How call tracking works, from the first click to a booked job.
Every step a call goes through, from the moment someone finds you to the report that shows which advert paid for itself. Short words, simple pictures, nothing hidden.
- Source
- Google Ads
- Keyword
- emergency plumber leeds
- Landing page
- /emergency-plumbing
- Lead score
- 92
Leak under the kitchen sink, water off at the mains. Wants someone today. Booked for 2pm.
What one tracked call looks like by the time it reaches you. The details are an example.
From the first click to a booked job, in six steps.
- 01 They find you An ad, a search, a post or a leaflet.
- 02 They see a tracking number Your website swaps it in. Print gets its own.
- 03 They ring it We match the call to their visit.
- 04 Your phone rings As normal, with a whisper saying the source.
- 05 AI reads the call Summary, lead score and tags.
- 06 You see what worked Reports, Google Ads and your CRM.
What happens at each stage, in plain English.
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Step 1They find you
It starts before anyone picks up the phone.
When someone lands on your website, our script notes where they came from: the ad, the keyword, the search engine or the social post. It also keeps the click IDs that Google, Microsoft and Meta add to ad links, so the call can be tied back to the exact click later.
UTM tagsgclid, msclkid, fbclidLanding pageReferrerMore on this → -
Step 2They see a tracking number
Every visitor sees a number that belongs to their source.
The number on your website changes depending on how the visitor arrived. Someone from Google Ads sees one number, someone from organic search sees another. On Growth and above, each visitor can get their own number for their visit, which is how we track calls down to the keyword.
Dynamic number insertionSource or visitor levelOne line of codeMore on this → -
Step 3Offline works too
Leaflets, vans and radio get a number of their own.
Not every call starts on a website. Give each leaflet drop, van, board or advert its own local or 0800 number and every call to it is counted against that campaign. No code needed.
Local 01 and 020800 and 03One number per campaignMore on this → -
Step 4Your phone rings
Calls come straight through to you, as they always have.
The caller hears a normal ring. We pass the call to your mobile, office or team, following your opening hours and ring order. A short whisper before you answer can tell you where the call came from, so you know whether it is the Google Ads lead or the leaflet.
Opening hoursRing groupsWhisper messagesSimple menusMore on this → -
Step 5Recorded or rescued
Answered calls are recorded. Missed ones get a text.
Calls can be recorded with an announcement you word yourself, and recording pauses while card details are given. If nobody answers, the caller gets a text straight away so they wait for you rather than ringing the next firm on the list.
Call recordingPauses for card paymentsMissed-call text-backMore on this → -
Step 6AI reads the call
A short summary, a score and tags, minutes after you hang up.
The recording is turned into a transcript, with the caller and your team on separate channels so it reads cleanly. AI then writes a two-line summary, scores the lead from 0 to 100 and tags the outcome: new lead, booking, existing customer or spam.
TranscriptsSummariesLead scoreAutomatic tagsMore on this → -
Step 7You see what worked
The results land where you need them.
Every call sits in your dashboard next to its source, campaign and keyword. Qualified calls go back to Google Ads as conversions so your bidding learns from real leads, and the details can go to GA4, your CRM or Slack.
DashboardsGoogle Ads conversionsGA4CRM and SlackMore on this →
Your part takes about ten minutes.
No new phone system, no engineers and no change to how you answer calls. Your main number stays exactly as it is.
Choose your numbers
Pick local 01 or 02 numbers in your area code, or 0800 and 03 numbers. One for each channel you want to measure.
Add the snippet to your website
Paste one line of code, or use the WordPress plugin or Google Tag Manager template. It finds your number on each page and swaps it.
Tell us where calls should ring
Your mobile, your office or a team. Set opening hours and a missed-call text if you want them, then connect Google Ads.
For the technical folk: what is actually going on.
Number pools
A visitor holds a number from a pool for their visit. When they call, we know the session, so we know the page, campaign and keyword.
Click IDs kept
The Google, Microsoft and Meta click IDs are stored with the visit, then sent back with the call as an offline conversion.
Dual-channel recording
Caller and agent are recorded on separate channels, which gives cleaner transcripts and fairer coaching scores.
Webhooks on every call
Each call can be posted as structured data to your own systems, with the source, duration, score, summary and tags.
Questions people ask
Will my customers notice anything different?
No. They see a normal local or 0800 number, hear a normal ring and speak to you as usual. The only extra they might hear is a recording announcement, if you switch recording on.
Do I need to change my phone number?
No. Tracking numbers forward to your existing landline or mobile, and your main number keeps working exactly as it does now.
Does the script slow my website down?
It is a single small script that loads alongside your page and only changes the phone number. Your content does not wait for it.
What if someone saves the number and rings weeks later?
The call still comes straight through to you. Website numbers are matched to a visit for a set time after it ends, so a much later call is still counted, just against the source rather than a single visit.
Is recording calls legal?
Yes, as long as callers are told. We play an announcement you word yourself and recording pauses while card details are given. Our guide to call recording and the law explains the detail.
What if I already use another call tracking provider?
We can move your existing numbers over and run alongside your current setup until you are happy. See Switching to Call Tracked.
See it work on your own calls.
Fourteen days free, no setup fee and no contract. Live in about ten minutes.