Use Cases

Call Tracking

Accurately attribute calls, measure campaigns, and optimize customer experiences in your software.

Attribute calls with precision

Pinpoint the exact call source — campaign, search, social, landing page, content, keyword, or display ad — without paying a premium.

Intelligent call routing

Control your inbound calls and convert more calls to revenue. Wow new customers from the first call.

Track calls like clicks

Add call tracking to your existing software platform to prevent data silos. Track and analyze calls where your data already lives.



Scorpion was able to purchase thousands of phone numbers instantaneously and develop a call tracking solution in a single month.





Trulia converts 60% of online leads into clients with a custom call tracking solution built on Twilio.



The old way

Use off the shelf call tracking software that lacks flexibility and makes you pay for features you don’t need. Wrestle it into submission to fit your campaigns and still end up with data silos. Wonder what happens along the customer journey and hope you got callers to the right place.

With Twilio

Build the exact call tracking solution your business needs with Voice. Choose from a deep inventory of local phone numbers and easily set up call forwarding and routing. Optimize the customer journey and deliver accurate, detailed reports in the format you need.

Call tracking with Twilio

Why add call tracking with Twilio?

  • Deep phone number inventory:

    A massive phone number inventory so you have plenty of area codes and numbers to choose from. All numbers are rigorously tested to eliminate unwanted calls and spam.

  • Custom reporting and analytics:

    Deliver insights to build better business intelligence and improve campaign performance. Integrate call data into your analytics tools and slice and dice the way you need.

  • Intelligent lead routing:

    Dynamically route calls to the right agent based on caller needs. Add an IVR system if you need to collect more information before connecting callers to live agents.

  • Easy CRM integration:

    Attach lead details and call metadata such as recordings, messages, duration, time of call, and more to your software or an off-the-shelf CRM like Salesforce.

  • No spam:

    Cut robocalls, traffic pumps, and unwanted calls with spam blocking add-ons from our partners.

The Twilio Advantage

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Communicate reliably

Experience a 99.95% uptime SLA made possible with automated failover and zero maintenance windows.

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Operate at scale

Extend the same app you write once to new markets with configurable features for localization and compliance.

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Many channels

Use the same platform you know for voice, SMS, video, chat, two-factor authentication, and more.

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No shenanigans

Get to market faster with pay‑as‑you‑go pricing, free support, and the freedom to scale up or down without contracts.