You spend thousands on Google Ads, Facebook campaigns, and SEO. Leads call in. Sales happen. But which campaigns actually drove those calls? Without proper tracking, you're flying blind—optimizing based on clicks when calls are what matter. AgentTech's Number Pooling with Click Attribution solves this by connecting every inbound call to its exact marketing source.

What You'll Know About Every Call

Exact landing page URL

UTM source, medium, campaign

Click IDs (gclid, fbclid)

The Marketing Attribution Problem

Digital marketing measurement has a phone-shaped hole. Modern analytics platforms excel at tracking form submissions, e-commerce purchases, and app installs—but phone calls? They're treated like they appeared from nowhere.

The Hidden Cost of Unattributed Calls

Scenario: You run two Google Ads campaigns—one for "Medicare Advantage Plans" and one for "Medicare Supplement Insurance"

Both campaigns show similar click-through rates and cost-per-click

You see 50 calls this week, but have no idea which campaign generated them

Result: You're optimizing based on incomplete data—potentially pouring budget into campaigns that generate clicks but not calls

For businesses where phone calls drive revenue—insurance, healthcare, legal, home services—this gap isn't just an analytics inconvenience. It's a fundamental obstacle to marketing ROI.

What is Number Pooling?

Number Pooling (also called Dynamic Number Insertion or DNI) is the technology that bridges this gap. Here's how it works at a high level:

A pool of phone numbers is provisioned
Instead of displaying one static phone number on your website, you have a pool of numbers—say, 10 to 50 toll-free numbers.
Each website visitor gets a unique number
When a visitor lands on your page, a JavaScript snippet dynamically swaps your displayed phone number with a unique tracking number from the pool.
Session data is captured and associated
The system records everything about that visitor's session—full URL, UTM parameters, referrer, device type, and more.
When they call, the connection is made
If that visitor calls the tracking number, we know exactly which session generated the call—and all the marketing data that came with it.
The number returns to the pool
After the visitor leaves (or a timeout expires), the number is released back to the pool for the next visitor.

How AgentTech Number Pooling Works

AgentTech's implementation goes beyond basic call tracking. We've built a complete click-to-call attribution system that captures the full visitor journey.

The Complete Data Capture

Marketing Attribution

utm_source
utm_medium
utm_campaign
utm_term
utm_content
gclid, fbclid, msclkid

Session Context

Full landing page URL
Page title
HTTP referrer
Device type
Browser/user agent
Session duration

Simple One-Line Installation

Adding number pooling to your website requires a single line of code:

                        <script src="https://dialer.agenttech.io/js/agenttech.js?poolid=123" async></script>
                    

That's it. The script automatically:

Finds and replaces your configured phone number everywhere on the page
Handles all common phone number formats: (800) 555-1234, 800-555-1234, 1-800-555-1234, etc.
Updates tel: links so click-to-call works correctly
Maintains the original formatting style (parentheses, dashes, etc.)
Sends heartbeats to keep the number assigned while the visitor browses

Session Persistence Across Pages

Unique Session ID in URL

When a visitor first lands on your site, we generate a unique session ID and automatically append it to the URL. As they navigate your site, this session ID persists—meaning if they land on your pricing page from Google Ads, browse to your services page, then call from your contact page, we still attribute that call to the original Google Ads click.

Click Attribution in Action

Let's walk through a real example to see how all the pieces connect:

Example: Medicare Advantage Call Attribution

Step 1: Ad Click
A prospect clicks your Google Ad for "Medicare Advantage Plans in Florida"
https://yoursite.com/medicare-advantage?utm_source=google&utm_medium=cpc&utm_campaign=medicare_fl&gclid=abc123

Step 2: Number Swap
Your page displays (888) 555-0199 (a tracking number from your pool) instead of your main number. The URL is updated with a session ID.

Step 3: Browsing
The visitor reads about Medicare Advantage, checks your reviews page, and visits your About Us page. The session ID persists, and the same tracking number appears on every page.

Step 4: The Call
The visitor calls (888) 555-0199. The call is routed to your agents via AgentTech Dialer, with all session data attached.

Step 5: Full Attribution
In your call logs and analytics, you see:
Source: google | Medium: cpc | Campaign: medicare_fl | Landing: /medicare-advantage | gclid: abc123

Pool Management: How Numbers Are Allocated

Efficient pool management ensures you never run out of numbers while minimizing costs. Here's how AgentTech handles it:

Automatic Rotation

Numbers automatically return to "idle" status when a visitor's session expires (default: 30 minutes after last page view).

Automatic Scaling

When idle numbers drop below your threshold, new numbers are automatically provisioned from VoIP.MS.

Heartbeat System

As long as a visitor stays on your site, the JavaScript sends "heartbeats" to keep their number reserved.

Configurable Limits

Set minimum idle numbers (e.g., always keep 5 ready) and maximum pool size to control costs.

Routing Options: Where Calls Go

Each number pool can route to different destinations based on your needs:

Route to Queue

Calls enter an agent queue for round-robin or skills-based distribution to your team.

Route to Publisher

Forward calls to a specific publisher or partner who manages their own agent teams.

Route to Campaign

Direct calls to a campaign-specific queue with its own agents and settings.

Conversion Postbacks for Full-Funnel Tracking

Call attribution is powerful, but what about conversions that happen after the call? AgentTech supports conversion postbacks that let you close the loop on your marketing ROI:

                        GET /api/postback?session_id=abc123&type=sale&amount=500.00
                    

This allows you to:

Track when a call converts to a lead, sale, or enrollment
Associate revenue values with specific marketing sources
Calculate true cost-per-acquisition by campaign
Automatically deduplicate conversions (one per session per type)

Call Data Integration

All the attribution data flows into your call logs and is available to agents during the call. When a call comes in:

Agents See Context Instantly

Landing page the caller visited
Campaign/ad that brought them
Keywords they searched (if available)
Pages they browsed before calling
Any form fills or conversions before the call

This context helps agents personalize the conversation: "I see you were looking at our Medicare Advantage plans for Florida—how can I help you with that today?"

Real-World Impact: What Agencies Discover

When agencies implement number pooling with click attribution, they often discover surprising insights:

Discovery: The "Bad" Campaign Was Great

"Our display campaign had terrible click-through rates, so we almost cut it. But once we had call tracking, we discovered it generated 40% of our phone calls—people saw the ads on their phones but called from their desks."

Discovery: The "Good" Campaign Wasn't

"Our top-converting landing page for form submissions was generating calls that rarely converted. The page attracted price-shoppers, not serious buyers. We adjusted the messaging and saw call quality improve dramatically."

Discovery: Timing Matters

"We noticed that calls from our SEO traffic had much higher close rates when they came within 24 hours of the first visit. Now we retarget visitors who don't call immediately with 'call us' focused ads."

Setting Up Your Number Pool

Getting started with AgentTech Number Pooling takes just a few minutes:

Configuration Steps

Create a Pool: Name it, choose local or toll-free numbers, set your preferred area code or prefix
Set Your Swap Number: Enter the phone number currently displayed on your website—this is what we'll replace
Configure Routing: Choose where calls should go—queue, publisher, or campaign
Set Pool Limits: Define minimum idle numbers and maximum pool size
Get Your Embed Code: Copy the one-line JavaScript snippet
Add to Your Site: Paste the script into your website's HTML (works with any CMS)

Works With Any Website

WordPress, Squarespace, Webflow, custom HTML—it doesn't matter. If your site can include a JavaScript file, you can use AgentTech Number Pooling. The script runs asynchronously and won't slow down your page load.

Key Takeaways

Number Pooling dynamically swaps your display number with tracking numbers to attribute calls
Full Session Data is captured—UTM parameters, landing pages, click IDs, referrers, and more
Session IDs persist across pages so multi-page journeys are fully tracked
Automatic Pool Management provisions and recycles numbers as needed
Conversion Postbacks close the loop on revenue attribution
One-Line Installation works on any website platform

Stop guessing which marketing channels drive your phone calls. With AgentTech Number Pooling and Click Attribution, every call tells you exactly where it came from—so you can invest confidently in what works.

Start Tracking Your Calls Today

AgentTech Dialer includes Number Pooling with full click attribution at no additional cost.

Try AgentTech Dialer Now

Number Pooling & Click Attribution: Track Every Call to Its Source