Calltouch: set up data collection

You can extend user behavior data collected by the Google Analytics→Google BigQuery pipeline with the data from the call tracking system Calltouch about the calls, chats, and request forms. It is useful when you need to analyze your customers’ interactions via the tracked phone numbers, and include the call interactions as a touchpoint in your business sales funnel.

OWOX BI integration with Calltouch is set up on the call tracking service side. Read the details below.

NotePhone numbers will be collected to BigQuery tables only since it's restricted to collect any personal ID data in Google Analytics.

NoteThe call data is sent via Measurement Protocol to Google Analytics and OWOX BI simultaneously. The call data sent with a delay will always get to the hit data tables if they contain a &qt (queueTime) parameter. The data will get to the session data tables only the hit was sent within 48 hours after the end of the day the event happened according to the timezone set in the Google Analytics view. The 48 hours period is the time needed to form a consistent session table.

Set up data collection from Calltouch to your Google Analytics→Google BigQuery pipeline

NoteThe call tracking data pipeline will not appear in the List of pipelines in your OWOX BI. Once you enable the integration, the call tracking events will be automatically sent to the OWOX BI access point and recorded into the streaming table in Google BigQuery. In 24 hours, the data will also be available in the owoxbi_sessions table. To check it, run this SQL query.

  1. Open the website list.
  2. Select your website.
  3. Go to Интеграции > Universal Analytics.
  4. Enable data collection by hitting the switcher.
  5. Make sure, the Google Analytics tracking ID is the same as in pipeline settings in OWOX BI.


The Calltouch integration collects data with the following parameter values:

  • Event category: CallTouch.
  • Event actions: Call or Request.
  • Event label: tag values like the phone number of a caller (if enabled in Calltouch). Several tags will be devided with "|".
  • Event value: call duration in seconds. 

All Calltouch data collected to Google BigQuery

Read more about the integration and the parameters collected in the Calltouch help center.


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