So you’re running ads on Google, Facebook, and maybe a few other places, and you want to actually know which ones are driving the phone calls. You’ve heard about call tracking, maybe even signed up for Callroot, but now you’re staring at the dashboard thinking, “What now?” This guide is for you.
I’ll walk you through assigning call tracking numbers to different ad channels in Callroot, step by step. No fluff, no vague advice—just what you need to actually get this working. I’ll flag what’s worth your time, what to ignore, and throw in a few gotchas to watch for.
Why Assign Tracking Numbers by Channel?
Before we dive in, let’s get something straight: If you’re not assigning unique numbers to each channel, you’re guessing about what’s working. Google Ads, Facebook campaigns, print flyers—they’ll all show the same phone number, and you’ll have no idea what’s really pulling its weight. That’s a recipe for wasted ad spend.
Assigning different call tracking numbers to each ad channel fixes that. You’ll know exactly where your leads come from, so you can double down on what works and kill what doesn’t.
Step 1: Set Up Your Callroot Account
If you’re already signed up and logged in, skip ahead. If not, here’s the minimum you need to do:
- Sign Up for Callroot
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Head to Callroot and sign up for an account. The free trial is fine to get started.
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Verify Your Business
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You’ll need to verify your business details. This is mostly for regulatory reasons—don’t skip it, or you’ll hit a wall when trying to buy numbers.
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Add a Payment Method
- Even with a trial, you’ll need a card on file to buy tracking numbers. Annoying, but standard with most call tracking tools.
Pro tip: Don’t get sucked into the “Advanced AI Analytics” upsells unless you’re actually going to use them. For now, focus on the basics.
Step 2: Identify Your Ad Channels
Don’t overthink this. Write down the channels you advertise on and want to track calls from. For most folks, it’s:
- Google Ads (search, display, etc.)
- Facebook/Instagram Ads
- Organic website traffic
- Print ads (billboards, flyers, etc.)
- Third-party directories (Yelp, Angi, etc.)
You’ll want a separate tracking number for each channel. If you’re running different campaigns that really need to be tracked separately, note those too. But don’t create a number for every single ad variation—unless you love spreadsheets.
Step 3: Buy Tracking Numbers in Callroot
Here’s where you start getting useful data.
- Go to the Numbers Section
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In the Callroot dashboard, find the “Numbers” or “Buy Numbers” section. The UI changes, but it’s usually pretty obvious.
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Pick a Local or Toll-Free Number
- For local businesses, local area codes often convert better. If you’re national, toll-free is fine.
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Don’t stress about “premium” numbers—just get something simple.
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Buy One Number Per Channel
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Buy as many numbers as you have channels to track. Example: If you’re tracking Google Ads, Facebook Ads, and print flyers, buy three numbers.
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Name Your Numbers
- Use clear labels like “Google Ads 2024,” “Facebook Lead Form,” or “Downtown Billboard.” Don’t use generic names like “Campaign 1”—you’ll regret it later.
Watch out: Some call tracking providers nickel-and-dime you with number rental fees. Callroot’s pricing is decent, but keep track of what you’re actually using so you don’t end up paying for unused numbers.
Step 4: Assign Numbers to Channels in Campaigns
Now you actually tell Callroot which number goes with which channel.
- Create or Edit a Campaign
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In Callroot, campaigns are how you organize your call tracking setup. Create a new one or edit an existing campaign.
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Assign a Tracking Number
- For each channel, assign one of your purchased numbers.
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Example: Assign “Google Ads 2024” to your Google Ads campaign.
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Set Up Call Routing
- Make sure each tracking number routes to your real business line (or wherever you want calls to ring).
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You can usually set up call recording or whisper messages here, but don’t go wild unless you actually need those features.
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Save Everything
- Double-check your assignments before saving. Mixing up numbers and channels is a common mistake.
Pro tip: If you’re running lots of campaigns, keep a simple spreadsheet mapping numbers to channels. It beats digging through the dashboard later.
Step 5: Add Tracking Numbers to Your Ads and Landing Pages
This is the step most people mess up. If your tracking numbers aren’t actually showing up in your ads, you’re not tracking anything.
For Online Ads (Google, Facebook, etc.)
- Update Phone Numbers in Your Ads:
When setting up a Google Ads call extension or a Facebook Ad with a “Call Now” button, use the specific tracking number assigned to that channel. - Update Landing Pages:
If your ad sends people to a landing page, make sure the tracking number is on that page—not your main business number.
For Your Website (Dynamic Number Insertion)
If you want to track calls from different sources to your website, use Callroot’s Dynamic Number Insertion (DNI) script:
- Find the DNI Script in Callroot
- Usually under “Integrations” or “Website Tracking.”
- Paste the Script Into Your Website
- Drop it right before the closing
</body>tag on your site. - Configure Source Mapping
- Tell Callroot which sources (Google, Facebook, Organic, etc.) get which number. This way, visitors from each ad channel see a unique phone number.
Heads up: DNI is powerful but can break if your website has aggressive caching or if you use page builders that mangle scripts. Always test after setting it up.
For Print Ads
- Display the Tracking Number Clearly:
Make sure the tracking number is what’s shown on the flyer, postcard, or billboard. Don’t use your main business line. - No Fancy Formatting:
Keep the number readable. No one will call if they can’t read it.
Step 6: Test Everything
Seriously—test it. Call each tracking number yourself:
- Does the call go through to your business?
- Does Callroot log the call properly?
- Is the call assigned to the right channel in your reports?
If something’s not adding up, check: - Number assignments in Callroot - Where the number appears in your ads or website - Call routing settings
Don’t skip this step. It’s way easier to fix mistakes now than after you’ve spent $500 on ads and have no idea where your calls came from.
Step 7: Track, Tweak, Repeat
Once your numbers are live, watch your Callroot dashboard for incoming calls. Look at:
- Which channels actually drive calls?
- Are there channels with zero calls? (Maybe the number isn’t showing up, or the ad is just a dud.)
- Are duplicate numbers showing up in different places? (That usually means something’s misconfigured.)
Don’t obsess over the data every hour. Check in weekly, adjust your ad spend, and reassign numbers as needed. If a channel isn’t working, pause it or try something else.
What Works, What Doesn’t, and What to Ignore
- Works:
Assigning unique numbers per channel will give you clear, actionable data. You’ll know which ads are worth your money. - Doesn’t Work:
Using one tracking number for everything. You’ll have no idea where your leads come from. - Ignore:
Over-complicating things with a different number for every tiny ad variation. Start broad; get granular only if you really need it.
Pro tip: Don’t get sucked into features you don’t need. Call recording, whisper messages, advanced analytics—they’re fine, but don’t distract yourself from the real goal: knowing which ad channels bring you calls.
Keep It Simple and Iterate
Setting up call tracking with Callroot isn’t rocket science, but it does take a little patience and a willingness to test things out. Don’t try to track everything perfectly on day one. Start with your main ad channels, check your reports, and tweak as you go. The goal is to get clear data you can actually use—not to build the world’s most complex tracking system.
If you get stuck, take a breath, check your assignments, and don’t be afraid to ask for support. Keep it simple, focus on what works, and you’ll finally have the truth about which ads are really driving your calls.