Call Tracking Number

A call tracking number is a unique phone number used to monitor and attribute incoming calls to specific marketing channels, campaigns or touchpoints. When a user calls the tracking number, the call is automatically forwarded to the business’s actual phone line while capturing important data such as source, duration, time of day and caller location. Call tracking helps marketers understand which ads, keywords, landing pages or offline channels are driving phone-based engagement and conversions.

There are two main types of call tracking: static and dynamic. Static tracking assigns a dedicated number to a specific channel, such as a print ad or email campaign. Dynamic call tracking uses JavaScript to swap numbers on a website based on the user’s referral source, enabling detailed attribution down to the keyword level in search advertising. Tools like CallRail, DialogTech and Google Ads call reporting integrate with customer relationship management (CRM) systems to provide insights across the full customer journey.

Call tracking numbers are especially valuable in industries where phone calls play a critical role in lead generation or customer service, such as healthcare, legal services, home improvement, education and nonprofit fundraising. Accurate call attribution allows teams to optimise campaigns, allocate budget more effectively and improve return on investment. However, marketers should also ensure tracking practices comply with privacy laws, and that all recorded calls or collected data are handled responsibly. When implemented thoughtfully, call tracking adds visibility to offline actions and supports a more complete view of marketing performance.