Visitor Tracking Basics

The foundation of visitor-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, so you can 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. You'll know which marketing sources are driving calls, and you'll be able to drill down to the individual search visitor level and link calls to specific web visitors and their actions on your site.

Tracking with Website Pools

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

- Google PPC
- Bing & Yahoo PPC
- Google Organic
- Bing & Yahoo Organic
- Facebook referrals
- Facebook ads
- Yelp referrals
- Direct visitors

Available Data from Visitor Tracking Numbers

Here's the information available with visitor tracking:

- Source Type (Google PPC, Google Organic, referrals 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 and time of the 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 website pool.

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


How do I implement visitor tracking?
Visitor tracking is simple to implement: just add one snippet of JavaScript to your website and we do the rest. If you’re already using this script for source-level tracking numbers, the same script will take care of swapping your new website pool for you.

Learn more about installing the JavaScript snippet.

I have thousands of keywords! Do I need a phone number for every keyword?
Fortunately, you don’t need thousands of phone numbers for visitor-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.

Will CallRail show me keywords I'm not bidding on?

We can only track keywords you’re actively bidding on. Keywords will not be passed for Organic traffic. Read this article on why Google does not allow organic keywords to be tracked

How do I know how many concurrent visitors I have?
You can estimate how many simultaneous visitors you have by looking at 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. Log in to Google Analytics.
  2. Filter down to the relevant segments. (For example, if you are only tracking Google Ads visitors with your website pool, then only view traffic for Google Ads visitors.)
  3. Chart your traffic hourly for the past two weeks.
  4. Look at your peak hours and divide that number by four. This will give you an idea of how many numbers you need

For more details on assessing your website pool's size, see this help article.

Can I create more than one website pool?
You can create multiple website pools to track different websites or phone numbers on a website. If you'd like to add more than one website pool 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 website pools count as one number?
No, each phone number in your website pool will count as one phone number. For example, if you choose a pool with 30 visitor tracking numbers, then you will have 30 numbers total on your invoice.

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

Can I integrate with Google Ads?
Yes, visitor tracking allows calls to be sent to Google Ads as conversions.