CallTrackingMetrics Integration: Track Calls as Conversions

Test events in CTM (automatic)

If phone calls are how your visitors convert, AB Split Test works with CallTrackingMetrics (CTM) so you can see which test variation each caller saw — and use CTM Triggers to record calls as conversions in your test results.

Like our other analytics integrations, there’s nothing to configure. If the CTM tracking code is installed on your site, AB Split Test detects it automatically and attaches an event to the visitor’s CTM session whenever they enter a test, convert, or hit a goal:

Field	Value	Example
Category	Always ab_split_test	ab_split_test
Action	Test name, variation, and event type	Homepage Hero | Variation 1 | visit
Label	The visitor’s anonymous UUID (when UUID tracking is enabled)	f3b1c2…

The event type at the end of the action is visit, conversion, or a goal number.

When that visitor calls one of your tracking numbers, these events are part of the call’s session in CTM — so you can see exactly which variation the caller was shown, and build CTM Triggers off it.

Requirements:

• The CTM tracking code installed on your site
• A paid AB Split Test plan (analytics event tagging is not available on the free plan)
• For the UUID label (needed for the conversion webhook below): enable UUID tracking under AB Split Test → Settings → Visitor Identification

Record calls as conversions with a CTM Trigger

Because each CTM session event carries the visitor’s AB Split Test UUID in its label, a CTM Trigger can call back to your site when a qualifying call happens and record a conversion against the variation the caller saw. Repeat calls from the same visitor are de-duplicated automatically — each visitor converts once per test.

Your site already has the endpoint built in. It’s a GET request — every parameter goes in the URL’s query string, and no request body is needed (the endpoint ignores POST bodies, so don’t put the parameters there):

https://yoursite.com/wp-admin/admin-ajax.php?action=ab_fp_event&type=conversion&eid=TEST_ID&uuid=VISITOR_UUID

• action=ab_fp_event and type=conversion — always exactly these values
• eid — the test’s ID (shown in the test list in your WordPress admin)
• uuid — the visitor UUID, taken from the ab_split_test session event’s label in CTM

Setting it up in CTM

1. In CTM, go to Flows → Triggers and create a new trigger.
2. Set the conditions that define a “real” call for you — for example, call ended with talk time over 60 seconds.
3. Add a Webhook action with the method set to GET, and build the URL with your own values. For example, for test ID 1234:
   https://yoursite.com/wp-admin/admin-ajax.php?action=ab_fp_event&type=conversion&eid=1234&uuid={{visitor_uuid}}
   Replace yoursite.com with your domain and 1234 with your test’s ID. The {{visitor_uuid}} part must be inserted dynamically per call — use CTM’s token/field picker to insert the visitor UUID from the ab_split_test session event’s label.
4. Save, then place a test call to verify (see below).

Verifying it works

Visit a page running an active test in your browser, then call one of your tracking numbers. After the call ends and the trigger fires, the conversion appears in that test’s results. If it doesn’t:

• Check UUID tracking is enabled — without it the session event has no UUID label to send back.
• Check the caller actually entered the test — conversions are only recorded for visitors with a recorded visit on that test.
• Check the webhook fired as a GET — CTM’s activity log shows the webhook delivery and the response. Parameters sent in a POST body won’t be read. A response of UUID/Advanced ID not updated (already logged) or does not exist means either that visitor already converted (working as intended) or the UUID didn’t match a visit.
• Cookie consent — if wait for cookie consent is enabled, visitors who haven’t accepted won’t have events or a UUID.

FAQ

Do I have to set up the webhook?
No. The session events work on their own — you’ll see test/variation data on every call inside CTM and can report on it there. The webhook is only needed if you also want calls counted as conversions in your AB Split Test results.

Can I track calls against more than one test?
Yes — add one webhook action per test (each with its own eid), or duplicate the trigger.

Does this work with the free plan?
No — analytics integrations require a paid plan.

What about caller privacy?
Only the anonymous visitor UUID travels between your site and CTM. AB Split Test never receives the caller’s phone number or any personal details.