Experiments allows you to A/B test your website. In order to get a true analysis of how your visitors convert, you can track the calls to your tracking numbers as conversions.

Getting Started

In order to see your calls as conversions in Convert, you'll need the following:

  1. A account with an active experiment
  2. Your project_id, customer_id, experiment_id, variation_id(s), and goal_id (see below)
  3. A Zapier account to connect CallRail with Convert

Your Variable Names

  1. project_id: This can be found in "Project Settings." The field "ID NUMBER"  combines the account ID and project ID separated by an underscore.

    For example, if ID number is 1111_2222, then 1111 represent the customer_id and 2222 represents the project_id.

  2. customer_id: customer_id in the previous step.

  3. experiment_id:  Experiment ID can be found inside the Experiment report, clicking on the "Report Settings" icon.


  4. variation_id: Each version of your A/B test has a separate Variation ID. It can be found by doing a live preview for each specific variation and picking up the number after reed_a query parameter inside the preview URL.

    For example, if the preview URL is, then the action ID is 10008656.

  5. goal_id: Goal ID can be found in "Goals Overview" by clicking on the name of the goal.


Integrating with Convert

1. CallRail - Create Phone Numbers

Create a CallRail phone number for each A/B variation. Give each number a descriptive name so you'll know which test and variation they belong to. (Example: "Home Page - Original" and "Home Page - Long Copy.")

2. - Create Goals

Create a new "Javascript Triggered Goal" in Give it a descriptive name, like "Phone Call."

  1. Click Goals Overview on the left side of
  2. Click the plus sign for Add New Goal.

  3. Select Javascript Triggered Goal.

  4. Name your phone call goal.


3. - Add "Phone Call Goal" to Experiment

Add your Phone Call goal to the Experiment. (If you haven't created your Experiment yet, you'll need to do that first.)

  1. Click Experiments Overview on the left side of

  2. Select the Experiment you need to update.

  3. Click the Pencil icon in the upper left to edit the experiment.

  4. Click the pencil icon next to With the following goals:


  5. Select the Phone Call goal that you created and press Done.

4. Zapier (Part 1 - Create Trigger)

Click Create a Zap and build a Zap with the following settings:

  1. Trigger: "Web Hook" (Catch Hook), Action "Zapier" (Delay Trigger).

  2. Make note of the Webhook URL in step 2.

  3. Select your own Zapier account as the account to use.

  4. Leave the filters blank.

  5. Create a name for the Delay Trigger.  The name is up to you, just remember it -- you'll need it in a minute. Set the delay to a low value. 1 minute should be sufficient.

  6. Enable the Zap, name it, and "Make Zap Live".

5. CallRail - Configure Webhook

Set up your webhook and place a test call.

  1. Click Analytics in the navigation bar on the left.

  2. Click Settings at the top of the page.

  3. Choose the company you’d like to add a webhook.

  4. Select All Integrations from the Integrations menu on the left.

  5. Choose Webhooks from the list of available integrations.

  6. Paste the Webhook URL you gathered from step 2 in your Zapier setup above.

  7. Click Save at the bottom of the page.

  8. Call one of your company's tracking numbers, which will trigger the webhook and populate some data you need in the next step.

6. Zapier (Part 2 - Report Conversion to

Click "Create a Zap" and build a Zap with the following settings.  Repeat these steps for each variation in your A/B test.

  1. Trigger: "Zapier" (Delay Trigger), Action "Web Hook" (GET).

  2. Select your own Zapier account as the account to use.

  3. Filter your delayed triggers:
    1. Put the name of the Delay Trigger that you created previously here.
    2. Set up a Custom Filter for "data__trackingnum" "(text contains)" "4045551212", where "4045551212" is the tracking phone number that corresponds to one of your test versions.  Do not put any dashes or other special characters here -- enter only numbers.

  4. Set your GET URL.  It will look something like this:
    http://[project_id][customer_id]&p=[project_id]&e=[experiment_id]-[variation_id]&g=[goal_id]&ga=1, but substitute in the appropriate variables that you collected from  Leave the other settings default or empty (JSON = no, JSON key, data, auth, headers).

  5. Give your Zap a descriptive name (perhaps include the name of the test and the variation, like "Send Conversion - Home V1 (Blue)") and "Make Zap Live."