Call tracking glossary
The terms you will meet when you set up call tracking, with what each one means in CallTracker.
- Call tracking
Call tracking is the practice of using distinct phone numbers to find out which advertisement, listing or web page caused a customer to phone a business.
In CallTracker: CallTracker assigns a tracking number per placement or per website visitor, forwards the call to your real number and records the source on every call.
- Tracking number
A tracking number is a phone number used only to identify where a call came from; it forwards to the business's main number so the caller notices no difference.
In CallTracker: Tracking numbers are local numbers, available in 91 countries and billed per number per month. They cannot be ported out.
- Placement
In CallTracker, a placement is one marketing item you want to measure — for example a Google Ads campaign, a billboard, a directory listing or a vehicle wrap.
In CallTracker: Each placement has a name, a forwarding number and its own tracking number. Reports group calls by placement. Placements are unlimited on CallTracker Pro.
- Dynamic number insertion (DNI)
Dynamic number insertion is a website script that swaps the phone number shown on a page depending on how the visitor arrived, so calls from the website can be attributed to a traffic source.
In CallTracker: The CallTracker snippet captures the referrer, UTM parameters and click IDs (gclid, fbclid, msclkid) and shows the matching tracking number.
- Number pool
A number pool is a set of tracking numbers shared across website visitors, where each visitor is temporarily given their own number so a call can be matched to that specific visit.
In CallTracker: Pools assign a number per visitor session and release it when the session expires, which lets CallTracker attach the visit's campaign, landing page and click ID to the call.
- Call attribution
Call attribution is crediting a phone call to the marketing channel, campaign or keyword that produced it.
In CallTracker: Every call stores its placement plus, for website calls, traffic source, UTM parameters, click IDs, referrer and landing page.
- Offline conversion upload
An offline conversion upload sends a conversion that happened outside the website — such as a phone call — back to an ad platform, matched to the original ad click.
In CallTracker: CallTracker uploads completed calls to Google Ads (matched by gclid) so bidding can optimise for calls.
- Regulatory bundle
A regulatory bundle is the set of business documents — typically company registration and proof of address — that carriers in many countries require before they issue a local phone number.
In CallTracker: You upload the documents once per country in Settings → Regulatory. US and Canadian numbers do not need a bundle; most other countries do, and review typically takes 1–2 business days.
- SmartResponse
SmartResponse is CallTracker's optional lead-capture add-on: a website callback widget, an AI chat widget and an AI voice agent that can answer calls you miss.
In CallTracker: SmartResponse has its own monthly plans based on the number of leads captured.
Put these terms to work
Create a placement, get a tracking number and see which ads make your phone ring.