Understanding call data differences in Universal Analytics

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Google has recently upgraded to Google Analytics 4(GA4). We will be sunsetting our Universal Analytics integration in July 2023. Click here to learn how to make the switch to GA4.

Universal Analytics gives you insight into how your visitors interact with your website. CallRail integrates with your existing Universal Analytics account by sending your call, text, and form submission data to goals you’ve created in Universal Analytics.

Curious about call data differences? This article will explain why call data can look different in CallRail and Universal Analytics.

How call data is pushed to Universal Analytics

All calls (even if they’re the same caller) will be pushed into Universal Analytics as a unique goal. Although all calls will be pushed to Universal Analytics, only one goal completion will count per website visitor’s session. For this reason, the total amount of call records captured by CallRail will always be higher than what is reflected in Universal Analytics unless otherwise specified.

Unlike goals, transactions in Universal Analytics can be counted multiple times in a session, provided each transaction has a unique transaction ID. So if you’re capturing data inside of Universal Analytics and pushing it to Google Ads, you may also see a discrepancy between Universal Analytics goals and conversions in Google Ads.

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