How to Route Phone Calls and Report Leads into HubSpot Based on Google Ads, Facebook, Instagram, and Messenger Campaigns

Managing and routing phone calls based on targeted advertising campaigns like Google Paid Search, Facebook, Instagram, and Messenger can significantly improve customer service efficiency and lead attribution. Here’s a step-by-step guide on how to route phone calls based on specific audiences and report them into HubSpot CRM for better lead management and conversion tracking.

Why Reporting Phone Call Leads in HubSpot is Important

Capturing and managing phone call leads effectively ensures you nurture and follow up with prospects, improving your conversion rates. By integrating your call tracking system with HubSpot CRM, you can log call details, associate them with contacts, and route them to the appropriate customer service or sales agents.

Benefits of Reporting Phone Calls into HubSpot

– Better lead attribution from various campaigns.
– Improved customer service experience with proper call routing.
– Automated reporting of calls, follow-up tasks, and outcomes.

Best Practices for Reporting Phone Call Leads into HubSpot CRM

1. Use Call Tracking Integrations

Integrate HubSpot CRM with advanced call tracking software like AvidTrak, CallRail, CallTrackingMetrics and WhatConverts to automatically log call details such as the source, call duration, and outcomes. These tools help track calls from different campaigns like Google Ads, MSN/Bing and Facebook and report them accurately in HubSpot.

2. Qualify Leads and Log Them in HubSpot

Ensure your customer service team qualifies leads during the call by gathering essential details. This information can be logged into HubSpot to ensure leads are properly segmented and ready for follow-up.

3. Use Custom Properties and Call Tags

Create custom properties in HubSpot to store detailed information about the lead, such as source, UTM parameters, and the nature of the inquiry. You can also tag calls as “New Lead,” “Follow-up Required,” or “Interested,” which helps in effective segmentation and reporting.

4. Update Deals and Pipelines in HubSpot

If the phone call turns into an opportunity, create or update a deal in HubSpot. This helps to track the lead throughout the sales pipeline and manage follow-up tasks accordingly.

Tying Back Phone Call Leads to Google Ads, Facebook, Instagram & Messenger Campaigns

1. Implement UTM Parameters for Tracking

Use UTM parameters in Google Paid Search and social campaigns to track the source of the phone call lead. Ensure that these UTM tags are captured in HubSpot, so calls from specific campaigns or ads are attributed correctly.

2. Assign Unique Phone Numbers to Campaigns

By assigning different phone numbers to Google Ads, Facebook Ads, or Instagram campaigns through a call tracking tool, you can easily track, and attribute leads to the correct source.

3. Sync Call Data with HubSpot

Integrate your call tracking software with HubSpot to ensure all phone calls, including their source, campaign, and UTM data, are automatically logged into the CRM. This helps in accurate lead reporting and analysis.

4. Use Google Ads & Facebook Ads Integrations

• Google Ads: Sync HubSpot with Google Ads to track phone calls and keyword-level attribution.
• Facebook Ads: Use HubSpot’s Facebook Ads integration to capture leads from Facebook, Instagram, and Messenger ads. Additionally, use Facebook Offline Conversions to upload phone call conversion data for better campaign tracking.

How to Route Phone Calls Based on Specific Audiences

1. Audience Segmentation for Call Routing

Segment your audience based on the campaign source (Google Ads, Facebook, Instagram), location, or product interest. You can then set up rules in your call tracking tool to route calls to the appropriate customer service agent.

2. Call Routing Tools & IVR Systems

Use tools like AvidTrak’s LeadMaximizer IVR (Interactive Voice Response) systems to automatically route calls to the right agent based on the caller’s input, such as pressing 1 for sales or 2 for support. Ensure this call routing data is also logged into HubSpot.

3. Automate Call Routing with Custom Workflows

Create custom workflows in HubSpot to automatically assign leads and tasks to agents based on the campaign source or audience type. For example, leads from Google Ads can be routed to the sales team, while support requests from Facebook Ads can be routed to the customer service team.

Reporting and Optimizing Call Performance in HubSpot

1. Capture Call Outcomes and Data in HubSpot

After routing calls, ensure that all outcomes (e.g., follow-up needed, lead conversion) are captured in HubSpot. Use this data to assess the effectiveness of your campaigns and call routing strategies.

2. Monitor and Analyze Call Performance

HubSpot allows you to create custom reports and dashboards to track the volume of calls from Google, Facebook, Instagram, and Messenger campaigns. This data helps you measure the success of each campaign and optimize call routing for improved performance.

3. SLA Tracking and Agent Performance

Set up SLA tracking in HubSpot to ensure that calls are answered and resolved within a specified time. Measure agent performance and optimize call routing based on conversion rates and customer satisfaction metrics.

Conclusion

By implementing proper call tracking, audience segmentation, and HubSpot integration, you can effectively manage phone call leads, route them to the appropriate agents, and optimize your marketing campaigns. Whether your leads come from Google Ads, Facebook, Instagram, or Messenger, the right call routing and reporting setup will improve customer experience and conversion rates.