How Website Call Tracking Works by Marketing Channel

Launch365 Website Call Tracking uses Dynamic Number Insertion, often called DNI, to show a tracking phone number to website visitors. When someone calls that tracking number, Launch365 can connect the call back to the website visit and marketing source.

This article explains how DNI works for common channels like Google Business Profile, Google Ads, Bing, Facebook, and Instagram.

Short Version

For the most reliable call tracking, use UTM tags on every marketing link that points to your website.

Referrers are helpful, but they are not always passed by browsers, apps, search results, or privacy settings. If a visitor arrives with no referrer and no UTM tags, Launch365 usually has to treat the visit as Direct traffic.

What DNI Does

When a visitor lands on your website, the Launch365 tracking script checks:

• UTM tags in the page URL
• The referring website, when available
• Google click IDs such as gclid, gbraid, and wbraid
• The page URL and landing page
• The phone number on your website that should be swapped

Launch365 then chooses the matching tracking number and replaces your website phone number with that tracking number.

DNI only changes the phone number on your website. It does not change the phone number shown directly on Google Business Profile, Bing, Facebook, Instagram, or ads before the visitor reaches your website.

Recommended Setup

Most businesses should start simple:

1. Use one website call tracking number for all website traffic.
2. Set the swap target phone number to the main number shown on the website.
3. Add UTM tags to important marketing links.
4. Add separate tracking numbers by channel only when you need channel-level reporting.

This keeps setup simple and avoids missed calls when a browser or app does not pass a referrer.

Channel Guide

Channel	Can Launch365 Detect It Automatically?	Best Practice
Google Organic Search	Usually, if Google passes a referrer	Add UTMs when you control the link. Otherwise use organic search detection.
Google Business Profile	Not reliably by referrer alone	Add UTMs to the website link in your GBP profile.
Bing Organic Search	Usually, if Bing passes a referrer	Use organic search detection or add UTMs when possible.
Google Ads	Yes, if click IDs or UTMs are present	Use Google Ads auto-tagging and add UTMs.
Facebook Organic	Not reliably	Add UTMs to website links in posts and profile buttons.
Facebook Ads	Yes, if UTMs are present	Add URL parameters in Meta Ads.
Instagram Organic	Not reliably	Add UTMs to profile and story links.
Instagram Ads	Yes, if UTMs are present	Add URL parameters in Meta Ads.

Recommended UTM Examples

Use these examples as starting points.

Channel	Example Website URL
Google Business Profile	https://example.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp
Google Organic link you control	https://example.com/?utm_source=google&utm_medium=organic
Bing	https://example.com/?utm_source=bing&utm_medium=organic
Google Ads	https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=hvac_search
Facebook Organic	https://example.com/?utm_source=facebook&utm_medium=social
Facebook Ads	https://example.com/?utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_offer
Instagram Organic	https://example.com/?utm_source=instagram&utm_medium=social
Instagram Ads	https://example.com/?utm_source=instagram&utm_medium=paid_social&utm_campaign=summer_offer

Replace example.com with your website domain.

Google Business Profile

Google Business Profile is one of the most common places where UTMs are needed.

A visitor may click your website button from Google Search, Google Maps, or the Google app. Depending on the device and browser, the website visit may not include a reliable referrer.

Recommended GBP website URL:

https://example.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp

Use this as the website link in your Google Business Profile.

Google Ads

For Google Ads, use both:

• Google Ads auto-tagging, which adds click IDs like gclid, gbraid, or wbraid
• UTM tags, so reporting is readable inside Launch365

Recommended Google Ads final URL:

https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=hvac_search

Optional Google Ads tracking parameters:

utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}&utm_content={adgroupid}

Launch365 can store Google Ads click details when they are present, including campaign id, ad group id, keyword, match type, and device.

Bing

Bing organic search can often be detected from the referrer, but UTMs are still preferred when you control the link.

Recommended Bing URL:

https://example.com/?utm_source=bing&utm_medium=organic

For Microsoft Ads, use:

https://example.com/?utm_source=bing&utm_medium=cpc&utm_campaign=search_ads

Facebook and Instagram

Facebook and Instagram traffic often comes from mobile apps. App traffic may hide or change the referrer, so UTMs are required for reliable source detection.

Recommended Facebook organic URL:

https://example.com/?utm_source=facebook&utm_medium=social

Recommended Instagram organic URL:

https://example.com/?utm_source=instagram&utm_medium=social

Recommended Facebook Ads URL:

https://example.com/?utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_offer

Recommended Instagram Ads URL:

https://example.com/?utm_source=instagram&utm_medium=paid_social&utm_campaign=summer_offer

If you run both Facebook and Instagram ads from Meta Ads, set URL parameters in the ad so each click includes source and campaign information.

How to Configure Website Call Tracking in Launch365

1. Go to Calls.
2. Open Phone Numbers or Call Tracking.
3. Edit the tracking number you want to use.
4. Turn on Website Call Tracking.
5. Set the Swap target phone number to the phone number currently shown on your website.
6. Choose whether the number should match all website traffic or only specific source rules.
7. Save changes.
8. Confirm the Launch365 DNI script is installed on the website.

For the simplest setup, leave advanced matching blank. That lets the number work for any website visitor.

Advanced Settings

The Advanced settings button opens number-specific settings for call handling and website matching.

Use these settings when this tracking number needs different routing, business hours, AI Receptionist behavior, recording rules, or DNI matching rules than your company defaults.

If you only need a basic website tracking number, you can usually leave advanced settings unchanged.

Advanced Call Handling

Advanced Call Handling controls what happens after someone calls this tracking number.

These settings affect call routing and compliance. They do not decide whether the website number swaps. Website swapping is controlled by Advanced Website Matching.

Routing Notes

Use Routing notes for internal instructions about this number.

Examples:

Google Organic tracking number. Route sales calls to AI Receptionist.

Facebook Ads campaign number. Ask caller which offer they saw.

These notes are useful for admins, QA, and anyone reviewing call setup later.

Business Hours Behavior

Use Business hours behavior to decide which schedule applies to this tracking number.

Common options:

Option	Use When
Use company business hours	This number should follow your normal company schedule.
Always open	Calls should use the normal route at all times.
Always after hours	Calls should always use the after-hours route.

For most tracking numbers, use company business hours.

After-Hours Route

Use After-hours route to decide what happens when a call comes in outside business hours.

Common choices include:

Option	What It Means
Use normal route	The call follows the same route used during business hours.
Forward to phone number	The call forwards to a specific after-hours number.
Send to voicemail	The caller hears a message and can leave a voicemail.

After-Hours Forwarding Number

Use After-hours forwarding number only when after-hours calls should ring a different phone number.

Example:

(941) 555-1212

Leave this blank if after-hours calls should use the normal route or voicemail.

After-Hours Message

Use After-hours message to tell callers what to expect when your business is closed.

Example:

We are currently closed, but we can still take your message. A member of our team will follow up during business hours.

Keep the message short and clear.

AI Receptionist Controls

Use AI Receptionist controls when this number should have different instructions than your company default.

AI Receptionist Script

Use AI Receptionist script to customize the greeting, tone, qualification questions, and escalation behavior for this tracking number.

Example:

Greet the caller as Advanced Home Services. Ask what HVAC issue they are having, whether this is an emergency, and whether they want to schedule service.

Use a number-specific script when calls from this source need special handling.

AI Escalation Number

Use AI escalation number when the AI Receptionist should transfer certain calls to a specific person or team.

Example:

(941) 555-1212

Use this for emergencies, high-value leads, or calls the AI should not handle alone.

AI Booking Rules

Use AI booking rules to tell the AI Receptionist what it should book, reject, or escalate.

Example:

Book repair, replacement, maintenance, and indoor air quality calls. Escalate emergencies, warranty disputes, and requests to speak with a manager.

Include any required fields, service-area rules, or handoff rules.

Recording Compliance

Recording compliance controls whether calls to this tracking number are recorded and who can access recordings.

Play Recording Consent Notice

Turn on Play recording consent notice if callers should hear a recording notice before the call continues.

This may be required depending on your location and call recording policy.

Consent Message

Use Consent message to customize the notice callers hear.

Example:

This call may be recorded for quality and training.

Recording Retention Days

Use Recording retention days to control how long recordings are kept.

Example:

365

A shorter retention period reduces storage and compliance exposure. A longer retention period is useful for QA, dispute review, and coaching.

Recording Access Roles

Use Recording access roles to choose who can listen to recordings.

Common roles include:

• Admin
• Company admin
• Dispatch manager
• CSR
• Technician
• Reporting

Only give recording access to roles that need it.

Advanced Website Matching

Advanced Website Matching controls when this tracking number is eligible for DNI and what phone number should be replaced on the website.

Use these settings only when you want a tracking number to match specific traffic sources or campaigns.

If you leave the matching fields blank, the tracking number can be used for any website visitor. This is the recommended setup for most businesses using one website tracking number.

DNI Pool

Use DNI pool as an internal label for grouping related tracking numbers.

Examples:

default
google-ads
seo
facebook-ads

The pool name helps organize numbers when you have multiple tracking numbers.

Session Minutes

Use Session minutes to control how long a visitor keeps the same tracking number after it is assigned.

Example:

30

For most websites, keep the default session length. A longer session can be useful for longer buying journeys, but it may keep numbers reserved longer.

Match UTM Sources

Use Match UTM sources to match utm_source or a detected referring domain.

Examples:

google
bing
facebook
instagram

Recommended use:

• google for Google links, Google Business Profile, or Google Ads
• bing for Bing or Microsoft Ads
• facebook for Facebook posts or ads
• instagram for Instagram profile links, stories, or ads

Match Mediums

Use Match mediums to match utm_medium.

Examples:

organic
cpc
social
paid_social

Recommended use:

• organic for unpaid search or Google Business Profile
• cpc for paid search
• social for unpaid social traffic
• paid_social for Facebook and Instagram ads

Match Campaigns

Use Match campaigns to match utm_campaign.

Examples:

gbp
hvac_search
summer_offer
facebook_leads

Campaign matching is useful when you want a separate tracking number for a specific campaign.

Match Referrer Domains

Use Match referrer domains when you want to match traffic from a known referring domain.

Examples:

google.com
bing.com
facebook.com
instagram.com

Referrer matching is useful as a fallback, but it is less reliable than UTMs because many browsers and mobile apps do not always pass a referrer.

Additional CSS Selectors

Use Additional CSS selectors only when the phone number is inside a custom website element that does not update automatically.

Examples:

.header-phone
.footer-phone
[data-phone]

Most Launch365 AI Websites should not need custom selectors when the swap target phone number is configured correctly.

Swap Target Phone Number

The Swap target phone number is the phone number already visible on your website.

Example:

(919) 335-4695

Launch365 looks for this number on the website and replaces it with the assigned tracking number.

Use the business phone number shown in your website header, footer, buttons, and call-to-action sections.

Matching Examples

Use these examples when creating separate tracking numbers.

Goal	Match UTM Sources	Match Mediums	Match Campaigns	Match Referrer Domains
Any website visitor	Leave blank	Leave blank	Leave blank	Leave blank
Google Business Profile	google	organic	gbp	Leave blank
Google Ads	google	cpc	Ad campaign name	Leave blank
Bing Organic	bing	organic	Leave blank	bing.com
Facebook Organic	facebook	social	Leave blank	Leave blank
Facebook Ads	facebook	paid_social	Ad campaign name	Leave blank
Instagram Organic	instagram	social	Leave blank	Leave blank
Instagram Ads	instagram	paid_social	Ad campaign name	Leave blank

For the most predictable results, use UTMs that match the advanced settings exactly.

When to Use Separate Tracking Numbers

Use one number for all website traffic when you mainly need to know that calls came from the website.

Use separate numbers when you need to compare channels, such as:

• Google Business Profile vs Google Ads
• Google Ads vs Facebook Ads
• Organic search vs paid search
• Campaign A vs Campaign B

Each separate number should have clear matching rules based on UTMs or referrer domains.

Troubleshooting

If the phone number does not change on the website:

1. Confirm the Launch365 DNI script is installed and loading.
2. Confirm Website Call Tracking is enabled for the tracking number.
3. Confirm the tracking number is voice-enabled and can receive calls.
4. Confirm the website phone number matches the configured swap target phone number.
5. Check whether the visit has UTM tags or a referrer.
6. If the visit has no UTMs and no referrer, treat it as Direct traffic or use a broader website tracking rule.

Why Referrer Alone Is Not Enough

A referrer tells the website where the visitor came from. For example, a Google Search click may pass google.com as the referrer.

However, referrers can be missing because of:

• Mobile apps
• Browser privacy settings
• Search result behavior
• Redirects
• Cross-domain privacy rules
• User settings

That is why UTMs are the recommended source of truth for campaign-specific DNI.

Best Practice Summary

• Use one default website tracking number first.
• Use UTMs for Google Business Profile, Facebook, Instagram, and all paid ads.
• Use Google Ads auto-tagging for paid Google traffic.
• Use separate numbers only when the reporting need justifies the extra setup.
• Keep the swap target phone number simple: it should be the phone number already visible on the website.