Offline conversions and call tracking

Call tracking

Static numbers per source

Different phone numbers for different channels: one on Google Ads, one on Instagram, one on printed materials. Simple and cheap; shows which channel generated calls, but not which campaign or keyword.

Dynamic number insertion

The website shows a phone number from a pool, assigned to each visitor session. When the visitor calls, the system knows their session and therefore the source, campaign and pages viewed. More precise; requires a pool of numbers and a call tracking service.

Google Ads call conversions

Calls from call extensions and from website numbers can be tracked directly in Google Ads, with a minimum call duration counting as a conversion.

Messenger contacts

• Tagged links: a WhatsApp link with a pre-filled message that includes a reference ("Order code: IG-SPRING").
• Separate links or bot start parameters per campaign for Telegram.
• Click tracking on messenger buttons as events in analytics.
• Matching conversations to leads in the CRM by phone number.

See messengers for business in Azerbaijan.

The CRM as the source of truth

Every contact — form, call, message, visit — becomes a lead with:

• source, medium, campaign (from UTMs, call tracking or reference codes);
• click identifiers where available (such as Google's gclid);
• status: qualified or not, won or lost, with value.

See CRM integration.

Importing offline conversions

• Google Ads: import qualified leads and sales with the click identifier or with hashed customer data (enhanced conversions for leads), with conversion time and value.
• Meta: send offline events or CRM events through the Conversions API with hashed identifiers.

Once platforms receive outcomes, their automated bidding can optimise for people who become customers, not just people who fill in forms. See lead quality feedback loop.

Reporting

A combined report — spend, calls, messages, forms, qualified leads, sales, revenue by channel — shows the full picture. See end-to-end analytics.

Privacy

• Inform callers if calls are recorded.
• Describe call tracking and data sharing with ad platforms in your privacy policy.
• Send only hashed identifiers where required, and only for customers whose data may be used this way.

See personal data law.