How Does Call Tracking Work?

What is call tracking? Could it really make a difference in the effectiveness of my marketing campaigns? 

Whether you believe it or not, you have been exposed to call tracking innumerable times. This is a common practice among businesses across every industry. 

But, just because you have been exposed to it, doesn’t mean you know exactly what it is. This is why we have put together a list of FAQs that we have come across when dealing with our client’s call tracking practices.

call tracking software

What is Call Tracking?

Call tracking is the process of determining how callers found your business. Marketing and sales teams can use a call tracking software to attribute phone calls to the specific marketing channels that led callers to ring your business.

By knowing what makes your phone ring, you can measure the success of advertising campaigns and optimize future marketing strategy. Research shows that calls have 30 to 50 percent conversion rates, making it a great sales funnel for any business to implement.

So, How Does This Work?

First, pick out the software that best fits your needs, in our case we like to use CallRail with our clients.

Once you have a software picked out you will be able to create a phone number that customers will be able to use. Don’t worry there is no needs to go out and change numbers, the system will do a little swapping around that we will talk about later.

The incredible thing about these numbers is that when you create them you have the ability to say if it will be used online [on your website, email campaigns, social media, etc], or offline [billboards, flyers, business cards, etc]. This helps you, as a business owner, understand how your customers are hearing about your services.

As soon as these numbers are created, your customers call these tracking phone numbers, and the phone call gets redirected to whatever phone you use for your business, whether that be an office number or your personal cel.

Once you implement this software you are able to track different metrics that your marketing and sales teams might need, making it an easier experience to qualify leads.

What is Dynamic Number Insertion (swapping)? How does it work?

Dynamic number insertion (swapping) works by a phone number being tied to each of your ad sources. The phone number on your website will change to a unique tracking number based on how each visitor came to your site.

Dynamic number insertion allows businesses to track calls from a user clicking on the phone number on their website, or dialing the number offline. This can be incredibly useful when customers are primarily visiting your site from desktop devices.

Why is Call Tracking Important?

Thanks to these systems you are able to tie inbound calls directly to marketing channels and campaigns that let you know which of these are performing well and generating leads. This information is accessed by tracking different phone numbers attached to different ads, email campaigns, social media profiles, etc.

What Are the Disadvantages?

Even though there are many advantages to call tracking, like determining campaign effectiveness, there can be some disadvantages.

Some of these disadvantages can include the following:

  • You may have to hire a technical specialist to help you install call tracking software.
  • You may not reap the full benefits available for call tracking if the technology does not work correctly or if you do not understand how to use it.
  • It can be hard and confusing to deal with several numbers at the same time, hurting your NAP [Name, Address, Phone Number] info on different platforms.

Is Call Tracking Legal?

Yes, it is a legal business practice!

The call tracking phone number that customers call is recorded in a way that does not violate the privacy of them. You can easily implement a disclosure message before the call even starts mentioning that the call will be recorded. This just makes sure that your call tracking service is ethical and legal.

How do marketers use it?

Marketers use call tracking data to track the success of their marketing efforts.

Some inbound and outbound call metrics that marketers track can include volume, lead source, call duration, time/date, landing page, missed calls, first-time callers, and many other metrics.

These metrics make it possible for marketers to report on the value of their online advertising efforts including calls from ads.

Can Both Small and Large Companies Use it?

Yes! Both small business owners and large corporations can use call tracking.

However, this practice can be more impactful to the success of small businesses with proper tracking. Small to medium sized businesses can know what triggered customers to call.

Call tracking can make a huge difference for small businesses because it is difficult for them to compete on price and promotions compared to large corporations.

Whether it was from a social media ad, a Google My Business listing, or if they came from another website, call tracking can help small businesses measure and improve their success.

What Data is Captured From Customers?

  • The source that drove the call
  • The keywords the caller used to find your business
  • The time/day of the call
  • The caller’s name
  • The caller’s phone number
  • If they are a new or repeat caller
  • If the call was answered
  • The duration of the call

Can I Integrate Call Tracking Data With Other Data Analytic Software?

CallRail makes it possible for your call tracking data to be seamlessly integrated with other data sources and platforms.

This can include platforms that you already use like Google Analytics and Google Ads.


Call tracking is important because it provides data that indicates which campaigns are driving phone call conversions.

Implementing and learning more about these softwares can be extremely beneficial for your business. Not only does it make it easier to track qualified leads but it also gives you insight on your online and offline campaigns and projects. Having this kind of inside information helps you know what course of action your business should be taking when trying to reach your desired audience.

If you are still confused about the idea behind call tracking, you can reach out to companies like Deksia that include this service in their Google Ads Management packages. 

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