# Send leads to CallRail

> A chat lead becomes a CallRail form submission, attributed to the campaign it came from.

Source: https://welcomeai.dev/docs/callrail
Category: Destinations
Updated: 2026-09-11

---
CallRail is not a CRM, and this route is not a CRM route. Every other destination answers *where does
this person go*; CallRail answers *who paid for them*. So the interesting part of the mapping is not
the name and the email -- it is the referrer, the landing page and the campaign the visitor arrived
on, which your widget already recorded the moment they landed.

## What you need

An **API key**: in CallRail, open your account menu, then **My Account**, then **API Keys**, and
create one.

A CallRail key carries the access of the user who created it -- there are no scopes to tick. That has
one consequence worth knowing before you paste it: **a key made by a user who cannot see the company
you want to send to will not list that company at all**. If the company you expect is missing from
the picker, the key is the thing to change, not the route.

## Connect and route

1. In **Destinations**, connect CallRail with the key.
2. Pick the **company**. We list every company each account can reach, grouped by account. A company
   whose Form Capture is switched off is still listed and says so in brackets -- see
   [When submissions never appear](#when-submissions-never-appear).
3. Create a **route**: which leads it takes (one widget, or all of them) and which company they land
   on.
4. **Map the fields.** Auto-map, then read it once.

## What gets sent

CallRail's form submission has three parts, and the field list is grouped the same way.

**The attribution.** These are what make the submission worth sending.

| Field | Map it from |
|---|---|
| Page the lead came from | *Page the lead came from* (required) |
| Landing page | Attribution › Landing page |
| Referring URL | Attribution › Referrer |
| Traffic source name | leave empty, or a fixed value, or Attribution › UTM source |

Only the first is required. The other three are filled in for you when you leave them out: the
landing page falls back to the page the lead was captured on, and the **traffic source name** is
derived from the referring URL -- `l.facebook.com` becomes `facebook`, `google.co.uk` becomes
`google`, and a visit with no referrer at all becomes `direct`, which is the name CallRail's own
reports use for it.

That last field is a *name*, not an address: CallRail's own example is `google_paid`. If you want
paid and organic told apart, map **Attribution › UTM source** to it, or set a fixed value per route.

**The form data.** Name, email, phone, company, message. This is free-form on CallRail's side, so
there is nothing to create and nothing to read back -- what you map is what appears.

**Map the phone number.** CallRail reads the phone out of the form data and uses it to find or create
the person the submission belongs to. It is the identity here, the way the email address is in a CRM.
A lead with neither a phone nor an email is not sent at all.

**The extras.** Tags, a note, a monetary value and the lead status (`good_lead` or `not_a_lead`).
These need a second call, which happens straight after the first. If that second call fails, the
submission still stands and the dispatch log says which extras did not make it -- retrying would post
the lead to CallRail a second time, and a duplicate lead is worse than a missing tag.

## The CallRail session id

There is a field for it, and you almost certainly want to leave it empty.

CallRail can attribute a submission from a `session_id` instead of the three attribution fields, but
that id belongs to *their* tracking script running on your page. The **Session id** under Attribution
in the mapper is ours -- it identifies the chat conversation, not a CallRail visit. Mapping it here
would credit the submission to somebody else's session, so we refuse anything that is not shaped like
a CallRail id (`SES...`) and say so in the dispatch log.

## When submissions never appear

Three things to check, in this order:

1. **Form Capture on that company.** The picker shows `(form capture off)` when CallRail says it is
   disabled. Turn it on in CallRail, under the company's settings.
2. **The dispatch log.** Every attempt is there with the exact body we sent and the exact answer.
   A `welcomeai_dropped` line names anything we left out and why.
3. **The company.** A key that reaches several accounts can send to the wrong one; the route names
   the company it is pointing at.

## What it does not do yet

It creates form submissions. It does not attach a chat to a **call** that already happened -- that
means matching people by phone number, and a number somebody typed into a chat is not proof of who
they are. If that is what you need, say so and we will look at it properly.