Aircall Marketing Analytics: Call Center Data in Your Daily Briefing

Aircall Marketing Analytics: Call Data and Attribution

The Aircall integration in Prooflytics connects cloud call center data to your daily marketing briefing. Once connected, you can see call volume, connect rates, missed call rates, and call outcome data broken down by phone number - and since each Aircall number can be associated with a specific marketing campaign or channel, call analytics become an acquisition attribution signal alongside form submissions and ad platform data.

For B2B teams with inside sales teams taking inbound calls from marketing campaigns and making outbound calls to CRM leads, the phone channel generates attribution-critical data that most marketing dashboards don't capture. A paid search campaign driving high inbound call volume to a dedicated number tells a different performance story than a campaign driving only form fills - especially when outbound call connect rates for leads from different acquisition sources reveal which channels generate leads that actually answer the phone.

Connect rate: The percentage of outbound calls that connect with a live person, as opposed to reaching voicemail, a gatekeeper hang-up, or no answer. Connect rate is the primary efficiency metric for outbound sales calling. According to B2B sales research from Trellus (2025), the average B2B cold call connect rate is approximately 16.6%, with top-performing teams reaching 22%+. When connect rate by lead acquisition source is tracked in Prooflytics, marketing can see which campaigns generate leads that answer outbound calls at above-average rates.

Average handle time (AHT): The average duration of a call from answer to hang-up, including hold time. AHT measures agent efficiency for inbound calls and conversation quality for outbound calls. Shorter AHT on outbound calls often indicates voicemail or early hang-up; longer AHT typically indicates genuine engagement. By lead source, AHT reveals which campaigns generate leads with higher phone engagement.

Missed call rate: The percentage of inbound calls that go unanswered - reaching voicemail or timing out. High missed call rates signal capacity problems (too many calls for available agents) or timing mismatches (calls arriving outside staffed hours). Missed call rate by inbound number identifies which campaign-driven phone lines have coverage gaps.

Call tag: A label applied to a call by the agent or automatically by a workflow. In Aircall, call tags such as "interested," "callback," "demo booked," or "not interested" classify call outcomes. Tag distribution by phone number becomes the conversion metric for inbound call campaigns - showing which numbers generate calls that end with positive outcomes.

What data Prooflytics pulls from Aircall

Aircall captures call-level data for every inbound and outbound call in your account. Prooflytics maps this into the phone channel layer of your daily briefing alongside campaign data from your ad platforms and CRM records.

Key data objects available through the Aircall integration:

• Inbound call volume by phone number - total inbound calls per day, week, and month for each Aircall number, enabling campaign-level call volume tracking when each campaign uses a dedicated number
• Connect rate by agent and lead source - the percentage of outbound calls that connect, broken down by agent and by the acquisition source of the lead being called, identifying which lead sources generate above-average phone reachability
• Missed call rate and recovery - the percentage of inbound calls that go unanswered and the percentage of those that receive a callback within the SLA window, revealing campaign-level coverage gaps
• Call duration distribution - the distribution of call lengths for inbound and outbound calls by number and lead source, with longer average durations typically indicating higher engagement from leads of a specific acquisition source
• Call outcome tags by number - the frequency of each call tag (interested, callback, demo booked, not interested) for calls on each inbound number, creating a campaign-level conversion funnel for phone traffic
• Agent activity metrics - calls per agent, talk time, available time, and handle time, enabling capacity analysis alongside campaign-driven call volume forecasts

Key Aircall metrics to track in your marketing briefing

Connecting Aircall adds the phone channel layer that most marketing dashboards miss entirely:

Inbound call volume by campaign number - the number of inbound calls per day to each Aircall number, where each number is associated with a specific marketing campaign or channel. Teams assign a dedicated Aircall number to each campaign - a paid search ad shows number A, a LinkedIn ad shows number B - and call volume to each number becomes the campaign's phone conversion metric, visible in the daily briefing alongside web form conversions.

Connect rate by lead source - the percentage of outbound calls that connect with leads from each acquisition channel. B2B cold call benchmarks from Trellus (2025) show an average connect rate of 16.6%, with top teams reaching 22%+. When leads from paid search connect at 24% while leads from display advertising connect at 9%, the difference signals audience quality: paid search drives higher-intent prospects who are more likely to answer. This is a call-channel quality signal that complements email reply rate data from sales engagement platforms.

Call outcome conversion rate by number - the percentage of inbound calls (per campaign number) that receive a positive outcome tag such as "interested" or "demo booked." This metric converts call volume into call quality: 100 inbound calls with 8% positive outcomes is a different campaign performance story than 40 calls with 31% positive outcomes. Tracking call outcome conversion rate alongside web form conversion rate in the daily briefing reveals whether phone leads or form leads are the higher-quality path from each campaign.

Missed call rate and SLA compliance - the percentage of inbound calls per number that go unanswered, and the rate at which missed calls receive a callback within the agreed SLA window. High missed call rates on campaign-specific numbers indicate that the campaign is driving more calls than the team can handle - a capacity problem that requires increased staffing or call routing adjustments before campaign spend is increased.

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The phone attribution gap: what call data reveals about campaign quality

The ICP problem this creates for B2B performance marketers: most marketing analytics stacks measure web conversions - form fills, demo requests, trial sign-ups - but ignore phone calls. For B2B teams with inside sales processes where prospects call to ask questions before submitting a form, phone call volume is a leading indicator of campaign performance that only appears in attribution when call analytics data is connected to the acquisition channel.

Aircall's inbound numbers map directly to marketing campaigns: one number per paid search campaign, one number per LinkedIn campaign, one number per event or direct mail piece. This is the same call tracking logic used by dedicated tools like CallRail, but applied to the cloud phone system itself. The distinction matters: Aircall is the phone system where all calls - inbound from marketing and outbound from sales - are handled and logged. Prooflytics connects Aircall's call data to acquisition channel data, creating a unified view of phone channel performance alongside web, email, and pipeline data in the daily briefing.

When a campaign drives 45 inbound calls per week with a 28% positive outcome tag rate, that campaign's phone channel performance is visible in Prooflytics alongside its web conversion rate, CPL, and CRM pipeline value. When outbound calls to leads from the same campaign connect at 24% - above the 16.6% average - the phone channel data confirms what the form submission data suggests: this campaign is reaching a high-intent audience. Prooflytics surfaces Aircall call volume, connect rate, and outcome tag distribution in the daily briefing so phone channel performance can be evaluated alongside every other acquisition signal.

How to connect Aircall to Prooflytics

Connecting Aircall takes under five minutes:

1. Open Settings to Data Sources to Aircall in your Prooflytics account
2. Click Connect - you'll be prompted to authenticate using your Aircall API key and API ID, available in your Aircall dashboard under Integrations to API Keys
3. Select which numbers to include if you want to track only campaign-specific numbers rather than your full Aircall account
4. Wait for the first sync - call volume, connect rate, and call outcome data from the past 30 days loads within 24 hours; new call data syncs to your briefing each morning

Note: For per-campaign attribution to work in Prooflytics, each marketing campaign or channel should use a dedicated Aircall number. When all inbound calls route to a single shared number, call volume cannot be attributed to specific campaigns. Setting up one number per major campaign or acquisition channel is the configuration step that enables call attribution in the daily briefing.

Using Aircall alongside other call tools in Prooflytics

Aircall is part of a broader phone and conversation analytics stack for B2B teams. For teams also using CallRail for dynamic number insertion (DNI) on their website - where the number shown to a visitor changes based on the UTM source that brought them - the combination of CallRail web DNI and Aircall cloud phone infrastructure covers both inbound web traffic attribution and outbound sales call performance in Prooflytics.

For teams using Gong for conversation intelligence - recording, transcribing, and analyzing sales calls - connecting Gong alongside Aircall in Prooflytics provides the full call analytics layer: Aircall for volume, connect rate, and outcome tags; Gong for what happens inside those calls (talk ratio, topic analysis, objection handling). The two tools are frequently used together in inside sales teams with cloud phone infrastructure.

For teams using Freshsales or another CRM where phone call logs are automatically synced from Aircall, the combination in Prooflytics connects the call activity layer (Aircall) to the pipeline outcome layer (CRM) - enabling analysis of which campaign-sourced leads receive the most call attempts and which produce the highest close rates.

You can read independent reviews of Prooflytics on G2 and compare it to alternatives in the marketing analytics category.

Bottom line

• Inbound call volume by campaign number is the phone-channel attribution signal: each dedicated Aircall number maps to a campaign, making inbound call volume the phone conversion metric alongside web form submissions
• Connect rate (avg 16.6%, top teams 22%+) by lead source reveals which acquisition channels generate leads that answer outbound calls - a phone-channel quality signal that complements email reply rate and web engagement data
• Call outcome tag rate converts call volume into campaign quality: the percentage of inbound calls tagged as positive outcomes per number is the phone-channel conversion rate, comparable across campaigns
• Missed call rate by number identifies campaign-driven capacity gaps - high missed call rates on a specific number signal that campaign spend is outpacing call handling capacity
• Connection takes under five minutes via Settings to Data Sources to Aircall; explore the full integrations catalog or contact the team for help setting up per-campaign number attribution