Call tracking
Call tracking is the use of unique phone numbers, often swapped onto a page by script, to record which ad, page or channel produced each inbound call.
Also called dynamic number insertion, DNI, tracking numbers
- Last reviewed
- 2 sources, linked
- 5 related terms
What it means
For many treatment centers the phone is the main inquiry channel, so without call tracking the source of most admissions is invisible in analytics. Dynamic number insertion shows each visitor a number tied to their traffic source, then forwards the call to admissions.
Many platforms also record, transcribe and score calls. That is useful and sensitive: a recorded admissions call is full of protected health information, so a vendor recording it handles that information on the center's behalf and needs a signed business associate agreement before recording is turned on.
Why it matters for your website
Keep the number consistent where it counts. Google's Business Profile guidelines ask for a phone number that connects to the individual location and is under the business's direct control, with a local number preferred over a central call center line, so keep your main local number on the profile and visible across listings.
Track the page, not only the channel, so you know whether the detox page or the insurance page produced the admission.
Sources
The facts on this page about a law, a regulator, a clinical standard or a platform come from these sources. Each link opens the original in a new tab.
- Google Business Profile HelpGuidelines for representing your business on Google (opens in a new tab)
- Cornell Law School, Legal Information Institute45 CFR § 160.103, Definitions (covered entity, business associate, protected health information) (opens in a new tab)
Last reviewed
See how your own site handles it
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