Visitor tracking basics

Correlate calls to individual website visitors to track PPC keywords driving calls and see the full visitor path, before and after the call.

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.

Getting started

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

Follow these steps to create a website pool.

Implementing visitor tracking

Visitor tracking is simple to implement, just add the JavaScript snippet 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.

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.

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


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.

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 can follow the instructions in this help article.

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. 

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