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.
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 using the Twilio PHP helper library.
Now let's see how we will display these numbers for the user to purchase them and enable their campaigns.
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.
We've seen how we can display available phone numbers for purchase with the help of the Twilio PHP helper library. Now let's look at how we can buy an available 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.
If you don't know where you can get this application SID, don't panic, the next step will show you how.
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.
So far our method for creating a Lead Source and associating a Twilio phone number with it is pretty straightforward. Now let's have a closer look at our Lead Source model which will store this information.
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.
As the application will be collecting leads and associating them to each LeadSource or campaign, it is necessary to have a Lead model as well to keep track of each
Lead as it comes in and associate it to the
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.
The backend part of the code which creates a
LeadSource as well as a Twilio Number is complete. The next part of the application will be the webhooks that will handle incoming calls and forward them to the appropriate sales team member. Let's us see the way these webhooks are built.
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
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
Once we have forwarded calls and created leads, we will have a lot of incoming calls that will create leads, and that will be data for us but we need to transform that data into information in order to get benefits from it. So, let's see how we get statistics from these sources on the next step.
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.
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:
Put a button on your web page that connects visitors to live support or sales people via telephone.
Send your customers automatic reminders ahead of appoiments using Twilio SMS.
Thanks for checking this tutorial out! If you have any feedback to share with us please contact us on Twitter, we'd love to hear it.