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Analytics

CallTrackingMetrics

Analytics

CallTrackingMetrics is a United States based call tracking and contact center platform that ties each inbound call, text or form to the marketing source, campaign and keyword.

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Overview

What does CallTrackingMetrics do?

What CallTrackingMetrics is

CallTrackingMetrics is a United States based call tracking and contact center platform. Using dynamic number insertion it shows unique phone numbers to visitors and ties each inbound call, text or form to the marketing source, campaign and keyword. It also offers call recording, routing and conversation analytics.

What data and cookies it collects

CallTrackingMetrics sets cookies that hold a visitor identifier and session information so a phone call can be attributed to a web journey. It processes caller numbers, call duration, location and, if enabled, recorded audio and transcripts. This joins online behaviour with offline contact data.

GDPR and ePrivacy implications

The attribution cookies are non essential and trigger the ePrivacy consent requirement, while the call data and recordings are personal and sometimes sensitive. Because the vendor is in the United States, the processing also involves an international data transfer. Together these make CallTrackingMetrics a higher risk activity for an EU audience.

Consent requirements

Obtain prior consent before the CallTrackingMetrics script runs, since the identifiers are not strictly necessary. Where calls are recorded, inform callers at the start of the call and rely on a valid basis, normally consent. Provide an easy way to decline tracking and to object to recording.

Data transfers and hosting

Data is processed in the United States, so you must put a transfer mechanism in place such as the EU US Data Privacy Framework or standard contractual clauses, with a transfer impact assessment. Document the safeguards, sign the data processing agreement and disclose the transfer in your privacy policy.

Practical compliance steps

Load the tag only after consent, enable IP and data minimisation options, and set short retention for recordings and transcripts. Configure a caller recording notice, verify your transfer paperwork, and keep your records of processing and cookie policy aligned with both web and telephony data.

Compliance

CallTrackingMetrics and the GDPR

CallTrackingMetrics is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent (Art. 6(1)(a) GDPR); call recording also requires consent and a caller notice
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive (Cookie Law), CCPA

Impact assessment (DPIA)

Linking online identifiers to calls and recordings, together with a transfer to the United States, points to higher risk. A DPIA is usually required to document the data flows, retention and safeguards.

Sample text for your banner

We use CallTrackingMetrics to understand which marketing source led to your call. With your consent we set an attribution identifier; calls may be recorded and you will be informed beforehand.
Cookies and trackers

What CallTrackingMetrics sets and contacts

Tracking method
Dynamic number insertion JavaScript with call, text and form attribution
Server location
United States (CallTrackingMetrics, Inc.)
Data transferred outside the EU
Data is processed in the United States. A transfer mechanism such as the EU US Data Privacy Framework or standard contractual clauses, with a transfer impact assessment, is required.

Cookies set (2)

NameTypeDurationPurpose
__ctmidMarketing1 yearStores a visitor identifier used to attribute a later phone call, text or form to the originating web source and campaign.
ctm_sessionAnalytics30 minutesTracks the current browsing session so it can be matched to an incoming call.

Third-party domains contacted (3)

  • calltrackingmetrics.com
  • app.calltrackingmetrics.com
  • tctm.co
Questions

Frequently asked questions about CallTrackingMetrics

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What cookies does CallTrackingMetrics set?

It sets a visitor identifier and session cookies so an inbound call can be attributed to the web source and campaign. These are non essential marketing and analytics cookies, not strictly necessary ones.

Does CallTrackingMetrics require consent?

Yes. The attribution cookies need prior consent, and any call recording requires its own valid basis and a caller notice. Do not load the script before consent is given.

What is the legal basis for CallTrackingMetrics?

The tracking identifiers rely on consent (Art. 6(1)(a) GDPR). Call recording also depends on consent or another appropriate basis, combined with clear information to the caller.

Does CallTrackingMetrics transfer data to the United States?

Yes. The vendor is United States based, so the processing is an international transfer that requires a mechanism such as the EU US Data Privacy Framework or standard contractual clauses and a transfer impact assessment.

Do I need a DPIA for CallTrackingMetrics?

Usually yes. Linking online identifiers with calls and recordings, plus a transfer to the United States, points to higher risk, so a DPIA helps document the flows, retention and safeguards.

How do I implement CallTrackingMetrics correctly?

Gate the script behind consent, minimise captured data, set short retention for recordings, and add a caller notice. Confirm your transfer mechanism and reflect both web and call processing in your documentation.

What are the alternatives to CallTrackingMetrics?

Alternatives include CallRail, Dexem, Ringover and Invoca. For EU audiences, vendors that host within the European Union can simplify the transfer position.

How do I keep my cookie policy up to date with CallTrackingMetrics?

List the CallTrackingMetrics cookies with their purpose and duration, and describe call recording and the United States transfer in your privacy notice. Review whenever you change tracking or recording settings.

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