Measurement. Reviewed October 29, 2026
Call tracking
Also called: Dynamic number insertion, DNI, Tracking numbers
Call tracking assigns a different phone number to each marketing source, or swaps the number shown on the website per visitor, so every call can be tied to the ad, search or page that produced it.
In practice
Most tools record the call too, which is how you learn that half the leads from one channel were asking about jobs. Keep the main number on the Business Profile unchanged; swap numbers only on the website and in ads.
It is the piece that turns marketing from a feeling into a report.
Related terms
- Conversion trackingConversion tracking is the setup that tells an ad platform or analytics tool when a visitor did the thing that matters, such as calling, submitting a form or booking, so spend can be judged by results instead of clicks.
- Marketing attributionMarketing attribution is working out which ad, search, referral or page produced each lead and each job, so money moves toward what works.
- Zero-click searchA zero-click search is one where the person gets what they need on the results page, from the map pack, an AI Overview or a snippet, and never visits a website.
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