Glossary · Analytics and measurement
Call tracking
Measurement that connects phone calls to a source, page, campaign, or customer path under a defined configuration.
Also called: tracked calls
Definition
Call tracking can use forwarding numbers, click events, platform reports, or customer records to connect calls with marketing activity. Its meaning depends on number assignment, attribution window, call duration, consent, and whether calls are qualified.
Why it matters
For phone-led businesses, web forms alone can omit a large part of demand and make source decisions incomplete.
Common misunderstanding
A tracked call is not automatically a qualified lead or sale, and changing displayed numbers can create ownership, privacy, and local-identity risks if handled carelessly.
Related terms
Related system family: Measurement & Search Signals
Sources
- About call reporting (opens in a new tab) · Google Ads Help
- Google Analytics Data API overview (opens in a new tab) · Google for Developers
Last reviewed July 16, 2026