You lose the argument in the same place every month
The client says the phone didn’t ring. You cannot prove otherwise, because the half of their conversions that happen on a call are invisible to every dashboard you own.
Form fills are counted and calls are not, so the campaign that produces the phone calls looks like the campaign that produces nothing. You are being judged on the half of the funnel that happens to be measurable, and the client is quietly reallocating budget away from the part that actually pays them.
Dynamic number insertion fixes the measurement. Swapping a number on the page for each visitor lets you key the call to the source, the campaign, the keyword and the click that produced it — and because the conversion goes back into Google Ads, smart bidding starts optimising for booked revenue instead of form submissions.
What you get to put in the report
Down to the keyword, not the channel
Every call carries the source, medium, campaign, term and click ID of the session that produced it. Not "paid search" — the actual query someone typed before they picked up the phone.
A number per visitor, not per campaign
Numbers are drawn from a pool and held for the length of the session, so two people on the same page at the same time still resolve to different sources. Pool size is the accuracy dial.
Conversions exported to Google Ads
Calls that met your definition of a lead go back as offline conversions with the click ID attached. The bidding algorithm can only optimise for outcomes you feed it, and this is how you feed it the phone.
What was said, not how long it lasted
Every call gets a written report — what they wanted, whether it was a real enquiry, whether it was booked. Thirty-second wrong numbers stop counting as conversions.
Your brand on it, your margin in it
The client sees your name. You are billed once, at partner rates, and set your own price. No per-client contracts to negotiate and no vendor logo in the client’s inbox.
Every client on one screen
Call volumes, answer rates and booked outcomes across your whole book, so you can see which accounts are about to churn before the renewal conversation rather than during it.
The argument, settled
When a client insists the leads were rubbish, you play them the calls. It is the fastest way to find out whether the campaign is wrong or the client is not answering their phone.
A call from a channel that has no number
An Instagram bio, a QR code on a leaflet, a Google Ads sitelink. Tap-to-talk links carry the same tracking parameters, so offline and social finally show up in the same table.
Number insertion needs a small script on the client’s site and a pool of numbers sized to their traffic — that part is real telephony and it is billed per number. Links carry the same tracking with neither.
The four conversations this changes
The monthly report meeting
Call record · exportedYou arrive with a row per call keyed to the campaign that produced it, and an answer rate for each of the client’s own locations. The conversation stops being about whether the phone rang.
"The leads dried up in March"
Recordings · answer rateThe volume did not change; the client stopped answering between twelve and two. You can show that in about ninety seconds, and then sell them the thing that answers it.
“Sorry to keep you — everyone’s at lunch. I can book you in now if that’s easier?”
Smart bidding optimising for the wrong thing
Offline conversion exportThe algorithm was buying cheap form fills because that was all it could see. Feed it booked appointments and it starts buying the expensive clicks that turn into money.
A client who wants it after hours too
Call links · shared queueThe same tracked line answers at ten at night with the AI instead of going to voicemail. You are no longer only measuring the calls — you are keeping them.
“The showroom’s closed now, but I can hold a slot for Saturday morning if you like.”
Does this replace the call tracking I already resell?
It does the same job and then keeps going: the same call that got tracked can be answered by an assistant, booked into a diary and pushed back to the bidder. Most agencies arrive for the attribution and stay for the answering, because that is the part the client will pay more for.
What happens to attribution if the caller taps a link instead of dialling?
It gets better. A link carries the full session context into the call with no number pool to size and no script to install, so the campaign, page and product are known before anyone says hello.
Can I put my own domain on it?
Yes. Links run on your domain, the dashboard carries your branding, and the client never sees ours. See the agency page for how the billing works.
One platform fee. Seats only when you want people. No minimum, no term.