How many tracking numbers do you need?
The number of tracking numbers you need depends on the channels, campaigns, and visitor sessions you want to track.
There are four tracking setups, each requiring a different amount:
1. Offline sources
TV, radio, print, billboards, etc.
- Use 1 tracking number per offline medium.
- Each number lets you count how many calls that medium generated.
2. Online sources: static tracking
Google My Business, Google Ads extensions, listings, landing pages
- Use 1 tracking number per source or listing.
- This tells you how many calls each placement drives.
3. Online sources: number swapping
Direct, organic, PPC, newsletters, referrers, social media
- Use 1 tracking number per online source.
- With dynamic number swapping, each visitor sees a different number depending on how they arrived.
4. Visitor tracking: number pools
The most advanced setup.
- It combines the visitor journey with the call using Nimbata's DNI script.
- Use this when you want to send conversions to Google Ads, Microsoft Ads, or Facebook.
Single pool for all visitors
One pool tracks all website visitors and attributes each call back to its source, medium, or campaign.
Multiple pools per channel
Create a separate pool for each channel you want visitor-level insights on.
Visitors from other sources continue to see your regular number.
Read this guide to calculate the optimal pool size for your setup: https://help.nimbata.com/en/article/how-to-calculate-the-size-of-your-tracking-number-pool-k4cca9/
🎉 Done! You now know how many numbers to request.
Detailed Guide: How to calculate the size of your tracking number pool
Detailed Guide: How many tracking numbers do you need to track conversions in Google Ads?
Updated on: 30/03/2026
Thank you!