Call tracking
The phone call is the conversion nobody attributes.
Give each campaign, channel or landing page its own number and the calls it generates stop being anonymous. Marketing spend gets judged on conversations, not just on clicks.
Diagram: four marketing sources each have their own tracking number, and all four deliver to the same team with the source attached to the call.
What it solves
Half the response to your advertising is invisible.
Digital attribution stops at the click. For any business where the valuable next step is a phone call, that means the highest-intent responses — the ones where someone stopped browsing and picked up the phone — are the exact ones your reporting cannot see.
- Attribute calls to the campaign, channel or page that produced them.
- Compare channels on calls generated, not just on traffic sent.
- Stop paying for advertising whose only measurable output is a phone call.
- Keep the caller experience identical whichever number they dialled.
How it works
Three things happen to every call.
Assign tracking numbers
A distinct number per campaign, channel, region or printed placement.
All of them route to you
Every tracking number delivers to the same destination, so nothing changes for the caller or the team.
Calls carry their source
Each call is attributed to the number it arrived on, and therefore to its source.
Capabilities
What you can build with it.
Availability of individual capabilities depends on your setup and destinations. We confirm what applies before anything is configured.
- Number per source
- Campaigns, channels, regions and individual print placements each get their own line.
- Same destination behind them
- Tracking is invisible to the caller and to whoever answers.
- Works with existing routing
- Tracking numbers sit in front of the forwarding, rules and menus you already run.
- Offline attribution
- Print, outdoor, radio and direct mail become measurable in the same way digital already is.
- Feeds analytics
- Source becomes a dimension alongside volume, answer rate and duration.
- Retire and reuse
- Numbers can be rested between campaigns so old traffic does not pollute a new one.
Example tracking setup
A route you could read out loud.
Four sources, four numbers, one destination, and attribution that survives the call.
Route definition
Illustrative- Source
- One number per campaign, channel or placement
- Caller sees
- Only the number on the material
- Behind
- All numbers deliver to the same destination
- Recorded
- The number dialled, and therefore the source
- Reported
- Calls attributed alongside clicks
An illustrative example. Your route is written with you before anything is configured.
Use cases
Where it earns its place.
Comparing paid channels
Which spend produces conversations, and which produces only sessions.
Measuring print and outdoor
A unique number on the billboard is the only honest way to know it worked.
Multi-region campaigns
Separate numbers per market so regional performance is not averaged away.
Coverage & compatibility
Will it work where you need it?
Destinations, number types and endpoint compatibility vary. Send us the specifics and we'll confirm what is available rather than publish a list that may not hold for your case.
FAQ
Common questions
Anything specific to your destinations, numbers or endpoints is confirmed directly rather than answered generically.
Does the caller notice anything?
No. They dial the number they saw and reach whoever they would have reached anyway. The attribution happens behind the call.
How many tracking numbers do we need?
One per thing you want to be able to compare. Some businesses run four; others run one per printed placement. It is a reporting decision more than a technical one.
Can we reuse a number on a later campaign?
Yes, though it is worth resting it first. Numbers keep receiving calls from old material for a surprisingly long time, and that traffic would otherwise be credited to the new campaign.
Next step
Ready to set up call tracking?
Tell us how your calls work today and where they need to go. We'll map the route with you before anything is configured.