Automation Rules

The Automation Rules feature is available to customers who subscribe to our Conversation Intelligence product.

What are Automation Rules?

Automation Rules allow you to classify your interactions automatically. You tell us which types of interactions you want to focus on, and we'll score, tag, or assign a value to the ones that meet your criteria.

Here's an example:

Imagine you're a doctor who runs a general practice. You've recently started a new online advertising campaign and you want to see how many people called in and made appointments because of that campaign. Rather than spend hours listening to call recordings, you can make an Automation Rule to automatically tag these interactions for you.

You can configure your Rule to look for calls that come from phone numbers associated with your advertising campaign. You can even narrow it down to a specific source, such as "Google Ads." Within that set of calls, you can look for instances in which the customer says the phrase "make an appointment." Then, you can set your rule to tag any interactions that meet this criteria as "Online Ad Campaign Confirmed Appointment." 

Moving forward, you will be able to pull a report that shows all of the leads that have been assigned this tag, allowing you to calculate the ROI of your online advertising spend down to the penny.

Interaction Criteria

Automation Rules can be used for phone calls and online form submissions (and, coming soon, online chat conversations). The criteria you can use to target interactions are divided into three categories.

Interaction type and handling criteria

  • Interaction type: which type of interaction do you want to target, calls or forms?
  • Call direction: target inbound vs outbound calls.
  • Call duration: target calls based on length.

Marketing and attribution criteria

  • Active page: target based on which web page a person was looking at when they called you.
  • Campaign: target based on which marketing campaign is associated with an interaction.
  • Landing page: target based on the first page a person viewed when they visited your website.
  • Referrer: target based on which website referred a person to your website.
  • Search keyword: target based on which search terms a person typed into a search engine that led them to your website.
  • Source: target how a person found your number or how they got to your website before they called you, e.g., if they typed your URL directly into the address bar of their browser, if they clicked on a Google Ad, if they searched for you using Bing, etc.

Key terms and phrases

  • By entering key terms and phrases, you can target words that are important to your business, such as "make an appointment" or "get a quote," when they are used by a customer or agent. You can enter as many key terms as you want, and can specify whether you want to focus only on words used by the agent or only on words used by the customer. You can also target interactions based on which words are NOT used.

Creating an Automation Rule

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


  2. Click the Settings tab at the top of the screen. If you have more than one company, choose the company you'd like to use from the dropdown.

  3. Click Automation Rules in the sidebar on the left. 

  4. Click the Custom Rule box to build a rule from scratch. Otherwise, choose one of the templates as a starting point. 


  5. Choose the type of criteria you want to target by selecting one of the three tabs on the left of the screen.


    Then enter the specific criteria you want to target using the larger panel on the right. 


    For instance, if you want to target calls in which customers say certain words, you would select the Key terms and phrases tab on the left, and then enter the words you want to target on the right. 


  6. Lastly, choose an action using the Classification tab in the bottom left. This lets us know how to classify the interactions that meet your criteria.


    You can tag an interaction, score an interaction as qualified or non-qualified, or assign a monetary value to an interaction

  7. Once the rule is active, any interaction that meets the criteria you choose will be automatically classified based on your action.

Editing, Duplicating, Deleting, and Deactivating Automation Rules

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


  2. Click the Settings tab at the top of the screen.

  3. Click Automation Rules in the sidebar on the left. If you have more than one company, choose the company you'd like to use from the dropdown.

  4. Scroll past the templates to your list of Automation Rules.


  5. Use the icons on the right side of each row to manage your rules. Click the pencil icon to edit, the double square icon to duplicate a rule, and the trashcan icon to delete a rule.

  6. Use the toggle on the far right to deactivate a rule without deleting it. This allows you to keep the rule, but prevents it from automatically classifying interactions. You can reactivate the rule by clicking on the toggle again.  

Finding Your Keywords

When you identify key terms using Automation Rules, they'll show up in the Key Terms Spotted Report and in the call recording player. Your key terms will have a timestamp that takes you to the moment they were spotted inside of the call recording.


Spotted key terms also appear in exported call logs.

More information about exporting call logs in CallRail.

Learn more about the Key Terms Spotted Report.


What languages can Automation Rules identify?

Automation Rules only understands standard English words that can be found in a dictionary. For example, a proper noun like "CallRail" or your business's name may not be recognized by the system.

Can you apply Automation Rules to past calls after I've set up a new Rule?

Automation Rules will begin working on all calls and/or forms received from the time the Rule is activated and going forward. It won't work for calls that occurred prior to turning on this feature. If you deactivate a rule but don't delete it, the Rule will not apply to interactions until you reactivate it.

Can I use Automation Rules for form submissions? 

As long as you have both Forms and Conversation Intelligence products, you can use Automation Rules for forms.