Keyword Tracking Basics

Correlate calls to visitors and track which keywords are driving phone calls. See the full visitor path, before and after the call.

The foundation of keyword-level call tracking is a pool of telephone numbers that belongs exclusively to your business. Every time a visitor arrives on your website, we assign them a phone number from your pool. The visitor sees this phone number the entire time they’re on your website. Each phone number is assigned to one visitor at a time, which enables CallRail to link calls directly to individual visitors.

When your business receives a call via a number in your pool, CallRail knows which visitor it was assigned to, and we associate that call to the source and keyword the caller used to find your business. When the visitor is finished browsing your website, we free up that phone number so it can be assigned to another visitor. Not only can you see which marketing sources are driving calls, now you can drill down to the individual search keyword level and link calls to specific web visitors and their actions on your site.

Tracking with Keyword Pools

Here are the sources you can track with one keyword pool:

  • Google PPC
  • Bing & Yahoo PPC
  • Google Organic
  • Bing & Yahoo Organic
  • Facebook Referrals
  • Facebook Ads
  • Yelp Referrals
  • Direct Visitors

Available Data from Keyword Trackers

Here's the information available with keyword-level tracking:

  • Source Type (Google PPC, Google Organic, referral from, etc.)
  • Keywords (for all PPC, including Bing & Yahoo calls)
  • Landing Page
  • Complete Page View History of the Caller
  • Referring Domain
  • Medium
  • Tracking Number Called
  • Date & Time of Call
  • Caller ID
  • City
  • Duration of the Call
  • Device type
  • Any ValueTrack and/or UTM parameters configured for your ad campaigns

Follow these steps to create a keyword tracking pool.

Interested in transitioning from source to keyword tracking? Here's a guide that will help you transition from source to keyword tracking.


How do I implement keyword call tracking?
Keyword call tracking is simple to implement: just add one snippet of JavaScript to your website and we do the rest. If you’re already using our source-level dynamic number insertion on your website, it’s the same code; so you’re all set.

Learn more about installing dynamic number insertion.

I have thousands of keywords! Do I need a phone number for every keyword?
Fortunately, you don’t need thousands of phone numbers for keyword-level call tracking. Because CallRail assigns phone numbers to active visitors, you need just one phone number per concurrent visitor (with a minimum of 4 numbers), or enough numbers to cover concurrent visitors during peak hourly traffic on your website.

How do I know how many concurrent visitors I have?
You can estimate how many simultaneous visitors you have by looking in Google Analytics. CallRail recommends creating a pool that is a quarter of the peak hourly traffic reported in Google Analytics (with a minimum of 4 numbers). For example, if you have 100 visitors in an hour, a 25 number pool should be sufficient.

How can I find this information in Google Analytics?

  1. Go to Google Analytics
  2. Filter down to the relevant segments (For example, if you are only tracking Google AdWords visitors with your keyword pool, then only view traffic for Google AdWords visitors)
  3. Chart your traffic hourly for the past two weeks
  4. Look at your peak hours and divide that number by 4. This will give you an idea of approximately how many numbers you need

Can I create more than one keyword tracker?
You can create multiple keyword trackers to track different websites or phone numbers on a website. If you'd like to add more than one keyword tracker per company, you'll want to reach out to our Support team, as this is something we'll need to take care of on our end.

Do keyword trackers count as one number?
No, each phone number in your keyword tracking pool will count as one phone number. For example, if you choose a 30 number keyword tracker, then you will have 30 numbers total in your pool and on your invoice.

Can I integrate with Google Analytics?
Yes, you can integrate Google Analytics with CallRail when using source and keyword level tracking.

Can I integrate with AdWords?
Yes, you can import call conversions to AdWords.

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