Call Tracking: What it is & How it Works

Call Tracking What it is & How it Works

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Whether you’re a sales professional or just want to know who’s been calling, call tracking comes in handy. This articles explains what call tracking is, how it works, and how to implement call tracking.

What is Call Tracking?

Call tracking is a technology used by marketers and businesses to attribute phone calls to specific marketing efforts, whether they be digital campaigns, billboard ads, or TV commercials.

This tool provides valuable insights into which aspects of a marketing strategy are most effective at generating calls, allowing businesses to optimize their advertising spend and improve customer interaction.

How Does Call Tracking Work?

Call tracking works by assigning unique phone numbers to different marketing channels.

When a potential customer calls one of these numbers, the call tracking software records various pieces of data, such as the caller’s number, the call’s duration, the time of the call, and which marketing initiative prompted the call.

This information is then analyzed to provide detailed reports on the performance of each marketing channel.

  1. Dynamic Number Insertion (DNI): This technology allows for real-time phone number replacement on your website depending on the source of the visitor. If someone visits via a Google Ad, they see a different phone number than someone coming from Facebook.
  2. Integration with Analytics: Call tracking can be integrated with web analytics services like Google Analytics, allowing businesses to see calls as conversions within their existing reports.
  3. Recording and Scoring: Many call tracking solutions offer the ability to record calls and even score them based on predefined criteria, such as lead quality or customer feedback.

Can You Track No Caller ID Calls?

Tracking calls from ‘No Caller ID’ numbers, where the caller’s number is intentionally blocked, presents challenges.

Most call tracking software requires a visible phone number to log the call under a specific campaign.

However, you can capture the fact that a call was made and the time it occurred, which can still provide some level of insight into call volumes during campaign periods.

How to Track Phone Calls

To effectively track phone calls, follow these steps:

  1. Choose a Call Tracking Provider: Select a provider that offers the features you need, such as dynamic number insertion, call recording, and integration with your analytics platform.
  2. Set Up Tracking Numbers: Assign unique phone numbers to each of your marketing campaigns. Ensure that you have enough numbers to cover all the channels you want to track.
  3. Implement Numbers: Place these numbers on your advertisements, website, and any other marketing materials. Use dynamic number insertion for online campaigns to automate the process.
  4. Analyze the Data: Use the call tracking dashboard to monitor the performance of each channel. Look for trends such as high-performing campaigns or times of day when calls are most frequent.
  5. Optimize Based on Insights: Use the insights gained from call tracking to make informed decisions about your marketing strategies. Shift resources to high-performing channels, and refine or discontinue underperforming ones.


Call tracking is an invaluable tool for businesses that rely on phone calls for leads and sales. By understanding how it works and implementing it correctly, companies can significantly enhance their marketing effectiveness and improve ROI on their advertising spends.