Case Study: STOR-N-LOCK Self Storage achieves granular call attribution and preserves local SEO with CallRail

STOR-N-LOCK Self Storage Successfully Implements Call Tracking for Local Search

STOR-N-LOCK Self Storage, a 22-location operator serving more than 10,000 customers, needed better visibility into which keywords, landing pages, and channels were driving phone leads. They previously had basic call recording but lacked keyword-level attribution, so they evaluated call tracking providers and selected CallRail for its keyword-level tracking and pricing.

Using CallRail, STOR-N-LOCK implemented the main line tracking number method (with porting for NAP consistency) plus a visitor tracking number pool and DNI to capture source and keyword data while retaining call recording and routing. After seven months with CallRail, they discovered 83% of calls came from printed directories and local citations, 15% from their website, and only 2% from Google Ads; additionally, local organic rankings for all 22 locations saw no drop after implementation, enabling smarter allocation of time and ad spend.

STOR-N-LOCK Self Storage

Matt Casady

Marketing Manager