Dynamic Number Insertion Overview

CallRail helps you quickly integrate call tracking into your website. Each tracking number can be assigned a source (such as Google AdWords, Bing Organic, Yelp, Facebook, or any other website), and the correct tracking number will display when a visitor reaches your website via one of those sources.

Use this support article to learn about:

  • How dynamic number insertion works
  • Cross-subdomain call tracking
  • Swap precedence rules for dynamic number insertion

Getting Started

In order for dynamic number insertion to swap a number on your website, you’ll need to have the following in place on your website:

  • A visible telephone number within HTML or an image
  • A telephone number in one of the following formats:
    111-222-3333, 111.222.3333, or (111) 222-3333

How Dynamic Number Insertion Works

First, install CallRail’s swap code on your site. Each company in your CallRail account has its own, unique script for call tracking. The installation is just like installing Google Analytics— a single JavaScript snippet added to each page of your website before the '</body>' tag.

Then, you’ll create tracking numbers within your CallRail account to track visitors from a specific source, like Google AdWords. When a visitor navigates to your website through one of the sources you’re tracking, CallRail’s JavaScript will detect the phone numbers on your web page and swap them with the correct tracking number. We’ll then store the visitor’s source in a cookie so they’ll continue to see the same tracking number each time they return to your website (unless swap.js is removed).

There are several ways you can install dynamic number insertion on your website:

Cross-Subdomain Call Tracking

Cross-subdomain tracking allows your website visitor’s referring data to be carried across subdomains. This allows CallRail’s dynamic number insertion script to show the same tracking to a visitor as they navigate across subdomains on a website (i.e. from http://campaign.example.com to http://example.com).

By default, every CallRail account is set up to track across subdomains. If you signed up for CallRail before March 2015, contact our support team to request that cross sub-domain call tracking be turned on for your account.

Swap Precedence Rules

When tracking multiple sources using dynamic number insertion, what happens if a visitor matches two or more of your swap criteria? CallRail’s JavaScript code has swap precedence rules in place that dictate the order in which tracking numbers will appear in these types of situations.

For example, if you have the following setups, you would want to be sure the tracking numbers were not interfering with one another:

  • A source tracking phone number for "Google AdWords" and another source tracking number for "All Search."
  • A source tracking phone number for a landing page parameter, and a keyword-level tracker for "All Visitors."

The following sources are listed from highest priority to lowest priority. Earlier rules in this list take precedence over later rules.

  1. Landing page parameter swaps (Example: utm_campaign=mycampaign) and landing page URL options are equal (example: Visitors who land on www.landingpage.com)

  2. Specific referring URLs (Example: Google PPC, facebook.com, direct visitors)

  3. Referrer groups (Example: Google Search, All Search, Organic Search, PPC Search)

  4. Source trackers set to "Always Swap"

  5. Keyword-level trackers

This means that any source tracker will always take precedence over a keyword tracker.  If you create a keyword tracker to replace a source tracker, you should set the swap setting on the original source tracker to "offline" (or disable the unused phone number completely) to allow the keyword tracker to function.

 

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