This is the second part on a series of posts to document how you can track telephone calls in Google Analytics.

Sorry for the delay guys, but I’m back to tell you probably the most simple part of the Call Tracking process namely, setting up your Google Analytics profile to capture the call data.

You can present the data within Google Analytics as;

  1. A Virtual Page View
  2. A Traffic Source / Medium
  3. An Event

This depends upon how you setup the tracking, which is something I will discuss this in the next post!.

But obviously, firstly you need to setup a Google Analytics profile to accommodate this information.

You can store all the Call Data in a current profile that contains other traffic sources, however we recommend opening a single unique profile as visits from the Call Tracking System in fact represent the number of phone calls made rather than the number of visits to the site.

Below is a diagram of how it will appear in your profile under ‘Visitors’:

Visit Data - Google Analytics

So, if you were to store this information in your regular profiles alongside other online traffic data, you will be inflating the number of ‘visits’ to your site which will clearly skew your data.

Setup a new Google Analytics profile as normal and name it e.g. ‘Call Tracking’. You can use your existing domain so long as you are adding the CallTracker page to your site (CallTracker page to be explained in next post…sit tight!).

Take a record of the new Google Analytics Tracking Code that has been created for the new profile as you will need it later.

edit Profile - Google Analytics

Now you need to know how to interpret the data once it starts to feed through. Dependent upon how you want to view your data, you can setup to track in three different ways.

1. Virtual Page View

If you choose to set your tracking to instantiate virtual page views, then you can look in the content category and find information similar to the diagram below.

virtual Pageviews - Google analytics

2. Traffic Source / Medium

You can also track this data by using Google Analytic’s tagging parameters to define, Campaign Source, Campaign Medium, Term, Content, Name etc. (For help use,

You can then view this information under Traffic Sources:

How we magically get this data into Google Analytics and use appended campaign parameters will be explained in the next post.

3. Event Tracking

If you prefer to view telephone calls as an event rather than a source of traffic, then this too can be enabled. View under Content / Event Tracking:

event Tracking - Google Analytics

That's it for now. Hope you found it useful. Please feel free to comment!

Nikki Rae

Published 11 November, 2009 by Nikki Rae

Nikki Rae is Managing Directort at Future Insight Analytics, and a contributor to Econsultancy.

4 more posts from this author

Comments (8)

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Flash Website

Never are back and that's what is important.I do use Google Analytics but this is a new aspect which i am getting to know through this post.Thanks for the details.

almost 8 years ago

Nikki Rae

Nikki Rae, Managing Director at Future Insight Analytics Ltd.

You're welcome! I plan to get the next posts out at a faster rate.


almost 8 years ago


Redcar Emma

This is so useful - I'm not at all technical so will need to now explain the concept so that I can start to use it for my clients - this should be very interesting - i've spent years tracking phone calls separately (and of course, i've only been able to track them in the sense that they came from the website, not by kw etc) this is the missing piece from Googles Analytic Jigsaw for me.

Thanks so much for this information - do google offer any kind of service to help with this?


almost 8 years ago

Nikki Rae

Nikki Rae, Managing Director at Future Insight Analytics Ltd.


So far as I know, Google do not offer a service to help this. But please feel free to email me if you want some help.


almost 8 years ago

Garry Davis

Garry Davis, Director at Grow Digital Marketing

Hi Nikki

Great follow up to the last post and very useful.

Looking forward to the results.


almost 8 years ago


Geoff Jackson (zigojacko)

Great articles Nikki :) Awaiting info on the 'Call Tracker' page, heh

almost 8 years ago

Jack Zigon

Jack Zigon, Director E-Commerce Marketing at Comcast Business Services

Where is Part III of this posting. It's been over a month since part II and I'm eager to see how the story turns out!

almost 8 years ago


Geoff Jackson (zigojacko)

Eagerly awaiting the next part of this article also :)

over 7 years ago

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