How Many Tracking Numbers Do I Need?

For Offline Sources

These sources include TV, Print, Audio, Billboards etc.

You can assign a Tracking Number to one Tracking Source (advertising channel). For example, you can assign a tracking number to a specific billboard or an ad that airs on a particular streaming audio platform.

Example: John Doe has one audio ad and one print ad. He buys and assigns one tracking number for audio ads and one tracking number for his print ad.

For Online Sources

These sources include onsite mediums such as Google Ads, Google Organic, Microsoft Ads, Facebook, etc. These sources are where the tracking number will dynamically appear on your webpage when a visitor accesses it through an online source.

We recommend 1 tracking number for every 20 unique daily visitors to your website from each individual source.

Example: Jane Doe averages 200 daily visitors to her webpage via Google Ads and an additional 40 visitors to her webpage through links in email campaigns. She buys and assigns 10 tracking numbers for Google Ads and 2 tracking numbers for her email campaigns.

The system evenly distributes the number of visitors who see the tracking numbers in your online sources throughout the day. The system remembers which tracking number each visitor saw, and it will continue to show them that same number each time they come back to your website.

Monitoring Number Allocation Going Forward

Your traffic volume through channels is likely to change over time. We provide several ways to monitor your tracking number allocation to ensure you have enough numbers to accurately match website visitors to each of your calls.

Visitor Detail:

As each call comes in, there will be a visitor matched to it.

1. In the Activity Log, you can view the details of each visitor by clicking the bar chart in the lower right corner of the visitor detail of each call.

2. After clicking the bar chart, you will see the website visitor details and will have the option to Check for Other Sessions.

3. We automatically match the visitor with the highest likelihood score to the call, but this panel allows you to override that selection and use a different visitor rather than the system-matched version. Click “use” next to any of the lower likelihood visitors you want to use instead.
The “do not use” option is helpful if you are testing your own website so that your visit is not attributed to that caller.

Note: Likelihood scores apply to online sources only and refer to how confident we are that a particular website visitor made each phone call. We recommend the guidelines for online sources to have as close to 100% accuracy as possible. We will always match a visitor to your calls, but you may notice a drop in likelihood scores if the 1 to 20 guideline is not closely followed.

4. Go to Reports → Accuracy Report to see an overview of the likelihood scores for your calls along with recommendations on how many tracking numbers you need to add to bring up your scores.

Typically, you want at least a 90% likelihood score for each source. You can adjust the settings in your account to only match visitors that have at least a certain likelihood to avoid potentially incorrect matches being made. This is done by going to Numbers→ Tracking Code→ Visitor Call Analytics. By default, the system shows any match at 5% or greater, but you can adjust this.