Dynamic number insertion overview

CallRail's JavaScript snippet allows you to add call tracking to your website using dynamic number insertion. 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.

Learn more about how numbers swap on a website.

How dynamic number insertion works

First, install CallRail’s JavaScript snippet 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 single sources with source tracking or all sources using a website pool of tracking numbers. 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 the JavaScript snippet is removed).

There are several ways you can install dynamic number insertion on your website. Here are our other articles that will guide you through these methods:

Install the JavaScript snippet directly to your website.

Installing CallRail’s WordPress plugin.

Install CallRail with Google Tag Manager.

Important definitions

Destination number: The number that rings at your business when one of your tracking numbers is called. This is where your calls are routed. Usually, your business number.

Swap target: The swap target is the telephone number CallRail looks for on your website to dynamically replace with a tracking number. By default, the swap target is the destination number.

Tracking number: One or more telephone numbers that route to your destination number and allow you to track incoming leads. These tracking numbers replace your business number on your website using the JavaScript snippet's dynamic number insertion feature.

Source tracking number: A single, static tracking number that tracks one campaign source. For example, a billboard or a Google ad extension.

Website pool: A pool of numbers that dynamically swap based on how a lead routes to your website and is able to capture visitor-level data like pages visited, PPC keywords, etc. This also allows for more extensive lead reporting like CPL and keyword reporting. 

Cross-subdomain call tracking

By default, every CallRail account is set up to track across subdomains. 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).

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