Keyword Level Call Tracking

Keyword level call tracking

In this day and age, very few businesses can get away without advertising their goods or services on Google Ads. And in order to make sure your marketing campaign is as effective as it can be, you need to know which keywords are leading to offline conversions and which are underperforming.

This presents even more of a challenge if your business requires conversions to be recorded offline, such as with phone calls. If that is the case, you will need to use a call tracking software to determine keyword performance and make sure you find the best way to allocate your marketing budget.

Below we will go over what keyword level call tracking is, how it works, and the steps you can take to integrate it into your Google Ads campaign.

What Is ‘Keyword Level Call Tracking’?

To understand what keyword level call tracking is and how it works, we first have to take a look at dynamic numbers.

Using dynamic numbers means you are assigning a separate phone number to every source of online advertising you use. These can range from organic searches to Yelp, PPC, or Google Ads. Combine this with a call tracking solution to find out where the caller found the phone number they are using to contact your company.

Since each of these sources has a keyword associated with them, these keywords also end up being tracked. By using this approach, you can determine how effective each individual keyword or phrase is at attracting new customers and driving conversions.

How Does Keyword Level Call Tracking Work?

As we mentioned above, for keyword-level tracking to work, you will need a call tracking solution with the dynamic number insertion feature.

This feature works by creating a pool of phone numbers that belong to your business. Each visitor is shown a separate phone number when they visit your website, depending on which source they used to get there. For example, someone who found your website using an organic Google search will see a different number than someone who clicked on a Google Ad or a Yelp review.

Using this method gives you greater insight into the usefulness of each keyword and ad you are using, which in turn lets you optimize your Google Ads campaign for better results. It also helps you allocate your marketing budget by focusing on the best-performing keywords.

How to Track Keywords Using Call Tracking

Once you’ve set up a dynamic number insertion system, you’re ready to start tracking keywords using call tracking. Now, each time a visitor comes to your website, they are assigned an individual phone number. At the same time, Google Analytics is also tracking that user’s online behavior while they are on your website.

Once a visitor uses their individual number to call your business, the call tracking solution will link that number to the data in Google Analytics. This way, you will be able to determine which keywords the caller used to find your website.

As we mentioned above, Google Ads campaigns can end up using thousands of keywords. This isn’t a problem, however, since a visitor leaving your site means that their custom number is now back in the pool and free to be used for another visitor.

Since you can determine the size of the phone number pool, this feature makes it easier to use your marketing budget more effectively. Over time, it will also let you hone in on the keywords that lead to the highest rate of offline conversions. This way, you can optimize your use of keywords without the need to increase expenses.


Campaign level call tracking is important, but if you want to get an accurate insight into what works and what doesn’t, you will have dive deeper into the keyword level.

Make sure you track your keywords through Google Analytics and set up dynamic numbers that will track your keyword performance offline. If you do this, you will have an overview of offline conversions that will help you save costs, optimize your marketing, and boost your sales.

Why You Should Add Call Tracking into Your Marketing Strategy?

marketing plan

Businesses today are bombarded with information on the behavior and demographics of the people who visit their website. However, it’s important that this data exists because it teaches businesses more about their potential and existing customers. We are aware that so much information could seem overwhelming to some people but we can’t stress enough how important it is to know as much as possible about your customers.

What’s missing here is a piece of crucial information that could significantly help your marketing strategy and the overall finances of your company  – return on investments (ROI).

With call tracking, you’ll be able to track how each inbound call travels through your entire sales funnel all the way from the initial call to closing the deal and even beyond. Call tracking can also help you track which of your marketing efforts are yielding the best ROI.

All the data behind call tracking

So many conversions and deal closing that is a result of an Internet search or a digital ad happen over the phone. This is one of the biggest benefits of call tracking for your marketing efforts. 

Call tracking analytics also gathers in-depth data like the number of repeat callers, how frequently an area code calls, the number of unique calls, and the length of the call. 

All of this information is very valuable for your marketing strategy and when you pair it with audio recordings of your call (which call tracking software can do) you can get a better understating of the performance of your marketing efforts as well as your sale and customer care teams.

Understanding what benefits do you get if you use call tracking

Call tracking allows you to track each call no matter the channel. Here are some of the channels that call tracking could track:

  1. Your website – by placing a call tracking number on your website’s contact page (or any page for that matter), you’ll be able to see how many people are seeing your phone number.
  2. Paid search campaigns – if someone clicks on your paid search campaign, the ad analytics software records that click. But what about when people just see your ad and call you? Even though the software didn’t record this, it still happened, which is why call tracking should be there to record the call.
  3. Social media accounts – Same with your website, you can add your phone number to your social media profiles and see how your community management affects the number of people that call you.
  4. Affiliates – If you do affiliate marketing, you can use call tracking for tracking and managing affiliates and their campaigns.
  5. Offline channels – Billboards, newspaper ads, flyers, and other forms of offline marketing material are notoriously hard to track since you can never really know how many people converted because they saw a billboard. However, with call tracking, if you add a trackable phone number to your offline marketing material, you’ll be able to track which of these are generating most leads. Apart from the fact that call tracking saves time, the most important benefit that almost none other marketing tools offer is that call tracking software saves you money. By showing you which of your marketing campaigns (online and offline) are not working, you’ll be able to adjust your budget accordingly by stopping those campaigns that are not working and focus on those campaigns that are bringing you a positive ROI.


Is there a use case where call tracking doesn’t make sense in an overall marketing strategy?

There might be, as you can never be sure about theses like these. However, it’s highly unlikely.since all business owners want to:

  1. Save time – Usually, a lot of time is needed for trying to figure out the behavioral and demographic profile of their customers – which call tracking can do if you integrate it with your analytics software. Additionally, call tracking can save time that’s needed to see where inbound phone calls land in the overall sales funnel. Call tracking can also save time when trying to calculate ROI for your marketing campaigns.
  2. Save money – Like mentioned before, by implementing call tracking in your overall marketing strategy, you’ll be able to figure out which of your marketing efforts are not producing any truly valuable results (like conversions) which means you’ll be able to stop wasting that money and save it for those marketing efforts that are producing results, which call tracking can also tell you. 


So there you have it. Call tracking should be an integral part of your overall marketing strategy. No matter what your current marketing strategy looks like, no matter what your business goals are, you can and you should incorporate call tracking in your marketing. 

We’re almost certain that there is almost no use case in which call tracking isn’t needed. If a use case like this exists, we would love if you could let us know.


With call tracking, you’ll be able to know exactly what your customers are like and how and in what capacity do your marketing efforts affect them. You will also be able to precisely calculate the marketing return on investment of all your marketing efforts no matter the channel, medium, and if they are online or offline. Also, call tracking helps you allocate your budget better, and saves you money by showing you which of your campaigns are wasting your budget.