Sales Call Tracking: The KPIs You Need to Measure for Business Growth

Last updated on September 18, 2023
8 min

Ready to build better conversations?

Simple to set up. Easy to use. Powerful integrations.

Try for free

Ready to build better conversations?

Simple to set up. Easy to use. Powerful integrations.

Try for free

In today's world, where digital marketing, advertisements, inbound and outbound marketing rule the roost, call-tracking software can effectively streamline your marketing efforts. Wondering why and how? Keep reading to discover the power of call-tracking software for your business. Let's dive right in to explore the most important KPIs to measure, the key benefits of sales call tracking, and how Aircall's call center analytics software can help you track and optimize your sales calls.

What is sales call tracking?

Sales call tracking is the process of monitoring and analyzing all inbound and outbound sales phone calls placed by the sales team. Sales call tracking has become a crucial aspect of any business that depends on phone calls for outbound marketing and making sales. With the right tools at your disposal, tracking and analyzing these sales calls provide valuable insights into your sales team's performance and the overall sales process.


Sales call tracking gives valuable insights into various aspects of your sales process, including call quality, lead management, and overall sales performance. Call tracking software can automatically log each call, record the call, and provide analytics on various KPIs. With sales call tracking, you can identify trends, spot opportunities, and optimize your sales process.

Why is sales call tracking important?

Sales call tracking is essential to several businesses for many reasons. Here are a few reasons why you should track your sales calls:

Performance measurement

The only way to effectively measure your team's performance, identify areas for improvement, and optimize your sales process to close more deals is by tracking your sales calls. You can analyze metrics such as call volumes, call duration, and conversion rates for effective performance measurement. The metrics above are also good pointers to identify which sales team members are performing well and which ones may need additional training or coaching. The data will help you know what you need to do to get more results from your business.

Lead management

Sales call tracking also equips you with the needed data to manage your business leads more effectively. Every business needs a continuous inflow of leads into its pipeline to flourish. Failure to nurture and manage leads is catastrophic for any business. Recording and tracking every interaction with potential customers allow you to monitor leads and ensure that no leads fall through the cracks. You can also use the data to identify which leads are more likely to convert into sales and prioritize them accordingly.

Call quality assessment

Sales call tracking can also help you assess the quality of your calls. Analyzing metrics such as talk time, hold time, and call transfers can identify areas where your team may need improvement. From time to time, you can also schedule an evaluation period to listen to recorded calls to evaluate the tone, content, and overall effectiveness of your sales team's conversations with customers. This goes a long way to improve your workforce and hone their skills to become better at their craft.

Sales process optimization

Tracking your sales calls will also help you identify areas of your sales process that may be causing bottlenecks or inefficiencies. You can streamline and optimize your sales process based on the available data. For example, if your sales team spends too much time on certain calls, you may need to adjust your sales script or provide additional training to streamline the process. This might not be feasible if you don't have data.

ROI measurement

The goal of every business is to have a good ROI. Sales call tracking helps you measure the ROI of your sales efforts to see the numbers your sales teams are bringing in. Effective analysis of the number of calls made and conversion rates will help calculate the cost per lead and the cost per sale, giving you a better understanding of the overall return on your investment. This is the only way you would see what is happening and what you can do differently to improve the data occasionally. Tracking your return on investment (ROI) is the most efficient way to gauge the success of your marketing campaigns. When your ROI is high, it indicates that your marketing strategy is working, and vice versa. Call tracking software can help you measure your ROI and take your marketing efforts to the next level.

How can you track calls?

Call tracking has become seamless in this digital age. Nowadays, you can easily track sales calls with call tracking software, which automatically captures data about each call and provides real-time insights into your sales team's performance. With call tracking software such as Aircall's, you can 

  • monitor your entire sales team's calls, 

  • analyze call data, and; 

  • identify trends to improve the sales process. 

Sales call tracking tools automatically log every call, record the conversation, and provide analytics on various KPIs. You can also integrate call-tracking software into your CRM system to streamline lead management and sales reporting. Using these tools to assign phone numbers to specific marketing campaigns is also possible, so you can track which campaigns drive the most calls and sales.

Which KPIs are the most important for sales?

While there are many KPIs to measure the performance and ROI of your sales teams, here are a few most important metrics you can't afford to miss:

Conversion rate

The conversion rate is one of the most important KPIs to track. It measures the number of calls resulting in a sale or another desired outcome, such as scheduling a follow-up call or setting up a demo. Tracking this metric over time allows you to discover valuable trends and adjust your sales process to improve your conversion rate.

Average call duration

The average call duration measures your sales team's time on each call. Analyzing this metric lets you spot areas where your sales team may be spending too much or too little time. For example, if your team spends too much time on initial calls with new leads, you may need to provide additional training to help them qualify leads more quickly.

How quickly calls are answered

The speed at which your team answers calls can also significantly impact your sales results. Tracking this metric can help you determine how quickly your team responds to calls and whether there are any opportunities for improvement. The average time it takes for your team to answer calls is an important metric to track. A long wait time can frustrate callers and lead to a negative impression of your business. Additionally, it may result in missed opportunities for sales or customer support.

Apart from conversion rate, average call duration, and speed of answering sales calls, other important KPIs for tracking sales can provide valuable insights into your sales performance. Here are some additional KPIs to consider:

Call volume

Tracking the number of calls your sales team receives can help you discover trends and patterns in your call traffic. For example, a sudden spike in call volume may indicate that a new marketing campaign is driving more leads to your business.

First call resolution

First call resolution (FCR) measures the percentage of calls that are resolved on the first attempt without requiring a follow-up call. A high FCR rate indicates that your sales team can handle customer inquiries and concerns effectively, which can lead to higher customer satisfaction and loyalty.

Call abandonment rate

This measures the percentage of callers who hang up before they can speak to a representative. A high abandonment rate may indicate that your team takes too long to answer calls, resulting in frustrated customers and lost sales. Tracking this metric will show you the areas where your team needs to improve their call-answering speed and make adjustments accordingly. Tracking the number of missed calls can also be helpful. Missed calls may result from various factors, including understaffing, poor call routing, or inefficient processes. When you know the reasons for missed calls, you can address any underlying issues and improve your sales team's performance.

Sales pipeline metrics

Tracking your sales pipeline metrics, including the number of leads, deals, and opportunities in each pipeline stage, highlights areas for improvement and optimizing your sales process. Analyzing your pipeline metrics exposes the bottlenecks in your sales process and steps you can take to streamline your workflow.

Customer satisfaction metrics

Tracking customer satisfaction metrics, such as Net Promoter Score (NPS) and customer feedback, helps you gauge your sales team's performance in meeting customer needs and expectations. Proper customer satisfaction monitoring brings the grey areas for improvement into the limelight and would help you make necessary changes to your sales process. Paying attention to customer satisfaction metrics will lead to higher customer retention rates, increased sales and customer loyalty.

Sales team productivity metrics

Tracking productivity metrics for your sales team, such as calls per hour, conversion rates, and revenue per sales rep, will pinpoint your top performers in your sales process. Based on the data, you can incentivize those driving more leads and closing more sales. The incentives will encourage others to put more effort into the sales process. You can also harness the data to optimize your sales process to maximize efficiency and results.

Keeping track of the above KPI/ metrics and using the insights gained to optimize your sales process can increase your business revenue, improve customer satisfaction, and achieve tremendous success in your sales efforts.

How Aircall helps you keep track of your sales calls?

Aircall is a cloud-based phone system that offers call center analytics software to help businesses track their sales calls more efficiently. With Aircall's software, you can monitor all your sales calls in real-time and receive detailed reports on each call. This allows you to identify areas for improvement and optimize your sales strategy for better results.

Aircall's call center analytics software also has many features to help you manage your sales calls more effectively. For instance, you can set up automatic call distribution to ensure that calls are routed to the right agent based on their skills and availability. This helps to minimize wait times and ensures that customers get the support they need as quickly as possible.

Published on September 18, 2023.

Ready to build better conversations?

Aircall runs on the device you're using right now.