How to compare call data in WildJar and Google Analytics 4

When integrating calls into Google Analytics, it's important to understand how to compare call volumes in the WildJar dashboard to events and key events in GA4. This article will help you interpret this data and explain it to stakeholders.

Differences in data between both platforms often occur as calls, events and key events are measured in different ways, which is completely normal.

At a Glance

The below table outlines how each action is counted:

Calls vs Events

If GA4 integration is enabled for an account or tracking number, a "phone_lead" event will be pushed at the completion of each call.

Scenario: 1 WildJar Call = 1 Google Analytics 4 Event

Raw counts can be found in the admin section under Admin > Data Display > Events or in the Events Report under Reports > Engagement > Events.

You can also filter by event in the report of your choice.

Calls or Events vs Key Events

The number of calls and events versus key events will vary depending on the counting method configured in GA.

Raw counts can be found in the admin section under Admin > Data Display > Key Events.

You can also filter by event in the report of your choice.

Once Per Event (Google recommended)

The recommended count method is to count once per event, which ensures that each call converts into 1 key event as below.

Scenario: 1 WildJar Call = 1 Google Analytics 4 Event = 1 Google Analytics 4 Key Event

Once Per Session (legacy)

If the count method is set as once per session, similar to goal conversion behaviour in Universal Analytics, if there are multiple calls during the same session, multiple events will be pushed but Google will only convert these into one key event.

Scenario: if a website visitor makes 2 calls during a session, you will see 2 WildJar calls, 2 "phone_lead" events but only 1 "phone_lead" Key Event.