In 60 Seconds
- •The Problem: A customer sees a Facebook Ad, clicks to your site, reads a blog, and calls the number in the header. Google Analytics sees a 'Direct' visit. Attribute is lost.
- •The Fix: DNI (Dynamic Number Insertion). Software swaps the phone number on your website based on the visitor source.
- •Visitor A (Google Ads) sees: 555-0001.
- •Visitor B (Facebook) sees: 555-0002.
- •Result: When 555-0001 rings, you know *for a fact* it came from Google Ads.
- •Recording: Recording calls is mandatory for quality control and training. 'This call may be recorded' is your best coaching tool.
"Half the money I spend on advertising is wasted; the trouble is I don't know which half." - John Wanamaker.
That quote is 100 years old. Today, there is no excuse.
Phone calls are the lifeblood of service businesses. 80% of revenue comes via the phone. If you aren't tracking calls, you are flying blind.
The Technology: CallRail / TrackingNumbers
You need a Call Tracking Platform (CallRail is the industry standard).
1. Static Numbers (The Billboards)
For offline assets, you assign a permanent unique number.
- Mailers: 555-1001.
- Truck Wraps: 555-1002.
- Google My Business: 555-1003.
2. Dynamic Numbers (The Website)
On your website, you install a snippet of Javascript (DNI).
- The script detects the source (SEO, PPC, Direct).
- It "swaps" the displayed phone number instantly.
- It ties the phone call back to the Keyword they searched.
Now you can see: "Keyword 'Emergency Plumber' drove 10 calls. Keyword 'Plumber History' drove 0 calls."
Whisper Messages
A "Whisper" is a short audio clip played to the Dispatcher (Customer doesn't hear it) right before the call connects.
- Whisper: "Call from Google Ads."
- Why: It preps the dispatcher. They know this is a paid lead. They need to turn on the "Sales Voice."
Feature: Keyword Spotting
Modern AI (Conversation Intelligence) listens to the recording.
- It tags the call: "Booked Appointment" or "Missed Opportunity."
- It spots words: "Price," "Warranty," "Angry."
- This automates Quality Assurance.
Verification Checklist
- Porting: Do you own your main number? (Never let a marketing agency own your numbers. If you fire them, they keep your calls).
- NAP Consistency: Ensures your GMB number is consistent (Use the "Tracking Number" field in GMB, put your "Real Number" as secondary).
- Integration: Does CallRail push the data into Google Analytics 4?
Common Mistakes
[!TIP] Don't Swap the Truck Number On your website, swap the text, not images. If your phone number is an image (jpg), the software can't read/swap it. Always use real text for phone numbers.
- Tracking Existing Customers: Exclude your "Login" or "Bill Pay" pages from tracking. You don't want to pay for clicks when Grandma is just calling to pay her bill.
- Not Listening: The data tells you Volume. Listening tells you Quality. You must listen to 5 calls a week.
FAQ
Q: Doesn't this hurt SEO (NAP)? A: No. Google understands DNI perfectly. As long as your "Primary" number is correct in the schema, you are safe.
Q: How much does it cost? A: Approx $4 per number + pennies per minute. It pays for itself in one booked job.
Sources and References
- CallRail: Attribution Guide - How DNI works.
- Google Ads: Call Extensions - Integration docs.
Changelog
- 2024-07-26: Initial publication.
Read Next in This Hub:
- Perfect Customer Record - Storing the source.
- Dashboard Design - Visualizing the data.
Related System:
- Automation Architecture - Configuring CallRail.