Calltouch Integration for Call Tracking and Number Replacement
Call tracking often becomes a black box: calls exist, but it's unclear which visits they belong to. A standard callback script provides a funnel but doesn't link it to the traffic source. Calltouch solves this—number replacement, webhooks with call context, and ready analytics. We've completed over 50 such integrations and know where N+1 CRM queries or session_id losses usually pop up. Contact us for a consultation—we'll tell you how to implement call tracking without pain.
Why Calltouch Call Tracking Matters for Ad Analytics
Without linking a call to UTM tags, you're spending your budget blind. Calltouch automatically assigns source, medium, campaign, and keyword to each call. This lets you see which ads led to an actual conversation, not just a click. On one project (electronics e-commerce), after implementing number replacement, call-to-lead conversion increased by 30%—thanks to proper attribution and disabling inefficient channels. Advertising budget savings reached up to 40%.
How Calltouch Number Replacement Works
Calltouch uses dynamic replacement: each visitor gets a unique number based on the source. According to Calltouch documentation, this allows distinguishing calls from Yandex.Direct, Google Ads, social networks, and organic. The algorithm works as follows: the script on the site determines UTM tags, requests a number for that combination from the Calltouch server, and inserts it into the HTML. After the session ends, the number is freed.
Compare attribution effectiveness:
| Parameter |
Without Calltouch |
With Calltouch |
| Call attribution accuracy |
~30% |
~95% |
| Time to create a lead |
5 min (manual entry) |
1-2 sec (automatic) |
| Lead duplicates |
Frequent |
Excluded |
How to Set Up Call Transfer to CRM
The standard method is webhooks. When a call ends, Calltouch sends a POST request to your endpoint. Example in Laravel:
Route::post('/webhooks/calltouch/call', function (Request $request) {
$data = $request->all();
Lead::create([
'phone' => $data['callerNumber'],
'source' => 'calltouch',
'utm_source' => $data['utmSource'] ?? null,
'utm_campaign'=> $data['utmCampaign'] ?? null,
'duration' => $data['callDuration'] ?? 0,
'session_id' => $data['sessionId']
]);
});
This is enough for a basic CRM. If you also need call recording, Calltouch sends a link to the audio file in the callRecordUrl field. It's important to catch duplicates: the same call may come twice (due to webhook retries). Solution — check uniqueness by sessionId.
Detailed Webhook Setup Steps
- In your Calltouch account, go to "Settings" → "Webhooks".
- Specify your endpoint URL (e.g.,
https://example.com/webhooks/calltouch/call).
- Select events: "Call Start", "Call End" (both are necessary for full analytics).
- Save and test: make a test call—data should arrive on your server.
- Handle duplicates: implement a check by
sessionId or use server-side cache.
Call Tracking Installation
The initialization script goes into <head>:
<!-- Insert into <head> -->
<script type="text/javascript">
(function(n,e,o,r,i) {
if (!n[i]) {
var c = n[i] = function() {
c.queries ? c.queries.push(arguments) : c.run ? c.run.apply(c, arguments) : c.queries = [arguments]
};
c.q = [];
var s = e.createElement(o);
s.type = "text/javascript";
s.async = !0;
s.src = (r ? "https:" : "http:") + "//mod.calltouch.ru/init.js?id=SITE_ID";
e.getElementsByTagName("body")[0].appendChild(s)
}
})(window, document, "script", document.location.protocol === "https:", "ct");
</script>
After that, enable number replacement in your Calltouch account—the platform itself determines which number to show to the visitor based on the source.
JavaScript API — Passing User Data
To link a call to a specific request, pass the email or session ID:
// Pass user's email for CRM matching
ct('setEmail', user.email);
// Pass custom request data
ct('setData', {
order_id: orderId,
order_total: total,
utm_source: utmSource
});
Integration with Yandex.Direct and Google Ads
Calltouch can send call conversions back to ad systems. Configure this in your Calltouch account without code. Compare with manual upload:
| Approach |
Time spent per month |
Error risk |
| Manual export |
4-5 hours |
High |
| Calltouch |
10 minutes |
Minimal |
Common Integration Errors
The most common is N+1 queries to CRM when processing each call. If the site has 1000 calls per day and each CRM request hits the database, the webhook response time increases. Solution — batch processing: collect calls in a queue (e.g., Redis) and save them in batches every 5 minutes. The second problem is losing session_id on page reload: save it in localStorage and pass during script initialization.
On one project, the CRM rejected calls without UTM tags. We added a fallback: if no UTM tags, set "organic". This increased attribution by 15%.
What's Included in the Work
- Installing call tracking and number replacement scripts.
- Configuring webhooks to transfer calls to your CRM (amoCRM, Bitrix24, RetailCRM, custom).
- Integration with Yandex.Metrica and Google Analytics ("Call" goals with UTM tags).
- Testing correct operation, handling errors (timeouts, retries).
- Architecture documentation and operator instructions.
Timelines and Pricing
Standard integration with one site takes 1 to 3 business days. If custom logic is needed (e.g., non-standard CRM or complex assignment scenarios), the timeline increases to 5 days. The cost is calculated individually after assessing the scope of work.
Why Choose Us
- 5+ years of experience in call tracking integrations.
- Over 50 projects with Calltouch, including high-load e-commerce stores.
- We provide a guarantee on settings: if an error is discovered within a month, we fix it for free.
Order Calltouch integration—get accurate call analytics and reduce lead loss. Contact us for a consultation.
Email Campaign Integration: Why Does It Often Break?
We’ve observed that a trigger email sent 10 minutes after registration converts 4–5 times better than the same email sent after 24 hours. This isn’t a marketing myth—it’s mechanics: while the user is still warm, while they remember the context. But most integrations with email services are built like this: form submits → synchronous HTTP request to API → if the API is slow, the user waits 3 seconds → the email either goes out or doesn’t, nobody knows. In one project, we saw a 30% drop in conversion simply because the email service responded with 504 and Laravel’s queue driver wasn’t configured. Lost emails often hit customers silently – no log, no alert, just a missing order confirmation.
If you’re facing lost emails or spam folder issues, order an audit of your current integration – we’ll find bottlenecks within 2 days.
Providers and Their APIs
Unisender — a Russian provider popular in the SMB segment. REST API, simple. Adding a contact: importContacts, sending a transactional email: sendEmail. Important: for transactional emails (order confirmations, password resets), Unisender Go is a separate service with a different API and separate pricing. Mixing bulk and transactional mailings in one stream is bad for domain reputation. Unisender Go handles up to 1000 requests per second.
SendPulse — provides email, SMS, web push, Viber, and Telegram bots through a unified API. Convenient for projects requiring an omnichannel approach. Automation 360 is a visual chain builder; you can trigger automation via API events. The PHP SDK (sendpulse/rest-api-php-sdk) is maintained but updated irregularly – better to use Guzzle directly.
Mailchimp — a choice for international audiences and marketing teams accustomed to the Mailchimp ecosystem. Transactional email via Mandrill (a subsidiary service). Marketing API v3 for list, tag, and campaign management. Webhooks for opens, clicks, unsubscribes, bounces.
SMS. For Russia: SMSCenter, MTS Exolve, Devino Telecom, SMS Aero. Their APIs are similar: a send method with phone, message, sender parameters (sender name must be registered separately with the operator). One nuance: the sender name must be registered through the aggregator with a contract – otherwise SMS won’t be sent on MTS/MegaFon/Beeline networks.
| Provider |
Type |
Transactional Emails |
Marketing |
Notes |
| Unisender |
email+SMS |
Unisender Go (separate) |
Yes |
Popular in Russia, simple REST |
| SendPulse |
email+SMS+web push+Viber |
Yes |
Yes |
Unified API, omnichannel |
| Mailchimp |
email |
Mandrill |
Yes |
Analytics, international |
| Twilio |
SMS+email |
Yes |
No |
Global, expensive in Russia |
How to Build an Integration That Doesn’t Lose Emails?
Separate Transactional and Marketing Streams
Transactional emails (order confirmations, password resets, delivery status) go through a dedicated sender domain or subdomain tx.example.com. Marketing campaigns go through mail.example.com or news.example.com. If a marketing campaign receives many spam complaints, it should not affect the reputation of the transactional stream. According to SendGrid documentation, transactional messages should be sent through a dedicated IP pool to prevent cross-contamination.
Queue and Retry
Any call to the email API goes through a queue (Laravel Queue, Bull, Celery). If Unisender returns a 503, the job retries after 5 minutes, then 15, then 60. After 5 failed attempts, it goes to a dead letter queue with an alert. The user already received their 200 OK and knows nothing about the issue. This approach reduces bounce rate on projects to 0.5%.
Example Laravel job:
public function handle(): void
{
try {
$response = Http::post(config('services.unisender.email_url'), $this->params);
if ($response->failed()) {
$this->release(300); // retry after 5 min
}
} catch (\Throwable $e) {
$this->release(300);
}
}
Templates
We store templates in code (Blade, Twig, React Email), not in the provider’s interface. Reasons: versioning via Git, browser preview without sending, testability. For complex templates with dynamic content — react-email with export to HTML via @react-email/render.
Validation and Consent
Before adding a contact to a list — double opt-in (confirmation email). Store the confirmation timestamp in your own database. Upon unsubscription — synchronously unsubscribe both at the provider and in your database. Ignoring webhook unsubscriptions is a direct path to account suspension at the provider. All processes comply with Федеральный закон № 152-ФЗ «О персональных данных».
Deliverability Monitoring and DKIM Setup
Connect provider webhooks for events: bounce (hard and soft), spam_complaint, unsubscribe. Hard bounce — immediately mark the email as invalid in your database, stop sending. Soft bounce 3 times in a row — same. Metrics: open rate, click rate, bounce rate, unsubscribe rate — review at least once a week. Our certified engineers configure alerts in Grafana/Prometheus.
DKIM configuration steps:
- Generate a key pair (e.g.,
openssl genrsa -out private.key 2048).
- Publish the public key in DNS as a TXT record for the selector (e.g.,
mail._domainkey.tx.example.com).
- Provide the selector to the provider (SendGrid, Mailgun, Unisender).
- Verify with
dig TXT mail._domainkey.tx.example.com.
SPF, DKIM, DMARC must be configured separately for each stream. We use subdomains with different DNS records.
Why Is It Important to Separate Streams?
If you send a marketing campaign from the same domain as transactional emails and receive spam complaints, you risk getting the domain blocked — and users will stop receiving even order confirmations. SPF, DKIM, DMARC (Sender Policy Framework, DomainKeys Identified Mail, Domain‑based Message Authentication, Reporting and Conformance) must be configured separately for each stream. In one project, a marketing blast with 12% spam complaints blocked the transactional domain for 48 hours — we had to re‑authenticate with Google and Yandex.
What Does the Integration Scope Include?
- Audit of current communication streams and domain reputation (SPF, DKIM, DMARC)
- Provider and schema selection: transactional vs marketing traffic
- Configuration of SPF, DKIM, DMARC DNS records
- Development of email templates (HTML + dynamic content)
- Backend integration via queues and API
- Webhook setup for deliverability and complaints
- Operations documentation and team training
- Deliverability guarantee and post‑launch support
We deliver production‑ready documentation, access to monitoring dashboards, and a handover session with your engineers. Our certified engineers provide a 30‑day post‑launch health check guarantee.
Timelines and Cost
| Scenario |
Timeline (business days) |
Notes |
| Basic transactional emails (one provider) |
5–7 days |
Price is calculated individually after audit |
| Trigger sequences + SMS + web push |
10–20 days |
Price is calculated individually after audit |
| Full omnichannel automation |
20–40 days |
Price is calculated individually after audit |
Cost is calculated individually after audit. We provide turnkey service: from analysis to production monitoring. Contact us for a free engineer consultation — we’ll evaluate your project and give accurate timelines. Over 7 years of experience in email service integration, 50+ projects implemented. Order a free audit of your current integration and receive a report with recommendations and estimated savings.
