Assigning Unique Phone Numbers Per Campaign

The Foundation of Call Tracking

Accurate call attribution requires one unique phone number per marketing campaign. This is the most critical step in setting up call tracking—without unique numbers, you cannot determine which campaigns are driving phone leads.

Why Unique Numbers Are Required

The Attribution Logic

When someone calls a tracking number:

1. RSI captures which specific number was dialed
2. That number is mapped to a specific campaign in your account
3. The call is attributed to that campaign in reporting

If two campaigns share a number, the system cannot distinguish between them.

Real-World Example

Scenario: You’re running three paid media campaigns ❌ Incorrect – Shared Number: Result: All calls get attributed to one campaign (usually the first one created). Your reporting shows zero calls for Facebook and Bing even though they’re generating calls. ✅ Correct – Unique Numbers: Result: Accurate attribution. You can see exactly how many calls each campaign generates.

Two Scenarios for Assigning Numbers

Scenario 1: Each Campaign Has Its Own Destination

When to use this approach:

• Campaigns drive to different landing pages
• Offline marketing (print, radio, TV, billboards)
• Email campaigns with unique landing pages
• Different service lines or locations

Setup: Simply assign one static tracking number to each campaign. The number can be displayed on the landing page, in the ad, or in offline materials. Example:

• LASIK Campaign (landing page: yoursite.com/lasik) → (555) 123-4001
• Cataract Campaign (landing page: yoursite.com/cataract) → (555) 123-4002
• Dry Eye Campaign (landing page: yoursite.com/dry-eye) → (555) 123-4003

Scenario 2: Multiple Campaigns Drive to the Same Pages

When DNI is required:

• Multiple Google Ads campaigns all link to yoursite.com
• Facebook Ads and Google Ads both drive to the homepage
• Different ad groups within the same campaign need separate tracking
• You want keyword-level call attribution

Why static numbers won’t work: If three campaigns all drive to yoursite.com/services, you can only display ONE phone number on that page. Whichever number you choose, all three campaigns’ calls would be attributed to that one campaign. The solution: Dynamic Number Insertion (DNI) DNI uses JavaScript to show different tracking numbers to different visitors based on how they arrived at your site, even when they’re viewing the same page. Learn More

How to Assign Numbers in Your RSI Account

Step 1: Inventory Your Campaigns

Create a list of all active marketing campaigns:

• Campaign name
• Traffic source (Google Ads, Facebook, Bing, etc.)
• Destination URL
• Whether multiple campaigns share the same destination

Step 2: Determine Number Requirements

For campaigns with unique destinations:

• 1 number per campaign

For campaigns sharing destinations:

• 1 call pool per traffic source (pool size depends on traffic volume)
• Work with your Customer Success Manager to determine appropriate pool sizes

Step 3: Request and Assign Numbers

Work with your RSI Customer Success Manager to:

1. Provision the required tracking numbers
2. Configure numbers in your VoIP system
3. Map each number to its campaign in RSI tracking
4. Set up DNI if needed

Step 4: Implement Numbers

For static numbers:

• Update your website with the new tracking numbers
• Replace numbers in offline marketing materials
• Update ad extensions in Google Ads, Bing Ads, etc.

For DNI:

• RSI will implement the DNI script on your website
• Numbers will automatically display based on traffic source

Step 5: Test and Verify

Before launching campaigns:

1. Visit your website from each traffic source
2. Verify the correct tracking number displays
3. Place test calls to ensure routing works properly
4. Confirm calls appear in RSI reporting with correct attribution

Planning Your Number Needs

Questions to Consider

1. How many distinct campaigns are you running?
   • Each needs at least one unique number or call pool
2. Are you tracking at the campaign or ad group level?
   • Ad group tracking requires more numbers/larger pools
3. Do you have offline marketing?
   • Each offline channel needs dedicated numbers
4. What’s your website traffic volume?
   • Higher traffic to shared pages = larger DNI pools needed
5. Are you tracking multiple locations?
   • Consider location-specific numbers for better local presence

Example Number Plan

Small Practice – 5 Total Numbers:

• Google Ads → 1 number (single landing page)
• Facebook Ads → 1 number (single landing page)
• Organic/Direct → 1 number (website homepage)
• Print Ad → 1 number (offline tracking)
• Referral Program → 1 number (tracking partner referrals)

Medium Practice – 25 Total Numbers:

• Google Ads Campaign 1 → Pool of 10 numbers (DNI on shared pages)
• Google Ads Campaign 2 → Pool of 5 numbers (DNI on shared pages)
• Facebook Ads → Pool of 5 numbers (DNI on shared pages)
• Organic/Direct → 1 number
• Offline Marketing → 4 separate numbers (print, radio, billboard, direct mail)

Common Mistakes to Avoid

❌ Mistake 1: Reusing Numbers Across Campaigns

Problem: “We have 5 campaigns but only 2 tracking numbers” Solution: Each campaign must have its own unique number or be part of a separate DNI pool

❌ Mistake 2: Not Accounting for Shared Destinations

Problem: “We assigned unique numbers but they all go to the homepage” Solution: Use DNI when multiple campaigns share landing pages

❌ Mistake 3: DNI Pool Too Small

Problem: “We have 3 numbers in our pool but 50 concurrent website visitors” Solution: Work with your CSM to appropriately size pools (typically 1 number per 5-10 concurrent visitors)

❌ Mistake 4: Forgetting Organic Traffic

Problem: “We only track paid campaigns, organic visitors see our old main number” Solution: Assign a tracking number to organic traffic to capture all phone leads

❌ Mistake 5: Not Testing Before Launch

Problem: “Calls aren’t being attributed correctly” Solution: Always test by visiting from each source and placing test calls before spending ad budget

Number Maintenance Best Practices

Regular Audits

• Monthly: Review campaigns and ensure numbers are still correctly mapped
• Quarterly: Verify all active campaigns have unique tracking
• When launching new campaigns: Immediately assign and test new numbers

When Campaigns End

• Keep the tracking number assigned for at least 30 days after campaign ends (people may call from saved information)
• Document the number for historical reporting
• Numbers can be reassigned to new campaigns after a waiting period

Updating Numbers

If you need to change a tracking number:

1. Update the number in RSI system first
2. Update website/marketing materials
3. Test the new number
4. Keep the old number active for 1-2 weeks during transition

Getting Help

Your Customer Success Manager can assist with:

• Determining how many numbers/pools you need
• Provisioning new tracking numbers
• Setting up campaign mappings
• Configuring DNI for complex setups
• Troubleshooting attribution issues
• Optimizing your call tracking strategy

Ready to set up call tracking? Contact your CSM to request tracking numbers and begin setup.

Related Resources

• Understanding Call Tracking Overview – Learn call tracking fundamentals
• Using Dynamic Number Insertion (DNI) – Required for multiple campaigns on shared pages
• Google Ads Call Tracking Explained – Understanding Google’s call reporting vs. RSI tracking