Running digital ads for your flooring business without tracking phone calls is like advertising a sale but never counting who walks through the door. You’re spending money, but you have no idea what’s actually driving results. WhatConverts call tracking solves this problem by connecting every phone call back to the specific ad, campaign, or keyword that generated it.
For flooring retailers investing in targeted advertising, whether through programmatic display, search, or social, understanding which channels produce qualified leads makes the difference between wasted budget and profitable growth. Call tracking and attribution software gives you that visibility, turning guesswork into data-driven marketing decisions.
This guide breaks down everything you need to know about WhatConverts: its core features, how to set it up, what it costs, and whether it’s the right fit for your business. By the end, you’ll have a clear picture of how this platform works and how it can help you measure what matters.
What WhatConverts call tracking is
WhatConverts call tracking is a software platform that assigns unique phone numbers to your marketing channels and captures detailed information about every inbound call. When someone dials one of these tracking numbers, the platform records where that caller came from (the ad, landing page, or campaign) before forwarding the call to your actual business line. This gives you complete visibility into which marketing efforts generate phone leads.
The basic tracking mechanism
The platform works by providing you with a pool of local or toll-free phone numbers that route to your main business number. You place different tracking numbers on different marketing sources: one on your Google Ads landing page, another on your Facebook ads, a third on your direct mail pieces. When a potential customer calls any of these numbers, WhatConverts captures the source, forwards the call, and logs the interaction in your dashboard.
This tracking happens in real time. You don’t need to ask callers how they found you or rely on incomplete information from intake forms. The system automatically attributes each call to its originating channel the moment the phone rings. For flooring retailers running multiple campaigns, this eliminates guesswork and shows you exactly which investments drive actual conversations with buyers.
Call tracking turns phone leads from invisible conversions into measurable data points tied directly to your ad spend.
Attribution data and source tracking
Beyond identifying the marketing channel, WhatConverts captures granular attribution data for each call. This includes the specific landing page URL the caller visited, the search keyword they typed into Google, the ad campaign that triggered the impression, and even which device they used (mobile, tablet, or desktop). If someone clicked through multiple touchpoints before calling, the platform records that journey.
The attribution extends to offline sources as well. If you’re running print ads, direct mail campaigns, or billboard advertising, you can assign unique tracking numbers to each medium. When someone calls from a mailer they received three weeks ago, you’ll know exactly which campaign generated that lead. This cross-channel visibility helps you understand your full marketing mix, not just digital performance.
Call recording and lead qualification
Every inbound call gets recorded and stored within the platform (in compliance with local recording laws). You can listen to conversations, review how your team handles inquiries, and assess call quality without digging through separate voicemail systems. The recordings play directly in your dashboard alongside all the attribution data for that lead.
WhatConverts also lets you tag and qualify calls manually after reviewing them. You might mark one call as "ready to schedule consultation," another as "price shopper," and a third as "wrong number." These qualifications feed back into your reporting, so you’re not just counting call volume but measuring qualified lead volume by source. For flooring businesses, this means you can identify which campaigns attract serious buyers versus tire kickers, then adjust your budget accordingly.
The platform integrates call scoring into your workflow. You can assign lead quality ratings (hot, warm, cold) and track conversion rates from first call to closed sale. This turns raw call data into actionable intelligence about which marketing channels deliver customers who actually buy, not just browsers who ask about pricing and disappear.
Who should use it and when it pays off
WhatConverts call tracking delivers the most value when you’re running multiple marketing campaigns simultaneously and phone calls represent a significant portion of your lead generation. If you’re spending money across search ads, display advertising, social media, direct mail, and other channels, you need to know which sources produce conversations with qualified buyers. Without tracking, you’re flying blind on the channels that matter most for phone-driven businesses like flooring retail.
Flooring retailers running multi-channel campaigns
You’ll see immediate returns if you’re investing $3,000 or more monthly in advertising across multiple platforms. At this budget level, even small improvements in channel allocation can justify the platform cost. A flooring dealer spending $5,000 monthly on Google Ads and another $3,000 on programmatic display needs to understand which campaigns drive consultation requests and showroom visits. Call tracking reveals that one search campaign might generate ten qualified calls while another produces mostly price shoppers who never convert.
The platform pays off fastest when you’re already tracking digital conversions but missing phone leads. Many flooring retailers use Google Analytics to measure form submissions and online quote requests, but these metrics ignore the phone calls that represent 60-70% of actual customer inquiries. Adding call tracking closes this visibility gap and shows you the complete picture of campaign performance. You can then shift budget from underperforming channels into the ones driving actual conversations with homeowners ready to schedule estimates.
Call tracking becomes profitable when the cost of the software is less than the wasted ad spend you eliminate by identifying underperforming campaigns.
When you’re testing new advertising channels
Testing new marketing channels without call tracking means waiting months to determine effectiveness. If you’re launching a direct mail campaign targeting specific zip codes or testing streaming TV ads, you need immediate feedback on which creative and audiences generate phone responses. Call tracking gives you that data within days instead of quarters, letting you optimize or kill campaigns before burning through your entire test budget.
When the investment doesn’t make sense
Skip call tracking if phone calls represent less than 20% of your leads or if you’re spending under $1,500 monthly on advertising. The platform cost won’t justify itself when most business comes through walk-ins, referrals, or online form submissions. Similarly, single-location flooring dealers running only one or two campaigns don’t need granular source attribution. If you’re just running Google Ads with one landing page, basic conversion tracking through Google Ads itself provides sufficient visibility without adding another software subscription to your overhead.
Call tracking features you get out of the box
WhatConverts call tracking includes a comprehensive set of features that work immediately after signup, without requiring custom development or technical expertise. You get call forwarding, recording, attribution, and basic reporting from day one. The platform handles the infrastructure, number provisioning, and data collection automatically, letting you focus on analyzing results rather than managing technical setup.
Local and toll-free number provisioning
The platform provides instant access to tracking numbers in virtually any area code across the United States and Canada. You can select local numbers that match your market geography, making callers more comfortable dialing what appears to be a nearby business. Toll-free numbers (800, 888, 877, etc.) are also available if you prefer a broader, more established brand presence. The system provisions these numbers within minutes, not days, so you can launch campaigns without waiting for telecommunications bureaucracy.
You receive a dedicated pool of numbers sized according to your plan tier. These numbers belong to your account for as long as you maintain the subscription. The platform automatically handles call routing and forwarding to your existing business lines, whether that’s a single reception desk, multiple showroom locations, or individual sales representatives’ mobile phones.
Automatic call recording with playback controls
Every inbound call gets recorded in full from the moment the caller connects until the line disconnects. You access these recordings directly through your dashboard, where you can play, pause, skip forward, and share specific conversations with team members. The recordings include timestamps and caller information, making it simple to review how your staff handles inquiries or to verify details discussed during the conversation.
Call recordings transform subjective "I think we’re handling leads well" into objective evidence you can review, train against, and improve.
Recording quality remains consistent regardless of call duration or network conditions. The platform stores recordings indefinitely (or according to your retention policy), giving you a permanent archive of customer interactions. This proves valuable for training new staff, resolving disputes about quoted pricing, and understanding what questions prospects ask most frequently before booking consultations.
Real-time source and keyword attribution
The system captures precise attribution data for each call automatically. You see which landing page URL the caller visited, which Google Ads keyword triggered their search impression, what referring website sent them to your site, and whether they arrived via organic search or paid advertising. This attribution happens in real time and appears in your dashboard within seconds of the call ending.
For flooring retailers running search campaigns, the keyword-level tracking reveals exactly which search terms drive phone inquiries. You might discover that "luxury vinyl installation near me" generates twice as many calls as "vinyl flooring prices," giving you clear direction on where to concentrate your bid strategy and budget allocation.
Dynamic number insertion options in WhatConverts
Dynamic number insertion (DNI) automatically swaps the phone number displayed on your website based on how each visitor arrived, giving you source-level attribution for every call without needing separate landing pages for each campaign. WhatConverts offers multiple DNI approaches that balance tracking granularity with implementation complexity, letting you choose the method that fits your technical capabilities and attribution needs.
Session-based number insertion
Session-based DNI assigns a unique tracking number to each website visitor for the duration of their browsing session, pulling from your number pool based on real-time availability. When a prospect clicks your Google Ad and lands on your site, the platform displays one tracking number. If another visitor arrives from Facebook simultaneously, they see a different number. Both calls route to your main line, but the system attributes each to its correct source because it tracked which number each visitor saw.
This method delivers the most granular attribution because it captures the exact campaign, keyword, and landing page for every call. You’ll know precisely which search term triggered the ad that brought someone to your site who then called thirty minutes later. The tradeoff comes with number pool requirements: you need enough tracking numbers to cover peak concurrent visitors. A flooring dealer with 50 simultaneous website visitors needs at least 50 numbers in rotation to ensure accurate tracking.
Session-based DNI turns your website phone number into a dynamic attribution tool that connects each call to its specific marketing source.
Visitor-based tracking alternatives
Visitor-level tracking assigns numbers based on unique visitors rather than sessions, maintaining the same tracking number for a returning prospect across multiple visits over days or weeks. If someone researches flooring options on Monday, revisits your site Wednesday, and calls Friday, the system recognizes them and displays the same number throughout. This approach reduces your number pool requirements significantly while still capturing first-touch attribution data.
The limitation appears when prospects use multiple devices. Someone who browses on their phone during lunch might see a different number when they return on their desktop at home. For flooring retailers targeting local markets where decision-making happens over weeks, visitor-based tracking offers a practical middle ground between detailed attribution and operational simplicity.
Source-specific number assignment
Static source assignment dedicates specific tracking numbers to individual marketing channels permanently, displaying the same number to all visitors from that source. You place one number on all Google Ads landing pages, another on Facebook campaign pages, and a third on your organic SEO pages. Every call from each channel routes through its designated tracking number, giving you channel-level attribution without dynamic swapping.
This method requires the smallest number pool and works reliably across all website platforms, including older content management systems that struggle with JavaScript-based DNI. You sacrifice keyword-level detail but maintain clear visibility into which broad channels produce phone leads. Multi-location flooring chains often combine static source numbers with location-specific forwarding, routing calls from the same campaign to different showrooms based on the caller’s geography.
Reporting and attribution data you can pull
WhatConverts call tracking gives you access to multiple reporting layers that transform raw call data into actionable intelligence about your marketing performance. You can view high-level campaign summaries that show which channels drive the most phone inquiries, or drill down into individual call recordings with complete attribution details. The platform organizes this information through pre-built dashboards and customizable reports that update in real time as new calls arrive.
Campaign and channel performance reports
The campaign overview dashboard breaks down your total call volume by source, showing you exactly how many calls originated from Google Ads versus Facebook campaigns versus direct mail pieces. You see this data across custom date ranges you define, whether that’s the past week, month, quarter, or year. Each marketing channel displays its call count, total talk time, and the percentage of qualified leads it produced.
Drilling into specific campaigns reveals keyword-level performance for your search advertising. You identify which search terms generate actual phone conversations, not just clicks that bounce. A flooring retailer might discover that "hardwood refinishing contractor" produces eight calls monthly while "hardwood flooring near me" generates twenty-three, guiding your bid strategy and budget allocation based on concrete lead generation data rather than click volume alone.
Attribution reports stop you from killing campaigns that drive phone calls while preserving ones that only generate website visits with no conversion.
Call-level detail and lead qualification metrics
Every call appears as a separate line item in your call log, displaying the caller’s phone number, the tracking number they dialed, call duration, timestamp, and the complete source attribution chain. You click through to view the full customer journey: which Google Ad they clicked, what landing page they visited, whether they browsed multiple pages before calling, and what device they used.
The platform tracks call outcomes you assign during or after conversations. You mark calls as qualified leads, pricing inquiries, wrong numbers, or spam. These qualifications feed into conversion rate calculations that show which campaigns produce the highest percentage of consultation-ready prospects. Your reporting separates total call volume from qualified lead volume, giving you an accurate picture of marketing efficiency.
Custom report building and export options
You build custom reports that combine multiple data dimensions according to your specific analysis needs. Filter calls by location, time of day, call duration, lead status, or marketing source, then export the results as CSV files for deeper analysis in spreadsheet software. Multi-location flooring dealers create reports that compare performance across different geographic markets, identifying which showrooms convert phone inquiries most effectively.
The platform integrates with Google Analytics and Google Ads, pushing call conversion data directly into those platforms. This closes the attribution loop, letting Google’s algorithms optimize toward phone conversions instead of just form submissions. Your automated bid strategies can then factor in the complete picture of campaign performance, including the offline phone calls that represent the majority of your lead generation.
How to set up tracking numbers and forwarding
Setting up WhatConverts call tracking starts with provisioning your first tracking number and configuring where calls route to your business. The platform guides you through this process with a step-by-step wizard that takes less than ten minutes to complete. You select your numbers, define your forwarding destinations, and activate tracking without touching phone hardware or working with telecom providers directly.
Creating your first tracking number
You begin by clicking "Add Tracking Number" in your dashboard and selecting your number type (local or toll-free). The system displays available numbers in your desired area code, letting you choose options that match your market geography or contain memorable digit patterns. For flooring retailers serving specific metro areas, selecting a local area code increases answer rates because prospects recognize the number as belonging to a nearby business.
After choosing your number, you assign it a descriptive label that identifies its purpose, such as "Google Ads Landing Page" or "Direct Mail Campaign Q1." This label appears in all your reports and makes it simple to identify which campaign generated each call. You can also add custom tracking fields during setup, like campaign ID numbers or budget codes that help you tie call data back to your internal accounting systems.
Setting up descriptive labels during initial configuration saves hours of confusion later when reviewing reports across multiple campaigns.
Configuring call forwarding destinations
The forwarding section lets you define where calls route when prospects dial your tracking number. You enter your main business phone number as the primary destination, whether that’s a desk phone, mobile line, or call center. The platform supports standard 10-digit formats and extensions, so you can route calls directly to specific departments or team members without manual transfers.
You configure backup forwarding rules that activate if your primary line is busy or doesn’t answer within a set number of rings. These rules prevent lost leads by routing overflow calls to additional staff members or voicemail. Multi-location flooring dealers set up geographic routing that forwards calls to the nearest showroom based on the caller’s area code, ensuring prospects connect with representatives familiar with their local market.
Setting up business hours and voicemail
Business hours settings control how WhatConverts call tracking handles calls outside your normal operating schedule. You define your open hours for each day of the week, and the system automatically routes after-hours calls to voicemail or plays a custom greeting explaining your availability. The platform captures these after-hours calls as leads with full attribution data, so you track campaign performance around the clock even when your team isn’t answering phones.
Voicemail configuration includes uploading your own greeting message or using text-to-speech to generate one. The system transcribes voicemails automatically and emails notifications to designated staff members when someone leaves a message, ensuring prompt follow-up on every inquiry regardless of when it arrives.
How to install DNI on your site and test it
Installing dynamic number insertion on your website requires adding a small JavaScript snippet to your site pages and verifying that numbers swap correctly based on visitor traffic sources. The entire installation process takes 15 to 30 minutes depending on your website platform, and you don’t need developer expertise to complete it. WhatConverts provides the code pre-configured for your account, eliminating manual customization or complex setup steps.
Adding the JavaScript tracking code
You access your unique tracking code by navigating to the DNI settings section in your WhatConverts call tracking dashboard and clicking "Get Tracking Code." The platform generates a JavaScript snippet specific to your account that contains your tracking number pool and attribution settings. This code snippet looks similar to Google Analytics tracking code but handles phone number swapping instead of pageview tracking.
Installing the code depends on your website platform. For WordPress sites, you paste the snippet into your theme’s footer.php file or use a header/footer plugin that lets you add custom code without editing theme files directly. Shopify stores place the code in the theme.liquid file within the closing body tag. Most modern content management systems include a custom code section specifically for third-party tracking scripts where you insert the snippet once and it appears across all pages automatically.
The JavaScript loads asynchronously, meaning it won’t slow down your page load times or affect user experience. Once installed, the code scans your pages for phone numbers matching the format you specified during setup and replaces them dynamically with tracking numbers from your pool based on each visitor’s referral source.
Testing number swapping across sources
You verify installation by visiting your website through different traffic sources and confirming that you see different phone numbers for each path. Open an incognito browser window and navigate directly to your homepage by typing the URL. Note the phone number displayed. Close that window, then search Google for one of your target keywords and click through to your site. The number should change to reflect the paid search source.
Testing DNI with multiple browsers and traffic sources before launching campaigns prevents attribution gaps that can waste your advertising budget.
Repeat this process by clicking through from a Facebook post or ad to confirm the number swaps again. Each source should trigger a different tracking number from your pool. If you see the same number regardless of traffic source, check that your JavaScript snippet appears on every page and that you haven’t accidentally placed it in a template that only loads on specific sections of your site.
Troubleshooting common installation issues
Numbers failing to swap typically indicates incorrect code placement or JavaScript conflicts with other scripts on your page. Verify the code sits just before the closing body tag, not in the header where it might load before your phone numbers render. Check your browser’s developer console for JavaScript errors that might prevent the DNI code from executing properly.
Some websites cache pages aggressively, showing visitors stored HTML instead of dynamically generated content. If you recently installed the tracking code but numbers aren’t swapping, clear your site’s cache through your hosting control panel or caching plugin. The changes should appear within minutes after cache clearing completes.
How to integrate with Google Ads, GA4, and CRM
WhatConverts call tracking connects directly to your existing marketing and sales platforms through native integrations and API connections, eliminating manual data entry and creating a unified view of campaign performance. These integrations push call conversion data into the systems you already use daily, letting Google’s algorithms optimize toward phone leads and ensuring your CRM captures every prospect interaction automatically.
Connecting to Google Ads and Analytics
You enable the Google Ads integration by linking your WhatConverts account through the integrations menu, which takes about three clicks and requires administrator access to your Google Ads account. Once connected, the platform automatically imports your campaign structure and keyword data while simultaneously pushing qualified call conversions back to Google Ads as conversion events. This bidirectional sync means Google’s automated bidding strategies can optimize toward the phone calls that matter most to your flooring business, not just form submissions or website visits.
The system maps each call to its originating keyword and ad group, creating conversion events in Google Ads that include the call duration, qualification status, and revenue value if you track it. Smart Bidding strategies like Target CPA and Maximize Conversions then factor these phone conversions into their optimization algorithms, helping Google deliver more of the traffic patterns that generate actual conversations with prospects. You see this impact within weeks as the algorithm learns which keywords and audiences produce phone inquiries versus simple website browsers.
Integrating call data with Google Ads transforms optimization from guessing which campaigns work to letting Google’s algorithms automatically favor the sources that drive real conversations.
Google Analytics 4 integration follows a similar setup process but focuses on attribution and journey mapping rather than bid optimization. WhatConverts pushes call events into GA4 as custom conversions, appearing alongside your form submissions and e-commerce transactions in your analytics reports. You then build audiences based on callers who reached specific journey stages, retargeting prospects who called but didn’t schedule consultations or excluding recent callers from acquisition campaigns to reduce wasted spend.
Pushing call data to CRM platforms
Native CRM integrations with Salesforce, HubSpot, and similar platforms create new lead records automatically whenever a qualified call arrives. You configure field mapping during initial setup, telling WhatConverts which call data points (caller phone number, source attribution, call recording URL, lead score) correspond to which fields in your CRM schema. The platform then creates or updates contact records in real time, ensuring your sales team sees complete lead information without manual data entry.
Zapier connectivity extends integration options to hundreds of additional platforms that lack native WhatConverts connections. You build workflows that trigger when specific call types arrive, such as creating Trello cards for consultation requests or sending Slack notifications when high-value keywords generate calls. These automated workflows eliminate the gap between marketing data and sales action, ensuring follow-up happens within minutes instead of hours or days.
What affects WhatConverts pricing
WhatConverts call tracking uses a tiered pricing model based on the number of tracking numbers you need and the call volume your business handles monthly. The platform doesn’t publish fixed pricing on its website, instead requiring you to request a custom quote based on your specific requirements. This approach reflects the reality that flooring dealers running two campaigns need different capacity than multi-location chains tracking dozens of marketing sources simultaneously.
Number of tracking numbers you need
Your tracking number requirements directly determine your base subscription cost, with pricing scaling up as you add more numbers to your pool. A single-location flooring dealer running three or four campaigns might need only 10-15 tracking numbers for basic source attribution, keeping monthly costs in the lower tier of WhatConverts pricing. Multi-location chains implementing dynamic number insertion across all pages typically require 50-100 numbers to ensure accurate session-based tracking during peak traffic hours.
The platform charges separately for local and toll-free numbers, with toll-free options carrying a premium due to higher telecommunications costs. You can mix both types within your account, using local numbers for most campaigns while reserving toll-free numbers for regional or national advertising efforts. Expanding your number pool mid-subscription incurs prorated charges based on your billing cycle, letting you scale up for seasonal campaigns without waiting for renewal dates.
Your number pool size should match your peak concurrent website traffic plus a buffer for multiple campaigns, not your total campaign count alone.
Call volume and recording storage
Monthly call volume influences your pricing tier because higher call counts require more server resources and storage capacity for recordings. The platform typically structures plans around call ranges like 0-100 calls, 101-500 calls, or 500+ calls monthly. Flooring retailers experiencing seasonal fluctuations can adjust their tier as needed, though some plans require minimum commitment periods before downgrading becomes available.
Recording storage policies vary by plan, with entry tiers offering 90-day retention while premium plans provide unlimited archiving. Longer retention proves valuable for training purposes and regulatory compliance, but you’ll pay incrementally more to store years of call recordings. Most flooring dealers find 12-month retention strikes the right balance between cost efficiency and operational needs.
Feature tiers and advanced capabilities
Advanced features like custom integrations, API access, and white-label reporting appear only in higher-priced tiers, creating clear separation between basic call tracking and enterprise-grade attribution platforms. Entry plans provide standard DNI, call recording, and source tracking, meeting the needs of most independent flooring dealers. Premium tiers add sophisticated routing rules, custom dashboards, and dedicated account support that multi-location operations require for complex attribution scenarios across numerous markets and campaigns.
Where to go from here
You now understand how WhatConverts call tracking works, what it costs, and how to implement it for your flooring business. The platform gives you clear attribution data that connects phone inquiries to specific campaigns, keywords, and marketing sources. This visibility transforms advertising from hopeful spending into data-driven investment where you measure what actually produces conversations with qualified buyers.
Start by identifying your highest-value marketing channels and implementing call tracking on those campaigns first. Test the system with a small number pool, verify that attribution captures correctly, and expand tracking as you confirm accuracy. Most flooring retailers see meaningful ROI within 60-90 days once they start reallocating budget from underperforming sources to channels that generate qualified calls.
If you need advertising that targets consumers actively planning, researching, and shopping for flooring instead of general audiences, reach out to discuss how AI-driven targeting can connect your business with buyers at the exact moment they’re ready to schedule consultations. Accurate tracking matters most when your campaigns reach the right prospects.
