Key concepts¶
This page defines the objects you work with in Call Tracking and how they fit together. The Glossary has shorter definitions of these and other terms.
Agencies and clients¶
Call Tracking is built around two parties:
- The client is the business whose calls are tracked. The client owns its account, its phone numbers and its billing relationship with Enfonica.
- The agency sets up and operates Call Tracking on the client's behalf. When a client accepts an agency's quote, the agency's team gets access to the client's project. The client can ask Enfonica to remove that access at any time.
A business can also use Call Tracking without an agency.
Two kinds of accounts¶
Call Tracking runs in two kinds of Enfonica account, and a few pages of this documentation apply to one or the other:
| Call Tracking account | Enterprise account | |
|---|---|---|
| Who | Businesses signed up through an agency's quote, or directly, on a Call Tracking plan. | Existing Enfonica customers who also use Communications Cloud products such as Cloud Voice, Cloud SIP or Cloud SMS. |
| Billing | Monthly plan paid by card through the billing portal. Packs cover usage above the plan. | Usage is billed on the customer's existing Enfonica account. No plan or packs. |
| Tracking sites | One tracking site, created when the quote is accepted. Another website means another quote. | Any number of tracking sites, created in the Enfonica Console. |
| Console | Call Tracking sections only, with a Users page for the project. | A product switcher between Call Tracking and Communications Cloud, and the full Settings menu. |
| Phone numbers | Ordered into pools and static numbers from within Call Tracking. Other Enfonica products aren't available. | The same, plus the project's existing number inventory and porting. |
Unless a page says otherwise, it applies to both.
Projects¶
A project is the container for everything a client owns in Enfonica: tracking sites, phone numbers, users and their roles. Accepting a quote creates a project for the client; an enterprise account adds Call Tracking to a project it already has. Users are given a role in the project: Owner, Editor or Viewer. See Manage users and roles.
Tracking sites¶
A tracking site represents one website. It holds the number pools, static numbers, routing defaults, recording defaults, integrations and email reports for that website, and it has its own tracking code, which the tracking script uses to identify it. Each tracking site has a plan and is billed separately.
The site's allowed domains list the hostnames the script may run on. The script does nothing on other domains.
A Call Tracking account has one tracking site, created from the quote. Enterprise accounts can create more; see Create a tracking site.
Number pools, rules and tracking numbers¶
A number pool is a set of tracking numbers that are handed out to website visitors one at a time. When a visitor arrives, the script asks Call Tracking for a number from each pool that applies to the page, and swaps it into the page. The assignment stays with the visitor while they browse, so the number they see is the one they dial.
A pool has one or more rules. A rule says which number to find on the page, how to format the replacement, and, optionally, which paths it applies to and whether it applies only to paid traffic.
A tracking number is one phone number inside a pool. Numbers are added to a pool by ordering new numbers or by adding numbers already in the project's inventory.
See Create a number pool and its rules and Size a number pool.
Static tracking numbers¶
A static tracking number is a dedicated number for one source, such as a print ad, a radio campaign or a Google Business Profile listing. It is never swapped on a website. Calls to it are attributed to the campaign, medium, source and content you set when you add the number.
See Add a static tracking number.
Incoming call handlers¶
Handlers define where a call goes after it reaches a tracking number: a phone number, a SIP endpoint, a Flow, or an HTTPS endpoint. Handlers are set on the tracking site and can be overridden on a pool or a static number.
See Route incoming calls.
Sessions and attribution¶
A session is one visitor's activity on your website, identified by the tracking script. The session records the landing page, the referrer, UTM parameters, click IDs and the pages viewed. A session stays active while the visitor is on the site and ends after 30 minutes without activity.
When a tracking number is called, Call Tracking looks at the sessions that held that number at the time of the call and picks the best match. The result is a tracked call with a confidence level and the reasons for the match. See How attribution works.
Tracked calls¶
A tracked call is one inbound call to a tracking number. It records the caller, the number called, where the call was forwarded, the outcome, the duration, the attribution, and, when enabled, the recording, the transcript, AI labels and a summary. See Review tracked calls.
Integrations¶
Integrations send tracked calls to other systems after the call ends: Google Analytics 4, Google Ads, Meta Ads, HubSpot and Zapier. Each integration is configured per tracking site and has its own eligibility rules. See Integrations overview.
Plans and billing¶
Each tracking site has a plan that includes phone numbers, calls, SMS and AI credits each month. Usage above the plan is covered by packs that are added automatically. The client pays Enfonica directly. See Manage billing and your plan.
Enterprise accounts
There is no plan. Usage is billed on the customer's existing Enfonica account. See Two kinds of accounts.
How the pieces fit together¶
- A client accepts a quote. Enfonica creates the client's project, a tracking site with the client's website domain and forwarding number, and a regulatory listing for the client's business address.
- The agency creates a number pool with a rule, adds numbers, and installs the tracking script on the client's website.
- A visitor arrives from a Google Ads click. The script requests a number from the pool and swaps it into the page.
- The visitor calls the number. Call Tracking forwards the call according to the handlers, records it if recording is on, and links the call to the visitor's session.
- After the call ends, the transcript and AI labels are produced, and the call is sent to the integrations that are enabled for the site.
- The call appears in the call log, the overview, Explore and the next email report.
For the same journey in detail, with diagrams, see How a call is tracked, end to end. For every screen in the Console, see Console map.