Call Tracking & Attribution Basics

Call tracking starts with dynamic number insertion (DNI): showing a unique phone number per source so every call can be tied back to the campaign, keyword or publisher that produced it.

Duration thresholds filter out hang-ups and misdials, so only real conversations count as billable. Combined with intent signals, this protects your spend.

Attribution closes the loop: when you know which sources produce calls that close, you can cut what doesn’t work and reinvest in what does. That’s how a call channel becomes a predictable growth engine.