Call Tracking Numbers: Everything You Need to Know

Call tracking numbers are specialized phone numbers that help marketers attribute phone calls to specific marketing sources. This guide explains everything you need to know about call tracking numbers, including:

• How they work
• The types of call tracking numbers available
• How to set them up correctly
• How call tracking numbers can be used to prove the ROI of your campaigns

Whether you're a marketing agency managing multiple clients or an in-house marketing team, this comprehensive guide will help you implement call tracking effectively..

Note: Sign up for a free trial of WhatConverts or request a live 1-on-1 demo where we’ll learn about your specific needs and show you how to best leverage our platform.

Call tracking numbers are dedicated phone numbers that marketers use to track and attribute phone calls to specific marketing channels, campaigns, or even keywords. They are a powerful tool for helping businesses understand which marketing efforts are driving phone calls—one of the most valuable types of leads.

Over the years, we've helped thousands of agencies prove the value of their marketing to clients by accurately attributing phone call leads to their corresponding:

• Keywords: For example, 10 calls originated from the keyword "Dental Implants Chicago," five calls originated from the keyword "Teeth Whitening Chicago," and so on.
• Campaigns: Tracking which Google Ads campaigns, social media campaigns, or email marketing efforts are generating the most calls.
• Landing pages: For instance, 10 calls originated from the landing page xyz.com/dental-implants-chicago, five calls originated from the landing page xyz.com/teeth-whitening-chicago, and so on.
• Marketing channels: Identifying whether calls came from paid search, organic search, social media, or direct traffic.

Different call tracking numbers appear to different visitors depending on how they found your website. When someone calls one of these unique tracking numbers, the call is forwarded to the primary business phone line, and the call tracking software automatically records the marketing source that brought in the call along with an array of other valuable pieces of attribution data.

For businesses where phone calls are a primary conversion method—such as home services, healthcare, legal, and other professional services—call tracking numbers are essential for understanding marketing performance and optimizing advertising spend.

How Do Call Tracking Numbers Work?

It’s difficult to implement call tracking numbers properly without understanding how they work. Let’s dive into the details.

The Basic Call Tracking Process

• Number Acquisition: First, you purchase call tracking number(s) from a provider like WhatConverts and configure them to forward to your main business number.
• Tracking Setup: You install a tracking script on your website that allows the software to assign and display different call tracking numbers based on how visitors found your site.
• Call Attribution: When someone calls the tracking number, the call is forwarded to your main business line while the software records marketing data associated with that call.
• Data Collection: The software captures essential information including:
  • Source/medium (Google Ads, organic search, etc.)
  • Campaign name
  • Keywords (for search campaigns)
  • Landing page URL
  • Geographic location of the caller
  • Call duration, recordings, and transcripts
• Reporting: All this data is organized into meaningful reports showing which marketing efforts are driving the most valuable call leads.

Dynamic Number Insertion (DNI) Technology

Dynamic Number Insertion, or DNI, is the most effective call tracking technology available today. Here’s how it works:

1. When a visitor lands on your website, the tracking script detects how they arrived (source, campaign, keyword, etc.).
2. The script then dynamically replaces your regular business phone number with a specific tracking number assigned to that marketing source.
3. This happens only on the display level—your actual website code remains unchanged.
4. If the visitor calls the displayed tracking number, the software automatically attributes that call to the correct marketing source.

DNI enables you to track an unlimited number of marketing sources using a limited pool of tracking numbers. For example, you might have just 5-10 tracking numbers but can track hundreds of keywords, campaigns, or referral sources.

There are three main types of DNI implementation:

1. Source-level tracking: Displays different numbers based on traffic source (Google, Facebook, direct, etc.)
2. Session-level tracking: Displays a unique number for each visitor session
3. Keyword-level tracking: Displays different numbers based on the specific search keywords that brought visitors to your site

We typically recommend using session-level tracking for most businesses, as it provides the most comprehensive data while still being cost-effective.

What Information Can You Gather With Call Tracking Numbers?

With call tracking numbers properly implemented, you'll gain access to reports that show:

• Calls by Marketing Channel: Clearly see which channels (paid search, organic, social, etc.) drive the most calls
• Calls by Campaign and Keyword: Identify which specific campaigns and keywords are generating phone calls
• Calls by Landing Page: Understand which pages on your website are most effective at driving calls
• Call Recording and Transcripts: Review actual conversations to assess lead quality and improve sales processes

These reports update in real-time, giving you an always-current view of your marketing performance as it relates to phone call generation.

Enhanced Data Collection with WhatConverts

WhatConverts takes call tracking to the next level by providing deeper insights that transform call tracking into comprehensive lead tracking:

• Lead Qualification: Manually mark or automatically categorize calls as qualified or unqualified leads based on predetermined criteria
• Quotable Value Attribution: Assign potential revenue values to qualified calls to understand not just the volume but the monetary worth of each marketing channel
• Sales Value Tracking: Record actual sales amounts closed from call leads to measure true ROI
• Lead Details View: See all call leads in one organized view with the ability to filter by 70+ data points
• Multi-Touch Attribution: Track the complete customer journey from first touch to final conversion, even across multiple marketing channels and devices

This enhanced approach means you're not just tracking call volume but actual business value. For example, rather than just knowing that Google Ads produced 50 calls while Facebook produced 25, you can see that Google Ads generated $25,000 in quotable value while Facebook generated $30,000—revealing that while Facebook drove fewer calls, they were ultimately more valuable.

Types of Call Tracking Numbers You Can Purchase

When implementing call tracking, you'll need to choose the right type of tracking numbers for your business needs. There are three main categories of call tracking numbers available:

1. Local Call Tracking Numbers

Local numbers have area codes that match the geographic regions you serve, making them appear as if they're local to your business location. This option is best for local businesses or multi-location businesses targeting specific geographic areas.

The main benefit of choosing local tracking numbers is that numbers are more familiar to potential customers. Having a local number can also enhance local SEO when used on location-specific landing pages.

2. Toll-Free Call Tracking Numbers (1-800 Numbers)

Toll-free numbers begin with prefixes like 800, 888, 877, 866, 855, or 844, and don't charge the caller for the call. These are best for national businesses with a broad customer base or for local companies in regions where local area codes are unavailable.

The benefit of having a toll-free number is that it conveys an established, nation-wide business presence. They’re also useful in high-demand areas, like major cities, where numbers with local area codes are more difficult to obtain.

3. International Call Tracking Numbers

For businesses operating in multiple countries, international call tracking numbers allow you to track calls from global marketing campaigns. These are best for multinational companies and businesses marketing in foreign countries. The benefits in these cases are obvious—companies that operate in different countries need phone numbers that don’t cost prospective customers international fees to place a call.

How to Set Up Call Tracking Numbers

Setting up call tracking numbers can seem daunting, but the process is straightforward when broken down into manageable steps. Here's a comprehensive guide to implementing call tracking numbers for your business or clients:

1. Choose a Call Tracking Provider

Select a call tracking solution that meets your specific needs. When evaluating providers, consider:

• Ease of setup and use
• Available features (call recording, transcriptions, integration capabilities)
• Pricing structure
• Customer support
• Reporting capabilities

WhatConverts offers all the essential call tracking features plus the ability to track all conversion types (calls, forms, chats) in one platform, making it ideal for agencies and marketers who need comprehensive lead tracking.

2. Purchase Your Call Tracking Numbers

Once you've selected a provider, you'll need to:

• Decide how many tracking numbers you need (based on your tracking goals)
• Choose the type of numbers (local, toll-free, or international)
• Select specific area codes (for local numbers)

With WhatConverts, you can purchase numbers directly through our dashboard, and our team can help you determine the right quantity and types of numbers for your specific situation. You can also transfer existing tracking numbers over from another provider.

3. Configure Call Forwarding

Set up each tracking number to forward to your main business phone line. This typically involves:

• Entering your destination number (where calls should be forwarded)
• Setting call handling rules (business hours, voicemail options, etc.)
• Configuring any advanced routing options (if needed)

4. Install the Tracking Code

For dynamic number insertion to work properly, you'll need to add a small JavaScript code snippet to your website. This code should be placed:

• In the header section of your website
• On all pages where your phone number appears
• Before any other scripts that might modify your phone numbers

5. Set Up Dynamic Number Insertion

Once the code is installed, you'll need to configure DNI settings in your call tracking platform:

• Identify the CSS selectors where your phone numbers appear
• Choose your preferred DNI method (source, session, or keyword-level)
• Set the number replacement rules

WhatConverts simplifies this process by automatically scanning your website to find phone numbers and replace them with tracking numbers.

6. Test Your Implementation

Before considering setup complete, thoroughly test your tracking implementation:

• Visit your website through different marketing channels
• Verify that tracking numbers appear correctly
• Make test calls to ensure proper forwarding
• Check your dashboard to confirm data is being captured

7. Set Up Integrations

For maximum value, integrate your call tracking with other marketing and sales tools:

• Google Ads for closed-loop attribution
• Google Analytics for unified reporting
• CRM systems for automatic sales valuation
• Marketing automation platforms

How Call Tracking Numbers Improve Marketing ROI

While the technical aspects of call tracking are important, the ultimate goal is to improve marketing ROI. Here's how call tracking numbers help achieve this:

Basic ROI Improvements with Standard Call Tracking

1. Channel-Level Attribution

Basic call tracking allows you to identify which marketing channels are driving phone calls, enabling you to:

• Shift budget toward high-performing channels
• Reduce or eliminate spend on underperforming channels
• Make data-driven decisions about channel allocation

2. Campaign and Keyword Insights

With call attribution data, you can optimize at the campaign level by understanding:

• Which specific campaigns generate the most calls
• What ad groups and keywords are most effective at driving phone conversations
• How changes in ad copy affect call volume

3. On-Site Optimization

Call tracking reveals how your website performs in generating calls:

• Which landing pages convert visitors into callers most effectively
• What website paths lead to phone conversations
• How changes to page content affect call rates

Advanced ROI Enhancements with WhatConverts

WhatConverts takes ROI improvement several steps further by focusing not just on call volume but on actual business value:

1. Quality-Focused Optimization

With WhatConverts's lead qualification capabilities, you can:

• Filter out low-quality calls (wrong numbers, solicitors, etc.) from your reporting
• Focus optimization efforts on marketing that generates qualified leads, not just any calls
• Compare qualified lead rates across different marketing initiatives

2. Value-Based Decision Making

By attaching monetary values to call leads, WhatConverts enables:

• Budget allocation based on potential revenue, not just lead count
• Calculation of actual ROAS (Return on Ad Spend) for each marketing channel
• Identification of high-value keywords that might be overlooked in volume-only analysis

3. Closed-Loop Reporting

With sales tracking integration, you can:

• See which marketing sources generate not just calls, but actual revenue
• Calculate true ROI by comparing marketing costs against confirmed sales
• Identify which types of leads have the highest close rates

4. Enhanced Algorithm Training

WhatConverts's Google Ads integration takes optimization even further:

• Send qualified lead data back to Google's algorithm to improve targeting
• Train automated bidding to focus on lead-generating keywords, not just conversion-generating keywords
• Optimize for value rather than volume by feeding real lead quality signals back to Google

5. Multi-Touch Attribution Insights

Understanding the complete customer journey reveals:

• How different marketing channels work together to generate calls
• Which sequences of touchpoints lead to the highest-value calls
• The true value contribution of upper-funnel marketing activities

Try WhatConverts Today

Sign up for a free trial of WhatConverts or request a live 1-on-1 demo where we’ll learn about your specific needs, and show you how to best leverage our platform.

Frequently Asked Questions About Call Tracking Numbers

How many call tracking numbers do I need?

It depends on your tracking goals. For basic source-level tracking, you'll need one number per marketing channel (typically 5-10 numbers). For more granular tracking like keyword-level attribution, you'll need a larger pool of numbers (typically 10-30). During your WhatConverts onboarding, we'll help determine the optimal number for your specific situation.

Do call tracking numbers work with text messaging?

Yes, WhatConverts call tracking numbers support SMS text messaging, allowing you to track and respond to text messages just like phone calls.

Can I keep my existing phone number while using call tracking?

Absolutely. Your existing phone number remains your main business line. Call tracking numbers simply forward to this number while capturing marketing data.

Will call tracking slow down my website?

No, modern call tracking scripts like WhatConverts are designed to load asynchronously, meaning they won't slow down your website's loading speed.

How accurate is call tracking attribution?

When properly implemented, call tracking attribution is highly accurate. WhatConverts uses advanced methods to ensure calls are correctly attributed to their sources, including first-party cookie tracking and integration with Google Analytics.

Can I use call tracking numbers in offline advertising?

Yes, you can assign dedicated call tracking numbers to offline materials like billboards, print ads, direct mail, or radio spots to measure their effectiveness.

How Does WhatConverts Compare to Other Call Tracking Solutions?

In this article, we covered the basics of how WhatConverts's lead tracking functionality, combined with its call tracking capabilities, enables it to track more comprehensive attribution data and help marketers target qualified leads rather than calls in general. However, you can find a more specific and in-depth comparison between WhatConverts and a few other leading call tracking platforms, like CallRail and CallTrackingMetrics, in this article.

If you have more specific questions about how WhatConverts can benefit your company, contact our Support team at support@whatconverts.com.