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Call tracking (tracking numbers, the website number swap, calls by source)

Give each marketing source its own phone number, let the business's Mount Olympus website show the right number to each visitor, and see which sources bring calls, texts, bookings and won work.

Updated October 18, 2026

Call tracking answers "where did this call come from?". Each marketing source — Google Ads, the Google Business Profile, a flyer, the van — gets its own number. Calls and texts to that number are credited to the source, on the call, on the contact and in the source report. All tracking numbers ring the business the same way as its main number (Settings → Phone & texting → Calls → Where calls go), or the person they're assigned to.

Tracking numbers

Settings → Phone & texting → Tracking numbers:

  • Get a tracking number: pick the source (Google Ads, Google Business Profile, Google search, Bing, Facebook / Instagram ads, social media, email, print, vehicle / signs, radio / TV, other websites — or type your own), an optional campaign name, then a number. It's billed like any other number (the monthly number price).
  • An existing number: open it and set its source and campaign the same way. The main line can have a source too, but it can't be in the website swap pool.
  • UTM rule (optional): only for visitors whose links carry these UTM values, e.g. source google, medium cpc, campaign spring. Handy when one source has several campaigns.

The website number swap

For a business's Mount Olympus website, the site can show each visitor the number for where they came from (often called "dynamic number insertion").

  1. Give the numbers for a source a source and tick In the website swap pool. A few numbers per source is plenty for a local business: a number is held for a visitor for 30 minutes after their last page view, so several visitors at once need several numbers.
  2. Settings → Phone & texting → Website number swap: switch it on for the website, and choose how long a visitor keeps their number (1–90 days, default 30).
  3. Publish isn't needed: the live site starts swapping straight away.

How it works:

  • Where a visitor came from: the link's UTMs first (utm_source / utm_medium / utm_campaign), then a Google Ads click (gclid), a Facebook ad click, then the page they came from (a search engine, a social site, another website), else direct.
  • Which number: a pool number whose UTM rule fits, else one with that source, least recently given out first. If every pool number is held by another live visitor, the source's own (non-pool) number, then the website's default, then the main number.
  • On the page: only the business's main number is changed — in links (tel:) and in text, keeping its formatting, so nothing moves. Visitors without JavaScript, or when anything goes wrong, simply see the main number. To be sure an element is swapped, give it data-cf-phone in the HTML.
  • Returning visitors see the same number for the number of days you chose (a first-party cookie, cf_dni).
  • Cookie banner: when the site has one, the swap waits for the visitor's "analytics" consent; until then they see the main number. Settings → Privacy → tracking off: no swap.

What gets credited

  • A call or text to a tracking number is credited to the visit that showed that number (its source and campaign), as long as that visit's days haven't run out; otherwise to the number's own source.
  • A website form sent during a swapped visit is credited to that visit's source too.
  • On the contact: the first touch (kept for good) and the latest touch (the most recent call, text or form from a tracked source). New contacts that call or text a tracking number get that source as their contact source.
  • Automations can use it: the call and text triggers have From these sources, and conditions can check Call tracking → source, campaign, tracking number, first source or latest source.

The source report

The business app → Calls → By source (or the AI apps' source_report tool): for a date range, by source, campaign or number —

  • Calls, answered, missed and voicemails (calls to the business on tracking numbers);
  • Texts received;
  • New contacts (first touch in the range);
  • Booked: bookings made by those contacts within 30 days of the call or text;
  • Won: the value of their won opportunities.

In the client portal: on the client's Business app tab, switch on Show call tracking in the portal to add the totals by source (no names or numbers) to the client's Performance page.

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