Call tracking for trades: simple setup that won’t hurt your Google rankings featured image
Marketing & Sales

Call tracking for trades: simple setup that won’t hurt your Google rankings

TrainAR Team 28 days ago 6 min read

Call tracking for trades: simple setup that won’t hurt your Google rankings

Category: Marketing & Sales • Niche: call tracking, Local SEO, Google Business Profile, Ofcom CLI, AI missed‑call text‑back

UK trade office desk with a phone and laptop showing different tracking numbers on a website

Contents

Quick answer

You can track which marketing brings in calls without messing up your local SEO. Put a tracking number as the Primary on your Google Business Profile (GBP) and your real business number as the Additional. Use Dynamic Number Insertion (DNI) on your website so visitors see a tracking number but search engines still see your canonical number. Use local 01/02 or 03 numbers and follow Ofcom’s caller ID rules.

Helpful reads: Google’s phone number rules, Ofcom CLI guidance.

Who this is for

Small to mid‑size UK trade firms (plumbing, electrical, heating, roofing, joinery) that:

  • Rely on the phone to win work
  • Run Google Business Profile, Google Ads, vans/flyers, or a website
  • Want to measure which channels actually book jobs without hurting rankings

How call tracking works (for trades)

  • You buy tracking numbers and assign them to each source: Google Ads, GBP, website, van, leaflet.
  • Calls to those numbers forward to your main line or hunt group.
  • The system logs source, keyword/campaign (for ads), and call outcomes. Optional: record calls with notice.

Flow diagram showing source → tracking number → forwarding → call handling → CRM/job system

Google Business Profile: do this, not that

Do

  • Put the tracking number in Primary and your main business number in Additional. This is supported and keeps your identity consistent across the web. See GBP guidelines.
  • Prefer a local 01/02 tracking number that matches your service area. It improves trust and click‑to‑call rates.

Avoid

  • Only listing a tracking number with no Additional. If the tracking number changes or goes offline, you lose identity consistency.
  • Premium‑rate or out‑of‑area numbers on GBP. They can reduce trust and risk edits.

Related Academy posts:

Website tracking with Dynamic Number Insertion

DNI swaps the phone number on your website based on where a visitor came from, so you can attribute calls. The trick is to keep your real number in the HTML and schema, and swap it with JavaScript for users.

  • Keep your canonical number in the raw HTML and in your LocalBusiness schema.
  • Use JS to display a tracking number to the visitor.
  • Size your number pool roughly as peak concurrent visitors divided by 4 (minimum pool of 4) to avoid collisions. Guidance example: CallRail pool sizing.

Numbers to use (01/02 vs 03) and Ofcom rules

  • 01/02 geographic numbers: best for local trust. Port them into your tracking/VoIP provider so you keep them long‑term.
  • 03 national numbers: cost the same to call as 01/02 and are included in mobile bundles, good for wider service areas. See Ofcom call costs.
  • Caller ID rules (Ofcom General Condition C6): outbound calls must present a valid, returnable number under your control. If you use a different presentation number (e.g., local presence), it must route back to you. More: Ofcom CLI guidance.

Routing and missed‑call text‑back

  • Forward tracking numbers to a hunt group or ring your office + mobiles in order.
  • Announce and record calls if you need training or dispute protection. Always tell callers you record and follow UK GDPR/PECR.
  • Missed‑call automation: send a polite “Sorry we missed you” text with a booking link or ask for WhatsApp details. See our setup for different phones and VOIP lines: Auto text back for missed calls.

Reporting that actually helps decisions

Track these basics each week:

  • Calls by source (GBP, Ads, website organic, van, leaflet)
  • Answer rate and time to answer
  • Booked jobs per source
  • Cost per lead and cost per job (for paid channels)

With recording/transcription you can coach call handling and spot common objections. If you record, read the ICO’s guidance on consent and privacy.

Step‑by‑step setup checklist

  1. Pick numbers
  • Choose a canonical number you’ll keep long‑term; port it into your system.
  • Buy: one local tracking number for GBP, one for vans/print, and a pool for website.
  1. Configure GBP
  • Primary = tracking number, Additional = canonical number.
  • Test from a friend’s phone to ensure it forwards correctly.
  1. Install DNI
  • Add the provider’s JS snippet site‑wide.
  • Keep the canonical number in HTML and schema; test that Google still sees it (fetch render or use a text‑only view).
  • Size pool to your peak traffic.
  1. Routing and recording
  • Forward to hunt group; set open hours and voicemail.
  • Add call recording message if used and store recordings securely.
  1. Missed‑call text‑back
  • Set a rule: if missed during open hours, auto‑text within 60 seconds.
  • Include your booking link or WhatsApp button.
  1. Weekly review
  • Pull a calls‑by‑source report.
  • Check answer rates and coach any weak spots.
  • Move budget to the channels that book jobs, not just calls.

Recommended video: Set up call tracking using number pools

FAQs

  • Is call tracking allowed on Google Business Profile? Yes. Put the tracking number in Primary and your real business number in Additional so your identity stays consistent. See GBP guidelines.

  • Will Dynamic Number Insertion hurt my SEO? Not if you keep your real number in the raw HTML and schema, and only swap with JavaScript for users.

  • What numbers should UK trades use? Local 01/02 for trust, or 03 for a national feel with normal call costs. Avoid premium‑rate on GBP.

  • Do I need to tell callers if I record calls? Yes. Play a short message before recording and follow UK GDPR/PECR. See the ICO for privacy guidance.

  • How many numbers in a website pool? Start with at least 4. Rough rule: peak concurrent visitors divided by 4. Adjust after a week of data.

  • Can I text people after a missed call? For service updates and booking, keep it transactional. For marketing texts, get opt‑in under PECR. See our guide: Auto text back for missed calls.

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