Setting Up Geo-display


Geo-display is one of the more requested features from our customer base here at CallRail. This refers to the ability to allow a business to dynamically replace a phone number on their website based on the visitor’s geographic location. In other words, if you’re running a campaign targeting customers living in North Carolina, you want the number they see when they visit your site or view your ad to have a North Carolina area code.

We definitely understand how functionality like this could help our users improve conversion rates and the overall user experience of their web pages. We’re not ruling adding this feature out, and it’s definitely something we’ve got on our long-term product roadmap.

But in the meantime, there’s a nice hack involving UTM parameters that some of our customers have had success with. It involves assigning parameters to each of your campaigns based on the location you’re targeting, and setting swap rules within CallRail based on those parameters.

Creating the Parameters

In order for this method to work, you will first need to create parameters for each location you want to promote. These can be utm_campaign=Location 1, utm_campaign=Location 2, etc. or some arbitrary parameter such as loc=Location 1, loc=Location 2, etc. It’s entirely up to you.

You’ll want to attach these parameters to your online marketing campaigns and set your ad-targeting based on these location-specific parameters.

For example:

Ringo’s Caller LLC has one location, but gets most of their business from clients located in Georgia, North Carolina, and Tennessee. They are running PPC and Facebook ads in each of these states and want to promote a local presence.

Ringo’s Caller LLC created the parameters utm_campaign=GA, utm_campaign=NC, and utm_campaign=TN. They have have attached utm_campaign=GA to all ads running in Georgia, utm_campaign=NC to all ads running in North Carolina, and utm_campaign=TN to all ads running in Tennessee in both of these platforms.

Learn more about assigning UTM parameters from Google:

Setting Up the Swap in CallRail

You will need to be using DNI for this to work, so the first step is to install CallRail’s JavaScript onto your website.

  1. Login to your CallRail account and open the new number modal. You will want to follow the steps for creating a number to go on your website. This works with both keyword pools and source-level call tracking.
  2. Select a name and destination number.
  3. When selecting a Tracking Source, select Landing Params. Use the first of the parameters you created above, for example utm_campaign=Location 1.
  4. Next select a phone number. Select the Change Area Code button in the top right to select a number local to the location you are targeting with these ads.
  5. Decide if you want to enable whisper messages or call recording.

You’ll need to repeat these steps for each of the locations you’d like to dynamically change for.

That’s it! You can start running campaigns in multiple locations, with phone numbers local to those callers on your website.

Pro tip: Serve up local numbers based on a website visitor’s IP address