Why is it crucial to have the swap target as the number on your site?

Short Answer: It’s crucial to have the swap target as the number on your site because if the default number (number one) appears unchanged, the swap will not take place, meaning your calls won’t be tracked and conversions will not be reported back to Google.

Full Explanation

When using call tracking tools that swap phone numbers dynamically on your website, it is essential that the number you want to track—the swap target—is exactly the number displayed on your site. This precise matching enables the tracking software to identify which numbers to replace in real time.

If the number shown on your site is the standard or original number (often referred to as ‘number one’), the swap mechanism will fail to activate. As a result, the phone number will remain unchanged, preventing any tracking of calls originating from the site.

This means that without the proper swap target setup, calls will not be recorded as conversions, and those valuable conversion data points will not be sent back to Google Ads or other marketing platforms. Ultimately, this disrupts your ability to measure and optimize campaign performance effectively.

Step-by-Step Breakdown

Ensure the phone number displayed on your website is set as the swap target within your call tracking system.
The tracking system identifies this number and swaps it dynamically with a trackable phone number when visitors land on your site.
If the number on your website is not the swap target, the system will not replace it.
Without this swap, calls made using that number cannot be tracked.
Consequently, conversion data from those calls is not sent back to Google or your other analytics tools.

Real Examples

For instance, if your site’s main number is (555) 123-4567 but the swap target is set to a different number or left as default, visitors will continue seeing the original number and calls placed will not be logged.

On the other hand, if the swap target matches (555) 123-4567 exactly, the call tracking system will successfully replace it with a tracking number, capturing call data and sending conversion information back to Google.

Common Mistakes

Not setting the swap target to the actual phone number displayed on the site.
Assuming calls will be tracked even if the number on the site remains the default number one.
Overlooking the impact of untracked calls on conversion reporting and campaign performance.

FAQs

Q: What happens if the number on my site doesn’t match the swap target?
A: Calls will not be tracked, and conversions will not be reported back to Google.

Q: Can I track calls if my swap target is not the number on my site?
A: No, the swap needs to target the exact number shown on your site to function properly.

Key Takeaways

The swap target must be exactly the phone number displayed on your website.
Failing to do this means numbers won’t swap and calls won’t be tracked.
Without tracking, conversions from calls won’t be sent back to Google, impacting campaign analytics and optimization.