If you are reading this, you are probably familiar with call tracking, dynamic number insertion and how call attribution works. While setting up your account, a question that pops up quite often is “How many tracking numbers do I need to add to my tracking number pool?”.
In this article we show you 3 ways to calculate the optimal size of your call tracking number pool.
Let’s dive in!
What is a call tracking number pool?
A call tracking number pool is a collection of unique phone numbers used to track and measure the performance of marketing campaigns and / or user sessions on websites. By using dynamic number insertion and call tracking software, businesses can gather valuable data about the source of their leads and optimize their marketing efforts
Why is it important to use a call tracking number pool?
It is crucial to ensure that visitors on your website see different numbers from the pool of numbers available. This is important to maintain the accuracy and validity of your data. To achieve this, your website pool should contain a sufficient number of tracking numbers to accommodate all the visitors you wish to track.
When the website pool is too small and two visitors are assigned the same tracking number, it leads to misattributed data. In such cases, the information obtained from one visitor may be mistakenly associated with the other.
For example, if your pool is insufficient, two visitors on your website might see the same phone number. In this case you may encounter instances where a visitor arriving through an advertisement is incorrectly labeled as coming directly to your site. This can impact conversions in your advertising platform.
How to calculate the size of your number pool
The best way to calculate the size of your tracking number pool is Google Analytics. In Google Analytics all you need is to find your hourly visitors and the average session duration. From there on you can use the following formula:
[HOURLY VISITORS / (60 / average session duration)] * 1.3If for instance your peak is 200 users and the average session duration is 3 minutes the pool of tracking numbers needed is [200/(60/3)]*1.3= 13 tracking numbers.
Below we show you how to find Hourly Visitors and the Average Session Duration in Google Analytics 4. If you are still using Universal Google Analytics check out this article.
1. Calculate tracking number pool in GA4 with a table
Log in to Google Analytics and use the following steps to calculate your tracking number pool.
- Choose Explore from the left menu.
- Choose Blank from the reporting options.
- In the Segments field choose None.
- In the Dimensions field choose Date + hour.
- In the Metrics field choose Sessions and Average Session duration
- In the Technique field choose Free form
- In the Visualization field choose Table
- In the Rows field choose Date + hour
- In the Values field choose Sessions and Average Session Duration.
You should see the following table from which you want to sort by Sessions ascending order and grab the Session value and the Average session duration. Then apply these two values in the formula we shared above.
2. Calculate tracking number pool in GA4 with a line chart
Log in to Google Analytics and use the following steps to calculate your tracking number pool.
- Choose Explore from the left menu.
- Choose Blank from the reporting options.
- In the Segments field choose None.
- In the Dimensions field choose Date + hour.
- In the Metrics field choose Sessions
- In the Granularity field choose Hour
- In the Values field choose Sessions.
You should see the following chart from which you want to find the peak. This is the Session value you want to add to the formula.
3. Calculate tracking number pool automatically with the pool estimator
If creating explore reporting in Google Analytics 4 seems a bit technical to you, Nimbata has a neat tool called Pool Estimator, which calculates the optimal pool number automatically with a few button clicks. Here’s how:
Takeaway
Using the optimal amount of numbers in your website pool is of utmost importance. In this article we presented 3 ways to calculate the size. Which one is your favorite?!
ABOUT THE AUTHOR
