When it comes to the world of call tracking, there’s an awful lot to unpack, and even experienced marketers can trip over some of the jargon. That’s why we've built this call tracking glossary to help get you and your team speaking the same language.
From dynamic number insertion to tracking pools and speech analytics, this guide breaks down the key terms and tools you’ll come across when using call tracking software, with clear, benefit-focused definitions that show why they matter for your marketing ROI.
AI-powered summaries automatically capture the key points, objections, and outcomes of calls. This helps your team review conversations faster, spot trends, and optimise messaging for better conversion rates.
Comprehensive measurement and reporting of call data including volume, duration, location, caller intent, and outcomes. Delivers insight that helps marketers make smarter decisions and prove ROI.
Automatically routes inbound calls to the most appropriate agent or department based on predefined rules. Ensures customers reach the right person quickly, improving customer experiences and conversion potential.
Real-time listening or recording of calls for quality assurance, training, and compliance. Helps you spot coaching opportunities and maintain high service standards.
Labelling calls with structured outcomes such as “sale,” “enquiry,” or “support” to streamline reporting and improve optimisation. Enables more granular attribution and better understanding of marketing impact.
Assessment of the clarity, professionalism, and effectiveness of calls. Essential for training, compliance, and ensuring every conversation drives business value.
Capturing call audio for training, compliance, and insight generation. Supports quality assurance and helps marketers learn from real customer interactions.
Rules-based system that directs calls to the right department or location based on caller input, time of day, or geography. Enhances customer experiences and ensures efficient handling of leads.
Assigning unique phone numbers to marketing channels, campaigns, or content to see exactly where calls come from. Gives marketers the attribution they need to double down on what drives revenue.
The unique reference or phone number identifying an inbound caller. Essential for personalising service and maintaining context throughout the customer journey.
The actual business number that a tracking number forwards to. Customers dial the tracking number, but you receive the call seamlessly on your standard line.
Predefined instructions for how phone numbers are dialled and routed within your communication system. Ensures consistency and efficiency in handling inbound and outbound calls.
A unique phone number shown to a website visitor for the duration of their session. Enables highly accurate attribution by linking calls to specific online behaviours.
Technology that automatically swaps displayed phone numbers on your website based on traffic source. Tracks exactly which channels (SEO, PPC, social, etc.) are driving calls, which means nailing ROI measurement is easy.
A static tracking number used in offline campaigns, ad extensions, or business listings where dynamic replacement isn’t possible. Still enables attribution even without online sessions.
Directs incoming calls to the nearest or most appropriate location based on caller geography. Improves customer experiences and operational efficiency by connecting them to local teams.
Infinity’s JavaScript snippet that powers dynamic number replacement on your website. It shows each visitor a unique tracking number so you can connect their online journey to offline calls and see exactly what’s driving results.
An automated system that engages callers with voice or keypad prompts, helping them quickly get routed to the right team or the right information. Improves efficiency while delivering better caller experiences.
Tracks which paid search keywords led someone to call your business. Supports hyper-granular PPC attribution so you can optimise spend and drive more high-quality leads.
A score given to a call when it ends, typically evaluating quality or outcome. Useful for training, quality assurance, and identifying which interactions deliver the most value.
Links calls to specific online sessions. Gives you insight into the user behaviour that led to the call, enabling tighter attribution and better campaign optimisation.
Infinity’s feature that ties sales outcomes and revenue directly back to the individual calls and marketing sources that drove them. Delivers clear, actionable ROI attribution you can share with confidence.
Infinity’s AI-powered technology that automatically categorises call outcomes (e.g. sales-ready lead, support call) and feeds this data into your paid bidding tools, helping you optimise paid campaigns to reduce CPL and boost ROAS.
Advanced AI-driven technology that analyses words, phrases, and sentiment in recorded calls. Extracts insights for training, quality assurance, and sales enablement to help you close more deals.
A central record of all calls, including detailed metadata such as source, duration, outcome, and agent notes. Makes it easy to track performance and spot opportunities to improve.
A unique phone number assigned to a specific marketing channel, campaign, or even individual ad. Enables attribution by showing precisely which efforts drive calls.
A set of dynamic numbers rotated among website visitors during their sessions. Ensures accurate attribution even when traffic volumes are high.
A high-level grouping of related tracking numbers for aggregated reporting. Makes it easy to see channel-level performance at a glance.
Text records of calls created in real-time or after calls end. Improve analysis, compliance, and training by making conversations searchable and easy to review.
Connects calls to individual website visitors for session-level insight. Lets you see the full journey from online engagement to offline conversation for true end-to-end attribution.