--- title: CallRail & Attribution Explainer — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-11-call-railattribution-explainer-adava-care-100774928.md tags: - callrail - attribution - dynamic-number-insertion - call-tracking - adava-care - bluepoint - phone-strategy - hubspot - go-high-level - meeting layer: 2 client_source: Adava Care industry_context: healthcare transferable: false --- # CallRail & Attribution Explainer — 2026-04-05 ## Overview Mark walked the team through CallRail and Dynamic Number Insertion (DNI), diagnosed Adava Care's current static multi-number tracking setup as insufficient for granular attribution, and outlined a consolidation strategy to route all marketing calls through a single number to Keri. The session also touched on a pending CallRail setup for [[wiki/clients/current/bluepoint/index|Bluepoint]]. **Attendees:** Mark Hope, Melissa Cusumano, Sebastian Gant, Karly Oykhman, Chris Ostergaard, Ben San Fratello --- ## Key Decisions - **Adava Care's 10 location-specific numbers should be consolidated into a single number** before DNI can be implemented. Having multiple numbers on the site prevents the DNI swap from working cleanly and routes marketing leads to non-sales facility staff. - **All marketing calls should route to Keri**, Adava Care's designated sales contact, via a CallRail call tree rather than directly to individual facilities. - **CallRail is the right tool for DNI and advanced attribution**, but simpler outbound recording needs (like those raised for Bluepoint) may be better served by a CRM's native phone features (e.g., HubSpot calling). - **Any CallRail implementation must be designed around stated goals**, not turned on generically. Sebastian to draft a requirements document for Bluepoint before setup begins. --- ## Diagnosis: Adava Care's Current Setup Adava Care currently has **10 location-specific phone numbers** on its website, managed via Go High Level (set up by Karosh). These are static tracking numbers — each number is associated with a source (e.g., a Google Ads call extension), so a call to that number indicates the caller saw it in that placement. **What this provides:** High-level source attribution (e.g., "this call came from a Google Ads extension"). **What this misses:** - The specific keyword the caller searched - The ad they clicked - The landing page they were on - Any session-level data Mark described this as "A-level call tracking" — better than nothing, but far short of what DNI enables. The setup also routes calls directly to each facility, meaning marketing leads land with non-sales staff rather than Keri. --- ## How Dynamic Number Insertion (DNI) Works DNI connects an inbound call to the caller's full digital journey by temporarily assigning a unique phone number from a pool to each website visitor. **Step-by-step:** 1. A user searches (e.g., "assisted living Milwaukee") and clicks a Google Ad. 2. Google assigns a **GCLID** (Google Click ID) to that click — stored as a public cookie. 3. The user lands on the website. CallRail's JavaScript detects the GCLID and **swaps the visible phone number** with a unique number from a pool (typically 4–6 numbers). 4. The user calls the swapped number. CallRail logs the call and links it to the GCLID. 5. The CallRail dashboard shows the full attribution path: source → keyword → landing page → call. **Example output for Adava Care:** > Google Ad → Keyword: "Assisted Living Milwaukee" → Landing Page: Fardale → Call at 10:30am The number stays associated with that visitor for ~30 minutes, then returns to the pool. The GCLID linkage persists even if the caller returns later. **Pool sizing:** Start with 4 numbers. Increase if call volume causes collisions. Numbers can be local area code or toll-free ($5/month each). --- ## Implementation Strategy for Adava Care ### Prerequisite: Number Consolidation DNI requires a **single swap target** — one number that the JavaScript replaces. The current 10-number setup must be resolved first. **Recommended approach:** - Replace all location-specific numbers on the website with **one central number** (toll-free recommended, so callers in Madison aren't put off by a Milwaukee area code). - Route that number through a **CallRail call tree** to Keri. - If location-specific routing is needed, use a **whisper message** to tell Keri which location page the caller was viewing (e.g., "Call from Adava Care Fardale page") — this avoids needing a separate number pool per location page, which gets expensive. - Location direct-dial numbers (for families reaching a specific facility) should be moved off the main marketing pages or removed entirely. ### Call Flow Design - **Primary:** Ring Keri - **Fallback:** Ring Tanya → Ring Karosh (or similar chain — to be confirmed with Karosh) - **Inbound recording:** Enable with standard "this call may be recorded" disclosure - **Whisper message:** Inform Keri of the call source before connecting ### Client Communication Adava Care (and any client with DNI active) must be briefed that the phone number on their website will appear to change. This is expected behavior. Failure to explain this causes client confusion and erodes trust. See also: Bluepoint incident where an unrecognized pool number alarmed the client. --- ## CallRail Feature Reference | Feature | Description | |---|---| | **Keyword Pool (DNI)** | Rotating number pool tied to visitor sessions; connects calls to GCLIDs and session data | | **Static Tracking Numbers** | Fixed numbers assigned to a source (billboard, ad extension, direct mail); source-level attribution only | | **Call Flow Builder** | Ring groups, IVRs, sequential routing, voicemail | | **Whisper Message** | Private audio clip played to the agent before caller connects; identifies call source | | **Inbound Recording** | Records calls; playback, tagging, lead scoring, and MP3 download available | | **Outbound Recording** | Requires agents to initiate calls from the CallRail mobile app | | **Dashboard** | Call logs, keyword data, landing page data, talk-time ratios, call tagging, lead value | | **Integrations** | HubSpot, Salesforce, Google Analytics, Google Ads (GCLID), Zapier, webhooks, Google Tag Manager, MailChimp | | **Client Access** | Clients can be added as users scoped to their company only | **On outbound recording:** CallRail can record outbound calls, but only if the agent dials from the CallRail app. For clients whose primary need is outbound call recording (not DNI or multi-number attribution), HubSpot's native calling may be a simpler and better-integrated solution. **On legal compliance:** Some states require two-party consent for call recording. Inbound calls are typically covered by the "this call may be recorded" disclosure. Outbound recording carries more legal complexity — state-by-state consent requirements apply. --- ## Action Items - [ ] **Melissa** — Review Karosh call recording re: Adava Care call tracking; confirm current routing setup and whether calls already forward to Keri - [ ] **Melissa** — Email Karosh re: Adava Care call routing/tree; confirm forwarding to Keri; request access to existing Go High Level setup - [ ] **Sebastian** — Draft Bluepoint CallRail proposal (goals, requirements, use cases); send to Melissa for review - [ ] **Mark** — Grant Melissa admin access to the Asymmetric Marketing CallRail account --- ## Related - [[wiki/clients/current/adava-care/index|Adava Care Client Index]] - [[wiki/clients/current/bluepoint/index|Bluepoint Client Index]] - [[wiki/knowledge/call-tracking/dynamic-number-insertion|Dynamic Number Insertion (DNI) — Concept]] - [[wiki/knowledge/call-tracking/callrail-overview|CallRail Overview]] - [[wiki/knowledge/call-tracking/static-vs-dynamic-tracking|Static vs. Dynamic Call Tracking]]