Twilio call tracking assigns unique phone numbers to your marketing campaigns so you can see which ads drive phone calls. Instead of wondering whether your billboard or Google ad generated that lead, you get concrete data showing exactly where each caller found you. This matters because phone calls remain one of the highest converting channels for flooring retailers, but most dealers have no idea which marketing dollars actually produce results.
This guide shows you how to set up Twilio call tracking from scratch. You’ll learn how to buy and configure tracking numbers, set up call routing and recording, build IVR menus, and tie each call back to specific campaigns. We’ll also cover attribution methods that help you calculate real ROI and best practices tailored specifically for flooring stores. By the end, you’ll know how to stop guessing about your advertising performance and start making data driven decisions about where to spend your marketing budget.
Why Twilio call tracking matters
Most flooring retailers spend thousands on advertising without knowing which channels produce actual sales conversations. You might run radio spots, digital ads, direct mail, and billboards simultaneously, but when the phone rings, you have no way to trace that call back to its source. This blind spot costs you money because you keep funding campaigns that don’t work while underfunding the ones that do.
The cost of not tracking calls
Twilio call tracking solves this by giving you complete visibility into your marketing performance. You can assign unique numbers to each campaign and measure exactly which advertising generates qualified leads. Unlike traditional call tracking services that charge per number or per call, Twilio’s programmable platform gives you full control over your tracking infrastructure at a fraction of the cost. For flooring retailers competing in local markets, this data transforms how you allocate your marketing budget.
Knowing which ad drove a $15,000 flooring job changes everything about how you invest in future campaigns.
How to set up Twilio call tracking
Setting up Twilio call tracking takes about 30 minutes if you follow the right steps. You don’t need programming experience to get started with basic tracking, though you’ll eventually want a developer if you need advanced customization. The process involves creating an account, buying phone numbers, and connecting those numbers to your existing phone system. Most flooring retailers start with a simple setup and add complexity as they learn what data matters most.
Create your Twilio account
You begin by signing up at Twilio’s website and verifying your identity through their standard onboarding process. Twilio requires a credit card for purchasing numbers and services, but they offer trial credits to test functionality before committing serious money. Once verified, you access the console where you’ll manage all your tracking numbers and call settings. The interface looks technical at first, but the essential functions for call tracking live in just a few sections.
Getting your account verified properly prevents service interruptions when you scale up to multiple tracking numbers.
Purchase tracking numbers
The next step involves buying phone numbers through Twilio’s number search tool. You can filter by area code, number type (local or toll-free), and capabilities (voice, SMS, or both). For flooring retailers, local numbers typically perform better because customers trust familiar area codes when calling about home improvement projects. Twilio charges around $1 per month per number, making it affordable to test multiple campaigns simultaneously. You should buy one number for each distinct marketing channel you want to track, whether that’s Google Ads, Facebook, radio, or direct mail.
Configuring routing, recording, and IVR
Once you own tracking numbers, you configure how Twilio handles incoming calls through routing rules, recording settings, and IVR (Interactive Voice Response) menus. These configurations determine whether calls forward to your store line, mobile phone, or specific team members based on criteria like time of day or caller location. You build these rules using TwiML, Twilio’s markup language, or through their Studio visual workflow builder that requires no coding experience. Most flooring retailers start with simple forwarding and add complexity as they understand which features improve their customer experience.
Set up call routing
Call routing directs incoming calls to the right destination based on rules you define. You can forward calls to your existing business line, send after-hours calls to voicemail, or route calls from specific area codes to particular salespeople who know those markets. Twilio lets you configure multiple forwarding options with fallback numbers if the primary line doesn’t answer. This ensures you never miss a potential flooring lead because someone stepped away from their desk.
Enable call recording
Recording every tracked call gives you quality assurance data and helps train new sales staff on effective phone techniques. You enable recording by adding a single parameter to your TwiML configuration or checking a box in Studio. Twilio stores recordings in your account where you can play them back, download them, or integrate them with your CRM system for future reference.
Listening to recorded calls reveals exactly which objections your team handles well and which ones lose sales opportunities.
Build basic IVR menus
IVR menus let callers press numbers to reach specific departments or get information without speaking to a person. You might create a simple menu where pressing 1 reaches sales, 2 reaches installation scheduling, and 3 provides store hours. Building these menus in Twilio Studio involves dragging widgets onto a canvas and connecting them with logic flows that match your business needs.
How to track campaigns and attribution
Twilio call tracking becomes valuable when you connect phone data to specific marketing campaigns and calculate which channels produce actual revenue. You do this by adding tracking parameters to each number, integrating call data with your analytics tools, and building attribution models that match calls to their originating campaigns. Without proper attribution, you collect call data but can’t answer the crucial question of whether your $2,000 radio campaign made you $20,000 or cost you money.
Add tracking parameters to your numbers
You assign metadata tags to each tracking number that identify the campaign source. When you buy a number for your Google Ads campaign, you label it "Google_Ads_Spring2026" in Twilio’s number settings. These tags travel with every call that number receives, creating a data trail from initial ring to final outcome. You can add multiple parameters like campaign name, medium, source, and content to mirror how Google Analytics tracks website visitors.
Connect data to analytics platforms
Integration between Twilio and your analytics tools completes the attribution picture by showing how phone calls fit into your overall marketing performance. You can push call data into Google Analytics using Twilio’s webhooks, allowing you to see calls alongside website conversions in unified reports. This integration requires either using Twilio’s built-in integrations or working with a developer to create custom data connections between systems.
Seeing both online and offline conversions in one dashboard reveals the true impact of each marketing dollar you spend.
Calculate campaign ROI
You measure ROI by tracking which calls turn into actual sales and comparing that revenue against campaign costs. If your Facebook ad campaign costs $500, generates 15 calls through its tracking number, and 3 of those calls become $12,000 in flooring installations, your ROI calculation shows clear profitability. You track this by recording sale outcomes in your CRM and matching them back to the original tracking number each customer called.
Best practices for flooring retailers
You maximize Twilio call tracking results by treating it as an active management tool rather than a set-and-forget system. Flooring retailers who extract the most value review their call data regularly, train staff on proper phone handling, and adjust campaigns based on what the tracking numbers reveal. The difference between collecting data and using data determines whether you waste money or multiply your marketing effectiveness.
Train your team on proper responses
Your sales staff needs to know which tracking number each caller dialed so they can reference the specific promotion or campaign that brought them in. When someone calls your Google Ads number asking about hardwood installation, your team should mention the online special that number advertises. This creates message consistency between the ad and the conversation, which improves conversion rates significantly.
Salespeople who reference the caller’s original ad source close deals 40% more often than those who ignore that context.
Review performance data weekly
Checking your call metrics once per week lets you spot underperforming campaigns before you waste entire monthly budgets. You should track calls per campaign, call duration, and conversion rates to identify which channels deserve more investment and which ones need adjustment or elimination.
Next steps
You now understand how twilio call tracking transforms blind marketing spending into data-driven decisions that grow your flooring business. The setup process takes less time than most dealers expect, and the payoff starts immediately once you connect calls to their originating campaigns. Your first priority should be identifying which marketing channels currently generate phone calls, then assigning unique tracking numbers to each one so you can measure their true performance.
Most flooring retailers discover that tracking phone calls reveals surprising gaps in their marketing strategy. You might find that your expensive radio campaign generates few qualified leads while your modest Google budget drives premium installations. If you want to take your marketing beyond basic call tracking and actually target consumers who are actively shopping for flooring, learn how AI-driven targeting identifies buyers at every stage of their purchase journey.
