Dynamic call tracking^β

Dynamic call tracking replaces phone numbers on various platforms to attribute calls directly to specific campaigns, ads, and keywords.

Call tracking is free in Yandex Direct and available only in Russia.

How it works

For each user, the system replaces the phone number in your ad with a unique one. Even if multiple people view your ad at the same time, each person sees a different number. Calls to these numbers are linked to a specific campaign, ad, and keyword. Yandex Direct and Yandex Metrica receive this data automatically.

Advantages

• Free of charge.
• Optimize campaigns for actual calls, not just clicks on the phone number.
• Pay for real calls.
• Browse call analytics and recordings in Yandex Direct.
• Seamless integration with standard Yandex Metrica reports.
• Dynamic substitution works for both local landline and regional mobile numbers.

Where number substitution is supported

You can track calls for ads that appear:

• On Yandex Search results page.

  This feature is only available to some users now, but it will gradually roll out to all accounts.

• In the list of organizations and service gallery.

• In Yandex Maps. Number substitution isn't yet supported on the mobile web version of Yandex Maps or in the Yandex Maps and Yandex Navigator apps.

How to enable

To use call tracking, you must have owner or representative access to the Yandex Business organization, chain, or branch listed in your campaign settings. For more information about access, see Yandex Business Help.

Here's where you can enable call tracking:

• Quick start: Enabled by default for new campaigns. For existing campaigns, toggle it on in campaign settings.
• Settings of the unified performance campaign.

Call tracking analytics

In Yandex Direct

You can view call data:

• In Conversions → Call log^β.
• Under Statistics → Report library → Call log^β

In Quick start, call data is available right on the campaign statistics page.

The call log tracks the date, time, caller number, duration, region, ad platform, and campaign name. The report also shows the status, and you can listen to audio recordings for successful calls. Recordings are stored for two months.

In Yandex Metrica

Yandex Metrica provides access to:

• Call reports
• Call log

No extra setup is needed since data syncs automatically.

All types of call goals will be added to the Yandex Metrica tag of the Yandex Business organization.

You can apply call data to standard reports and audience segmentation rules.

Have questions?

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