Question from Reddit user:
I am planning to run a call campaign where I’d redirect users to call me from my landing page. This is my first call campaign where the destination is our landing page.
How can I track conversions in the dashboard? Do I have to do it the usual way, like tracking all the Call Now buttons?
Also, if you have any experience with any tool that I can use for call recording?
Answer from Nabil:
The short answer is:
For a call campaign where the destination is your landing page, simply tracking clicks on a “Call Now” button is insufficient for accurate reporting and optimization because it doesn’t measure the actual completed call.
You need a dedicated call tracking solution like CallRail to dynamically swap the phone number on your landing page and measure the call duration.
The most robust way to ensure these call conversions are accurately reported and used for Facebook’s optimization algorithms is to send the call data from your call tracking platform directly to Facebook using the Facebook Conversions API.
The long answer is:
Your challenge is to bridge the gap between an online click and an offline, measurable event, which is the phone call.
To track these accurately and efficiently for your Facebook Ads dashboard, you absolutely need more than just a GTM-based click tracker.
The core solution involves implementing Dynamic Number Insertion (DNI) via a call tracking platform, like CallRail.
Here is the step-by-step approach: First, you integrate a call tracking service, such as CallRail, onto your landing page.
This service uses DNI to dynamically replace the visible phone number with a unique, trackable number every time a user arrives from a Facebook ad.
This allows the system to definitively link the incoming call to the specific user’s session.
Second, you use Google Tag Manager (GTM) to manage the Facebook Pixel and, critically, to pass the unique Facebook Click ID (a parameter like fbclid or a similar identifier) from the landing page URL and store it in a first-party cookie or local storage.
Call tracking platforms are often able to capture this click ID as part of the call record.
Third, once the call is complete, the call tracking platform (e.g., CallRail) records the call duration and other quality metrics you define as a conversion.
Instead of relying on a fragile client-side pixel event, the CallRail API or a similar service is used to immediately send this conversion data, along with the captured Facebook Click ID, directly to Facebook’s server via the Facebook Conversions API (CAPI).
The use of CAPI for this server-to-server data transmission is an excellent solution because it is immune to browser issues, ad blockers, and cookie restrictions, ensuring near-perfect attribution.
You can further enhance this data flow by routing it through your own server-side environment like Stape or Google Cloud Platform.
This centralized approach gives you full control over data transformation and allows you to deduplicate events if both the pixel and CAPI fire.
This sophisticated integration ensures your Facebook Ads dashboard reports the true number of valuable phone calls, which, in turn, allows Facebook’s algorithms to optimize your campaign spending much more effectively than a simple button click would.
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