How to use Google Analytics to track a phone


As businesses navigate the complexities of today’s digital world, they increasingly rely on data-driven insights to fine-tune their marketing endeavors and gain a deeper understanding of their customers.

One often underutilized yet highly valuable source of data is tracking phone calls. By harnessing the power of Google Analytics alongside call tracking, businesses can obtain crucial information about customer behavior and assess the efficacy of their marketing campaigns.

This blog post will delve into employing Google Analytics for phone tracking, emphasizing the role of Voice over Internet Protocol (VoIP) numbers.

Defining VoIP Numbers And Exploring Their Advantages

If you ask, ‘what is a VoIP number?’, we are here to help. A VoIP number, or Voice over Internet Protocol number, refers to a specialized phone number that relies on internet protocols for voice call transmission instead of using traditional landlines or cellular networks.

Using VoIP numbers brings several benefits over standard phone numbers, including cost savings, increased adaptability, and easy integration with various software applications, such as Google Analytics.

By clearly understanding VoIP numbers and their capabilities, businesses can effectively leverage this technology to enhance their communication methods and optimize call-tracking efforts.

Implementing Call Tracking With Google Analytics

You must establish your call-tracking system to begin tracking phone calls through Google Analytics. Numerous call-tracking providers that integrate with Google Analytics are available.

Select a provider that aligns with your requirements and budget and supports integration with Google Analytics.

Once you’ve chosen a call-tracking provider, follow these steps:

  • If you haven’t already, create a Google Analytics account.
  • Set up a new property within your Google Analytics account specifically for tracking phone calls.
  • Adhere to your call tracking provider’s guidelines for integrating with Google Analytics. This typically involves incorporating a tracking code on your website.

Assigning Unique VoIP Numbers For Different Marketing Channels

You should assign unique VoIP numbers to each marketing channel to track phone calls using Google Analytics. This will allow you to track and measure the performance of each channel and gain insights into which channels are driving the most phone calls.

For example, you could assign phone numbers to your website, social media ads, Google Ads campaigns, and print advertisements.

By doing this, you can easily identify the source of each incoming call and analyze the performance of your marketing channels.

Establishing Goals In Google Analytics For Call Tracking Purposes

After configuring your call tracking system and assigning distinct VoIP numbers to your marketing channels, creating goals in Google Analytics that track phone calls as conversions is crucial.

Doing so enables you to measure and analyze phone call-related data alongside other conversion metrics, such as online purchases and form submissions.

To create a call-tracking goal in Google Analytics, follow the steps below:

  • Sign in to your Google Analytics account and head to the Admin panel.
  • Locate the View column and click on “Goals.”
  • Click the “+ New Goal” button to create a new goal.
  • Opt for a “Custom” goal type and click “Continue.”
  • Name your goal (e.g., “Phone Call Conversion”), select “Event” as the goal type, and click “Continue.”
  • Input the relevant event tracking parameters supplied by your call tracking provider (e.g., Category, Action, Label) to set up the appropriate tracking conditions.
  • Finish the process by clicking “Save.”

By incorporating goals for phone calls in Google Analytics, you can effectively monitor and evaluate call conversions, giving you a clearer picture of how your marketing efforts influence customer behavior.

Moreover, this information can be invaluable in optimizing your marketing campaigns and improving their overall performance.

Leveraging Call Recording And Transcription Features

Many call tracking providers offer call recording and transcription features, which can provide valuable insights into customer interactions and help you identify areas for improvement in your sales process or customer service.

By reviewing call recordings and transcriptions, you can:

  • Identify common customer questions or objections, and use this information to improve your marketing materials or sales process.
  • Assess the performance of your sales team or customer service representatives, and provide targeted training or coaching.
  • Analyze customer sentiment and satisfaction, and identify areas for improvement in your product or service offerings.

Examining Call Data Within Google Analytics

Once your call tracking is set up and goals are established in Google Analytics, you can start scrutinizing the call data to glean insights into customer behavior and the effectiveness of your marketing strategies.

To access call data in Google Analytics, navigate to the “Reports” section and click on “Conversions” then “Goals.” In this area, you can view data on the number of calls, conversion rates, and other metrics for each goal you’ve created.

Additionally, you can analyze call data about your marketing channels by going to the “Reports” section, selecting “Acquisition,” and clicking on “All Traffic.” This enables you to assess each channel’s performance in generating phone calls and conversions.

Optimizing Marketing Campaigns Based On Call Tracking Data

After analyzing call data in Google Analytics, you can use these insights to optimize your marketing campaigns and improve their effectiveness. Some strategies to consider include the following:

  • Allocating more budget to marketing channels that generate a high volume of calls or have a high conversion rate.
  • Adjusting your ad targeting to focus on demographics or geographic locations that generate high-quality leads.
  • Testing different ad copy or creative elements to improve call conversion rates.
  • Implementing call tracking on additional marketing channels to gain a more comprehensive view of your marketing efforts.


In conclusion, using Google Analytics to track phone calls, specifically with VoIP numbers, can provide valuable insights into your customers’ behavior and the effectiveness of your marketing campaigns. By setting up call tracking, assigning unique VoIP numbers to your marketing channels, creating goals in Google Analytics, and analyzing call data, you can optimize your marketing efforts and improve your overall business performance.

Additionally, leveraging call recording and transcription features can help you gain deeper insights into customer interactions and identify areas for improvement in your sales process or customer service. Don’t miss out on the valuable data that call tracking can provide – start implementing Google Analytics call tracking today!