• Integrations · JavaScript

Telephony and the site: a call is the same enquiry, only nowhere visible

The reports show twenty enquiries from the form and nothing about the forty calls that brought in most of the money. Because of that the advertising looks unprofitable, the channels get compared wrongly, and decisions are made from half a picture. Telephony connected to the site makes a call the same kind of event as an enquiry: with a source, a page and a record in the system. After that channels can be compared honestly.

See how it works
Price
after a free audit
Guarantee
30 days after project sign-off
Focus
integrations for sites and stores
after a free audit
Price
30
Guarantee

days after project sign-off

integrations for sites and stores
Focus
5
Timeline

to 25 working days

free review of the measurement
Start
30
Warranty

days from the date the acceptance act is signed

within 2 hours
Reply
under a written contract
Terms
What's included

Complete list of work and what you get as a result

  • connecting telephony to the site with every call recorded as an event
  • swapping the number by referral source, when channels need separating
  • passing calls into the CRM together with the source and the page they were made from
  • analytics events for calls on equal terms with form enquiries
  • a report on calls by channel, rather than one lump labelled «phone»
  • a visible record of missed calls — so there is somebody to call back
  • correct behaviour when the telephony service is unavailable: the number stays working
  • a written explanation of what share of calls will be attributed and what share will not, and why
When this service isn't right

What's not included — so there are no surprises at delivery

  • the contract with the telephony operator and payment for their services
  • call quality and the operation of the exchange itself
  • listening to conversations and assessing the managers' work
  • a guarantee that every call will be attributed to a source
  • promises of growth in the number of calls
Who it's for

Situations where this service delivers results

Scenario 1 of 4

A business people phone more often than write to

B2B, services, expensive equipment, real estate. Here a form is the exception and the phone is the main route, and without counting it the analytics is untrue.

We'll review your situation in a free audit

Free review of the measurement

We look at how many calls you get and whether call tracking is worth setting up at all: for some businesses something simpler is enough.

What we measure

  • How many calls a monthThe key figure. Number swapping costs money every month, and on a dozen calls it will not repay itself — we will say so outright.
  • What share of enquiries is by phoneIf nine out of ten write into the form, the task is secondary. If it is the other way round, without it the whole analytics is untrue.
  • How many numbers and where they areOne number across the whole site and the advertising will not let channels be separated even in theory. That is where the conversation starts.
  • Where the calls should landCRM, email, messenger, or nowhere. The scope depends on this: the recording itself is simple, passing it into a system is separate work.
  • Whether form enquiries are measuredCalls should stand in the same row as forms. If forms are not measured, that has to be fixed first.
  • What about missed callsA missed call during working hours is a lost client that usually gets recorded nowhere. Often this is the biggest finding of the review.

What you get

  • an assessment of whether call tracking repays itself at your call volume
  • a list of what can be done without number swapping
  • an estimate of the work broken down by stage
  • an honest answer if the task is not worth the money yet

Timeline: 2–4 working days

Why is it free

The answer is often that there are too few calls, that number swapping will not repay itself, and that recording them can be done more simply. We would rather not sell a monthly subscription where it is not needed.

What's next

You get an estimate and a list. Then you decide for yourself — the document stays with you.

Short form: your contact and site URL

  • Contract, act and 30-day warranty

    Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.

  • Sole proprietor & bank transfer

    The contractor is a registered sole proprietor. Payment by invoice with closing documents.

  • Rights & access — yours

    Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.

  • Client portal instead of email chains

    During the project you get access to a portal: contracts, invoices, acts and project status in one place.

  • European clients

    Among our work — projects for Norway, Bulgaria, Moldova and Spain.

  • Verifiable numbers

    Every case in the portfolio comes with a link to a live site and a technical measurement.

  • Audit first, then pricing

    There is no price list on the site intentionally: the scope of the same work differs multiples between clients.

  • We say "no" when unsure

    If the task isn't ours or the deadline is unrealistic — we tell you upfront.

What affects the price

Why two seemingly identical tasks are priced differently

  • Whether number swapping is neededSimply recording calls is cheap. Attributing each one to a source requires a pool of numbers, paid monthly, which does not always repay itself.
  • The chosen operatorThe main driver of scope. One has a ready way to exchange data and examples; another means working out its interface from scratch.
  • Where to pass the dataAn analytics event is a few days. Creating a deal in the CRM with the source, the page and a link to an existing client is separate work.
  • Number of numbers and scenariosOne number on the site is simple. Different numbers for advertising, search and offline mean rules that have to be described and checked.
  • State of the existing analyticsIf enquiries are already measured correctly, calls fall into the same row. If not, the measurement has to be fixed first.
  • Handling missed callsShowing a list is simple. A chain of «missed — reminder — to the manager» is already a set of rules that runs every day.
Cases

Tasks and results in numbers — all metrics measured by us

a B2B supplier of professional equipment for chocolate production

Task
Present a B2B catalogue of equipment for the chocolate industry (tempering machines, conches, moulding lines, accessories) with technical specifications and throughput, and collect quotation requests — because equipment like this is not bought in one click.
Solution
A catalogue site on the Shop-Express 8x CMS (as measured; the portfolio card says WordPress — see the discrepancy). A quotation request form was implemented, with two language versions, uk and /rus/. The widest set of payment options in the sample is connected — LiqPay, WayForPay, PrivatBank, Monobank, cash on delivery, bank transfer; delivery by Nova Poshta and collection in person. Analytics and communication: Google Tag Manager (GTM-M7CKXDQ6), GA4 (G-W9CKH5TZ2Z), Binotel call tracking, Telegram/WhatsApp/Viber messengers, social networks.
Result
As of 31.07.2026 the site works (HTTP 200, HTTPS): the /dostavka-i-oplata page offers 6 payment methods (LiqPay, WayForPay, PrivatBank, Monobank, cash on delivery, bank transfer) — the widest set in the measured sample; a catalogue of 106 items in two language versions, 230 URLs in the sitemap index; first server response 351 ms, full HTML load 490 ms; GTM, GA4 and Binotel call tracking connected.

Did not find your case?

Describe how it works on your side — we will tell you whether “Telephony integration with the site” fits and what it means in your situation. No brief and no call: one question, one answer.

Process steps

Transparent stages with approval at every step

Total duration:5–25 days

  1. Reviewing the measurement

    2–4 working days

    We count the share of phone enquiries and check whether form enquiries are measured. This decides whether number swapping is needed at all.

  2. Choosing the approach

    1–2 working days

    We agree what is actually needed: simply recording calls or attributing each to a source. The second costs more and does not suit everyone.

  3. Connection

    2–6 working days

    We put the code on the site, configure the numbers and check that a call is recorded from every type of page, not only the home page.

  4. Passing into the systems

    2–8 working days

    We send the event to analytics and the call to the CRM together with the source. We check that a repeat call does not create a second client.

  5. Edge cases

    1–4 working days

    Direct visits with no source, calls outside working hours, an unavailable telephony service. The number has to stay working under any conditions.

  6. Report and handover

    1–3 working days

    We build a report on calls by channel and explain what share will not be attributed and why. Then the 30-day warranty from the date the acceptance act is signed applies.

Technologies & integrations

What we build on and what it connects to

Stack

  • JavaScript
  • TypeScript
  • PHP
  • OpenCart
  • WooCommerce
  • Next.js
  • Node.js
  • REST API
  • Webhooks
  • MySQL
  • Git

Integrations

  • Binotel
  • Ringostat
  • Google Analytics 4
  • Google Tag Manager
  • Google Ads
  • KeyCRM
  • Telegram
Calls counted or only form enquiries

How this option differs from the alternative

Completeness of the pictureevery enquiry is visible
Comparing channelshonest
Missed callsvisible as a list
Costsmonthly telephony payment, sometimes a pool of numbers
When forms are enoughoverkill if only a handful phone
What we need from you

We can't start without this — best to prepare in advance

  1. which telephony operator you work with or plan to
  2. how many calls a month and what share of all enquiries they are
  3. how many numbers you have now and where each is shown
  4. where the calls should land: CRM, email, messenger
  5. whether form enquiries are currently measured
  6. who on your side accepts the work

If something is missing — let us know, we'll help you gather it or do it as a separate task.

FAQ

Most frequently asked questions — with concrete answers

What is number swapping and what is it for?

It is when a visitor from advertising sees one number and a visitor from search another, so the number dialled reveals the source. Otherwise all calls merge into one lump labelled «phone». The downside is that the pool of numbers is paid for monthly, so on a small number of calls it does not repay itself.

Will every call be attributed to a source?

No, and promising that would be untrue. Some people will see the number and phone a day later from a different device, or write it on a scrap of paper. There is always a share of unattributed calls, and we name it honestly rather than painting a hundred-per-cent picture.

Can we manage without number swapping?

Yes, and often it is worth it. Simply recording a call as an event and passing it into the CRM already gives a lot: the count, the times, the missed ones. Separating by source is the next step, and it makes sense when there are enough calls for the difference between channels to be noticeable.

And if the telephony service goes down?

The number has to stay working — that is the main requirement, and we check it separately. The worst case is that the swapping script did not load and there is no number on the page at all. So the base number is always present in the markup and the swap merely replaces it.

Do you do call listening?

No. The recordings are kept by the telephony operator, and working with them is a question of managing the sales department rather than of integration. We are answerable for the call being visible in analytics and in the CRM, not for assessing how the manager spoke.

How long does it take?

5 to 25 working days. Connecting call recording is a matter of days. The timeline is set by passing data into the CRM: there you have to decide what to do with repeat calls from the same client, and not create duplicates on every contact.

Will this increase the number of calls?

No, and we do not promise that. The count will not change — what changes is that you will see them. The most common practical result of the review is different: it turns out some calls during working hours go unanswered and are recorded nowhere.

Which operators do you work with?

Those with a decent way of exchanging data — in practice Binotel and Ringostat. You sign the contract yourself and directly, and their fees are yours too. We do not resell telephony, so our advice on the choice does not depend on our margin.

Let us calculate whether call tracking repays itself for you

We will look at the share of phone enquiries and say what can be done without number swapping. The review is free, we reply within 2 hours.

View cases
  • Reply within 2 hours
  • No commitment
  • We work under a contract

There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.