Supermetrics for Power BI
Connect CallRail to Power BI — Call Intelligence Dashboards
Analyze CallRail call tracking data in Power BI with source attribution, call quality scoring, and peak call time analysis. DAX measures calculate cost per qualified call, first-time caller rates, and answer rate benchmarks. Merge with Google Ads data to attribute phone conversions to paid search keywords.
Why Connect CallRail to Power BI?
Build live CallRail dashboards in Power BI that update automatically and share with your team.
- Break down calls by source, medium, and campaign. DAX measures calculate cost per call and cost per qualified call by traffic source, connecting phone leads to the marketing channels that generate them.
- Build heatmaps showing call volume and answer rates by day of week and hour. Identify staffing gaps where missed calls mean lost revenue and optimize scheduling accordingly.
- Combine CallRail call data with lead tags and duration metrics. DAX measures calculate qualified call rates by source, helping invest in channels that drive real conversations, not just clicks.
How to Connect CallRail to Power BI
Three steps. Under two minutes. Zero code.
- 1
Open Power BI Desktop and Get Data
Launch Power BI Desktop, click "Get Data," and search for the Supermetrics connector to install it.
- 2
Authorize your data source
Sign in with your Supermetrics account and authorize your data source. Your credentials are encrypted and securely stored.
- 3
Build Your Dashboard
Select your metrics and dimensions, load the data into your model, and start building visuals, DAX measures, and interactive reports.
Dashboard Templates for CallRail in Power BI
Pre-built dashboards to get you started. Customize layouts, filters, and visualizations to match your reporting needs.
Call Attribution & ROI Report
Calls by source with cost-per-call KPIs, first-time caller trend, and lead tag breakdown. Campaign slicer for filtering to specific paid channels. Drill-through to call detail.
Call Volume & Staffing Heatmap
Day-by-hour matrix showing call volume and answer rate with conditional formatting. Missed call trend by source to identify high-value lost opportunities.
Reporting Scenarios for CallRail in Power BI
Common reporting use cases that teams build with CallRail data in Power BI.
Matrix table
Answer Rate by Day & Hour Heatmap
Matrix with conditional formatting showing answer rates across days and hours, instantly revealing staffing gaps where potential customers go unanswered.
Scatter chart
Call Volume vs. Qualified Rate by Source
Scatter chart plotting call volume against qualified call rate per traffic source, with bubble size representing ad spend — identifying channels driving both quantity and quality.
What CallRail Data Can You Pull into Power BI?
Supermetrics gives Power BI access to your full CallRail reporting data — metrics and dimensions you already know from the CallRail interface.
Key Metrics
- Calls
- Answered calls
- Missed calls
- First time callers
- Answer rate
- Avg. call duration (sec)
- Form submissions
- Leads
- Lead rate
- Total value
- Average value
Key Dimensions
- Source name
- Medium
- Campaign
- Keywords
- Landing page URL
- Tracking phone number
- Customer city
- Customer state
- Tags
- Lead status
Resources & Guides
14 Power BI marketing dashboard examples
Power BI for marketing: setup guide
Data transformation in Power BI
Browse all Power BI templates
Feld Entertainment: enterprise dashboards
Why Supermetrics for Power BI?
The trusted marketing data platform since 2009. 200,000+ companies use Supermetrics — 15% of global ad spend flows through our connectors.
Built for Power BI
Purpose-built Power BI connector with setup in minutes. Your marketing team can build dashboards independently — no data engineering resources required.
170+ Data Sources
Connect CallRail alongside 170+ other platforms through a single integration. All your marketing data in one place.
Data Blending
Combine CallRail with other data sources in Power BI. Blend on shared keys like date, campaign name, or UTM parameters for cross-channel visibility.
Enterprise Security
SOC 2 Type II certified. GDPR compliant. OAuth authentication. Your data is encrypted at rest and in transit.
Always Current
Your CallRail data refreshes automatically in Power BI. No manual exports, no stale numbers — open your report and the data is current.
Unsampled Data
Get your complete CallRail dataset without sampling. Every session, every keyword, every page — full-fidelity data for accurate analysis.
Frequently Asked Questions
- Install the Supermetrics connector from the Power BI Desktop "Get Data" menu, sign in with your Supermetrics account, and authorize CallRail. Your data appears as a Power Query table — from there you load it into your model, build relationships, and start creating visuals. No custom connector development needed.
- Yes. Publish your report to the Power BI Service and configure a scheduled refresh through your dataset settings. Supermetrics refreshes your CallRail data on the schedule you set — hourly, daily, or whatever cadence fits your reporting rhythm. Your dashboards stay current without manual intervention.
- Absolutely. Power BI's data model is built for blending. Use Supermetrics to pull CallRail alongside data from 170+ other marketing platforms — Google Ads, LinkedIn Ads, GA4, and more — then join them through shared dimensions like date, campaign name, or UTM parameters in Power Query or the data model.
- All standard CallRail reporting fields are available, including Calls, Answered calls, Missed calls, First time callers, Answer rate, and more. You get the same data as the CallRail native reporting UI, loaded into Power BI where you can create DAX measures, build relationships, and apply row-level security.
- Basic Power BI Desktop knowledge is enough. Supermetrics handles the API connection, authentication, and data formatting. You pick your metrics, choose a date range, and load — the data arrives as clean tables ready for modeling. No API code, no ETL scripting.
- Join CallRail call data with ad spend in Power Query on campaign name. Create a DAX measure dividing spend by qualified call count (filtered by tag). This connects ad spend to actual sales-ready phone conversations.
- Yes. Build a day-of-week by hour-of-day matrix with conditional formatting showing answer rates — red cells reveal when you're missing the most calls so you can adjust staffing.
Also Connect to Power BI
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