Call tracking for Salesforce: A game-changer for marketing attribution

If you’re a B2B marketer using Salesforce, one question likely keeps surfacing: Where are our best leads really coming from — and are we tracking all of them? Call tracking for Salesforce bridges that visibility gap.

It ensures every phone call, not just clicks and form fills, is properly attributed, giving you the full picture of your marketing ROI. Here’s why it’s a game-changer, and how to get started.

Why marketing attribution falls short without call tracking

Salesforce is the heartbeat of lots of marketing and sales teams. But even with its powerful CRM capabilities, there's a major blind spot: Phone calls.

Without call tracking for Salesforce, marketers are left in the dark when it comes to understanding which campaigns are driving those high-intent phone leads. Calls get put into generic channels, or worse, missed altogether in attribution models. As a result, key campaigns are undervalued, and budget decisions are made on incomplete data sets.

With call tracking in Salesforce, every conversation is connected to a campaign, a keyword, and a customer journey. You're not just logging calls, you're capturing intent, context, and outcomes. And you’re closing the loop on your marketing data.

How it works: Connecting the dots between clicks and calls

A Salesforce call tracking integration combines your online and offline data to give you complete visibility into the path to purchase. The process starts with dynamic number insertion (DNI), which assigns a unique phone number to each visitor based on how they found you.  When a call is made, the platform automatically logs it in Salesforce with all the marketing source data.

You can map call data to custom fields, enrich lead records with call outcomes, and even trigger workflows based on call behaviours. And with Conversation Analytics layered in, you’ll get powerful insights into what actually happens on those calls – from common objections to conversion signals and competitor trends.

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This unified data doesn’t just sit in your CRM. It powers smarter reporting, faster follow-ups, and more accurate campaign performance measurement.

Moving beyond activity to outcomes with Smart Match

For marketers, the goal isn’t just more leads, it’s more qualified, high-value outcomes. That’s where Infinity’s Smart Match comes in.

Smart Match connects call tracking data with real business results. It intelligently links calls to outcomes like purchases, appointments, or revenue events in Salesforce. So instead of just counting calls, you’re measuring impact.

This enables truly closed-loop attribution. You can finally answer the questions: Which campaign drove that call? Did the lead convert? And how much revenue did it generate? The result? Clearer ROI reporting, smarter bidding, and the confidence to invest in what works.

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Why this matters to marketers

As a marketer, proving the value of marketing activity is always going to be a top priority. You need to show your campaigns deliver real business outcomes, not just clicks and impressions. Call tracking for Salesforce enables you to:

• Attribute every phone call to the exact channel, keyword, and campaign that triggered it.
• See which campaigns are driving pipeline, not just traffic.
• Optimise media spend based on revenue, not vanity metrics.
• Align sales and marketing with shared insights in your CRM.

Tracking phone calls in Salesforce will be super important in industries where calls are a major conversion channel. Think automotive, healthcare, financial services, and home services. But the truth is, if you’re spending budget to drive action, you need visibility on every response, especially the ones that happen offline, like phone calls.

Final word: Don’t let your most valuable leads go untracked

Calls are often the most valuable and highest-intent leads in your funnel. In fact, inbound calls are 10-15 times more likely to convert than web leads. But without call tracking, you’ll be taking stabs in the dark.

Integrating call tracking with Salesforce gives marketers the complete picture. It connects the dots between digital campaigns and real-world outcomes. And with Smart Match, you take that a step further by tying those calls to revenue, not just records. It’s not just an integration. It’s a foundation for confident, data-driven decision making.