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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
Salesforce activity reporting can’t consolidate call tracking across Leads and Contacts in a single report, especially with owner-based grouping. The platform treats these as separate entities without cross-object call analytics capabilities.
Here’s how to build comprehensive call tracking that spans your entire prospect-to-customer lifecycle with automated performance metrics.
Build consolidated call tracking using Coefficient
CoefficientSalesforceSalesforcedelivers comprehensive call tracking consolidation through filtered imports and advanced analytics. You’ll create call-specific dashboards with owner grouping thatandstandard reporting simply can’t provide.
How to make it work
Step 1. Set up filtered call imports.
Create two imports using “From Objects & Fields” with Activity Type filtering. Import Lead activities filtered by Activity Type = “Call” and Contact activities with the same call-specific filtering. Include call-specific fields like Call Duration, Call Result, Disposition, and Call Date.
Step 2. Map unified call ownership.
Create a “Call Owner” field that maps Lead Owner for lead activities and Contact Owner for contact activities. Use dynamic filtering to focus on specific date ranges and apply AND/OR logic for multiple call dispositions or outcomes.
Step 3. Build call metrics dashboard.
Create spreadsheet formulas to calculate calls per owner, conversion rates, and average duration. Use formulas like =COUNTIFS(CallOwner:CallOwner,A2,CallDate:CallDate,”>=”&B1) to count calls per owner within date ranges. Calculate conversion rates with =COUNTIFS(CallOwner:CallOwner,A2,CallResult:CallResult,”Connected”)/COUNTIF(CallOwner:CallOwner,A2).
Step 4. Create cross-object pivot analysis.
Build pivot tables grouping total calls by owner across both lead and contact pools. Use conditional formatting to highlight performance thresholds, making it easy to spot top performers and areas needing attention.
Step 5. Set up automated call analytics.
Enable Scheduled Snapshots for weekly or monthly call volume preservation and trend analysis. Set up automated alerts through Google Sheets to send email notifications when call volumes drop below thresholds.
Step 6. Configure conversion tracking.
Use Formula Auto Fill to automatically calculate call-to-meeting conversion rates for new data. Track call attribution across sales development and account executive handoffs with formulas that connect call activity to downstream opportunities.
Start tracking calls across your entire pipeline
Build your dashboardThis approach provides call tracking visibility that spans your complete prospect-to-customer lifecycle, with automated performance metrics and owner attribution impossible in native Salesforce reporting.and get complete call visibility today.
