Call Tracking: Stop wasted ad spend.
See which ads actually make your phone ring.
“I pay for ads and can't tell what works.”
What has it done for other businesses?
67%
Lower cost per acquisition for a national mobile service provider on our call tracking platform, once calls were connected to Google Analytics. Ad spend fell 36%.
One business's result; yours depends on your ads, your calls and how they're handled.
See the full resultThis result belongs to this case, not the 350-store automotive deployment.
We set it up, run it and show you where your money is working.
What changes for you
- Stop paying for ads that don't make the phone ring.
- Close the gap between a click and a call, so your Google Ads and Meta reports finally count phone enquiries.
- Lose fewer callers: see missed and unanswered calls by source, and fix them.
What does one call tell you?
The caller
- Phone
- iPhone
- From
- Brisbane, QLD
- Caller
- New
Where they found you
- Google Search ad
- Meta ad
- Website
- Mobile site
- Listings
- Outdoor and radio
Online, each visitor sees their own number. Offline, each channel gets a fixed number.
Call details
- Caller
- +61 4•• ••• 968
- Call ID
- 131900567
- Location
- Brisbane, QLD
- Date and time
- 15 Sep 2026, 4:29 pm
- Length
- 3m 55s, answered
- Source
- google · paid · Search
- Keyword
- call tracking australia
- Landing page
- /what-we-do/call-tracking
- Click ID
- gclid Cj0KCQjwCs…
Optional extras: recording, menu choice, speech tags. Sample call, invented values.
Where it lands
- Google Ads
- Meta
- Salesforce
- HubSpot
- Google Analytics
- Tag Manager
Outlined: the four most businesses connect first. Others connect the same way.
How does it work?
- 1. LookWhere your calls come from now.
- 2. AgreeWhich sources, numbers and reports matter.
- 3. Put it inWe set up the numbers and connect your ad accounts.
- 4. CheckYou see calls by source, and we review it with you.
You buy a service, not software.
REPORTING PLATFORM GIBSON USES · CUSTOMER DETAILS REDACTED
How does call tracking connect a marketing source to a phone outcome?
From marketing channel to landing page to phone call. Each source gets its own number, so every call is recorded against the source that produced it.
Website, direct-ad and offline calls are not measured the same way.
- Website visitors
The number on your website changes with where each visitor came from, so the call shows the channel, campaign and landing page.
- Call ads and print
A Google call ad, flyer or letterbox drop carries its own fixed number. The call shows which one it was, with no landing page, because the caller never visited.
- Other offline sources
A sign or directory listing gets a dedicated number. It proves the placement, not a website visit or a search keyword.
Website visitors: one number each, matched to the ad they clicked.
Number pool on your website
- 1
- 2
- 3
- 4
- 5
- 6
- 7
- 8
- 9
- 10
Visitor A · number 3Google Search ad · “call tracking australia” · click ID · /what-we-do/call-tracking
Visitor B · number 4Meta · Instagram feed · retargeting · /what-we-do/demand-recovery
A call to number 3 at 4:29 pm is matched to Visitor A's visit. Sample data.
- A visitor lands on your site.The tracking script records the ad, campaign, keyword and click ID.
- They see their own number.While they're on the site, it's theirs alone. You can limit the swap to paid visitors.
- They call it.The number and call time are matched to their visit, and so to the ad, within about 5 minutes.
- The call rings through as normal.The details go to your CRM, and the conversion to Google Ads and Meta.
- Click ID (gclid)
- Tracking number + call time
- Call ID
- Your CRM record
How many numbers?
One for each person on your site at the same time, sized from your busiest hour.
240visitors an hour2.5min on site10numbers
One call, start to finish.
Ad
Search enginegoogle
Traffic typepaid
Ad campaignSearch · Call Tracking
Keyword searchedcall tracking australia
Click ID (gclid)Cj0KCQjwCsT07Lq8TD…
Visit
Landing page/what-we-do/call-tracking
Referralgoogle.com
DeviceiPhone
BrowserSafari
Call
Tracking number1800 160 403
Date and time15 Sep 2026, 4:29:03 pm
Call ID131900567
Call duration3m 55s
Call resultAnswered
Outcome
CRMLead, source filled in
Call ID131900567
Click ID (gclid)Cj0KCQjwCsT07Lq8TD…
Lead statusConsultation booked
Google AdsOutcome conversion, same click
Marked: the fields that link each step to the next. Meta matches on its own click and browser IDs and the hashed caller number instead of the click ID. Sample call, invented values.
What goes back to your ads?
Signal 1 · A real call
- Sent by
- The call tracking platform, automatically
- Sent to
- Google Ads and Meta
- Counts when
- Answered and over a minimum length, by your rules. Hang-ups are filtered out.
- Matched by
- Google: the click ID. Meta: the hashed caller number plus Meta's click and browser IDs.
- Arrives as
- Google: a call conversion. Meta: a Contact conversion in Ads Manager.
Signal 2 · An outcome
- Sent by
- Your CRM, when your team marks the outcome
- Sent to
- Google Ads
- Counts when
- Your rule, for example a lead status such as “Consultation booked”
- Matched by
- The Google click ID stored on the CRM record
- Arrives as
- An outcome conversion against the original click. Meta gets the call signal only.
Signal 1 gives bidding a fast, clean signal. Signal 2 teaches it which calls turned into outcomes.
How does it connect to your systems?
Where calls come from
- Google Ads, Meta ads, your websiteClick ID + UTM
- Print, signs, listingsFixed number
Website script and tracking numbers
- Website scriptHTTPS
- Tracking numbersPSTN / SIP
Call tracking platform, set up and run by Gibson
- Routes the call to your phonesPSTN / SIP
- Links the call to the ad, and records it if you choose
Connections out
- Google AdsOAuth · API
- MetaDataset · partner
- SalesforcePackage · OAuth
- HubSpotOAuth · API
- ReportingScheduled transfer · API key
Call tracking runs on an ISO 27001 certified platform.
How each connection works+
Salesforce
Installed package · Lead, Account, Task
- Connection
- An installable package, authorised by OAuth and installed for all users.
- Edition
- Enterprise or higher. Not supported on Essentials or Professional.
- Writes to
- Custom call fields on Lead, Account and Task. Keep the Lead Description field: it holds the call ID the connection relies on.
- Modes
- Live (recommended): looks up Account, then Contact, then Lead by phone; a match logs a Task, no match creates a Lead. Also available: a new Lead 5 to 20 minutes after each call, or a new Lead on every call.
- Timing
- Live mode writes at call start; length, result and recording link follow after the call.
- Testing
- A separate sandbox setup is available first.
At call start
Call ID, call start time, caller number, number dialled, campaign, ad group, keyword searched, search engine, click ID (gclid), session ID, referral, landing page, full landing URL, device, browser, city, state, exchange, caller type, IP address, internet provider, browsing details.
After the call
Call duration, call result, answering point, voicemail left, menu key, menu choice, call outcome, sale amount, recording link.
HubSpot
Native connector · Contacts
- Connection
- A native connector, signed in with a HubSpot admin login (OAuth).
- Writes to
- Contacts, created or updated per caller, with the call details as Contact properties.
- Properties
- 32 in all: email, city and state, plus 29 custom properties created in HubSpot before connecting.
- Matching
- HubSpot needs an email, so each caller gets a placeholder built from their number. Repeat calls match on it. Merging with existing Contacts is set up with you.
Google Ads
Call conversions and outcomes
- Calls
- Uploaded against the click ID within 24 hours, or through Google Analytics within 48 hours.
- Outcomes
- Google Ads Data Manager links to Salesforce and imports the lead status or opportunity stage changes you choose, matched on the click ID.
Meta
Dataset · partner access
- Connection
- Gibson is added as a partner on your Meta dataset in Events Manager.
- Sends
- A Contact event for each qualifying call, with the hashed caller number and Meta's click and browser IDs, uploaded hourly.
Website script
Tag Manager or site header
- Does
- Records the source, campaign, keyword and click ID, and swaps in the visitor's own number.
- Options
- Limit the swap to paid visitors. Each visitor keeps their number while they're on the site.
Everything else
Webhook and reporting API
- Connection
- A webhook and a reporting API cover systems that aren't listed, set up with your team.
What lands in your CRM?
- A call comes inThe number and source are captured.
- Salesforce looks up the numberAccount, then Contact, then Lead.
- One of two things happens
FoundThe call is logged as a Task on that record. No new record.
Not foundOne new Lead, with the source filled in.
Salesforce Lead · new caller
Lead statusConsultation booked
Lead sourceCall tracking
Caller number+61 4•• ••• 968
Call ID131900567
Call start time15 Sep 2026, 4:29:03 pm
Number dialled1800 160 403
CampaignSearch · Call Tracking
Keyword searchedcall tracking australia
Click ID (gclid)Cj0KCQjwCsT07Lq8TD…
Landing page/what-we-do/call-tracking
Call duration3m 55s
Call resultAnswered
HubSpot Contact · call details
Phone+61 4•• ••• 968
EmailPlaceholder built from the number
Call ID131900567
Call date and time15 Sep 2026, 4:29:03 pm
Number dialled1800 160 403
Search enginegoogle
Keyword searchedcall tracking australia
Landing page/what-we-do/call-tracking
City, stateBrisbane, QLD
Call duration3m 55s
Salesforce connects with an installed package on Enterprise edition or higher, and can be tested in a sandbox first. HubSpot connects with an admin sign-in and needs an email, so a new caller gets a placeholder built from their number. The same sample call in both; the final field mapping is confirmed at setup.
What data do you get?
1 · Link key
Landing page links the ad
It carries the UTM tags and the ad click ID (gclid, fbclid, msclkid). With the search engine, traffic type, keyword and campaign, it says which ad drove the call.
2 · Link key
Caller number links the person
Salesforce matches it to an Account, Contact or Lead; HubSpot to a Contact; Meta matches a hashed copy.
3 · Link key
Call ID links later updates
Unique per call and stored on the CRM record, so the length, result and recording added later land on the same record.
Every column in the export (43), with the sample call's value+
| Column | What it's for | Sample call |
|---|---|---|
| Caller number | Matches the caller to your CRM record. Masked here. | +614•••••968 |
| Caller exchange | Where the caller's line is registered. | CARINDALE |
| City | Caller's city, from their number. | BRISBANE |
| State | Caller's state, from their number. | QLD |
| Tracking number | The number they rang. With the call time, it links the call to the visit. | 1800160403 |
| Rang through to | The number the call was put through to. | 0255501234 |
| Date | Call date. | 2026-09-15 |
| Time | Call start time. With the tracking number, it links the call to the visit. | 16:29:03 |
| Call result | Answered, no answer or busy. | Answered |
| Business line | Your main business line. | 1300 975 710 |
| Account ID | Your tracking account. | 61842 |
| Account name | Your tracking account's name. | Gibson Promotions 1 |
| Number group | Which group of numbers rang: website pool, print, signage. | Website |
| Call duration (sec) | How long the call ran. | 235 |
| Voicemail left | Whether the caller left a message. | No |
| Caller type | New caller or repeat caller. | New |
| Search engine | Where the visit came from: Google, Bing, Facebook. | |
| Traffic type | Paid, organic or the ad placement. | paid |
| Keyword searched | The search term or ad behind the visit. | call tracking australia |
| Device | Phone, tablet or computer. | iphone |
| Internet provider | The visitor's internet provider. | Vodafone Australia |
| IP address | The visitor's IP address. | 198.51.100.111 |
| Referral | The page that sent the visitor. | https://www.google.com/ |
| Landing page | The first page, with the UTM tags and the ad click ID. It links the call to the ad. | https://www.gibsonpromotions.com.au/what-we-do/call-tracking?utm_source=google&utm_medium=cpc&utm_campaign=search_call_tracking&gad_source=1&gad_campaignid=23673221378&gclid=Cj0KCQjwCsT07Lq8TDIWG2x9aJTFMP9_2kUtMXhkPrSbbAjLGmsDx5StAZvlMz-Bk4opH1Dr8-h97s_F-vauP7BwE |
| Page when they called | The page open when they dialled. | https://www.gibsonpromotions.com.au/what-we-do/call-tracking?utm_source=google&utm_medium=cpc&utm_campaign=search_call_tracking&gad_source=1&gad_campaignid=23673221378&gclid=Cj0KCQjwCsT07Lq8TDIWG2x9aJTFMP9_2kUtMXhkPrSbbAjLGmsDx5StAZvlMz-Bk4opH1Dr8-h97s_F-vauP7BwE |
| Extra tracking | Any extra parameter you choose to pass. | Not set |
| Comment | A note added after the call. | Not set |
| Ad copy | The ad text, where the platform passes it. | Not set |
| Ad type | Search, Performance Max, display. | Search |
| Ad campaign | The Google or Microsoft campaign. | Search · Call Tracking |
| Call outcome | Outcome your team records, if you use it. | Not set |
| Sale amount | Sale value your team records, if you use it. | Not set |
| Menu key pressed | The key pressed in a phone menu. | Not set |
| Menu choice | What that key means. | Not set |
| Call ID | Unique per call. It links later updates (length, result, recording) to the same CRM record. | 131900567 |
| Recording link | A secured link to the recording, if recording is on. | [secured link] |
| UTM campaign | The campaign tag from the landing page. | search_call_tracking |
| Caller intent | How the caller reached you: website or offline. | Website |
| Number shown | The number displayed to the visitor. | 1800160403 |
| Browser | The visitor's browser. | safari |
| Recording notice played | Whether the recording notice played in full. | Y |
| Caller number (formatted) | The caller number, formatted. Masked here. | (+61) 4•••••968 |
| Voicemail link | A secured link to the voicemail, if one was left. | Not set |
Every value is invented and caller numbers are masked. Your export carries the full number.
The sample week, by channel.
- 40Calls tracked
- 82%From paid ads
- 37Answered
- 2m 48sMedian length
- 5Repeat callers
| Channel | Reports down to | Calls |
|---|---|---|
| Google Search ads | Keyword, ad group and campaign | 16 |
| Microsoft Ads | Keyword, ad group and campaign | 1 |
| Google Performance Max | Campaign only. Google doesn't pass Performance Max keywords | 9 |
| Meta ads | Ad and placement (Instagram or Facebook feed), plus campaign | 7 |
| Organic, direct, referral | Source and landing page. No ad, so no keyword | 7 |
| Total | 40 |
The same week by campaign+
| Campaign | Calls | Answered | Median length | Repeat |
|---|---|---|---|---|
| Search · Call Tracking | 11 | 91% | 3m 01s | 2 |
| PMax · Gibson | 9 | 89% | 1m 22s | 2 |
| Meta · Missed-Call Recovery retargeting | 7 | 86% | 3m 18s | 0 |
| Search · Missed-Call Recovery | 5 | 100% | 3m 44s | 1 |
| Microsoft · Call Tracking | 1 | 100% | 1m 31s | 0 |
| (no campaign) | 7 | 100% | 4m 04s | 0 |
Add ad spend and CRM outcomes to the same view, and each row gets a cost per call and a cost per outcome.
What does it cost?
From $99 a month plus usage.
Your written quote confirms the numbers, minutes and any CRM connection.
Is it a fit?
Good fit
- You spend on ads, print or signage and get phone enquiries.
- You run more than one channel.
- Someone will act on the report.
Not a fit yet
- Very few calls, or no marketing spend to compare.
Calls are matched for the tracked numbers you choose; calls to your main number aren't counted.
Questions about call tracking
What is call tracking?+
Each ad, flyer or campaign gets its own phone number. Calls still come straight to you, and you can see which one brought each call in.
Does it work with Google Ads?+
Yes. Calls from your Google Ads are tracked by campaign, so you can see which campaigns make the phone ring.
Can I track flyers, letterbox drops and signs?+
Yes. Put a different tracked number on each flyer, area or sign, and you'll know which one they had in their hand.
What does it cost?+
From $99 a month plus usage. Your written quote confirms the numbers, minutes and any CRM connection before you start.
Who sets it up?+
We do. We set up the numbers and confirm the setup with you in writing before anything goes live.
Can call tracking support a multi-location business?+
Yes. Gibson has supported an automotive service network of more than 350 stores. The setup depends on your locations, teams and the reports you need.
Is Gibson software or a managed call tracking service?+
A managed service. We set up and run the tracking platform for you, and the written scope says what is included.
What should we consider before recording calls?+
Recording and notice obligations depend on your call flow and the law that applies. We set up the recording and the caller notice; get legal advice on your own obligations.
How does dynamic number insertion work?+
The number on your website changes to match where the visitor came from, such as Google Ads or a typed-in address. We size the number pool for your traffic during setup.
Why might a call have no keyword or landing page?+
A call from a call ad, a flyer, a directory or a remembered number never creates a website session. The report marks that instead of inventing a source.
Can call tracking identify calls from ChatGPT or an AI answer?+
Only when there is evidence, such as referral information from a visit. If someone reads an AI answer and dials without visiting, that source can't be reliably inferred.
Does a tracked call count as a lead or sale?+
No. A call record proves a call happened against a source. Whether it became a booking or a sale comes from your own records.
See what's making your phone ring.
Tell us what you're running and we'll show you how we'd set it up.
Gibson Promotions has helped Australian businesses generate revenue for 20 years through traditional media, and now recovers revenue for them through call management, lead reactivation and lead management.
Other problems we solve
- I need more customers in my areaLetterbox, Design and Print
- I pay for ads and can't tell what worksCall TrackingYou're here
- I don't know what happens when people callCall Analytics
- Calls reach the wrong person or ring outCall Routing and Missed-Call Recovery
- Old customers and quotes went quietCustomer Reactivation
- A job we do by hand, or systems that don't talk to each otherAutomation & AI