Articles on: Data Tools, Tracking Sources & Attribution

Phone number clicks vs. calls: why the numbers differ

You may have noticed that although you are getting plenty of clicks on your phone numbers, the actual calls are too few. Usually, this is perfectly normal, especially if you have enabled call tracking on your website relatively recently. At Nimbata we’ve been tracking calls for various verticals for over 10 years and our data shows that the rate between clicks and calls stands at around 10-20%, which means you get 1 or 2 calls per 10 clicks. This percentage may vary depending on your own marketing strategy, optimization, industry, target audience, and time of year, to name a few factors.

It is perfectly normal if you are noticing such rates too.

If you still think there may be something wrong, we encourage you to check your reports using this short guide: https://help.nimbata.com/en/article/setup-is-ok-but-no-calls-come-through-1s1bwkh/?bust=1756308766143

To double-check everything has been set up properly, we strongly encourage you to reverse-engineer your call tracking setup with the help of our Day 1: Getting Started guide: https://help.nimbata.com/en/article/day-1-with-nimbata-getting-started-1l2mrgl/

Updated on: 18/03/2026

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