tracking dashboard is a page where you can add all the call tracking reports you want to monitor. It is typically customizable, can be shared with clients or team members, and can be exported in PDF form.

Destination Number:
The destination or receiving number is the number that receives the call when someone calls your tracking numbers.

DNI Tracking Code:
The tracking code is a JavaScript element added to websites to enable Dynamic Number Insertion (DNI) across the entire site. It is typically a single line of code that can be inserted manually, or through our WordPress plugin or Google Tag Manager.

Dynamic Number Insertion:
Dynamic Number Insertion (DNI) is a short script added to your website. It does the dynamic number swapping that assigns unique phone numbers to website visitors, and gathers all the essential data for monitoring a caller’s interactions and journey before, during and after the phone call.

When a visitor lands on your website, they are shown a tracking number from your pool. Numbers are served in rotation (round-robin), so the pool never runs out and the same number can be shown to more than one visitor. The visitor keeps seeing their number throughout their visit, and it isn’t released when they leave: their browser remembers it for the Max storage days period (21 days by default), so they see it again when they come back.

DNI ensures that each visitor keeps seeing the same phone number, so you can accurately attribute incoming calls to their marketing sources, campaigns, ads, keywords and so on.

E

Email Alerts (previously Email Notifications):
Sometimes you want to be told by email when a phone call, a form submission or a text message matches specific conditions (for example a missed call, an abandoned call or a quality call). The Email Alerts integration sends an email the moment the condition is met, so you can take action (call back, fix line issues and so on).

Export Leads:
Lead exporting refers to transferring your call tracking data to another system, or downloading it as a CSV or XLSX file. This data typically includes details such as caller IDs, call duration, date and time, call outcome, call page and any other information that can be used for sales and marketing purposes.

F

Filters:
Use filters to choose the calls you want on your dashboard and in reports, so you see the call data that’s most relevant. You can also save filters to easily find calls that match specific criteria at any time.

Form Tracking:
Captures the forms submitted on your website, with the same source data as calls. You turn it on in your tracking code, and the submissions appear in Activity > Forms.

G

Geo-routing:
Geo-routing refers to assigning where specific prefixes, area codes or country codes are routed when a caller who meets these criteria calls a tracking number. You can configure calls to route to specific destination numbers when callers with a specific caller ID prefix or area code call.

Geo-Swap:
A tracking code setting that shows each visitor a tracking number with a local area code, picked by the visitor’s location.

Google Pool Check:
Compares how many tracking numbers each of your tracking sources has with the pool its Google Analytics traffic needs, and rates each source OK, At Risk or Insufficient.

H

Hang Up:
Used in the call flow builder to automatically disconnect your call in certain conditions.

I

Integrations:
Call Tracking Integrations allow you to connect your call tracking platform with your favorite tools and send call tracking data in real time.

J

JavaScript tracking code:
Another name for the DNI tracking code.

K

Keypad Entry (IVR):
An IVR, or Interactive Voice Response, is a technology system used in telecommunications that allows callers to interact with a computerized voice system through voice and keypad entry. IVR systems are commonly encountered when calling customer service lines, businesses or automated hotlines. They serve as a way to efficiently route calls and provide automated assistance to callers.

The Keypad Entry feature in particular differs slightly from a traditional IVR: callers don’t interact with an automated assistant, but are automatically routed to the destination of their choice. Callers can press a single key, or type a code of up to 9 digits, to reach the right destination.

L

Lead Scoring:
Lead scoring is a method used to evaluate and rank potential customers or leads based on their likelihood to become paying customers. It ensures that marketing generates leads that meet the criteria for potential customers, and that sales teams can concentrate their efforts on the leads most likely to convert.

Lead Values:
A phone lead value typically refers to the estimated or assigned monetary worth of a potential customer or sales opportunity generated through a phone call. In a business or sales context, when someone makes a phone call to inquire about a product or service, express interest or provide their contact information, that individual becomes a “lead”. The lead value represents the potential revenue from converting that lead into a paying customer.

M

Media Library:
The media library is a collection of all the media files you use in your call flows: a complete library of your call whispers, call greetings, call surveys and voicemail greetings in MP3 or WAV format.

N

Notes:
A section under each call record that lets you log notes for that call.

Number Pools:
Number pools in call tracking are collections of tracking numbers used for tracking and routing incoming calls from different marketing sources or campaigns. They are essential for session-based call tracking and are used along with Dynamic Number Insertion.

O

Offline Conversions:
Offline conversions refer to tracking and measuring the impact of online advertising on customer behavior that takes place outside the digital environment. This means any action or behavior that happens in the physical world, such as a customer placing a phone call and making a purchase after being exposed to an online advertisement.

Monitoring and measuring customer interactions and conversions that take place outside the digital environment, such as in physical stores or over the phone, is known as offline conversion tracking (OCT).

Outbound Calls:
Calls you make to prospects from the Nimbata softphone, with a verified caller ID or your tracking number. They are tracked like inbound calls.

P

Pool Estimator:
Your little helper to estimate how many tracking numbers your pool needs. When you add numbers, click Estimate from traffic and enter your peak hourly visitors, or click Get from Google to read your traffic from Google Analytics 4. See also Google Pool Check.

Porting of numbers:
Number porting, in simple terms, is transferring your existing tracking numbers from one provider to another. This lets you keep the same tracking numbers even if you switch to a different call tracking platform.

Q

Qualified Calls:
Phone calls that meet campaign requirements to be considered a converted call. A workflow then sends them as offline conversions to your ad platforms, such as Google Ads, Meta or Microsoft Ads.

R

Reports:
In call tracking software, reports are detailed and organized summaries of call-related data and analytics. They provide valuable insights into many aspects of a business’s call performance and marketing efforts. Call tracking software typically generates call tracking reports from the data collected from incoming phone calls, such as call volume, call sources, call duration and more.

Robocalls:
Robocalls are automated phone calls made by computerized systems, often with prerecorded messages or generated text-to-speech messages. These calls are typically used for telemarketing, political campaigns, debt collection and scams, among other purposes. Robocalls can target tracking numbers and can be a nuisance to recipients, as they disrupt their daily routines and privacy.

S

Scheduled Emails (previously Email Summaries):
Reports of your call activity sent by email every day, week or month, to team members and clients. You set them up in Workspace > Scheduled Emails.

SMS:
Text messages sent to your tracking numbers. They reach your destination phone, and you can read and reply to them from the SMS log in Nimbata.

Swap Target Number:
A swap target number is the phone number (or numbers) displayed on your website when call tracking features are not in use. DNI (Dynamic Number Insertion) plays a vital role by substituting it with a tracking number. A single website can have many swap target numbers (groups).

T

Tracking Numbers:
A tracking number is a unique phone number that you own and can use to monitor and analyze incoming phone calls to your business. Tracking numbers are typically associated with specific marketing campaigns, advertisements or marketing sources, or are used in a number pool.

Tracking Sources:
Tracking sources can cover many channels, such as online ads, social media, email marketing, print media, radio and more. Online tracking sources are used so the DNI script knows which number to display to a visitor.

Transcriptions:
Call transcription is the process of converting phone call conversations from audio recordings into written text. It typically uses state of the art speech recognition software and algorithms to analyze the audio and produce a written transcript of what was said during the conversation.

U

Users:
Invite specific team members or clients to access and interact with your call data. Organization and project roles control what each user can see and do, such as editing, creating tracking numbers, viewing call data and managing settings.

V

Visitor Tracking:
Visitor level tracking suits companies that gather and analyze data at the user level, that is the visitor’s journey before, during and after a call.
Each time a customer visits your website, they are assigned a tracking number from your pool of tracking numbers.

Each visitor keeps seeing the same number the entire time they navigate your website (other visitors can be shown it too, since numbers are served in rotation). The number isn’t released when they leave: their browser remembers it for the Max storage days period (21 days by default).

DNI collects all the information you need to track a caller’s behavior, and does the dynamic number swapping on your website.
Visitor tracking gives you plenty of information. Here is all the data you can gather:

• Source Type (Google PPC, Google Organic, referrals from yelp.com, etc.)
• Keywords (for all PPC)
• Which landing page drives the most calls
• Referring domain
• Source / Medium / Campaign
• Which tracking number was called
• Date and time of the call
• Caller ID
• Country, State, City
• Duration of the call
• Complete page view history of the caller

Voicemail:
Choose to route calls directly to Voicemail, or when calls go unanswered. You can configure a personalized voice greeting that the caller hears before they leave a message. Recorded messages are stored in your call tracking account for you to listen to.

W

Webhooks:
Webhooks are a way for web applications to communicate with each other in real time.

They facilitate integrations between different applications or platforms.

For instance, a CRM system can use webhooks to receive updates from your call tracking platform, ensuring both systems stay synchronized.

Whitelabel:
A white label call tracking solution offers branded customization, including dashboards, emails and a custom domain.

A call tracking and analytics platform is a powerful tool that helps agencies optimize their marketing efforts and prove the real value of their work to customers. Introducing call tracking as a White Label Solution in your agency portfolio is a strong advantage against competing agencies: it keeps customers satisfied and avoids possible distractions.

Workflows:
Also known as an automation, a workflow is a set of trigger + condition(s) + action(s) that runs automatically when a specific event occurs, such as an inbound or outbound call starting or ending, a form being submitted, an SMS arriving, or someone updating a call or form submission.

Workflow Builder:
Nimbata’s Workflow Builder (previously Automations) is a visual, drag-and-drop editor that lets you build advanced, multi-step automations without any coding.

Call fields and values

Nimbata captures the data fields below for each tracked call. Use them as a reference when you configure webhooks or CRM integrations, or build your own custom reports. Each field returns either a dynamic value, a standard string (such as ANSWERED or BLOCKED) or a URL, depending on the context. Form submissions and text messages have their own sets of fields.

Example JSON webhook payload

{
  "caller_id": "+1234567890",
  "call_duration": 42,
  "call_outcome": "ANSWERED",
  "utm_campaign": "summer_sale",
  "has_recording": "Yes",
  "rec_link": "https://app.nimbata.com/activity/calls?uu_id=3f6c2a1e-8b1d-4c7a-9e2f-5d0b7a6c4e21"
}