How to set up automated call tracking for marketing campaigns in Callroot

If you're running any kind of marketing campaign that uses phone numbers—PPC, social ads, print, billboards, you name it—knowing which calls came from where can save you from flying blind. Automated call tracking pulls the guesswork out of your marketing, but getting it set up (and actually useful) can feel like a chore. This guide is for marketers, small business owners, and anyone tired of attribution “mysteries.” We’ll walk through how to set up automated call tracking in Callroot without the fluff, so you can see what’s working and stop wasting budget.

Why Bother With Call Tracking?

Let’s be real: Most marketing channels still shove you vague “impressions” and “engagements.” But if you’re in any business where customers pick up the phone, none of that matters if you can’t tie calls to campaigns. Here’s what call tracking actually gets you:

  • See which campaigns, ads, or keywords drive real phone leads
  • Stop guessing at ROI—know what’s working, kill what’s not
  • Record calls for quality or training (and to settle “he said, she said” debates)
  • Automate reporting so you don’t have to chase down leads in spreadsheets

If you’re not tracking calls, you’re probably leaving money (and data) on the table.

Before You Start: What You Need

Don’t dive into setup until you have these basics sorted:

  • A Callroot account (you’ll need admin access—otherwise you’ll hit roadblocks)
  • A list of campaigns or channels to track (think: Google Ads, Facebook, your website, direct mail, etc.)
  • Access to your website or landing pages (if you want to swap numbers dynamically)
  • A basic idea of your call flow (where should calls be routed? Who answers?)

Pro tip: Write down the names of your campaigns exactly as you want them to appear in reports. Clean naming now = less confusion later.

Step 1: Add Tracking Numbers in Callroot

Call tracking works by assigning unique phone numbers to each marketing source. When someone dials that number, Callroot knows exactly where the call came from.

Here’s how to set up tracking numbers:

  1. Log in to Callroot.
  2. Navigate to the Numbers or Buy Number section.
  3. Choose your country and local area code (if you want numbers that feel local).
  4. Buy as many numbers as you need—one for each campaign, channel, or even ad group if you want to get granular.
  5. Give each number a clear, simple label (e.g., “GoogleAds-Brand,” “Facebook-Retargeting,” “Print-Flyer-June”).

What works:
- Using local numbers if your audience prefers to call someone nearby. - Reserving extra numbers for future campaigns so you don’t scramble later.

What doesn’t:
- Reusing numbers between campaigns “just for a bit”—you’ll muddy your data fast. - Picking numbers with odd area codes that might scare off local callers.

Step 2: Set Up Call Routing & Forwarding

Now, decide where the calls should actually ring. You don’t want to lose leads because of a dead line or confusing IVR menu.

  1. For each tracking number, set up a forwarding number—usually your main business line or a sales rep’s phone.
  2. Use Callroot’s routing options to:
  3. Ring multiple phones at once (great for teams)
  4. Set up time-based routing (e.g., after-hours go to voicemail or another line)
  5. Add call recording (make sure you check the laws in your state/country about recording)

Pro tip:
Test each number yourself. Call it from your cell and make sure it reaches the right person, with the right caller ID, and gets recorded if you want that.

Step 3: Install Dynamic Number Insertion (DNI) on Your Website

If you want to track which website visitor called from which campaign (e.g., Google Ads vs. organic vs. Facebook), you’ll need dynamic number insertion (DNI). This swaps phone numbers on your site based on how the visitor got there.

Here’s how to do it (without code headaches):

  1. Go to the Dynamic Number Insertion or DNI section in Callroot.
  2. Generate the DNI script—this is a snippet of JavaScript.
  3. Place this script on every page of your website where your phone number appears (usually just before the </body> tag).
  4. Set up your “source pools”—these are the marketing sources you want to track (e.g., Google PPC, Bing, Facebook, Organic, etc.).
  5. Assign tracking numbers to each source pool.

What to watch out for:
- If you use website builders like Wix or Squarespace, there may be limitations. Double-check their documentation on adding custom scripts. - If your number appears as an image, DNI can’t swap it. Use text-based phone numbers.

Step 4: Integrate With Your Ad Platforms (Optional but Powerful)

Callroot can push call data back into platforms like Google Ads, Google Analytics, or even your CRM. This lets you see calls as conversions and do some real attribution analysis.

  • For Google Ads:
  • Get your Google Click ID (GCLID) tracking set up. Callroot can capture this and push conversions into Google Ads.

  • Follow Callroot’s integration guides—this usually means linking your accounts and verifying permissions.

  • For Google Analytics:

  • Set up event tracking so calls show up as conversions in your Analytics reports.

  • For CRMs (e.g., HubSpot, Salesforce):

  • Use Callroot’s integrations or set up webhooks to push call info (caller number, source, duration) into your CRM.

Heads up:
- These integrations are worth the effort if you want real attribution, but don’t get lost in the weeds unless you’re actually going to use the data. - Test each integration with a real call. Sometimes permissions or data mapping break.

Step 5: Set Up Reporting and Notifications

You don’t want to dig through dashboards every week. Set up automated reports and notifications so you can spot real trends—or problems—fast.

  • Automated Email Reports:
  • Schedule daily, weekly, or monthly summaries for yourself or your team.
  • Real-Time Call Alerts:
  • Get notified when high-value calls come in, or when a campaign suddenly spikes (or drops to zero).
  • Custom Dashboards:
  • Build views that actually make sense for how you work—don’t just settle for the default.

What works:
- Simple summaries that show call volume and source. - Flagging missed calls or calls over a certain duration (these are often the leads worth following up).

What doesn’t:
- Getting lost in complex dashboards you never check. - Not setting up notifications—by the time you notice a problem, it’s probably too late.

Step 6: Keep It Legal and Respectful

Call tracking is powerful, but don’t get yourself in hot water.

  • Call Recording:
  • Check your local laws. Some places require both parties to consent to recording.
  • Use Callroot’s built-in “This call may be recorded…” greeting if needed.
  • Data Storage:
  • Make sure call recordings and logs are stored securely and deleted when you don’t need them.
  • Privacy:
  • If you’re funneling data into a CRM, keep customer privacy in mind—don’t go overboard with personal info.

Step 7: Test Everything Before You Go Live

Don’t trust that everything works perfectly out of the box. You’ll save yourself headaches if you:

  • Call each tracking number from a different phone (cell, landline, VOIP)
  • Click through your ads and see if the right number appears on your site
  • Make a test call and check if it shows up in reports and integrations
  • Listen to a recorded call to make sure audio quality is decent

If something’s off, fix it now. There’s nothing worse than realizing you’ve missed a week’s worth of data.

Real-World Tips (And What to Ignore)

  • Don’t bother with more detail than you’ll use. Tracking every single keyword or ad might sound great, but if you’re not acting on that info, it’s just noise.
  • Label everything clearly. You’ll thank yourself in three months.
  • If your campaigns change a lot, build time into your process for updating tracking numbers and pools. Out-of-date numbers equal bad data.
  • Ignore “AI-powered insights” unless they’re actually showing you something useful. Most call tracking platforms oversell this—trust your own analysis.

Wrapping Up: Keep It Simple, Iterate as You Go

Automated call tracking with Callroot isn’t rocket science, but it can get messy if you overcomplicate things. Start with what matters: clear tracking numbers, clean labels, and simple reports. Only add integrations or fancy features when you’re sure you need them. Test first, trust data you can see, and don’t be afraid to tweak your setup as your campaigns evolve. The goal is less busywork, more insight—and more calls you actually want.