Visitor Tracking
Also known as: website visitor tracking, session-level tracking
Visitor tracking records how each website visitor arrived and behaves, so a later phone call can be tied back to that visitor's source, campaign, and keyword.
Visitor tracking is the website side of call attribution. As someone browses, a script records how they arrived — the UTM parameters, GCLID, or referrer — and what they do on the site, building a session profile tied to the number they are shown.
That profile is what lets a phone call inherit a visitor’s full context. Paired with dynamic number insertion, visitor tracking is the mechanism behind session-level and keyword-level tracking: when the visitor calls, the platform already knows the campaign and search term that produced them. Because it observes behavior, apply it within the consent and privacy rules that govern your audience.
Frequently asked questions
What is visitor tracking?
Visitor tracking captures each website visitor's source and session details — the campaign, keyword, and pages they viewed — so that if they call, the call can be attributed to exactly how they found you instead of being lumped under 'web.'
How do you track visitors to your site?
A small script records the visit's source (UTM tags, the GCLID, or referrer) and pairs it with the phone number shown by dynamic number insertion. When the visitor calls that number, the platform matches the call back to their session.
Is visitor tracking the same as collecting personal data?
For call attribution it focuses on marketing source and on-site behavior rather than personal identity, but it still touches privacy rules. Honor consent and disclosure requirements, and your platform's data policies, wherever you and your visitors are located.
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