Call Tracking

Use Twilio to track the effectiveness of your marketing campaigns. Let's get started!

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What does this thing do?

This Laravel web application shows how you can use Twilio to track the effectiveness of different marketing channels.

This application has three main features:

  • It purchases phone numbers from Twilio to use in different marketing campaigns (like a billboard or a bus advertisement)
  • It forwards incoming calls for those phone numbers to a salesperson
  • It displays charts showing data about the phone numbers and the calls they receive

In this tutorial, we'll point out the key bits of code that make this application work. Check out the project README on GitHub to see how to run the code yourself.

Let's get started! Click the right arrow above to advance to the next code snippet.

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Search for available phone numbers

Call tracking requires us to search for and buy phone numbers on demand, associating a specific phone number with a lead source. We make a server-side request (possibly with a filter area code) asking Twilio for available phone numbers.

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Display available phone numbers

When the user searches for a phone number to use for call tracking, we display a list of phone numbers that are available for purchase through the Twilio API. For each number, we create a form that, when submitted, will purchase that number through the Twilio API.

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Buy a phone number

Once the user has selected a phone number to purchase, we complete the transaction using the Twilio API. When we buy the number, we specify that it should look up caller ID info on every call, and that it should use a TwiML Application we created to handle incoming calls.

When a phone number is purchased, we associate it with a LeadSource model, which the user can edit after a redirect.

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Associate a phone number with a lead source

Once we have bought a number, we display a form so the user can add a forwarding number and a description for this number. From now on, any call to this number will be attributed to this source. All phone numbers should be in E.164 format.

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The LeadSource model

This is the model that contains the information provided in the form from the previous step. The LeadSource model associates a Twilio number to a named lead source (like "Wall Street Journal Ad" or "Dancing guy with sign"). It also tracks a phone number to which we'd like all the calls redirected, like your sales or support help line. It also provides a convenience method to find leads associated with this lead source.

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The Lead model

A Lead represents a phone call generated by a LeadSource. Each time somebody calls a phone number associated with a LeadSource, we'll use the Lead model to record some of the data Twilio gives us about their call.

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Forward calls and create leads

Whenever a customer calls one of our Twilio numbers, Twilio will send a POST request to the URL associated with this view function (should be /lead).

We use the incoming call data to create a new Lead for a LeadSource, then return TwiML that connects our caller with the forwarding_number of our LeadSource.

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Get statistics about our lead sources

One useful statistic we can get from our data is how many calls each LeadSource has received. We might also want to know the cities the leads are coming from. For this we define two Eloquent queries that return these bits of data.

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Visualize our statistics with Chart.js

Back on the home page, we fetch call tracking statistics in JSON from the server using jQuery. We display the stats in colorful pie charts we create with Chart.js.

Where to next?

That's it! Our Laravel application is now ready to purchase new phone numbers, forward incoming calls, and record some statistics for our business.

If you're a PHP developer working with Twilio, you might also enjoy these tutorials:

Click-To-Call (Laravel)

Put a button on your web page that connects visitors to live support or sales people via telephone.

Appointment Reminders (Laravel)

Send your customers automatic reminders ahead of appoiments using Twilio SMS.

Thanks for checking out this tutorial! If you have any feedback to share with us, we'd love to hear it. Contact the Twilio Developer Education Team to let us know what you think.