Google Analytics + Upfirst integration

Looking for a smarter way to connect your phone calls to your website data? With the Google Analytics answering service integration from Upfirst, you can automatically track, analyze, and react to phone calls in ways that save time and help you close more business. Whether you’re a real estate agency, law firm, or financial services provider, this integration makes your phone call data as actionable as your web leads—no technical know-how required.

What is Google Analytics?

Google Analytics is a free tool from Google that helps you understand how people use your website. It tracks things like how visitors find your site, which pages they look at, and what actions they take—like filling out a contact form or clicking a phone number. With this insight, small business owners can see what’s working, spot trends, and make smarter marketing decisions to grow their business.

What can you do with Google Analytics and Upfirst’s AI answering service?

When you connect Upfirst to Google Analytics using Zapier, you unlock the power to automatically track and analyze your phone calls alongside your website data. Here are a few practical workflows that can help your business:

1. Log every qualified call as a conversion event in Google Analytics

How it works: When your Upfirst AI receptionist completes a call, Zapier automatically checks if the caller matches your lead criteria—such as mentioning a specific service, budget, or location (all captured by custom fields in Upfirst). If it’s a qualified lead, Zapier creates a conversion event in your Google Analytics property.

Why you want this: You’ll see exactly how many phone leads come from your website, marketing campaigns, or ads, making it easy to measure true ROI and optimize your marketing spend.

2. Track specific call outcomes as unique events in Google Analytics

How it works: Use Upfirst’s “Ask Questions” feature to collect details like “Are you a current client?” or “What service are you interested in?” With Zapier, you can trigger different measurement events in Google Analytics based on these answers—for example, logging “New Client Inquiry” or “Emergency Call.”

Why you want this: You get a clearer picture of which marketing channels or website pages drive the calls that matter—whether that’s new client intakes or urgent requests.

3. Run automated reports on phone call activity

How it works: After each call (or on a schedule), set up Zapier to run a Google Analytics report for your property. This can give you a daily summary of calls logged as conversions, or show you which web pages are driving the most phone inquiries.

Why you want this: You’ll save time pulling data and can quickly spot trends—like which landing pages are performing best or which campaigns are driving the most calls—helping you make smarter marketing decisions.

4. Combine web and call data for better lead tracking

How it works: By automatically logging phone call events in Google Analytics, you can match up online and offline activity. For example, see if someone who filled out a form later calls in, or if certain pages lead to more phone calls than others.

Why you want this: This gives you a 360-degree view of your customer journey, so you can focus on what really drives business.

If you’re a law firm tracking client consultations, a real estate agency measuring property inquiries, or a financial advisor monitoring new lead calls, the Google Analytics answering service integration lets you automate these tracking tasks and keep everything in one place.

What actions can you trigger in Google Analytics after our virtual receptionist answers a call?

Here’s what you can automate in Google Analytics (GA4) using Zapier after a call is completed in Upfirst:

Create conversion event for a property: Add a new conversion event—like “Qualified Phone Lead”—to your Google Analytics dashboard.
Create measurement event: Log a custom event based on details from the call, such as “Emergency Call” or “Appointment Scheduled.”
Run report for a property: Generate and receive reports on call-related events, so you can monitor trends without manual work.
Create or update records in related apps: Sync call data from Google Analytics to other business tools, if you use them.

How to connect Google Analytics to Upfirst

Setting up the Google Analytics virtual receptionist integration with Upfirst is easy. Here’s how to do it:

Step 1: Get started with Zapier

Step 2: Choose your trigger

In Zapier, select Upfirst as the trigger app.
Choose the “Call Completed” event as your trigger. This fires every time your virtual receptionist finishes a call.

Step 3: Connect your Upfirst account

Follow the prompts to connect your Upfirst account to Zapier.

Step 4: Set up your action in Google Analytics

Choose Google Analytics as the action app.
Select what you want to do, such as “Create Conversion Event” or “Create Measurement Event.”
Connect your Google Analytics account and select your GA4 property.

Step 5: Map your fields

Use the data from Upfirst (like caller name, service requested, or custom fields) to fill out the details of your Google Analytics event.
For example, you might use the “service needed” field to define the type of conversion.

Step 6: Test and turn on your Zap

Run a test to make sure everything works as expected.
Turn on your Zap to start automating!

Optional: Add filters or conditions in Zapier (for example, only log calls where the duration is over 2 minutes, or where the caller requests a specific service).

With the Google Analytics answering service integration, you don’t have to guess which calls came from your website or waste time tracking leads by hand. Connect Upfirst and Google Analytics today to get the full picture of your marketing performance—and spend more time growing your business.