Website call tracking / dynamic call tracking

Website call tracking is also known as dynamic call tracking because dynamic number insertion allows for web pages to display telephone numbers that are unique to each visitor. This is done by Mediahawk providing a pool of numbers which then dynamically change when a user enters a page on your website.

By replacing the static number on your site with a Mediahawk dynamic pool, you can track the user’s journey. Mediahawk captures the marketing source the visitor accessed the webpage from (and the keywords if they came from pay-per-click), the pages they visited, any interactions while on your site, including calls, form fills, downloads, and live chat. Mediahawk also links a user’s previous and subsequent visits together, so you can see their entire history with you.

It’s easy to deploy Mediahawk’s dynamic numbers. By linking your Mediahawk account to your Google Tag Manager account, your software can be set up automatically, and you don’t need to touch your HTML. We have online resources and a support team that can guide you if you need assistance.

The phone is often one of your biggest sources of business, so it’s essential that you track it. If you don’t have dynamic numbers and visitor level call tracking in place you’re missing out on key analytics that can boost your conversions. Using just a single telephone number (known as a static number) doesn’t allow you to identify which channels and campaigns each caller came from and what they did on your site.

Tracking calls from your website helps you build a successful marketing strategy. You’ll know what campaigns perform well – and where to improve – while gaining a valuable understanding of your customer journeys and online experience. This gives you the best chance to boost your return on investment.

Static call tracking: It’s primarily used for offline campaigns and on third party websites e.g. social media. There is only one phone number for all prospects. If you have a static number on your website it means you have limited insights and unable to assess channel performance.

Dynamic call tracking: This is used on your website. Unique numbers are assigned to each visitor, and it tracks actions, multiple sessions, and buying journey. Dynamic numbers on your website enables you to map the entire customer journey.

Read more on the differences between static and dynamic call tracking.

With website call tracking – also called dynamic number insertion (DNI) or dynamic call tracking – your visitors won’t notice any changes. Each visitor sees a consistent number throughout their session, ensuring trust and user experience remain intact. Mediahawk lets you choose the type of number to display, whether it’s a local number, an 08 number, or an 03 number, so this will look no different to your existing website number.

Most customers only notice your phone number when they’re ready to call. What really matters is the experience when they do: answering calls promptly, having knowledgeable call handlers, and building trust through positive interactions.

Dynamic call tracking also helps you understand and increase call volumes. By tracking which campaigns drive calls, you can optimise advertising, improve marketing performance, and maximise return on marketing investment.